Study on Attitude of Customer

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A STUDY ON ATTITUDE OF CUSTOMERS TOWARDSSTANDARD POLYMERS

SUMMER PROJECT REPORT

Submitted by

R. SIVAKUMAR

REGISTER NO: 27348341

Under the guidance ofMrs. HEMALATHA,M.B.A..,

Faculty, Department of Management Studies.

In partial fulfilment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

PONDICHERRY UNIVERSITY

PUDUCHERRY, INDIA


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SEPTEMBER 2007

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

MADAGADIPET, PUDUCHERRY

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DEPARTMENT OF MANAGEMENT STUDIES

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BONAFIDE CERTIFICATE

This to certify that winter project work entitled A STUDY ON ATTITUDE OF

CUSTOMERS is a bonafide work done by R.SIVAKUMAR [REGISTER NO: 27348341]in

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partial fulfilment of the requirement for the award of Master of Business Administration by

Pondicherry University during the academic year 2007- 2008.

Internal GUIDE HEAD OF THE DEPARTMENT

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Submitted for Viva-Voce Examination held on ___________

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EXTERNAL EXAMINER

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ACKNOWLEDGMENT

With the divine blessing of God, I express my deep gratitude to Mr. N.KESAVAN. Chairman,

and Mr. M. DHANASEKARAN, Managing Director and S.V. SUGUMARAN, Vice Chairman, Sri

Manakula Vinayagar Engineering College.

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My special thanks to our college Principal DR. V.S.K VENKATACHALAPTHY for

extending me moral support during the course of this work.

I wish to place on my records my sincere gratitude to Mr. S. JAYAKUMAR, Head of the

Department of Management studies for his motivation and providing me permission to do this

project work.

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I wholeheartedly thank my internal guide Mrs. M. HEMALATHA for being so resourceful

right from the beginning of this project and helped to bring out this project successfully amidst of

all odds.

I profoundly thankMr. NATARAJAN Production Manager for giving me an opportunity to

do this project work at STANDARD POLYMERS. Puducherry and for guiding me throughout the

project duration.

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I am also thankful to all other faculty members of the department for their constant co-

operations and encouragement in pursuing my project work.

My heart gratitude to all customers of STANDARD POLYMERS. Puducherry for

providing me details about the company for the completion of project.

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At this turning point in my life, my profound thanks goes to my parents, my brothers and

to my friends who supported me by giving love and encouragement which I needed the most, I

owe deep sense of gratitude to all of them.

CONTENT

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LIST OF TABLES

LIST OF CHARTS

CHAPTER TITLE PAGE NO

I

INTRODUCTION

1.1 PROFILE OF THE COMPANY 1

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1.2 ORGANIZATION CHART

NEED FOR STUDY 67

II REVIEW OF LITERATURE 8

III OBJECTIVES OF THE STUDY 16

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IV RESEARCH METHODOLOGY 17

V DATA ANALYSIS AND INTERPRETATION 21

VIFINDINGS OF THE STUDY

SUGGESTIONS AND RECOMMENDATIONS

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64

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VII CONCLUSION 66

VIIILIMITATIONS OF THE STUDY

SCOPE FOR THE FURTHER STUDY

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68

APPENDICES 69

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ABSTRACT

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An organization is meant to help and evolve independent work relationship in order to

achieve a common goal. Every organization has to find its own way of functioning effectively

and must adopt whichever theoretical framework of organizational development suits it.

Considering the fact that an organization is a hierarchical structure, the role of manager is of

critical importance as he undertakes the mission of working for the larger interest of society. Thus

managers set objectives, organize activities and perform as effective leaders, think about human

development and organizational development as well.

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In this context, the present research was designed to help management in relation to

attitude of customer in standard polymers. For this purpose a sample of 50 customers were

selected. The data were obtained using simple correlation method, weighted average method, and

percentage analysis. However customer attitude, customer satisfaction customer preference, and

attitude formation, was better in STANDARD POLYMERS. Customer attitude, customer

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satisfaction customer preference and attitude formation were the significant predictors in

developing organization.

To conclude, customers felt that good positive attitude towards standard polymers means

it will motivates the customers. Organization would like to fulfill the customer's needs and

requirement Therefore there is enormous opportunity and potential for OD movement in future.

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LIST OF TABLES

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Table. no Particulars Page No5.1 DESIGNATION 21

5.2 CUSTOMERS PRODUCTS 22

5.3 TYPE OF PRODUCT 23

5.4 WAY TO USE THE PRODUCTS 24

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5.5 PACK 255.6 PRESERVE AND PROTECT 26

5.7 CARRY 27

5.8 FREEZE ABILITY 28

5.9 SEAL ABILITY 29

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5.10 DUCTILITY 305.11 TEAR STRENGTH 31

5.12 ORDER PLACED 32

5.13 CONVENIENT 33

5.14 TELEPHONE 34

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5.15 E-MAIL 355.16 SALES PERSON 36

5.17 ANY DAMAGES 37

5.18 CREDIT FACILITY 38

5.19 ANY DISCOUNT FOR BULK PURCHASE 39

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5.20 FELT ABOUT CREDIT FACILITY 405.21 FELT ABOUT DISCOUNT 41

5.22 FORM OPINION TOWARDS PRODUCTS 42

5.23 FACTORS INFLUENCING THE PRODUCTS 43

5.24 ATTITUDE FORMATION THROUGH EXPERIENCE 44

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5.25 ATTITUDE FORMATION THROUGH BUYERS 455.26 ATTITUDE FORMATION THROUGH ASSOCIATIONS 46

