DECLARATION

It is here by declared that the project entitled “CUSTOMER SATISFACTION OF

ANALYTICAL INSTRUMENTS MANUFACTURED BY THE ELICO

LIMITED ” is an original and bonafide work carried out by CH.CHANDRASHEKAR &

A.U.P.SERAN TEJA of VIGNAN INSTITUTE OF TECHNOLOGY AND SCIENCES in the

time period of FEB – JUNE 2011 In partial fulfillment of the requirement for the award of

MASTER’S Degree in Business Administration.

I also declare that the project work is a result of my own efforts and has not been

submitted to any other college or university to provide any degree or diploma.

Place: HYDERABAD

Date:

(CH.CHANDRASHEKAR & A.U.P.SERAN TEJA )

ACKNOWLEDGEMENT

We would like to take this opportunity to express my gratitude to all those who guided

us in the right direction to complete this report.

We are extremely grateful to my guiding faculty K.SANTOSH KUMAR (Project guide) for

their invaluable support and guidance for making this project a success. I must however

specially acknowledge my indebtness to MR.SUMANTH SIR (VICE PRESIDENT –

TECHNICAL & OPERATIONS) and MR.RAMESH DATLA (MANAGIND DIRECTOR ,

ELICO LIMITED ( BALANAGAR ) for allowing us to do this research and rendering with all

facilities during the study.

Finally my warmest thanks to all the respondents for venturing the relevant data

required for presenting this report.

(CH.CHANDRASHEKAR & A.U.P.SERAN TEJA)

CONTENTS

CHAPTER-1 INTRODUCTION

Objectives of Study

CHAPTER-2 RESEARCH METHODOLOGY

Need For The Study

Research Design

Source of Data

Sample Size

Limitations

CHAPTER-3 INDUSTRIAL PROFILE

CHAPTER-4 PROFILES OF THE COMPANY

CHAPTER-5 DATA ANALYSIS

Tables

Graphs

CHAPTER-1

INTRODUCTION

INTRODUCTION

In the field of marketing research focuses almost exclusively on consumer behavior

rather than on other aspects of marketing process just as the findings of marketing

research were used to improve managerial decision making the initial reason for studying

consumer behavior was to enable marketers to predict how consumer would react to

promotional messages and to understand why they made the purchase decision they did.

Marketers assumed that if they knew everything there was to know about the consumer

decision making process they would design marketing strategies and promotional

messages that would influence the consumer in the desired way.

CUSTOMER SATISFACTION :

According to Philip Kotler, “satisfaction is a person’s feelings of pressure or

disappointment resulting from product’s perceived performance (outcome) in relation to

his or her expectations. Customer satisfaction is the level of a person’s felt state resulting

from comparing a product’s perceived performance (outcome) in relation to the person’s

expectations”.

This satisfaction level is a function of difference between perceived performance and

expectations.

If the product’s performance, exceed expectation the customer highly satisfied or

delighted.

If the performance matches the expectations the customer is satisfied.

If the products performance fall shorts of expectations the customer is dissatisfied.

Many companies are aiming for high satisfaction because customers who are just

satisfied still find it easy to switch when a better offer comes along. High satisfaction or

delight creates an emotional affinity with brand.

Variety of factors that affect customer satisfaction includes product quality, product

availability and after sales support such as warranties and services. Customer satisfaction

is seen as a proof of delivering a quality product or service.

It is believed that customer satisfaction brings sales growth, and market share. A

company can always increase customer satisfaction by lowering its price or increasing its

services but this may result in lower profits. Thus the purpose of marketing is to generate

customer value profitability.

Objectives of study:

This study has been undertaken to analyze the use of analytical instruments by the customers

and their satisfactory levels relating to the application of the products.. The objectives of

this study are :-

To study the Overall market for the analytical industry in INDIA

To study the opinion of the customers on the instruments manufactured by ELICO

LIMITED.

To analyze the opinion on after sales service provided by the company.

