A
A S
S
TUDY
TUDY
O
O
N
N
C
C
USTOMER
USTOMER
S
S
ATISFACTION
ATISFACTION
O
O
F
F
C
C
OIR
OIR
P
P
RODUCTS
RODUCTS
FOR
FOR
COIR BOARD
COIR BOARD
Project r
Project report
eport
Submitted in partial fulfillment for the award of the
Submitted in partial fulfillment for the award of the Degre
Degree of
e of
MASTER OF BUSINESS ADMINISTRATION
MASTER OF BUSINESS ADMINISTRATION
From Cochin University of Science And Technology
From Cochin University of Science And Technology
By By
LINESH P RAJ
LINESH P RAJ
Reg.
Reg. No: No: 8529019285290192
Under the guidance of
Under the guidance of
M.Be!o" J P##$%#&
M.Be!o" J P##$%#&
F#$'&(" o) MBA F#$'&(" o) MBA
DEPARTMENT OF MANA*EMENT STUDIES DEPARTMENT OF MANA*EMENT STUDIES
+O++OTHAMAN*ALAM, CHERTHALA +O++OTHAMAN*ALAM, CHERTHALA
DECLARATION
DECLARATION
I, Linesh P R, Register Numer!"#$%&'%$, $&&%!$&'' (tch )th semester *BA
I, Linesh P R, Register Numer!"#$%&'%$, $&&%!$&'' (tch )th semester *BA student of student of + -+ - * Coll
* College of .nginege of .ngineerineering (nd Informg (nd Inform(tion T(tion Techechnologynology, Chert, Cherth(l( h(l( herey deherey decl(recl(re, , /ro0e/ro0ectct re/ort entitled, 1A Study 2n Customer S(tisf(ction of Coir Products3 is (n origin(l 4or5 (nd the re/ort entitled, 1A Study 2n Customer S(tisf(ction of Coir Products3 is (n origin(l 4or5 (nd the s(me h(s not een sumitted to (n
s(me h(s not een sumitted to (ny other institute for the (4(rd of (ny y other institute for the (4(rd of (ny other degreeother degree
Cherth(l(
Cherth(l( Linesh Linesh P P R(0R(0
&'!&)!$&'' &'!&)!$&''
DECLARATION
DECLARATION
I, Linesh P R, Register Numer!"#$%&'%$, $&&%!$&'' (tch )th semester *BA
I, Linesh P R, Register Numer!"#$%&'%$, $&&%!$&'' (tch )th semester *BA student of student of + -+ - * Coll
* College of .nginege of .ngineerineering (nd Informg (nd Inform(tion T(tion Techechnologynology, Chert, Cherth(l( h(l( herey deherey decl(recl(re, , /ro0e/ro0ectct re/ort entitled, 1A Study 2n Customer S(tisf(ction of Coir Products3 is (n origin(l 4or5 (nd the re/ort entitled, 1A Study 2n Customer S(tisf(ction of Coir Products3 is (n origin(l 4or5 (nd the s(me h(s not een sumitted to (n
s(me h(s not een sumitted to (ny other institute for the (4(rd of (ny y other institute for the (4(rd of (ny other degreeother degree
Cherth(l(
Cherth(l( Linesh Linesh P P R(0R(0
&'!&)!$&'' &'!&)!$&''
AC+NO-LED*EMENT
AC+NO-LED*EMENT
Any (ttem/t (t (ny level c(nnot e s(tisf(ctorily com/leted 4ithout the su//ort (nd guid(nce of Any (ttem/t (t (ny level c(nnot e s(tisf(ctorily com/leted 4ithout the su//ort (nd guid(nce of le(rned /eo/le
le(rned /eo/le
The (uthor t(5es e6treme /le(sure to e6/ress her dee/ sense of gr(titude to
The (uthor t(5es e6treme /le(sure to e6/ress her dee/ sense of gr(titude to D.M#e/ R P&&#,D.M#e/ R P&&#,
7irector of *(n(gement Studies, +-* College of .ngineering (nd Inform(tion Technology for 7irector of *(n(gement Studies, +-* College of .ngineering (nd Inform(tion Technology for his ins/iring guid(nce (nd encour(gement throughout the /re/(r(tion (nd com/letion of this his ins/iring guid(nce (nd encour(gement throughout the /re/(r(tion (nd com/letion of this /ro0ect
/ro0ect
The (uthor8s sincere th(n5s to her /ro0ect guide
The (uthor8s sincere th(n5s to her /ro0ect guide M.Be!o" J P##$%e&M.Be!o" J P##$%e& , 7e/(rtment of *BA, , 7e/(rtment of *BA, +-*
+-* ColColleglege e of of .ng.ngineineeriering ng (nd (nd InfInformorm(ti(tion on TTecechnohnology logy for for his his v(lv(lu(lu(le e guiguid(nd(nce ce (nd(nd immense hel/ throughout the /ro0ect 4or5
immense hel/ throughout the /ro0ect 4or5
The (uthor 4ish to e6/ress her dee/ (nd sincere feeling of gr(titude to (ll the f(culties of The (uthor 4ish to e6/ress her dee/ (nd sincere feeling of gr(titude to (ll the f(culties of 7e/(rtment of *BA, +-*
7e/(rtment of *BA, +-* College of .ngineering College of .ngineering (nd Inform(tion Technology(nd Inform(tion Technology
Author t(5es this o//ortunity to th(n5
Author t(5es this o//ortunity to th(n5 M. Boo#&#M. Boo#&#, R97 7e/(rtment, Coir Bo(rd, Cochin for , R97 7e/(rtment, Coir Bo(rd, Cochin for his v(lu(le suggestion (nd encour(gement throughout the /ro0ect The Author (lso 4(nts to his v(lu(le suggestion (nd encour(gement throughout the /ro0ect The Author (lso 4(nts to tthh((n5n5 MM.%'3.%'3## ## /4#3" /4#3" &&#&&#, *(r, *(r5et5eting ing 7ir7irectector or of of thithis s orgorg(ni(ni:(t:(tion ion for for his his su/su//or/ortt reg(rding the /ro0ect th(t led to the successful (ccom/lishment of this /ro0ect
reg(rding the /ro0ect th(t led to the successful (ccom/lishment of this /ro0ect
The (uthor e6/resses his dee/ (nd
The (uthor e6/resses his dee/ (nd sincere th(n5s to (ll the st(ffs of Coir Bo(rd Cochinsincere th(n5s to (ll the st(ffs of Coir Bo(rd Cochin
LINESH
SYNOPSIS
According to the estim(tes y the *inistry of St(tistics (nd Progr(mme Im/lement(tion, the Indi(n economy h(s registered ( gro4th of ;) /er cent in $&&%!'&, 4ith "< /er cent ye(r!on! ye(r gro4th in its fourth =u(rter The gro4th is driven y roust /erform(nce of the m(nuf(cturing sector on the (c5 of government (nd consumer s/ending >7P gro4th r(te of ;) /er cent in $&&%!'& h(s e6ceeded the government forec(st of ;$ /er cent for the full ye(r According to government d(t(, the m(nuf(cturing sector 4itnessed ( gro4th of '<? /er cent in @(nu(ry!*(rch $&'&, from ( ye(r e(rlier
Coir Industry is one (mong them, 4hich contriutes to the develo/ment of our economy .6/orts of coir (nd coir /roducts yielded Rs "&) crore during $&&%!'&, 4ell over the t(rget of Rs ;&& cror fi6ed for $&&%!'& y the Union *inistry of *icro, Sm(ll (nd *edium .nter/rises *S*. The gro4th in v(lue re(li:(tion 4(s m(inly (c5ed y gro4th in volume (s coir e6/orts incre(sed y ); /er cent to $%) l(5h tones, (s (g(inst '%% l(5h tones in $&&"!&%
hile 4e s/e(5ing (out Coir Industry, 4e h(ve to mention the n(me of Coir Bo(rd Coir Bo(rd of Indi( is ( st(tutory ody est(lished y the >overnment of Indi( under ( legisl(tion en(cted y the P(rli(ment n(mely DCoir Industry Act '%#? )# of '%#?D for the /romotion (nd develo/ment of Coir Industry in Indi(
This study, ieE 1Customer S(tisf(ction of Coir Products3 held (t Coir Bo(rd Cochin 4ith the o0ective to find the customers8 s(tisf(ction level (nd to suggest more im/roved 4(ys to s(tisfy customers (nd strengthen rel(tionshi/ 4ith them The m(0or tool used for this study 4(s ( structured =uestionn(ire to collect customers8 feed(c5 The s(m/le si:e o/t 4(s '&& customers (nd r(ndom s(m/ling method h(ve used The d(t( 4(s further (n(ly:ed on the (sis of v(ri(les fi6ed such (s >ender, Income, Living (re( (nd Period of (ssoci(tion of res/ondents
The 4hole study reve(led th(t, the customers (re h(//y (out the /roducts (nd fe(tures u/ to (n e6tent Also it reve(led th(t the customers (re so sensitive to4(rds /rice, =u(lity, l(st (ility (nd eh(vior of st(ffs
The (uthor ho/es th(t this /(rticul(r study (nd suggestions m(de y her 4ill hel/ the org(ni:(tion to strengthen the rel(tionshi/ 4ith the customers (nd there y s(tisfying more customers in (n im/roved m(nner
Certific(tes 7ecl(r(tion Ac5no4ledgement Syno/sis T(le of Contents List of T(le List of >r(/h List of Arevi(tions CAPT.R '! Introduction
CAPT.R $ ! Rese(rch *ethodology
CAPT.R ? G Revie4 2f Liter(ture
CAPT.R )! An(lysis And Inter/ret(tion
CAPT.R #! Findings 9 Suggestions
CAPT.R <! Conclusion
Biliogr(/hy
A//endi6
LIST OF TABLES
T#&e No. T#&e N#3e P#ge No.