5.27 INFLUENCED TO PURCHASE THROUGH EXPERIENCE 47

5.28 INFLUENCED TO PURCHASE THROUGH BUYERS 48

5.29INFLUENCED TO PURCHASE THROUGH

ASSOCIATIONS49

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5.30 REASON FOR REPURCHASE THE PRODUCTS 505.31 PREFERENCE OF CUSTOMERS 51

5.32 PRICE\COST 52

5.33 PRODUCT FEATURES AND USAGE 53

5.34 PRODUCT QUALITY 54

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5.35 AVAILABILITY 555.36 PRICE\COST COMPARED TO COMPETITOR 56

5.37PRODUCT FEATURES AND USAGE COMPARED TO

COMPETITOR57

5.38 PRODUCT QUALITY COMPARED TO COMPETITOR 58

5.39 AVAILABILITY COMPARED TO COMPETITOR 59

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5.40 WEIGHTED AVERAGE METHOD 605.41 CALCULATION FOR WEIGHTED AVERAGE 61

5.42 RESULT FOR WEIGHTED AVERAGE 61

5.43ANALYSIS BY CORRELATION BETWEEN REASON FOR

REPURCHASE AND PREFERENCE

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LIST OF CHARTS

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Table. no Particulars Page No5.1 DESIGNATION 21

5.2 CUSTOMERS PRODUCTS 22

5.3 TYPE OF PRODUCT 23

5.4 WAY TO USE THE PRODUCTS 24

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5.5 PACK 255.6 PRESERVE AND PROTECT 26

5.7 CARRY 27

5.8 FREEZE ABILITY 28

5.9 SEAL ABILITY 29

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5.10 DUCTILITY 305.11 TEAR STRENGTH 31

5.12 ORDER PLACED 32

5.13 CONVENIENT 33

5.14 TELEPHONE 34

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5.15 E-MAIL 355.16 SALES PERSON 36

5.17 ANY DAMAGES 37

5.18 CREDIT FACILITY 38

5.19 ANY DISCOUNT FOR BULK PURCHASE 39

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5.20 FELT ABOUT CREDIT FACILITY 405.21 FELT ABOUT DISCOUNT 41

5.22 FORM OPINION TOWARDS PRODUCTS 42

5.23 FACTORS INFLUENCING THE PRODUCTS 43

5.24 ATTITUDE FORMATION THROUGH EXPERIENCE 44

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5.25 ATTITUDE FORMATION THROUGH BUYERS 455.26 ATTITUDE FORMATION THROUGH ASSOCIATIONS 46

5.27 INFLUENCED TO PURCHASE THROUGH EXPERIENCE 47

5.28 INFLUENCED TO PURCHASE THROUGH BUYERS 48

5.29INFLUENCED TO PURCHASE THROUGH

ASSOCIATIONS49

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5.30 REASON FOR REPURCHASE THE PRODUCTS 505.31 PREFERENCE OF CUSTOMERS 51

5.32 PRICE\COST 52

5.33 PRODUCT FEATURES AND USAGE 53

5.34 PRODUCT QUALITY 54

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5.35 AVAILABILITY 555.36 PRICE\COST COMPARED TO COMPETITOR 56

5.37PRODUCT FEATURES AND USAGE COMPARED TO

COMPETITOR57

5.38 PRODUCT QUALITY COMPARED TO COMPETITOR 58

5.39 AVAILABILITY COMPARED TO COMPETITOR 59

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CHAPTER I

STANDARD POLYMERS

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1.1 PROFILE OF THE COMPANY

1.1.1 HISTORY/ MILESTONE:

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Standard polymer is its original form and structure was founded and started in the year

1990 by its founder Mr. Francis, father of the present inactive partner Mr. Marie susai raj. The

company was then manufacturing

Only mono-layer films and printed pouches for ordinary hand-packing of day-to-day selling

commodities. The company faced problems in the initial two years in achieving its turnover

targets. It then gradually picked up when bulk orders from tamilnadu dairy sectors could be

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established. The company possessed a mono-layer extrusion plant and a Flexo-graphic printer.

Slitting and pouching were done by manual processes.

Contemporarily another company under the name Mylon plastics was functioning. It was

founded and run by the present production manager Mr. Natarajans father, who was a thorough

knowledge person in industrial sector. Before having started his own venture, he was a depute of

Pondicherry government and was entrusted to investigate the possibilities of enhancing the

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industrial infrastructure of Pondicherry. He could gain lot of experience in this field during his

service, which motivated him to start an industry of his own. The industry he chose was packing

industry, where packing materials like multi-layer polythene films and pouches made from these

films for packing of food products were in great demand. He was also convinced about the

increasing future potential for the demand of this type of packing and hence his decision to start

this industry. The company was then engaged in the manufacture of multi-layer polythene films

and 2-4 Colour printed pouches.

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In the year 2004 mylon plastics was facing financial problems to run the company

further. The aiding Bank was unwilling to forward funds for the maintenance and functioning of

the company. So there arose a compulsion, when mylon plastics have to seek financing partners.