To find out the consumption of instruments in which sector is more as the company

Caters the products to the various sectors like education institutes , pharmaceutical

companies , chemical industries , automobiles , laboratories etc.,

To find out the features that are to be developed in order to increase sales of various

Instruments.

CHAPTER-2

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Need for the study:

This Project is prepared for the partial fulfillment of MBA program as per the

mandatory requirement of it.

This Project contains mainly two things:

1. To analyze the customer satisfaction and opinions towards ELICO PRODUCTS

2. To know which category of customers are purchasing the goods and for what

application the equipment is being used.

Research Design:

Research design was adopted for the purpose of analyzing the data which was aimed

to combine relevant data along with the economic infrastructure and time in mind. It was

the concept of zonal structure with in which research is conducted.

The research was conducted over a period of 45 days.

Sources of data

Primary Source:

The data is collected by getting the feedback from the customers who have been consistently

purchasing the instruments from the ELICO LIMITED by mailing the questionnaire to their E-

mail id is one way I have collected the data and other way is by personally making a phone call to the distant customers in other states and getting the questionnaire duly filled by me .

Therefore primary data was collected with the consent of the customers by having them duly

engaged for a short period of time through phone.

Secondary source:

Secondary information is any data generated for some purpose other than present

research. The secondary data is collected from

1. Company website www.elicoltd.com

2. E-journals

3. Wikipedia

4. Other company websites.

Sample Size

1. Sampling units consisting of respondents all over india.

2. Sampling units consist of Various dealers , Various Industries .

3. Sampling size of customers was 60 as the main intention was to gather the data from each and every sector and get the key information regarding the application of product.

Limitations:

The study is restricted to only 60 respondents who are consistent purchasers of ELICO Products.

This sample may not represent different application of the products.

While answering the question the respondent has very few options of answers

to select from.

CHAPTER-3

INDUSTRY PROFILE

INDUSTRY PROFILE

“The Indian instrumentation market including consumables and spares is estimated around $1 billion, with an annual growth rate of above 10 percent” .

India saw a major part of the analytical instrument industry moved into trading and represent-ing foreign manufacturers, except for a few in 1980. However, as Indian economy grew since the 1990s fuelled by the economic liberation policies of the government, and rapid globaliza-tion of the Indian economy, the market opportunity became visible to the global players. Phar-maceuticals, life sciences, petroleum, mines and minerals, metals, and food and beverages were few of the distinct sectors that achieved global scales, and required to adopt best prac-tices for research and quality. This resulted in a shift in strategy for the global players who had a reasonable representation of their products to establish their own subsidiaries for not only pro-viding sales and support but to offer value add services like application support to the various verticals.

In the 1960s, a lot of work went into the development of analytical instrumentation mainly in the Department of Atomic Energy (DAE) and Council of Scientific and Industrial Research (CSIR) labs that were funded by the government. This was because of the technology isolation faced by India after the Chinese war and the "self reliance" objective thus set by the government.

Very few of the instrument technologies thus developed were ever commercialized. Later, de-pendence on foreign products grew because of non-availability of indigenous technologies. Most of the Indian instrument companies though initially started developing indigenous tech-nologies, could not keep pace with technological advancements, as the support structure did not evolve. Hence they opted for technical tie-ups except for a couple of companies who con-tinued to invest in in-house R&D.

The technologies discussed have been indigenously developed and successfully compete with imports addressing the low and mid range markets. Some of these products are being exported worldwide. A couple of the Indian companies have moved into high end product development and are also working with global players in co-development and manufacturing.

The instrument industry is technology intensive involving several disciplines of technology which include optics, fluidics, mechanics, precision engineering, materials, electronics (hard-ware and software), sensors, detectors, chemicals, product engineering and above all compe-tent human resource. Backward and forward integration is very essential for any industry to grow and non-existence of this structure was a deterrent for the growth of Indian instrument industry.