)' >ender (nd Income 7et(ils of res/ondents $? )$ 7et(ils on the (sis of >ender (nd 4(y of inform(tion
(out Coir Bo(rd
$)
)? Annu(l Income And Are( of living det(ils of res/ondents
$#
)) Annu(l income (nd 4(y of 5no4ledge (out Coir Bo(rd $< )# Are( of living (nd 4(y of 5no4ledge (out Coir Bo(rd $;
I II III I--I -II H HI '!'# '<!'" '%!$' $$!#% <&!<? <)!<# <<!<" <%!;'
C#(e 6 1
I(o7'$(o
I(o7'$(o
Coir h(s een /l(ying (n im/ort(nt role in the economy of +er(l(, es/eci(lly the co(st(l districts of the St(te The soci(l life of /eo/le (cross these districts is closely 5nit 4ith the 4(r/ (nd 4eft of the /roducts m(nuf(ctured in the coir units 2f l(te, the industry h(s egun to m(5e its /resence felt in other coconut /roducing St(tes of the country (s 4ell The St(te of T(mil N(du
h(s gone much (he(d in this res/ect (nd in f(ct l(rge =u(ntities of coir fire re=uired y the e6/ort oriented /roduction units loc(ted in Alle//ey source their r(4 m(teri(l from the St(te In the c(se of mech(ni:(tion (lso, the St(te of T(mil N(du h(s een m(5ing r(/id strides (nd ( l(rge numer of entre/reneurs (re currently entering into the industry Simil(rly, the /rolifer(tion of this industry in the st(tes of Andhr( Pr(desh, +(rn(t(5(, 2riss( (nd in some non!tr(dition(l St(tes li5e >u0(r(t is =uite encour(ging
As 4e (ll 5no4, the 4orld economy h(s een reeling under (n economic recession (nd it is emerging out of its clutches slo4ly In the (fterm(th of the onsl(ught of the recession, one item
4hich stood cons/icuous y its ste(dy /erform(nce 4(s coir The de/ression in the economic 4orld did not (ffect the e6/orts of coir (nd it /roved its stencil strength (g(inst the r(/ids (nd currents in the 4orld economy 7uring the ye(r, $&&%!'&, the e6/ort of coir (nd coir /roducts is (ll set to sur/(ss the t(rget of Rs;&&! crores, (n (ll time high e6/ort /erform(nce from the country 7uring the ye(r, u/ to 7ecemers, $&&%, the e6/ort of coir (nd coir /roducts from the country 4(s ',;%,<<; *Ts v(lued (t Rs###&? crores hen com/(red to the s(me /eriod of the /revious ye(r, there h(s een (n incre(se to the tune of ?&?"J in =u(ntity (nd '%)) J in terms
of v(lue
M#!o Co('(o/
Some of the contriutions of the Centr(l Coir Rese(rch Institute h(ve een m(0or milestones in the history of coir industry The develo/ment of 1coirret8 y the Institute h(s revolutioni:ed the /roduction /rocess of 14hite fire3 y reducing the /rocessing /eriod consider(ly This /rocess
h(s (lso m(de the 0o of the 4or5ers in the industry e(sier (nd hygienic It is (n eco!friendly :ero effluent /rocess Another contriution of the CCRI h(s een 1/ith/lus3 4hich elev(ted the st(tus of coir /ith from ( men(cing sust(nce to ( 1money s/inner3, (s it found (//lic(tion (s ( hundred /ercent n(tur(l m(nure suit(le for ( host of cro/s (nd horticulture (//lic(tions The recent invention of the CCRI, the *oile Fire .6tr(ction *(chine is going to e (n e/och m(5ing incident in the history of coir industry y er(dic(ting the /erenni(l /rolem of short(ge of coir fire in the St(te of +er(l( In (ddition to the coir industry, the m(chine 4ill (lso hel/ the coconut cultiv(tors y /roviding (ddition(l income to the f(rmers in the form of income from selling coconut hus5 4hich 4(s thro4n (4(y (s ( 4(ste m(teri(l The fire e6tr(cted through this m(chine c(n e further tre(ted y the eco!friendly /rocess of 1coirret3 or ( 1conditioner3 tre(tment develo/ed y CCRI recently so (s to /re/(re the est =u(lity of coir fires for s/inning
E3&o"3e( Oo('(e/
4(ges (nd crude /roduction (nd /rocessing methods (re no4 coming for4(rd to t(5e u/ em/loyment o//ortunities gener(ted in the sector .(rlier, the industry used to offer only se(son(l em/loyment o//ortunities to the 4or5ers due to monsoon (nd dem(nds of the tr(de No4, the f(ctory set u/ /rovides regul(r em/loyment to the 4 or5ers (nd result(ntly, the st(nd(rd
of living of 4or5ers h(s een incre(sing ste(dily
Mo7e Te$o&og"
The intervention of CCRI in the coir industry h(s een instrument(l in m(5ing the coir industry in the country ( modern sunshine industry There 4ere times 4hen mech(ni:(tion (nd moderni:(tion 4ere not (cce/t(le terms for the industry since they 4ere su//osed to c(use reduction in em/loyment o//ortunities No4, it h(s een /roved eyond dout th(t modern technology is ( oon to the industry th(n5s to the efforts of Coir Bo(rd (nd its Rese(rch (nd 7evelo/ment 4ing ith the er(dic(tion of crude /roduction (nd /rocessing methods (nd introduction of modern e=ui/ments, more (nd more units (re est(lished in f(ctory set u/ 4ith higher degree of mech(ni:(tion This h(s resulted in incre(sed /roductivity, etter =u(lity of /roducts (nd etter income oth to the entre/reneur (nd the l(ourer
I7# Co I7'/(" 6 A Oee4
The Indi(n coir industry is no4 m(5ing ( come(c5, 5ee/ing /(ce 4ith the ch(nge in technology (nd imiing the l(test develo/ments in /roduction techni=ues (nd designs
The Indi(n coir industry h(s come ( long 4(y from m(nuf(cturing sim/le ro/es to v(rious highend lifestyle /roducts The est(lishment of the first coir f(ctory in Alle//ey y @(mes 7(rr(h, initi(ted the /rocess of /rofession(lism (nd modernis(tion in (n other4ise unorg(nised sector 2ver one hundred (nd forty summers (go, 4hen @(mes 7(rr(h decided to est(lish ( coid(ctory in Alle//ey, he m(y not h(ve visu(lised the revolution he 4(s l(unching in ( str(nge l(nd The .uro/e(ns h(d entrenched themselves in Indi( (nd /olitic(l revolutions of different hues 4ere eing en(cted in v(rious /(rts of Indi( But the one th(t 7(rr(h l(unched y
est(lishing Indi(8s first coir f(ctory in '"#%<& in Alle//ey, etter 5no4n (s the -enice of the .(st, 4(s one th(t 4ould ch(nge the f(ce of Indi(n co(st(l elt It 4ould (lso emerge (s the l(rgest em/loyment gener(tor in the st(te
Not th(t coir 4(s something ne4 to Alle//ey Coir h(d een in use in v(rious forms (nd coir m(5ing 4(s /rev(lent (round the 4orld from Belgi(n Congo to >u(m (nd from -ene:uel( to .ritre( ( long time efore 7(rr(h8s f(ctory c(me u/ in Alle//eyBut the signific(nce of 7(rr(h8s effort 4(s th(t it r(ised coir!m(5ing in Indi( from (n unorg(nised cott(ge industry to ( /rofession(l (nd modernised industri(l (ctivity th(t hel/ed Indi(n coir to rule the 4orld m(r5ets
U/ until then, coir m(5ing in Indi( 4(s l(rgely ( dissi/(ted industry 4ith households /roducing miniscule =u(ntities /roducts h(d (lre(dy est(lished (n (//e(l of fire y retting (nd then e(ting coconut for most .uro/e(ns (s hygienic interior hus5s 2thers 4ould then m(5e y(rn out of decor /roducts *ech(nis(tion 4(s unhe(rd of the first coir f(ctory 4(s est(lished, (s (nd the f(mily units th(t /roduced fire (nd m(ny (s ',)&$ of the ',"?' coir units in y(rn h(rdly othered (out the (dv(nt(ges +er(l( 4ere in Alle//ey, est(lishing the of /rofession(lly org(nising their tr(dition(l co(st(l to4n (s the unch(llenged he(d=u(rter coir!m(5ing c(/(ilities 2nce the first coir of the coir industry By this time, the f(ctory 4(s u/, the uni=ue =u(lity of Indi(n domestic coir industry h(d s/re(d its 4ings,coir did the rest