It was also decided for the fusion of both the companies. i.e., Mylon plastics and standard

polymers. Things were re-organized in deputation and functional responsibilities of personals.

1.1.2 PROFILE OF M/S STANDARD POLYMERS

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M/s. Standard polymers private limited can be declared as a medium scale industry and

as it stands today was organized and re-established in the year 2005 with five partners, among

whom three are active and the rest two are inactive. The three active partners have taken charge

and handling of the departments.

Mr. T. Chandrasekaran - Administration, Purchase & Overall in charge.

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Mr. Natarajan - Production and Human Resources.

Mr. Senthil Kumar - Marketing and Sales.

Mr. Marie Susai Raj and Mr. Selvanayagam and other miscellaneous duties.

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Todays profile of M/s Standard Polymers private limited posses a picture of a well

established and progressively functioning company. The company with a production volume of

60 tonnes a month in the year 2004 has reached a capacity of 160 metric tones as per today. The

production takes place in three shifts and even then the volume of pending orders has raised to its

brim. The company is capable of manufacturing packing covers of high standards for industrial

packing. The present financial turnover ranges up to two crores a month. The companys merits

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are well exposed and its reputation respectfully recognized by its customers and Bankers. The

major customers are;

MRF Ltd., Kerala, Tiruvothiyur and Pondicherry.

Parrys confectionery Limited.

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Nutrine confectionary company (P) Limited.

Winner Dairy (P) Limited.

SNP Dairy milk, Madurai.

Aiswariya Milk products, Virudhachalam.

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Sarva Seva dairy federation Limited. (Seva Milk).

Sarva seva dairy federation (Sarvodaya Milk).

G.K Dairy, Thanjavur (District) Kurichi.

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Balaji Oil Milk, Vanur (Lion Brand Double groundnut oil).

South India flour mills Limited, Chennai.

S.M Detergents (P) Limited, Coimbatore.

Kovilpatti lakshmi roller flour mills Limited, Gangaikondan.

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Meenakshni foods India private Limited, Chennai.

Vega marketing (P) Limited, Dindugal.

1.1.3 COMPANYS LOCATION AND INFRASTRUCTURE

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The company with its subsidiary units of production. Administration and other facilities

are placed together in a complex, located at Odiampet, a village lying on the outskirts of

Pondicherry and about 12 Km's form Pondicherry centre. The company is situated amidst

agricultural lands and well accessible by that road. Bus service from and to Pondicherry is

available twice a day.

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The complex is well planned and placed in an area of about 2.5 acres of land. The

administrative premises face the road side and its architectural design presents a well established

company. The frontage upto road is gardened with flower plants and greenery. Also a parking

area inside the premises is provided.

The production units are placed behind and adjoining the administration buildings.

Housings for production units are well designed to comply with factory requisites. The housings

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are spacy for the installation of machines and free movements of the workers. Adequate

numbers of windows provide free circulation of air and facilitate for adequate light and

ventilation. Access to different units is also not complicated. Vehicle approaches for the

purposes of loading and unloading area unhindered. The backyard is empty and large enough to

accommodate further buildings. Plantation of many trees all around gives enough shade and

flow of pleasant breeze, not only for the employees but also for those visiting the complex.

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Water availability is from Bore-wells, installed in the premises itself. Power supply is tapped

from the electrical mains running along the road.

1.1.4 OBJECTIVES / FUTURE PLANS OF STANDARD POLYMERS

It was understand during our conversations with the Managing Director that the company

in the present circumstances requires neither to alter nor to advance the existing production

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technology and structure. The technology adopted fulfills the requirements of todays packing

industry. The company is able to manufacture even the most sophisticated forms of packing

covers. The volume of continuing orders, in spite of competitors tends not to decrease. The

company has adopted itself to suit the size, organization structure and production capacity.

The continuing monthly turnover of Rs. 1 crore and above and the increasing demand for

its products puts M/s Standard Polymers in a comfortable position of maintaining the company

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without many hazards. The quality of products is in par with high standards and well accepted

by its customers.

There is no scarcity in the availability of raw-material. Accordingly there is no necessity

in seek of other technologies. Though shortage of labour force arises now and then, the

management is able to master this problem through labour agencies. In accordance to Indian

labour laws and in consideration of huge manpower, there is also no necessity to go in for further

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automatization. Only in consideration of increasing demand, the administration has decided to

put up another production unit, whose housing is under construction.

Precisely speaking, the company aims at maintaining its reputation of serving its

customers to their satisfaction and frees the company at the earliest from its existing financial

encumbrance.

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1.1.5 SHARE CAPITAL AND BANKERS

Both the companies, Mylon Plastics and previous standard polymers were re-organized

and formed into one company, which is todays Standard Polymers. The funds invested for the

establishment was 3 crores, composing of;

Partner share of 1 crore and

Bank finance of further 2 crores

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Besides, the company when established possessed Rs. 2 crores in machineries,

buildings and others as capital asset. The share capital of Rs. 25, 00,000 of each partnership is

constituted of 25,000 equity share of Rs. 100 each, with powers to increase, classify, divide,

subdivide and consolidate the same with the power of attaching such rights of preferential,

deferred or otherwise as the case may be, determined from time to time.