India has a well established science and technology infrastructure under the CSIR, DAE, DoS and DRDO institutions and world-class academic institutions like IIT and IISc. Though a lot of funding

went into these institutions the drawback was the poor interface between the industry, re-search institutions and academia because of lack of an integrated national instrument develop-ment program for indigenous instrument development. Very few of the technologies ever de-veloped had commercial relevance.

However, the scenario is changing and we see an increased participation among the stakehold-ers.

In the 1990s with opening up of the economy, the country saw rapid economic growth coupled with freeing the market of all trade barriers. In 1998 India became the signatory to the WTO-IT agreement by which the duties on most of the analytical instruments had to come down to zero by 2005.

The Indian analytical instrument market including consumables and spares is estimated around $1 billion, with an annual growth rate of above 10 percent. It is estimated that this growth rate will continue for the coming years

Due to competitive pressures time and productivity are the biggest challenges in the laboratory today. A one stop shop which provides automation and networking of instruments leading to speed of analysis, meeting regulatory compliance and support has become the key for the cus-tomer.

In the Analytical Instrumentation Industry there are many national players like LAB IN-DIA, ELICO LIMITED and as well as international players like SHIMADZU , PERKIN – ELMER , AN-ALYTICAL TECHNOLOGY , SYSTRONIX which offer a wide range of analytical instrumentation so-lutions to various customers who put these instruments to use for various applications like find-ing the minerals content in the soil, finding out the wavelength of light etc used in many sectors like Medical, Educational institutions, Labs & Research Institutes , Automobiles, pharmaceutical industries , Chemical Industries etc.,

CHAPTER-4

COMPANY PROFILE

COMPANY PROFILE

“ELICO” The name which pioneered and gave new meaning and direction to the word Analytical Instrumentation in India and electronics in state of Andhra Pradesh, and this word “Electronics” has now become the identity of Hyderabad.

The company commenced its operations in 1959 slightly more than a decade after Independence of Country. It was a time when there were very few players nationally in the technology arena and none locally. It was a time when country needed indigenous capabilities and people who could take the onus on innovation and technology development with responsibility and contribute in the country’s growth.

That’s when ELICO was born, which has technologically grown to become a true leader in Instrumentation today by giving lot of emphasis to growth through innovation.

The principles followed by ELICO have always helped it to stand out and create a unique identity and reputation as an innovator, which has contributed to the growth of indigenous technologies. This Philosophy has made R&D the backbone of ELICO.

To keep pace with technology the company established its own R&D Wing since inception, which is recognized by the Department of Science & Industry Research (DSIR) Govt. Of India.

The Company started its venture with design, development & manufacturing of Analytical Instruments like pH Meters for the first time in India and kept on adding several firsts in the areas of Spectrophotometry, Electrochemistry, Flame Photometry, Water Quality Analysis etc. These instruments are extensively used in Agriculture departments, Research & Academic Institutions, Hospitals, Pollution Control agencies, Pharmaceutical, Chemical, Petrochemical, Steel, Cement and other Industries.

Awards

ELICO has won a number of Awards for its R&D effort in developing new technologies. Prominent among them are the nation’s highest awards, the National awards for R&D effort in Industry from the Department of Scientific & Industrial Research,

The National R&D award from the Department of Electronics

The National award for Quality products in Small Scale sector from Ministry of S.S.I., Govt. of India.

Information about company in brief :

Established in 1959

1st Analytical Instrument Manufacturing Company in India and 1st electronic industry in the State of Andhra Pradesh

Introduced the 1st PH meter in India and continued to add several firsts in the area of spectroscopy & electrochemistry

1st Analytical Instrumentation company in India to be certified for ISO 9001, ISO 14001 & ISO 27001 standards.

1st Analytical Instrumentation company in India to Provide R&D and Manufacturing Services to global analytical instrument Companies.

VISION AND MISSION :

Vision Statement “To be a globally renowned Lab Analytical Instrumentation Company”

The vision of ELICO is to become a world class supplier of analytical instruments and a solution provider for all users from small to large organizations across the globe in Electrochemistry, Spectroscopy and Chromatography space.