The golden te6tured Indi(n coir fire, 4hich Andhr( Pr(desh, 2riss( (nd >o(, (nd there e(rned the unoffici(l r(nd n(me Kgolden 4(s no douting the f(ct th(t Indi(n coir fire8, c(/tured the .uro/e(n (nd 4orld m(r5ets in no time From then on, there 4(s The /rinci/(l re(son for Indi(n coir8s reign no turning (c5 The ig cor/or(tes er( soon est(lished coir f(ctories in fire th(t in Alle//ey, +oll(m, +o:hi5ode, +ochi (nd other /(rts of +er(l( Industri(l he(vy4eights of the time, including -ol5(rt Brothers,illi(m >ood(cre,/ierce leslie (nd As/in4(ll moved in to t(/ the /otenti(l offered y the golden fire,(nd Alle//ey 4(s soon ( household n(me (ll over .uro/eBy '%<; the 1>olden Fire3 h(d c(/tured the euro/e(n (nd the 4orld m(r5ets
The ruling 4orld m(r5et By '%<;, ( little over ( hundred ye(rs (fter the first coir f(ctory 4(s est(lished, (s m(ny (s ',)&$ of the ',"?' coir units in +er(l( 4ere in Alle//ey, est(lishing the
co(st(l to4n (s the unch(llenched he(d=u(rter of the coir industry By this time, the domestic coir f(ctories coming u/ in sever(l st(tes including +(rn(t(5(,T(mil n(du,Andr( /r(desh,2riss( (nd >o(,(nd there 4(s no douting the f(ct th(t indi(n coir industry 4(s on ( ro(d footingThe /rinci/le re(son for indi(n coirs reign in the 4orld m(r5ets 4(s the uni=ue golden fire th(t in
turn 4(s o4ed to the uni=ue /ro/erties of the hus5 of Indi(n coconuts (nd the retting f(cilities (v(il(le As +R L(4rence B(ndey, *B. 4ho set u/ the illi(m >ood(cre o/er(tions in Alle//ey reminisces, 1Around the middle of the $&th century, there 4(s not ( house in .uro/e th(t did not use some coir (rticle3
Co *eo Te(&e/
Coir >eo!Te6tiles, or coir Bhoov(str( h(ve shot into the lime light tod(y th(n5s to its eco! frinedly ch(r(cteristics They (re eing effectively used for im/roving soil (h(viours, /reventing soil erosion (nd in hel/ing consolid(tion of soil Coir (s ( '&&J org(nic (nd io! degr(d(le fire, 4ith gre(t 4(ter (sorency, h(s ( definite edge over synthetic geo te6tiles, in the environment(l (s/ect The gre(test (dv(nt(ge is th(t it /rovides (n ecologic(l niche for r(/id est(lishment of veget(tion Coir geo!te6tiles come in ( mind!oggling r(nge of 4oven (nd non! 4oven v(rieties (v(il(le for io!engineering, including geo meshes, girds, geo!eds, (nti!4eed l(n5ets, needled felts, erosion control l(n5ets, geo!rolls, geo!4es, (nd f(scines
Po'&# #e(e/
The An0engo y(m, 4hich derived its n(me from Anchuthengu in the then Tr(v(ncore 5ingdom, 4(s e(sily the most /remium r(nd, 4ith ( golden te6ture th(t e(rned it the golden fire sori=uet Coconut hus5s from Anchuthengu 4ere retted in slightly moving 4(ters of the l(goons in the (re( for (out nine months, (t the end of 4hich the fire 4(s e6tr(cted y e(ting the softened hus5s The /ith (nd other m(teri(ls 4ould f(ll off, (nd the golden fire 4ould emerge, 4hich est(lished Indi(n coir8s hegemony in the 4orld m(r5ets There 4ere (lso other 4ell! 5no4n v(rieties li5e the -(i5om y(rn (nd the Ar(tri y(m, ut the interesting /(rt is th(t these
v(rieties h(d their o4n niche m(r5ets even 4hen r(nding 4(s not /rev(lent in coir fire (nd y(m sectors
F#o'#&e Lo$#(o
In f(ct, ( 5ey f(ctor th(t hel/ed the est(lishment of the coir s/inning industry in +er(l( is the /resence of r(c5ish (c54(ters (nd l(goons Br(c5ish 4(ters h(d to e re/lenished y fresh
4(ter (t fre=uent interv(ls to 4(sh (4(y the 4(ter cont(min(ted in the /rocess of retting of hus5s, (nd +er(l( 4(s n(tur(lly endo4ed 4ith this f(cility (lso This 4(s /erh(/s 4h(t est(lished the industry so firmly in Indi( (nd /(rticul(rly in 5er(l(,even though coconut /roduction 4(s signific(ntly high in sever(l other countries li5e Indonesi(,Phili//ines,SriL(n5(
(nd Th(il(nd
No Coe(o#& Co
Coir /ly o(rds develo/ed y Coir Bo(rd is (lso (n e6cellent uilding m(teri(l, es/eci(lly for interiors, inste(d of tr(dition(l he(vier m(teri(ls Coir /ly o(rds h(ve gy/sum core (nd the side (re norm(lly lined 4ith /(/er These o(rds (re light4eight m(5ing it e(sier to dism(ntle should you 4(nt to re!do your interiors (fter ( fe4 ye(rs The coir /ly o(rd is (lso (n e6cellent lo4 cost insul(tion m(teri(l (t residences (nd office uildings Coir /ly (lso offers ( dector o/tion (nd is (n e6cellent 4ood sustitute It c(n e used in the /l(ce of convention(l 4ood for (ll 5inds of 4oodm(r5,li5e doors,4indo4s,cu/o(rds,4(ll /(nels,etcIt c(n e l(min(ted or co(ted 4ith mel(mine finish for ( glossy or m(tte finish
Mo7e;#(o Po$e//
Though slo4 in coming, in 5ee/ing 4ith the intern(tion(l m(r5et trend the Indi(n coir industry h(s (lso 4o5en u/ to the c(ll for moderni:(tion The (ncient coir m(nuf(cturing techni=ues h(ve een re/l(ced y (dv(nced technologic(l /rocesses, 4ith the introduction of motori:ed rets,
(sed v(lue (dded /roducts Semi!mech(nised looms (nd /o4er looms (re no4 used for m(5ing m(ts, m(tting (nd c(r/ets The continued R97 efforts (re e(ring fruits 4ith the innov(tive develo/ments in the coir sector G non!4oven items li5e coir m(ttresses, needled felt, P-C tufting etc
*(ts 4ith uni=ue designs (nd 5(leidosco/ic colours, c(r/ets, (gs (nd (s5ets, t(lem(ts, thro4 rugs, m(ttresses, /(nelling m(teri(ls, g(rden (rticles et (l coir h(s no4 ecome f(vourite (mong home m(5ers (nd interior designers 4orld4ide3>re(t v(lue for money, ( sustitute for synthetic fires, ecofriendly, hygienic (nd vers(tile, light on the 4(llet (s 4ell (s on environment, dur(le (nd 4e(ther resist(nt, chic (nd designer friendly the re(sons for choosing coir y the environment /rotectionists (nd others find no limits In vie4 of the (ove (nd 4ith the hel/ of strenuous R97 efforts of the Coir Bo(rd, I could /redict th(t the Indi(n coir h(s ( very good future,3 (vers, *rCh(ndr(n
S(e/ Beg T#%e
2f l(te, the industry in tr(dition(l (re(s such (s +er(l( (nd non!tr(dition(l (re(s such (s T(mil N(du, +(rn(t(5( (nd Andhr( Pr(desh, h(ve re(lised the need for r(/id modernis(tion 4hich involved mech(nis(tion, /roduct develo/ment (nd diversific(tion As ( result, higher investment, /(rticul(rly in the /riv(te sector, is t(5ing /l(ce Sever(l ne4 f(ctories h(ve come u/, es/eci(lly in +er(l(, 4ith multin(tion(l /(rtici/(tion The tr(dition(l m(nuf(cturer e6/orters (re (lso no4 investing more (nd more for modernising their f(ctories y setting u/ modem design studios (nd st(te!of!the!(rt effluent tre(tment /l(nts