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The Bank for business activities of M/s Standard Polymers is Indian Overseas Bank at

Reddiearpalayam, Puducherry.

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1.2. ORGANIZATION CHART

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PRODUCTIONADMINISTRATIVE

GENERAL EXECUTIVES

SALES

MANAGER

ACCOUNTS

SALESMAN AUDITOR

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DATAENTRIESWORKSHOPOPERATORS


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SECURITYCASHIER

SUPERVISOR SUPERVISOR

3 EXTRUDEROPERATORS

3 PRINTEROPERATORS

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HELPERS


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NEED FOR STUDY

The purpose of the study is to evaluate the attitude of customers in STANDARD

POLYMERS, and to suggest the improvement or the development methods for the attitude of

customers in the organization.

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The need is to find out what the organization is providing for their customers, and the

expectations of the customer.

This study can be helpful to the management to improve its core weaknesses by the

suggestions and recommendations prescribed in the project.

This study can serve as a basis for measuring the organizations overall performance in

terms of customer satisfaction.

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The need of this study can be recognized when the result of the related study need

suggestions and recommendations to the similar situation.

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CHAPTER II

REVIEW OF LITERATURE

2.1 ATTITUDE

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INTRODUCTION

When someone verbalizes an attitude, it is called an opinion, and you hear words such as

like, dislike, really dont care. In your next conversation with a friend or family member,

notice how many times these words, or similar words, is used. They indicate that an attitude is

being expressed. As attitudes are mental positions, they cannot be observed directly.

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Marketers must infer attitudes through research methods that require customers to express

opinions.

2.2 Defining attitude

Attitude is a learned predisposition to behave in a consistently favorable or unfavorable

way with respect to a given object (1996).

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Attitude is an emotion that all people get when they have other emotions. Attitudes are

positive, negative or neutral views of an "attitude object": i.e. aperson, behavior or event.

Attitude can be described as the tendency to move toward a situation or away from it. It

results from either a positive or negative outlook or feeling toward a subject. It involves a like or

dislike (based on a habit, a previously formed opinion, or a current snap judgment) for someone

or something. The following illustration, provided

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http://www.answers.com/topic/personhttp://www.answers.com/topic/person


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2.3 Main characteristics of attitudes are:

Attitudes are learned from personal experience, information provided by others, and

market controlled sources, in particular exposure to mass media.

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Attitudes are predispositions. A predisposition is an inclination or tendency towards

something; attitudes have motivational qualities.

Attitudes have a relationship with behavior. For marketers, the behavior of primary

interest is product purchase. Remember, however, that we are not suggesting or assuming a

causal relationship.

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Attitudes are consistent. However, this does not necessarily mean that they are

permanent; attitudes can change.

Attitudes are directed towards an object and are very specific reactions to that object.

For example, you like x but you dont like y. The term object includes specific

consumption- or marketing-related concepts, such as product, product category, brand, service,

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possessions, product use, advertisement, price, medium, or retailer (Schiffman and Kanuk,

1996).

What is not obvious from the definition is the fact that attitudes may be situationally

determined. For example, you may really like a McDonald's hamburger for lunch, but you

would not want to eat one for breakfast. Similarly, you may really like the food at Pret a Manger

but if you were taking your best friend out for a birthday lunch, you would probably not choose

to go there. The purchase or usage situation may affect the intensity or change the attitude. .

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2.4 Structural model of attitude

Why do we study different models of attitude? Models assist us in describing attitudes.

Once we have a framework to use in describing attitudes, we are in a better position, as

marketers, to explain, and hopefully predict the attitudes of our target consumer, and ultimately

their purchase behavior.

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Why are there so many different models, all essentially describing attitudes? Obviously

each theorist or model creator feels that their model is the best and provides answers to all the

questions. Each model takes a different view of the number of component parts of an attitude, of

how they are arranged, and how the component parts interrelate. No one model provides all the

answers to our question What is an attitude and how is it formed. At best, models can just help.

Before we look at different structural models, lets review a basic model of the process of

attitude formation and the implications for the purchase decision. The basic model shown in

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Figure 1 provides a starting point and provides some context for reviewing the other models, in

particular Fishbeins Theory of Reasoned Action.

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Figure 1: How attitudes are formed: a basic model.

2.4.1 Internal and external information sources

Information about a specific product class or brand is gathered from a variety of sources.

Some information is already stored in our memory as a result of past cognitions or experiences.

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Other information we gather ourselves, either through conscious information gathering, for

example, reading consumer magazines, attending trade shows, talking to industry or government

experts; or by more passive means, such as watching television, or reading a poster on the

London Underground. We also receive information from those around us and by observing their

actions, especially our families in their daily consumption routines. Marketers, through

advertising, packaging and point of purchase displays, are constantly providing consumers with

information about their own and their competitors products.

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2.4.2 Belief base

All this information forms our belief base called cognitions about the particular

product. Marketing researchers are constantly amazed by the volume of information consumers

have about different products, from price variability, to product packaging details, to store shelf

position.

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As an experiment, list all the things you know about Coke; it doesnt matter how

insignificant it may seem. Ask two friends to make comparable lists. When you compare the

three lists, you may be surprised at the volume of knowledge you have about an everyday item.