Mission Statement

ELICO aims to provide high end analytical instruments combined with service and

support to suit customer requirements.

Our mission would be achieved through :-

Use of domain knowledge developed over five decades. Utilizing and enhancing the skills and creativity of our people. Turning R&D into space of innovation & value creation with emphasis on innovation and

IPR generation, continuous improvement and adapting to new technologies Develop partnerships with Global Organizations.

PRODUCT PROFILE

ELECTROCHEMISTRY : - Potentiometric pH Analyser - µP Based pH Analyser LI - 614

ION Analyser - µP Based Ion Analyser LI - 126

pH Meter - µP Based pH Meters LI - 615 & LI - 617

Digital pH Meters LI - 127 & LI – 120

Conductometric

Conductivity Meter - EC-TDS & Conductivity Meters CM - 183 & CM - 180

Coulometric

Dissolved Oxygen Meter – Dissolved Oxygen analyser PE - 135

Polarographic Analyser : DC / Pulse Polarographic analysers CL – 362 & CL - 358

Multiparameter :

µP Based Water Quality Analyser PE - 138 SPECTROSCOPY : -

Atomic absorption : -

1. True double beam atomic absorption Spectrophotometer with built -in-PC. SL – 243

2. True Double Beam Atomic Absorption Spectrophotometer SL – 194

3. Double Beam Atomic Absorption Spectrophotometer SL - 176

4. Single Beam Atomic Absorption Spectrophotometer SL - 168

MOLECULAR ABSORPTION :

UV – VIS Spectrophotometer :

1. Double Beam UV – VIS spectrophotometers with built – in -PC. SL – 218 & 244

2. Double Beam UV - VIS Spectrophotometers SL – 191 & 210 3. UV – VIS Spectrophotometer (VARIABLE BW) SL - 1604. UV - VIS Spectrophotometers SL - 159 & 150

Bio spectrophotometer :

1. Bio Spectrophotometer BL - 222

Visible spectrophotometer :

1. Visible Spectrophotometer SL - 177 2. Visible and near IR Spectrophotometers SL - 207 & 27

NIR Spectrophotometer :

1. NIR spectrophotometer SL - 153

DIODE Array Spectrophotometer :

1. Diode Array Spectrophotometers SA - 165 & 208

CLINICAL Chemistry Analyser :

1. Clinical Chemistry Analyser CL – 162 & 380

COLORIMETER :

1. µP & µC Based Colorimeters CL – 223 & 63

Luminescence :

Fluorometer :- 1. Fluoroscence Spectrophotometer and analyser CL – 53 & 174

Emission :

Flame Photometer :

1. µP based Flame Photometers CL – 378 & 3612. Dual Channel Flame Photometers CL – 22D & 26D

Scattering :

NEPHELOMETER / TURBIDITY METER : - 1. Nephelometer / Turbidity meter CL – 52 D

CHROMATOGRAPHY :

LIQUID CHROMATOGRAPHY :

1. HPLC isocratic system HL - 459

CHAPTER-5

DATA ANALYSIS & INTERPRETATION

1. Division of the data into various segments along with the states

FINDINGS

Findings:

1. From the data analysis it is found that LI- 120 is the leading instrument that was being purchased by dealers and education sector

2. After LI – 120 the instrument which has the more demand is CM – 180 and CL- 157 in the dealer’s market.

3. In Automobile sector LI – 614 and CM -183 was consumed more .

4. The main source of revenue for the ELICO products is from EDUCATION and

DEALER Sectors contributing 26.55% and 26.52% as cumulative average for all the

three years.

5. The sectors which are contributing less in terms of the business are POLLUTION

CONTROL BOARD , PETROCHEMICALS with 0.17% and 0.13% respectively.

6. There is a Huge potential of business market for ELICO Limited to Cover all the states

And increase the turnover of the sales rapidly