The sm(ll (nd medium m(nuf(cturers (re (lso rising to the occ(sion o4ever, the m(0or /rolem the sm(ll /roducers f(ce tod(y is modemis(tion of their /roduction infr(structure The
high cost of m(chinery h(s ecome ( m(0or h(ndic(/ A semi(utom(tic loom m(chine 4ould cost (round RsA l(5h Since the dem(nd for coir m(chinery h(s een lo4, investment in coir m(chinery develo/ment (nd m(nuf(cturing is =uite lo4 or nilThe Coir Bo(rd h(s em(r5ed on ( tot(l restructuring /rogr(mme for the industry Sever(l e6/eriments (re eing currently undert(5en to develo/ ( model for restructuring, such (s the UN7P /ro0ect Five clusters h(ve
een identified in Al(//u:h(, +oll(m +er(l(, Poll(chi (nd Th(n0(vur T(mil N(du (nd Ar(si5(r(i in +(r(n(t(5( under this /rogr(mme for modernis(tion, technology tr(nsfer (nd c(/(city uilding
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Coir Bo(rd of Indi( is ( st(tutory ody est(lished y the >overnment of Indi( under ( legisl(tion en(cted y the P(rli(ment n(mely DCoir Industry Act '%#? )# of '%#?D for the /romotion (nd develo/ment of Coir Industry in Indi(
It is (sed in +ochi Cochin, (nd 4or5s for the /romotion, rese(rch, educ(tion (nd tr(ining of the coir industry The o(rd functions under the *inistry of *icro, Sm(ll (nd *edium .nter/rises
The Coir Bo(rd h(s 4or5ed (ctively to su//ort the Intern(tion(l e(r of N(tur(l Fires $&&%
Functions of the Board
The m(in functions of the Bo(rd (s l(id do4n in Section!'& of the Coir Industry Act (re given elo4M
• Promoting e6/orts of coir y(rn (nd coir /roducts (nd c(rrying on /ro/(g(nd( for th(t
/ur/oseE
• Regul(ting under the su/ervision of the Centr(l >overnment the /roduction of hus5s, coir
y(rn (nd coir /roducts y registering coir s/indles (nd looms for m(nuf(cturing coir /roducts (s (lso m(nuf(cturers of coir /roducts, licensing e6/orters of coir y(rn (nd coir /roducts (nd t(5ing such other (//ro/ri(te ste/s (s m(y e /rescried
• Undert(5ing, (ssisting or encour(ging scientific, technologic(l (nd economic rese(rch
(nd m(int(ining (nd (ssisting in the m(inten(nce of one or more rese(rch institutes
• Collecting st(tistics from m(nuf(cturers of, (nd de(lers in, coir /roducts (nd from such
other /ersons (s m(y e /rescried, on (ny m(tter rel(ting to the coir industry, the /ulic(tion of st(tistics so collected or /ortions thereof or e6tr(cts therefrom
• Fi6ing gr(de st(nd(rds (nd (rr(nging 4hen necess(ry for ins/ection of coir fire, coir
• Im/roving the m(r5eting of coconut hus5, coir fire, coir y(rn (nd coir /roducts in Indi(
(nd else4here (nd /reventing unf(ir com/etition
• Setting u/ or (ssisting in the setting u/ of f(ctories for the /roducers of coir /roducts 4ith
the (id of /o4er
• Promoting coo/er(tive org(nis(tion (mong /roducers of hus5s, coir fire (nd coir y(rn
(nd m(nuf(cturers of coir /roducts
• .nsuring remuner(tive returns to /roducers of hus5s, coir fire (nd coir y(rn (nd
m(nuf(cturers of coir /roducts
• Licensing of retting /l(ces (nd 4(rehouses (nd other4ise regul(ting the stoc5ing (nd s(le
of coir fire, coir y(rn (nd coir /roducts oth for the intern(l m(r5et (nd for e6/orts
• Advising on (ll m(tters rel(ting to the develo/ment of the coir industry
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C'/(o3e /#(/)#$(o, ( usiness term, is ( me(sure of ho4 /roducts (nd services su//lied y ( com/(ny meet or sur/(ss customer e6/ect(tion It is seen (s ( 5ey /erform(nce indic(tor 4ithin usiness (nd is /(rt of the four /ers/ectives of ( B(l(nced Scorec(rd
In ( com/etitive m(r5et/l(ce 4here usinesses com/ete for customers, customer s(tisf(ction is seen (s ( 5ey differenti(tor (nd incre(singly h(s ecome ( 5ey element of usiness str(tegy
There is ( sust(nti(l ody of em/iric(l liter(ture th(t est(lishes the enefits of customer s(tisf(ction for firms
The most im/ort(nt (sset of (ny org(ni:(tion is its customers S(tisfied customers /(y their ills /rom/tly 4hich gre(tly im/roves c(sh flo4 G the lifelood of (ny org(ni:(tion Customers
e6/erience of ( /roduct or ( service is multif(ceted so h(rd to determine It needs to e me(sured individu(lly to get (n (ccur(te tot(l /icture of customer s(tisf(ction
Customer s(tisf(ction should not e vie4ed in ( v(cuum For e6(m/le, ( customer m(y e s(tisfied 4ith ( /roduct or service (nd therefore r(te the /roduct or service highly in ( survey (nd
yet s(me customer m(y uy (nother /roduct Simil(rly customer8s vie4 (out ( /roduct or service (re useless if customer8s vie4 (out com/etitors /roducts (re not understood
S(tisfied customers gener(te more revenues th(n diss(tisfied ones S(tisfied customers not only ring in re/e(t usiness ut (lso ne4 usiness through 4ord of mouth (dvertising Fully s(tisfied
customers (re more immune to com/etitive (ctions (nd gener(te ( st(le usiness environment
S(tisfied customers incre(se the ottom line S(tisfied customers (re usu(lly lo4 m(inten(nce, 5ee/ing costs of s(les lo4 7iss(tisfied customers use v(lu(le em/loyee time (nd cre(te ( (d re/ut(tion th(t h(s to e countered 4ith higher (dvertising costs
ence, /(ying close (ttention to customer s(tisf(ction is 0ust common sense Intuit founder Scott Coo5 once s(id If you c(nDt /le(se your current customers, you donDt deserve (ny ne4 ones
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This is the most d(unting (nd do4nright sc(ry /(rt of inter(cting 4ith ( customer If youDre not used to this sort of thing it c(n e ( /retty nerve!4r(c5ing e6/erience Rest (ssured, though, it does get e(sier over time ItDs im/ort(nt to meet your customers f(ce to f(ce (t le(st once or even t4ice during the course of ( /ro0ect
*y e6/erience h(s sho4n th(t ( client finds it e(sier to rel(te to (nd 4or5 4ith someone theyDve (ctu(lly met in /erson, r(ther th(n ( voice on the /hone or someone ty/ing into (n em(il or messenger /rogr(m hen you do meet them, e c(lm, confident (nd (ove (ll, t(5e time to (s5 them 4h(t they need I elieve th(t if ( /otenti(l client s/ends over h(lf the meeting doing the t(l5ing, youDre 4ell on your 4(y to ( s(le
2. Re/o7 (o Me//#ge/ Po3(&" > +ee Yo' C&e(/ I)o3e7
This goes 4ithout s(ying re(lly e (ll 5no4 ho4 (nnoying it is to 4(it d(ys for ( res/onse to (n em(il or /hone c(ll It might not (l4(ys e /r(ctic(l to de(l 4ith (ll customersD =ueries 4ithin the s/(ce of ( fe4 hours, ut (t le(st em(il or c(ll them (c5 (nd let them 5no4 youDve received their
mess(ge (nd youDll cont(ct them (out it (s soon (s /ossile .ven if youDre not (le to solve ( /rolem right (4(y, let the customer 5no4 youDre 4or5ing on it