For example, did you or your friends point out that Diet Coke cans have red lettering on a white

base while Coke Classic cans have white lettering on a red base?

2.4.3 Salient beliefs

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Only a small number of beliefs are significant enough to an individual consumer to be

used in forming the attitude. These are referred to as salient beliefs. Imagine the potential

information overload if all the beliefs about a product had to be internally evaluated before an

attitude was formed! It is important to recognize that those beliefs considered salient can change

over time and are individual in nature. What one consumer considers to be a salient belief may

not be considered as such by another. Many marketing strategies are designed to introduce new

salient beliefs or change the importance of existing salient beliefs.

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For example: you may know that Colgate toothpaste prevents cavities, contains calcium,

is manufactured by the Colgate-Palmolive Company, is available at Boots, Safeways, Tesco and

Sainsburys, has tartar control, comes in a gel or paste, is in a red, white and blue package,

comes in a tube or pump, comes in mint and regular flavors, gets teeth clean, and is used by your

mother and father. However, you may consider only the fact that it fights cavities, and comes in

a gel format in a pump to be significant or of importance. Only these three beliefs would

become considered as salient beliefs.

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2.4.4 Set placement

Overall attitude determines set placement within the awareness set. Products we have a

favorable attitude towards form the evoked set, from which purchase decisions are made. For

truly brand loyal consumers, often there is only one product in the evoked set, or possibly a

backup, in case of emergencies like stock-outs. Other consumers may have a number of

products in the evoked set which are prioritized depending on availability first, second and

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third choice, or on situational variables. For example, when you have visitors you buy Haagen

Dazs Chocolate Chip Ice Cream; but just for yourself, you generally buy whatever is on special

offer at Tesco.

Products we neither like nor dislike that is we are ambivalent towards but are still

aware of them fall into the inert set. Products towards which we have a negative attitude fall

into the inept set. Negative attitudes are usually, but not always, based on actual product usage.

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For example, if an advertisement creates a certain set of expectations that the consumer believes

the product cannot or will not deliver, a negative attitude may be developed towards the product.

Products in the inept set are not considered for purchase. Not only do we not consider the

product for purchase, but we may actively discourage others from trying or continuing to

purchase the product.

2.4.5 Post-purchase evaluation

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Once products are purchased and used, post-purchase evaluation is conducted by the

consumer. Did the product measure up to my expectations? Did it have all the features I

expected or wanted? Did it satisfy my needs?

The results of the post-purchase evaluation act as feedback to all components of the

attitude formation model. You may find that the product has a feature you did not know about

(your belief base is increased); a feature that you find quite significant or important (this belief

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now becomes a salient belief); and now you like the product even more (attitude > set

placement > purchase behavior). Feedback is a continual process, as new information and

experiences are assimilated. Remember from otr discussion of defense mechanisms that youmay also distort information to make it consistent with your prior expectations.

This model presents a one way flow with feedback loops, which assumes that attitudes

are initiated from beliefs. However, many would argue that behavior can precede attitude. For

example, you buy a new brand of shampoo because of a special coupon promotion; you like its

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built-in conditioner, and thus develop a positive attitude towards it. You might find it useful to

review this model again after you have studied cognitive dissonance and attribution theory,

which hypothesis that behavior can precede attitude.

2.5 According toSusmanto Hadi (2004)

Marketing is struggle process with tears and sweat to get success. In marketing, there is

no instant process to get best product and services, to get potential customer, to make customer

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loyalty and to get good payment from customer. It is long process in success tradition in our

business. Below six mental attitudes should you build when you conduct marketing activities to

gain your money and success, such as?

2.5.1 Always learn something without stop

There are always new in marketing especially customer behaviors and marketing

approach. World always change every time influence to marketing. So, you must learn anything

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about marketing approach, customer behaviors, product and services evolution, etc. If you are

never learned and see development of environment, then you will out of date of your knowledge.

This is will make you decrease your opportunity to gain success in marketing.

2.5.2 Never give up and patient

Marketing is very long time process and you are not able to guarantee every proceeds that

you done will always success. There is always invisible hand will interrupt your effort to get

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customer and make transaction. After transactions succeed, there are no guarantees your

customer will pay your product and service after you deliver to them. You will keep get to solve

your marketing. So, you need patient and patient enough in your heart because we can not

control other person and other situation.

2.5.3 Struggle Mentality

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As a marketer, you are a hero for your company and your family. You are hero too for

your self. As a hero, you must have struggle mentality because marketing is unpredictable area

although there is some marketing research result to preset some marketing fact. Marketing is

very different between in the paper and in the table of customer. This is also different too in

society as your customer location. To adapt with this condition, you must have struggle attitude

because it is hard to change and to get your customer in your controlled area.

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2.5.4 Humble and able to relate with everyone

Humble is needs to face any person in your marketing activity. Remember, your money

and success place on your customer heart. Next, you should be able to relate with every person in

every environment. You can not push your marketing are like your desire. Society is powerful

entity in marketing work. So, with your humble, your customer will attract with your personality.

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2.5.5 On guard to Business and efficient

You should be on guard to your business and always efficient in expenses. You need

efficient in marketing activities like trips, presentation, negotiations, etc. It is needs because there

is some competitors and changing of customer behavior influence to your marketing success.

Remember, marketing always use economic principles to get much money and opportunity with

small expenses and capital.

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2.6 According toKaren Schmidt

2.6.1 Im not your servant

We have the idea that serving someone means being their servant and that only people in

hospitality and retail worry about service. If we sell a product or we are professionals then we

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believe that providing good customer service doesnt include us. This attitude is changing now

that formerly closed industries are able to advertise and compete for customers.

2.6.2 Some customers are more equal than others

This attitude develops when we only focus on the supposed big, important customers at

the expense of the smaller ones. There are two problems with this approach. First, how do you

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tell which are the important ones since size isnt the only indicator and second, often the big

customers prove to be a lot more work and provide a lot less profit.

2.6.3 Do as I say not as I do

The problem that occurs when management dont have the same attitude to customers as

the staff are expected to. Management says they care about customers but the reality is they only

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care about bottom line results. Most company mission statements mention customer service as a

priority but when you look at how they operate you realize it is just a statement.

2.7 According to Larry Galler(1993)

Attitude must be intentional, starting with top management. Certainly it doesn't come

from each individual employee because I have observed the same attitude at other branches of the

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company and I have seen an opposite attitude at many other competing companies. That positive,

friendly, helpful attitude has to come right from the top. They intentionally hire people who can

express that attitude, they train them to deliver that attitude, and that attitude is shown at branches

throughout their system. Customer loyalty based on their service and their attitude is growing the

company. Your company can do the same if your management starts with an intentional attitude

that makes the difference.

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CHAPTER III

OBJECTIVES OF THE STUDY

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PRIMARY OBJECTIVES:

To know the "ATTITUDE OF CUSTOMERS" in STANDARD POLYMERS.

SECONDARY OBJECTIVES:

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To know the customer preferences of the standard polymers products.

To understand the customer satisfaction of standard polymers products

To identify the sources of influence that formation of attitudes.

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To identify the basic forces influencing the consumer behavior.

To suggest the improvement measures in work customer satisfaction.

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CHAPTER IV

RESEARCH METHODOLOGY

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4.1 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis data in a

manner that aims to combine relevance to the researcher purpose with economy in procedure.

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It constitutes the blueprint for the collection, measurement and analysis of data. As such

the design includes an outline of what the researcher will do form writing the hypothesis and its

operational implication to the final analysis of data.

More explicitly, the design decisions happen to be in respect of;

What is the study about?

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Why is the study being made?

Where will the study be carried out?

What type of data is required?

Where can the data are found?

What periods of time will the study include?

What will be the sample design?

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How will the data be analyzed?

In what style will the report be prepared?

What techniques of data collection will be used?

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The Research Design undertaken for the study is Descriptive one. A study, which

wants to portray the characteristics of a group or individuals or situation, is known as Descriptive

study. It is mostly qualitative in nature.

4.2 TYPES OF DATA COLLECTED

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Primary Data

Questionnaires are prepared and personal interview was conducted. Most of the

questions are consist of multiple choices. The structured interview method was undertaken.

The interview was conducted in English as well as in Tamil. Proper care was taken to frame

the interview schedule in such a manner it should be easily understood in view of educational

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level of the customers. Generally 50 questions are prepared and asked to the customers of the

standard polymers, Puducherry.

Secondary Data

Secondary data was collected from Internets, various books, Journals, and Company

Records.

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4.3 QUESTIONNAIRE CONSTRUCTION

Questionnaires were constructed based on the following types

Open ended questions

Close ended questions

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Multiple choice questions

4.4 DEFINING THE POPULATIONS

The Population or Universe can be Finite or infinite. The population is said to be finite if

it consist of a fixed number of elements so that it is possible to enumerate it in its totality. So In

this projects consist of finite population.

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4.5 SAMPLING PLAN

A sampling plan is a definite design for obtaining a sample from the sampling frame. It

refers to the technique or the procedure the researcher would adopt in selecting some sampling

units from which inferences about the population is drawn. Sampling design is determined before

any data are collected.

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Convenience sampling technique was adopted. In this method when population elements

are selected for inclusion in the sample based on the ease access.

4.6 SAMPLE SIZE

Nearly 50 samples are taken in customers of standard polymers.

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4.7 FIELD WORK

The field works is done at standard polymers, Puducherry.

4.8 PERIOD OF SURVEY

The period is from August 2007 to September 2007.

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4.9 DESCRIPTION OF STATISTICAL TOOLS USED

Percentage method

Weighted average method

Simple Correlation

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4.9.1 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.

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No of RespondentPercentage of Respondent = x 100

Total no. of Respondents

4.9.2 Weighted Average Method:

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Weighted average can be defined as an average whose component items are

multiplied by certain values (weights) and the aggregate of the products are divided by the

total of weights.

One of the limitations of simple arithmetic mean is that it gives equal importance to all

the items of the distribution.

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In certain cases relative importance of all the items in the distribution is not the same.

Where the importance of the items varies.

It is essential to allocate weight applied but may vary in different cases. Thus weightage

is a number standing for the relative importance of the items.

Weighted average = WX

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X

Here

WX represents the weighted average

X1, X2, X3.Xn represents the value for variable values

W1, W2, W3Wn represents the weight age given to the variable.