A good e6(m/le of this is my e host TheyDve h(d some troule 4ith server h(rd4(re 4hich h(s c(used ( f(ir it of do4ntime l(tely At every ste/ (long the 4(y I 4(s em(iled (nd told e6(ctly 4h(t 4(s going on, 4hy things 4ere going 4rong, (nd ho4 long it 4ould e efore they 4ere 4or5ing (g(in They (lso (/ologised re/e(tedly, 4hich 4(s nice No4 if they server h(d 0ust gone do4n 4ith no e6/l(n(tion I thin5 IDd h(ve een /retty (nnoyed (nd m(y h(ve moved
my usiness else4here But ec(use they too5 time to 5ee/ me informed, it didnDt seem so (d, (nd I (t le(st 5ne4 they 4ere doing something (out the /rolems Th(t to me is ( /rime e6(m/le of customer service
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A fello4 SitePointer once told me th(t you c(n he(r ( smile through the /hone This is very true ItDs very im/ort(nt to e friendly, courteous (nd to m(5e your clients feel li5e youDre their friend (nd youDre there to hel/ them out There 4ill e times 4hen you 4(nt to e(t your clients over the he(d re/e(tedly 4ith ( lunt o0ect ! it h(//ens to (ll of us ItDs vit(l th(t you 5ee/ ( cle(r he(d, res/ond to your clientsD 4ishes (s est you c(n, (nd (t (ll times rem(in /olite (nd courteous
. H#e # C&e#&"?De)e7 C'/(o3e Se$e Po&$"
This m(y not e too im/ort(nt 4hen youDre 0ust st(rting out, ut ( cle(rly defined customer service /olicy is going to s(ve you ( lot of time (nd effort in the long run If ( customer h(s ( /rolem, 4h(t should they doO If the first o/tion doesnDt 4or5, then 4h(tO Should they cont(ct
different /eo/le for illing (nd technic(l en=uiriesO If theyDre not s(tisfied 4ith (ny (s/ect of your customer service, 4ho should they tellO
ThereDs nothing more (nnoying for ( client th(n eing /(ssed from /erson to /erson, or not 5no4ing 4ho to turn to *(5ing sure they 5no4 e6(ctly 4h(t to do (t e(ch st(ge of their en=uiry should e of utmost im/ort(nce So m(5e sure your customer service /olicy is /resent on your site !! (nd (ny4here else it m(y e useful
5. A((e(o (o De(#& <#&/o %o4 #/ Te L((&e N$e(e/=
(ve you ever received ( (//y Birthd(y em(il or c(rd from ( com/(ny you 4ere ( client ofO (ve you ever h(d ( /erson(lised sign!u/ confirm(tion em(il for ( service th(t you could tell 4(s ty/ed from scr(tchO These little niceties c(n e time consuming (nd (renDt (l4(ys cost effective, ut rememer to do them
.ven if itDs (s sm(ll (s sending ( (//y olid(ys em(il to (ll your customers, itDs something It sho4s you c(reE it sho4s there (re re(l /eo/le on the other end of th(t screen or tele/honeE (nd most im/ort(ntly, it m(5es the customer feel 4elcomed, 4(nted (nd v(lued
. A($#(e Yo' C&e(/ Nee7/ > *o O'( O) Yo' -#" (o He& Te3 O'(
Sometimes this is e(sier s(id th(n done o4ever, (chieving this su/reme level of underst(nding 4ith your clients 4ill do 4onders for your 4or5ing rel(tionshi/
T(5e this (s (n e6(m/leM youDre 4or5ing on the front!end for your clientDs e6citing ne4 ecommerce ende(vour ou h(ve (ll the im(ges, origin(ls (nd files (c5ed u/ on your des5to/ com/uter (nd the site is going re(lly 4ell 7uring ( meeting 4ith your client heshe h(//ens to mention ( h(rd!co/y rochure their intern(l m(r5eting /eo/le (re develo/ing As if y m(gic, ( cou/le of 4ee5s l(ter ( C7!R2* (rrives on their doorste/ com/lete 4ith high resolution versions of (ll the im(ges youDve used on the site A note (ccom/(nies it 4hich re(dsM
our client is he(rtily im/ressed, (nd rem(r5s to his colle(gues (nd friends ho4 very hel/ful (nd consider(te his e designers (re *e(n4hile, in your office, you l(y (c5 in your ch(ir drin5ing your ;th cu/ of coffee th(t morning, s(fe in the 5no4ledge this h(//y customer 4ill send sever(l referr(ls your 4(y
@. Hoo' Yo' Po3/e/
ItDs /ossile this is the most im/ort(nt /oint in this (rticle The sim/le mess(geM 4hen you /romise something, deliver The most common e6(m/le here is /ro0ect delivery d(tes
Clients donDt li5e to e dis(//ointed Sometimes, something m(y not get done, or you might miss ( de(dline through no f(ult of your o4n Pro0ects c(n e l(te, technology c(n f(il (nd su!
contr(ctors donDt (l4(ys deliver on time In this c(se ( =uic5 (/ology (nd (ssur(nce itDll e re(dy ASAP 4ouldnDt go (miss
Customer service, li5e (ny (s/ect of usiness, is ( /r(cticed (rt th(t t(5es time (nd effort to m(ster All you need to do to (chieve this is to sto/ (nd s4itch roles 4ith the customer h(t 4ould you 4(nt from your usiness if you 4ere the clientO o4 4ould you 4(nt to e tre(tedO Tre(t your customers li5e your friends (nd theyDll (l4(ys come (c5
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Customer s(tisf(ction, ( usiness term, is ( me(sure of ho4 /roducts (nd services su//lied y ( com/(ny meet or sur/(ss customer e6/ect(tion It is seen (s ( 5ey /erform(nce indic(tor 4ithin usiness
Te o&e3
The effective im/lement(tion of Customer S(tisf(ction is not (n e(sy t(s5, it includes m(ny com/le6 m(tters 4hich (ffect the customer8s /erce/tion (out the com/(ny Customers (re so sensitive (nd r(tion(l, they (re loo5ing oth v(lue (nd loy(lty If ( com/(ny f(ils to underst(nd the mind of consumers (nd f(ils to do e6/ected services, customer ecome r(tion(l (nd m(y s4itch their loy(lty to diss(tisf(ction Tod(y the m(r5et is so com/etitive so the com/(ny h(s to develo/ good customer s(tisf(ction str(tegy to survive in the field In usu(l /r(ctice it m(y not e /ossile to give good service every time
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To (n(lyse the Customers8 s(tisf(ction of coir o(rd Products (nd therey suggests more im/roved 4(ys to s(tisfy customer
Se$o7#" O!e$(e/
To find out Customers8 Perce/tion (out the Com/(ny
To (n(lyse the effectiveness of Sho/ *(n(gement
To find out the (ility of st(ffs
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7(t( re=uired for the study included oth /rim(ry (nd second(ry ty/es Prim(ry d(t( 4(s collected through Questionn(ire /re/(red for the Coir Bo(rd Customers *(0or tools de/ended on for the d(t( collection included Questionn(ire
7iscussions 4ere held 4ith the offici(ls (t v(rious levels (nd im/ort(nt /ersonnel in Coir Bo(rd Second(ry d(t( 4(s ot(ined from (lmost every (v(il(le source 4hich include m(g(:ines, offici(l org(ni:(tion(l records, 4esites (nd /revious rese(rches
S#3&e S;e
S(m/le si:e o/t for the study is '&& coir Bo(rd Customers
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The m(0or v(ri(les used for the (n(lysis of the d(t( (s de/endent (nd inde/endent v(ri(les included gender, Income, living (re(, (nd /eriod of (ssoci(tion 4ith Coir Bo(rd of the res/ondents
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The d(t( 4(s (n(ly:ed on the (sis of the rel(tionshi/ et4een the v(ri(les fi6ed The d(t( 4(s cl(ssified, codified (nd cross t(ul(ted to /roceed 4ith the (n(lysis
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In ( study done y Berry B(rt Allen (nd Brodeur et4een '%%& (nd '%%" defined ten DQu(lity -(luesD 4hich influence s(tisf(ction eh(vior, further e6/(nded y Berry in $&&$ (nd 5no4n (s the ten dom(ins of s(tisf(ction These ten dom(ins of s(tisf(ction includeM