4.9.3 Simple correlation:

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Inprobability theoryandstatistics, correlation, also called correlation coefficient,

indicates the strength and direction of a linear relationship between two random variables. In

general statistical usage, correlation or co-relation refers to the departure of two variables from

independence.

Formula:

r = (X-Xi) (Y-Yi)

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(X-Xi) 2 (Y-Yi) 2Where

X- Reason for repurchase

Y-Preference of respondent

CHAPTER V

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DATA ANALYSIS AND INTERPRETATION

DESIGNATION

Table 5.1

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SL.NO

DESIGNATION NO OFRESPONDENTS

PERCENTAGE OFRESPONDENTS

1 STAFF 25 502 WORKER 15 303 SALES PERSON 4 84 MARKETING MANAGER 2 45 SUPERVISOR 2 46 AUDITOR 2 4

TOTAL 50 100

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Source: primary data

INFERENCE:

The above table shows that 50% of customers are staffs of other organization, 30% of the

customers are workers of other organization, 8% of the customers are sales persons, 4% of the

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customers are marketing managers, 4% of the customers are supervisors, and remaining 4% of

the customers are Auditors.

Chart 5.1

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0

20

40

60

80

100

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS

STAFF

WORKER

SALES PERSON

MARKETING MANAGER

SUPERVISOR

AUDITOR

TOTAL

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CUSTOMER PRODUCTS

Table 5.2

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SL.NO PRODUCTS

NO OFRESPONDENTS


1 COOKERY PRODUCTS 16 322 OIL AND VANASPATHY 8 163 DAIRY PRODUCTS 6 124 SOAP AND DETERGENTS 10 205 WATER 8 166 OTHER 2 4

TOTAL 50 100

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INFERENCE:

The above table reveals that 32% of customers deal cookery products 16% of the

customer deals oil and vanaspathy, 12% of the customers deals dairy products, 20% of the

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customer's deals soap and detergents, 16% of the customers deal water and remaining 4% of the

customers deal other products.

Chart 5.2

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0

20

40

60

80

100

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS

COOKERY PRODUCTS

OIL AND VANASPATHY

DAIRY PRODUCTS

SOAP AND DETERGENTS

WATER

OTHER

TOTAL

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TYPE OF PACKAGES

Table 5.3

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SL.

NO PACKAGES

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS1 BAGS AND SHEETS 13 262 SACHETS 10 203 POUCHES 4 84 POLYTHENE COVERS 23 46

TOTAL 50 100

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INFERENCE:

The above shows that 26% of customers bought bags and sheets, 20% of customers

bought sachets, 8% of the customers bought pouches, remaining 46% of the customers bought

polythene covers.

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Chart 5.3

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0

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40

60

80

100

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS

BAGS AND SHEETS

SACHETS

POUCHES

POLYTHENE COVERS

TOTAL

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WAY TO USE THE STANDARD POLYMERS PRODUCTS

Table 5.4

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SL.

NO USES

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS1 TO PACK 23 46

2

TO PRESERVE

AND PROTECT 25 503 TO CARRY 0 04 TO CONTAIN 1 25 TO WOUND 1 2

TOTAL 50 100

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INFERENCE:

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The above table show that 46% of the customer's use the packages for packing, 50% of

the customers use the preserve and protect, 2% use for contain and remaining 2% to wound the

product.

Chart 5.4

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0

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60

80

100

NO OF RESPONDENTS PERCENTAGE OF

RESPONDENTS

TO PACK

TO PRESERVE AND

PROTECT

TO CARRY

TO CONTAIN

TO WOUND

TOTAL

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PACK

Table 5.5

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SL.NO PACK

NO OFRESPONDENTS


1 VERY LIKELY 29 582 LIKELY 21 423 UNLIKELY 0 04 VERY UNLIKELY 0 0

TOTAL 50 100

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INFERENCE:

The above table show that 58% of customers are very like to pack, 42% of the customers

are like to pack.

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Chart 5.5

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0

20

40

60

80

100

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

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PRESERVE AND PROTECT

Table 5.6

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SL.

NO

PRESERVE AND

PROTECT

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS1 VERY LIKELY 22 442 LIKELY 25 503 UNLIKELY 2 44 VERY UNLIKELY 1 2

TOTAL 50 100

169


170/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

170


171/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


INFERENCE:

The above table reveals that 44% of customers are very like to preserve and protect, and

50% of the customers like to preserve and protect, 4% of the customers are unlikely to preserve

and protect, and remaining 2% of customers are very unlike to preserve and protect.

171


172/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

Chart 5.6

172


173/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

NO OF RESPONDENTS PERCENTAGE OF

RESPONDENTS

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

173


174/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

CARRY

Table 5.7

174


175/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SL.

NO CARRY

NO OF

RESPONDENTS

PERCENTAGE OF


TOTAL 50 100

175


176/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


176


177/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

INFERENCE:

The above table shows that 4% are very like carry for their products, 52% of the

customers are like to carry, 38% of the customers are unlike to carry, and remaining 6% of the

customers are very unlike to carry for their products.

Chart 5.7

177


178/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

178


179/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

FREEZE ABILITY

Table 5.8

179


180/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SL.

NO FREEZE ABILITY

NO OF

RESPONDENTS

PERCENTAGE OF


TOTAL 50 100

180


181/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

181


182/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


INFERENCE:

The above table shows that 30% of the customers are very like about freeze ability of the

products, 4% of the customers are like about freeze ability, 24% of the customers are unlike

about freeze ability, and remaining 32% of the customers are very unlike about freeze ability for

their products.

182


183/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

Chart 5.8

183


184/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

NO OF PERCENTAGE OF

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

184


185/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SEAL ABILITY

Table 5.9

185


186/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SL.

NO SEAL ABILITY

NO OF

RESPONDENTS

PERCENTAGE OF


TOTAL 50 100

186


187/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


187


188/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

INFERENCE:

The above table shows that 8% of the customers are very like about seal ability of the

products, 46% of the customers are like about seal ability, 24% of the customers are unlike about

seal ability, and remaining 32% of the customers are very unlike about seal ability of the

products.

188


189/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

Chart 5.9

189


190/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

190


191/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

DUCTILITY

Table 5.10

191


192/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SL.NO DUCTILITY

NO OFRESPONDENTS



TOTAL 50 100

192


193/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

193


194/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


INFERENCE:

The above table shows that 10% of the customers are very like about ductility of the

products, 76% of the customers are like about ductility, 12% of the customers are unlike about

ductility and remaining 16% of the customers are very unlike about ductility of the products.

194


195/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

Chart 5.10

195


196/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

NO OF PERCENTAGE

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

196


197/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

TEAR STRENGTH

Table 5.11

197


198/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SL.NO TEAR STRENGTH

NO OFRESPONDENTS



TOTAL 50 100

198


199/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


199


200/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

INFERENCE:

The above table shows that 8% of the customers are very like about tear strength of the

products, 80% of the customers are like about tear strength, 8% of the customers are unlike about

tear strength and remaining 4% of the customers are very unlike about tear strength of the

products.

Chart 5.11

200


201/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

201


202/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

202


203/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

ORDER PLACED

Table 5.12

203


204/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SL.NO ORDER PLACED

NO OFRESPONDENTS


1 TELEPHONE 27 542 E-MAIL 6 123 FAX 2 44 DIRECTLY 3 65 SALES PERSON 12 24

TOTAL 50 100

204


205/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

205


206/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


INFERENCE:

The above table shows that 54% of the customers are like to place the order through

telephone, 12% of the customers are like to place the order through e-mail, 4% of the customers

206


207/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

are like to place the order through fax, 6% of the customers are like to place the through directly

and remaining 24% of customers place the order through sales person.

Chart 5.12

207


208/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

NO OF PERCENTAGE OF

TELEPHONE

E-MAIL

FAX

DIRECTLY

SALES PERSON

TOTAL

208


209/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

CONVENIENT

Table 5.13

SL.

NO CONVENIENT

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS1 YES 48 96

2 NO 2 4TOTAL 50 100

209


210/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


210


211/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

INFERENCE:

The above table shows that 96% of customers are very convenient to place the order in

standard polymers and remaining 4% are not convenient to place the order in standard polymers.

Chart 5.13

211


212/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

YES

NO

TOTAL

212


213/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

TELEPHONE

213


214/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

Table 5.14

SL.

NO TELEPHONE

NO OF

RESPONDENTS

PERCENTAGE OF


TOTAL 50 100

214


215/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

215


216/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


INFERENCE:

The above table reveals that 86% of customers are very like to place through telephone,

and 12% of the customers like to place order through telephone and remaining 2% of customers

are very unlike to place the order through telephone.

216


217/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

Chart 5.14

217


218/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

NO OF

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

218


219/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

E-MAIL

Table 5.15

SL.

NO E-MAIL

NO OF

RESPONDENTS

PERCENTAGE OF


TOTAL 50 100

219


220/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

220


221/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


INFERENCE:

The above table reveals that 24% of customers are very like to place through e-mail, 28%

of the customers like to place order through e-mail, 8% of the customers are unlike to place the

221


222/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

order to through e-mail and remaining 40% of customers are very unlike to place the order

through e-mail.

Chart 5.15

222


223/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

223


224/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SALES PERSON

Table 5.16

224


225/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SL.

NO SALES PERSON

NO OF

RESPONDENTS

PERCENTAGE OF


TOTAL 50 100

225


226/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied


226


227/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

INFERENCE:

The above table reveals that 24% of customers are very like to place through e-mail, 28%

of the customers like to place order through e-mail, 8% of the customers are unlike to place the

order to through e-mail and remaining 40% of customers are very unlike to place the order

through directly.

227


228/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

Chart 5.16

228


229/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

0

20

40

60

80

100

NO OF

RESPONDENTS

PERCENTAGE

OF

VERY LIKELY

LIKELY

UNLIKELY

VERY UNLIKELY

TOTAL

229


230/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

ANY DAMAGES

Table 5.17

230


231/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

SL.

NO ANY DAMAGES

NO OF

RESPONDENTS

PERCENTAGE OF

RESPONDENTS1 REFUND 0 0

2

REPLACE WITH

THE NEW 49 983 NO RESPONSE 1 2

TOTAL 50 100

231


232/438

ANALYSIS

Factors

Weight

Price\Cost

ighly

isfied

232

Study on Attitude of Customer

Documents

Transcript of Study on Attitude of Customer