• Quality, • Value,
• Timeliness, • Efciency,
• Ease o Access, • Environment,
• Inter-departmental
• Teamwork, Front line Service e!aviors, • "ommitment to t!e "ustomer
• Innovation#
These f(ctors (re em/h(si:ed for continuous im/rovement (nd org(ni:(tion(l ch(nge me(surement (nd (re most often utili:ed to develo/ the (rchitecture for s(tisf(ction me(surement (s (n integr(ted model or5 done y P(r(sur(m(n, eith(ml (nd Berry Leon(rd L et4een '%"# (nd '%"" /rovides the (sis for the me(surement of customer s(tisf(ction 4ith ( service y using the g(/ et4een the customerDs e6/ect(tion of /erform(nce (nd their /erceived e6/erience of /erform(nce This /rovides the me(surer 4ith ( s(tisf(ction g(/ 4hich is o0ective (nd =u(ntit(tive in n(ture or5 done y Cronin (nd T(ylor /ro/ose the confirm(tiondisconfirm(tion theory of comining the g(/ descried y P(r(sur(m(n, eith(ml (nd Berry (s t4o different me(sures /erce/tion (nd e6/ect(tion of /erform(nce into ( single me(surement of /erform(nce (ccording to e6/ect(tion
Americ(n Customer S(tisf(ction Inde6 ACSI is ( scientific st(nd(rd of customer s(tisf(ction Ac(demic rese(rch h(s sho4n th(t the n(tion(l ACSI score is ( strong /redictor of >ross 7omestic Product >7P gro4th, (nd (n even stronger /redictor of Person(l Consum/tion .6/enditure PC. gro4th 2n the microeconomic level, rese(rch h(s sho4n th(t ACSI d(t( /redicts stoc5 m(r5et /erform(nce, oth for m(r5et indices (nd for individu(lly tr(ded
com/(nies Incre(sing ACSI scores h(s een sho4n to /redict loy(lty, 4ord!of!mouth recommend(tions, (nd /urch(se eh(vior The ACSI me(sures customer s(tisf(ction (nnu(lly for more th(n $&& com/(nies in )? industries (nd '& economic sectors In (ddition to =u(rterly re/orts, the ACSI methodology c(n e (//lied to /riv(te sector com/(nies (nd government
(gencies in order to im/rove loy(lty (nd /urch(se intent T4o com/(nies h(ve een licensed to (//ly the methodology of the ACSI for oth the /riv(te (nd /ulic sectorM CFI >rou/, Inc (//lies the methodology of the ACSI offline, (nd Foresee Results (//lies the ACSI to 4esites (nd other online initi(tives
In s/ring $&&), Qu(d stone commissioned ( study of the (//ro(ch th(t l(rge consumer enter/rises (re t(5ing to im/rove customer service e6/eriences The rese(rch m(inly consisted of in!de/th intervie4s 4ith e6ecutives in the fin(nci(l services (nd telecommunic(tions sectors, ut it (lso included (n e!m(il =uestionn(ire 4ith consumers (nd ( mystery sho//ing investig(tion into customer service centers
The study finds th(t im/roving customersD s(tisf(ction 4ith service is ( r(/idly rising cor/or(te /riority (nd com/(nies (re incre(sing investment in tr(c5ing customer s(tisf(ction (nd 4h(t
drives it hile the m(0ority of com/(nies (re eginning to underst(nd (ggreg(te!level trends in customer s(tisf(ction, only ( fe4 com/(nies (re (le to system(tic(lly identify ho4 to ch(nge service delivery /rocesses for the etter ! yet this is 4h(t (ll of the intervie4ed com/(nies most 4(nt to do
Addition(lly, the study defines ( success model for emr(cing (nd driving ch(nge (sed on customer s(tisf(ction metrics, (nd it l(ys out the c(/(ilities th(t com/(nies must develo/ to fully lever(ge customer s(tisf(ction d(t( in driving ch(nge (cross the org(ni:(tion The survey finds th(t telecommunic(tions com/(nies (re, in gener(l, more committed (nd so/histic(ted in their (//ro(ch to customer s(tisf(ction th(n fin(nci(l services com/(nies Fund(ment(lly, org(ni:(tions (re striving for ( level of underst(nding th(t is dee/er (nd more s/ecific th(n gener(l customer feed(c5
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An(lysis (nd inter/ret(tion c(rried out y (n(ly:ing the customer8s feed(c5 on the (sis of v(ri(les fi6ed, ieE gender, income, living (re( (nd /eriod of (ssoci(tion This (n(lysis is e6/l(ined in the follo4ing /(r(gr(/hs
Income >ender $#,&&&! ' l5h '!$ l5hs Aove $ L(5hs Tot(l *(le '< $<;J )#;J $; )#J <&J '; $")J "#J <& <&J Fem(le '% );#J #)$J '" )#J )&J ? ;#J '#J )& J Tot(l ?# J )# J $& J '&&
T(le )' reve(ls >ender (nd Age (sed det(ils of res/ondentsIncome 4hen cross t(ul(ted 4ith gender, 4e found th(t ?#J of the res/ondents (re $#,&&& G 'L(5h c(tegory, )#J of res/ondents elonging to '!$ L(5hs c(tegory (nd $&J of res/ondents h(ve more th(n $ l(5hs (nnu(l income
>r(/h )' >ender (nd Income 7et(ils of res/ondents
Ta$le %#& 'etails on t!e $asis o (ender and way o inormation a$out "oir oard
(y
>ender
Advertising Tr(de F(ir F(mily9Friends Tot(l
*(le '; $")J $$ ?<;J $' ?#J <& <&J
;;$J #$?J #")J Fem(le # '$#J $$;J $& #&J );<J '# ?;#J )';J )& J Tot(l $$ J )$ J ?< J '&&
Ta$le %#& s!ows t!at &&) o respondents *ot inormation a$out coir $oard via advertisement, %&) via Trade air and +) o respondents rom Family and riends#
(rap! %#& 'etails on t!e $asis o (ender and way o inormation a$out "oir oard
Ta$le %#+ Annual Income And Area o livin* details o respondents
Are(
Income
Ur(n Semi Ur(n Rur(l Tot(l
$#,&&&!' L5h '' ?#J $##J '$ ?)$J ?;#J '$ ?)$J )"J ?# ' L5h!$ L5h $$ )%J ') ?'$J % $&J )#
#'J )?;J ?<J Aove $ L5h '& #&J $?$J < ?&J '";J ) $&J '<J $& Tot(l )? ?$ $# '&&
T(le )? infers, from the tot(l res/ondents, )?J living in ur(n (re(, ?$J from semi ur(n (re( (nd $#J of res/ondents from rur(l (re(
>r(/h )? Annu(l Income And Are( of living det(ils of res/ondents
T(le )) Annu(l income (nd 4(y of 5no4ledge (out Coir Bo(rd (y of info
Income
Advertising Tr(de F(ir F(mily9Friends Tot(l
$#&&&! ' l5h % $#;J )'J ') )&J ??)J '$ ?)$J ??)J ?# <&J '!$ l5hs " ';"J ?<?J '% )$?J )#$J '" )&J #&J )# Aove $ l5hs # % < $&
$#J $$;J )#J $')J ?&J '<;J Tot(l $$ )$ ?< '&&
Ta$le %#% is t!e respondents details on t!e $asis o income and way o knowled*e a$out "oir oard# It reveals t!at &&) people *ot inormation via advertisement, %&) via trade air and +) o respondents *ot inormation rom amily and riends# From t!is it is clear t!at, t!e amount o advertisement is less and it !ave to improve#
(rap!#%#% Annual income and way o knowled*e a$out "oir oard
Ta$le %#. Area o livin* and way o knowled*e a$out "oir oard
(y of Info Are( of living Advertising Ur(n % $'J )'J Semi Ur(n ; $'"J ?'"J Rur(l < $)J $;$J Tot(l $$ T(le )# sho4s th(t, tot(l )?J of
Ur(n (re( constituted y %J vi( (dvertising, $?J vi( Tr(de f(ir (nd '' J from f(mily (nd friends The tot(l of rur(l (re( $#J constituted y <J from (dvertising, )J from tr(de f(ir (nd '#J from f(mily (nd friends So it is cle(r th(t there is ( l(c5 of (dvertisement (nd tr(de f(ir in rur(l (re(
>r(/h )# Are( of living (nd 4(y of 5no4ledge (out Coir Bo(rd
Ta$le %# (ender and rand "onsciousness o respondents
2/inion >ender es No Tot(l *(le ?# #"?J ;))J $# )';J );'J <& Fem(le '$ ?&J $##J $" ;&J #$"J )& Tot(l ); #? '&&
T(le )< infers th(t, );J of res/ondents (re conscious (out r(nd (nd #?J of res/ondents (re not conscious hile 4e loo5ing (t es tot(l column, 4e c(n see th(t, ;)J constituted y m(le So let us (ssume th(t, m(le res/ondents (re more r(nd conscious
>r(/h )< >ender (nd Br(nd Consciousness of res/ondents
Ta$le %#/ Income And rand "onsciousness o respondents
2/inion Income es No Tot(l $#&&&! ' l5h '# )$"J ?'%J $& #;'J ?;;J ?# ' G $ L5h '; ?;"J ?<'J $" <$?J #$"J )# Aove $ L5h '# ;#J ?'%J # $#J %)J $& Tot(l ); #? ?<
hile 4e (n(ly:ing T(le ); 4e c(n see th(t (s income incre(ses, /eo/le ecome more r(nd conscious Let us t(5e the e6(m/le of es tot(l column, ;#J of yes tot(l column constituted y (ove $ l(5hs c(tegory
(rap! %#/ Income And rand "onsciousness o respondents
Ta$le %#0 Area and rand 1oyalty 23nly purc!asin* rom "oir oard4
2nly from Coir Bo(rd Are( es Ur(n '' $##J ))J Semi Ur(n " $#J ?$J Rur(l < $)J $)J Tot(l $# Ta$le %#0 reveals t!at, t!e respondents are not t!at muc! $rand loyal in coir products#
From ta$le %#0 , we can see t!at /.) o respondents are $uyin* coir product rom ot!er stores also#
(rap! %#0 Area and rand 1oyalty 23nly purc!asin* rom "oir oard4
T(le )% Period of Customershi/ (nd Br(nd Loy(lty
2nly from Coir Bo(rd Period es '!$ e(rs ; ')%J $"J $!# e(rs '$ ?;#J )"J *ore th(n # ye(rs < $"#J $)J Tot(l $#
T(le )% sho4s th(t, );J of the tot(l res/ondents elonging to '!$ ye(rs of customershi/, ?$J h(ve $!# ye(rs of e6/erience 4ith the com/(ny (nd $' J res/ondents h(ve more th(n # ye(rs of customershi/
>r(/h )% Period of Customershi/ (nd Br(nd Loy(lty
T(le )'& Income (nd Br(nd Loy(lty 2nly from Coir
Bo(rd Income es No Tot(l $#&&&!' l5h < ';'J $)J $% "$"J ?";J ?# ' l5h to $ l5h '# ??)J <&J ?& <<;J )&J )# Aove $ l5h ) $&J '<J '< "&J $')J $& Tot(l $# ;# '&&
The t(le )'& is (n e6tension of t(le )% cross t(ul(ted 4ith income It s(ys th(t the tot(l of r(nd loy(l res/ondents ;#J constituted y ?";J $#,&&&! ' L(5hs c(tegory, )&J from '!$
L(5hs c(tegory (nd $')J res/ondents h(ve more th(n $ l(5hs of income >r(/h )'& Income (nd Br(nd Loy(lty
T(le )'' >ender (nd 2/inion (out Coir Bo(rd 2/inion
>ender
Coir Bo(rd is the Best
Coir Bo(rd is not the est Tot(l *(le )' <")J <$'J '% ?';J ##%J <& Fem(le $# <$#J ?;"J '# ?;#J ))'J )& Tot(l << ?) '&&
T(le )'' reve(ls th(t, (mong the tot(l res/ondents, <<J of res/ondents h(ve (n o/inion li5e Coir Bo(rd is the est (nd ?)J of res/ondents s(ys coir o(rd is not the est
>r(/h )'' >ender (nd 2/inion (out Coir Bo(rd
T(le )'$ Living Are( (nd o/inion (out Coir Bo(rd 2/inion
Are( of living
Coir Bo(rd is the Best
Coir Bo(rd is not the est Tot(l Ur(n $? #?)J ?)"J $& )<#J #""J )? Semi Ur(n $) ;#J ?<?J " $#J $?#J ?$ Rur(l '% ;<J $";J < $)J ';<J $# Tot(l << ?) '&&
T(le )'$ is (n e6tension of t(le )'' cross t(ul(ted 4ith (re( of living hen o/inion cross t(ul(ted 4ith living (re(, 4e c(n see th(t the tot(l <<J of res/ondents 4ho thin5 coir o(rd is
the est constituted y ?)"J from ur(n (re(, ?<?J from semi ur(n (re( (nd $";J from rur(l (re(
>r(/h )'$ Living Are( (nd o/inion (out Coir Bo(rd
T(le )'? >ender And s(tisf(ction to4(rds Beh(viour of st(ffs Beh(viour
>ender
>ood Aver(ge Lo4 Tot(l
*(le $) )&J #;J $; )#J <#"J % '#J #?J <& <&J Fem(le '" )#J )$"J ') ?#J, ?)J " $&J );J )& )&J Tot(l )$ )$J )' )'J '; ';J '&&
T(le )'? is (out the s(tisf(ction of customers to4(rds st(ffs8 eh(vior The t(le infers th(t, )$J of the res/ondents (re very h(//y 4ith the eh(vior, )'J of res/ondents mentioned it (s (ver(ge (nd only ';J felt it (s lo4
)'? >ender And s(tisf(ction to4(rds Beh(viour of st(ffs
T(le )') Living (re( (nd s(tisf(ction to4(rds eh(vior of st(ffs (y of Info
Are( of living
>ood Aver(ge Lo4 Tot(l
Ur(n '# ?)%J ?#;J $& )<#J )";J " '"<J );J )? Semi Ur(n '$ ?;#J $"#J '# )<"J ?<#J # '#<J $%)J ?$ Rur(l '# <&J ?#;J < $)J ')<J ) '<J $?#J $# Tot(l )$ )' '; '&&
T(le )') sho4s s(tisf(ction to4(rds st(ffs8 eh(vior on the (sis of living (re( The t(le sho4s th(t the tot(l column of lo4 constituted y );J of ur(n (re( So it is cle(r th(t, ur(n (re( /eo/le see5s more good eh(vior from st(ffs8 side
>r(/h )') Living (re( (nd s(tisf(ction to4(rds eh(vior of st(ffs
T(le )'# >ender (nd (mi(nce of the store 2/inion
>ender
>ood Averge Poor Tot(l
*(le '% ?';J <??J $< ##?J )??J '# $#J <#$J <& J Fem(le '' $;#J ?<;J $' ));J #$#J " $&J ?)"J )& J Tot(l ?& J ); J $? J '&& J
T(le )'# sho4s th(t ?&J of res/ondents o/inion 4(s Amience of the store is good,);J of res/ondents s(ying (ver(ge, (nd $? J of res/ondents s(ying /oor From ?&J of res/ondents considers '%J of m(le 9 ''J of fem(le, From );J of res/ondents considers $<J of m(le 9 $' J of fem(le, From $?J of res/ondents considers '#J of m(le 9 "J of fem(le so m(0ority of (4(reness (out the (mi(nce of the store is m(le res/ondents9 (mi(nce of the store is (ver(ge
>r(/h )'# >ender (nd (mi(nce of the store
T(le )'< Income (nd (mi(nce of the store 2/inion
Income
>ood Averge Poor Tot(l
$#,&&&!' L5h '# #&J )$%J '$ ?)?J $##J " $<;J $$%J ?# J ' L5h!$ L5h % ?&J $&J $$ )<"J )"%J ') ?''J <&%J )# J Aove $ L5h < $&J ?&J '? $;;J <#J ' )?J #J $& J Tot(l ?& J ); J $? J '&& J
T(le )'# Reve(ls th(t elo4 'L5h income (sed res/ondents (re ?#J,'L5h!$L5h income (sed res/ondents (re )#J,9(ove $L5h income (sed res/ondents (re $&JFrom tot(l res/ondents, ?&J of customers (greed (mi(nce of the store is good,);J of customers o/inion is (ver(ge 9 $?J of customers o/inion is /oor'!$ L5h income (sed customers (re more (4(re
(out the (mi(nce of the store
>r(/h )'< Income (nd (mi(nce of the store
T(le )'; Period of customershi/ (nd l(st(ility of /roduct L(st(ility
Period
igh *edium Lo4 Tot(l
'!$ yrs '" ?"?J #')J $' ));J ));J " ';&$J )))J ); J $!# yrs % $#;'J $"'J '# ?'%'J )<%J " $#J )))J ?$ J Aove # yrs " #')$J ?"&%J '' $?)&J #?)J $ ''''J %#$J $' J Tot(l ?# ); '" '&&
T(le )'; Sho4s l(st(ility of /roducts is de(ls 4ith the /eriod of customershi/?#J of customers o/inion is l(st(ility of /roducts is high,);J of customers o/inion is medium,9 '" of
customers s(ying Lo4 so the l(st(ility of the /roduct is elo4 #yrs >r(/h )'; Period of customershi/ (nd l(st(ility of /roduct
T(le )'" Income (nd (nd l(st(ility of /roduct L(st(ility
Income
igh *edium Lo4 Tot(l
$#,&&&!' L5h '< )#;J )#;J ') $%"J )&J # ')?J $;"J ?# J ' L5h!$ L5h '' ?')J $)))J $< ##?J #;"J " ';"J )))J )# J Aove $ L5h " $$%J )&J ; ')%J ?#J # $;"J $#J $& J Tot(l ?# J ); J '" J& '&& J
s(tisfied,')J s(tisf(ction is (ver(ge9 #J is lo4 s(tisf(ctionFrom 'L5h!$L5h income (sed customers)#J,''J of customers (re highly s(tisfied,$<J of customers (re (ver(ge9 "J of customers (re less s(tisfiedFrom (ove $L5h income (sed customers$&,"J of customers (re s(ying highly s(tisfied,;J of customers s(tisf(ction is (ver(ge9 #J of customers less s(tisfied >r(/h )'" Income (nd (nd l(st(ility of /roduct
T(le )'% >ender (nd Qu(lity of /roducts
2/inion
>ender
>ood Aver(ge Poor Tot(l
*(le '% ?';J <???J ?& #?<J #&J '' '"?J ;"<# <& J Fem(le '' ?<;J $;#J $< )<)J <#J ? ;#J $')J )& J
J J J J
T(le )'% sho4s th(t the =u(lity of /roducts is (ver(ge (nd (lso good?&J of /eo/les o/inion isThe =u(lity of /roduct is good,#<J of customers o/inion is (ver(ge9')J of customers o/inion is /oor
>r(/h )'% >ender (nd Qu(lity of /roducts
T(le )$& Best /(rt of Coir
Bo(rd (nd Living (re(
Are(
o/inion Ur(n Semi ur(n Rur(l Tot(l
Qu(lity '' $#<J )$?J " $#J ?&"J ; $<%J $"J $<J '$ '& "
-ers(tility $;%J )&J ?'$J ???J $<;J ?$J ?&J Price ; '<?J )?" < '""J ?;#J ? '""J '$J '<J *(r5et good4ill '? ?&$J )<)J " $#J $"<J ; $#J $"J $"J Tot(l )? J ?$ J $# J '&& J
T(le )$& sho4s the est /(rt of coir o(rdFrom tot(l /ercent(ge of customers,?&J of customers /refere versit(lity,$<J of customers /refer Qu(lity,'<J of customers /refer /rice9 $"J of customers /refer (r5et good4illso the m(0ority of customers is s(ying the est /(rt coir o(rd is versit(lity,9 the Qu(lity 9 m(r5et good4ill (lso e=u(ly im/ort(nt
>r(/h )$& Best /(rt of Coir Bo(rd (nd Living (re(
T(le )$' Best /(rt of Coir Bo(rd (nd >ender >ender
o/inion
*(le Fem(le Tot(l
Qu(lity '# $#J #;;J '' )$?J $;#J $<J -ers(tility '; $"?J #<;J '? )??J ?$#J ?&J Price '& <$#J '<;J < ?;#J '#J '<J
*(r5et good4ill '" <)?J ?&J '& $#J ?#;J $"J Tot(l <& J )& J '&& J
T(le )$' sho4s th(t the est /(rt of coir o(rd y =u(lity,versit(lity,/rice 9m(r5et good4ill the m(le customers (re more (4(re (out the coir o(rd etter th(n fem(le customersFrom <&J of m(le customers,';J (re /refer versit(lity9'"J 4ill considers m(r5et good4ill From )&J of fem(le customers,'?J (re /refer versit(lity9''J of customers /refer =u(lity so Qu(lity,*(r5et good4ill 9 -ersit(lity is e=u(ly im/ort(nt
>r(/h )$' Best /(rt of Coir Bo(rd (nd >ender
T(le )$$ >ender (nd 4(y of /rolem solving
2/inion >ender
.ffective Neutr(l Ineffective Tot(l
*(le ?$ #??J <%<J '" ?&J #')J '& '<;J #$<J <& J Fem(le ') ?#J ?&)J '; )"<J )$#J % $$#J );?J )& J Tot(l )< J ?# J '% J '&& J
o/inion is the 4(y of /rolem solving is very effective From )&J of fem(le customers ')J (re (greed 4ith m(le customers
>r(/h )$$ >ender (nd 4(y of /rolem solving
T(le )$? Income (nd (y of /rolem solving 2/inion
Income
.ffective Neutr(l Ineffective Tot(l
$#,&&&!' L5h ') )&J ?&)J '' ?')J ?')J '& #$<J $"<J ?# J ' L5h!$ L5h $) #??J #$?J '< ?#<J )#;J # '''J $<?J )# J Aove $ L5h " )&J ';)J " )&J $$%J ) $&J $''J $& J
Tot(l )< J ?# J '% J '&& J
T(le )$? sho4s th(t,From elo4 'L5h income (sed customers ')J of customers o/inion is the 4(y of /rolem solving is effective 9 ''J of customers (re s(tisfiedfrom '!$ L5h, $)J of customers o/inion is effective 9 '<J of (re s(ying s(tisfied From (ove $L5h, "J of customers (re s(ying effective 9 "J of customers (re s(ying neutr(l
>r(/h )$? Income (nd (y of /rolem solving
T(le )$) Period of customershi/ (nd rel(tionshi/ str(tegy 2/inion
Period
igh *edium Lo4 Tot(l
'!$yrs '% )&)J ))$J '< ?)&)J )))J '$ $##J #;')J );J $!# yrs '$ $;%J ?;#J ') )?"J ?"%J < '""J $"<J ?$J Aove # yrs '$ #;'J $;%J < '<;J $"<J ? ')?J ')?J $' J Tot(l )? ?< $' '&&
J J J J
T(le )$) sho4s th(t the Customer rel(tionshi/ is de/ends on the /urch(sing /eriod of time From t(le )?J of customers (re highly s(tisfied,?<J of customers (re (ver(ge9 $'J of customers (re less s(tisfiedFrom the c(togory of (ove #yr, '$J of customers (re highly s(tisfied
>r(/h )$) Period of customershi/ (nd rel(tionshi/ str(tegy
T(le )$# Period >ender (nd rel(tionshi/ str(tegy
o/inion
>ender
igh *edium Lo4 Tot(l
*(le $" )<;J <#J $' ?#J #<"J '' '"?J $$#J <& J Fem(le '# ?)"J ?;#J '# ?;# )';J '& $#J );<J )& J Tot(l )? J ?< J $' J '&& J
coir o(rd From <&J of m(le customers $"J of customers (re highly s(tisfied From )&J of fem(le customers '#J of (re highly s(tisfied
>r(/h )$# Period >ender (nd rel(tionshi/ str(tegy
T(le )$< Income (nd /rice 2/inion
Income
Lo4 igh Tot(l
$#&&&! ' L(5hs $) <"<J ?'<J '' ?')$J )#"J ?#J '!$L5h ?< );?J "&J % $&J ?;#J )#J
$yrs '< $'&#J "&J ) '<;J $&J $&J Tot(l ;<J $)J '&&J
T(le )$< sho4s th(t, From elo4 'L5h income (sed customers,$)J of (re s(tisfied 4ith the /ricefrom '!$L5h,?<J of s(tisfied 4ith /rice9From (ove $L5h,'<J customers s(tisfied 4ith /rice*(0ority of the s(tisf(ction of /rice is very high
>r(/h )$< Income (nd /rice
T(le )$; >ender (nd Price 2/inion
>ender
Less igh Tot(l
*(le <& ;<;J <&#J ') $??J #"?J <&J Fem(le ?& ?%)J ;#J '& $#J )'; )&J Tot(l ;<J $)J '&&J
From )&J of fem(le customers, ?&J of (re s(tisfied 4ith /rice the r(tio of s(tisf(ction (out the /rice is $M?
>r(/h )$; >ender (nd Price
T(le )$" Period of customershi/ (nd Price 2/inion Period es No Tot(l '!$yrs ?) ;$?J ));J '? #)$J $;;J );J $!#yrs $" ?<"J ";#J ) '$#J '<;J ?$J Aove#yrs ') '")J <<;J ; $;$<J ???J $'J Tot(l ;<J $)J '&&J
T(le )$" sho4s th(t '!$ yrs ?)J of customers s(tisfied 4ith /rice It Refers recent '!$ yrs the /rice level going customers s(tisfied m(nner The over(ll s(tisf(ction of /roduct is high The
recent ye(rs they (re follo4ing etter /ricing str(tegies
>r(/h )$" Period of customershi/ (nd Price
T(le )$% Income (nd s(tisf(ction to4(rds discount 2/inion income es No Tot(l $#&&&! ' L5h $? <#;J ?#)J '$ ?)?J ?)?J ?#J '!$L5h $" <$$J )?'J '; ?;"J $<$J )#J Aove $ L5h ') ;&J $'#J < ?&J ';')J $&J Tot(l <#J ?# '&&J
T(le )$% Inferes th(t the s(tisf(ction of customers in discounts from coir o(rd during festiv(l se(son,From tot(l res/ondents of customers, <#J res/ondents (re s(fisfied 4ith the discounts,?#J of customers not s(tisfiedFrom '!$ L5h income (sed customers (re highly s(tisfied com/(re to elo4 'L5h (nd (ove $L5h c(togorised customers
>r(/h )$% Income (nd s(tisf(ction to4(rds discount
T(le )?& >ender (nd s(tisf(ction to4(rds discount
2/inion >ender es No Tot(l *(le )? ;';J <<$J '; $"?J )"<J <&J Fem(le $$ ??"J ##J '" #')J )#J )&J Tot(l <#J ?#J '&&J
T(le)?& sho4s th(t <#J of customers (re s(tisfied 4ith the discounts,)?J of customers (re m(le9 $$J of customers (re fem(le From the t(le m(le customers (re /refer more discounts
for the /roducts?#J of customers (re not s(tisfied 4ith the discounts Its l(c5 (4(reness (out discounts during festiv(l se(son
>r(/h )?& >ender (nd s(tisf(ction to4(rds discount
T(le )?' >ender (nd 7(m(ge during consum/tion
2/inion >ender es No Tot(l *(le '< $<;J #;'J )) ;??J <''J <&J Fem(le '$ )$%J ?&J $" ;&J ?"%J )&J Tot(l $"J ;$J '&&J
T(le)?' sho4s th(t From tot(l of res/ondents ;$J res/ondents (re s(ying they does not h(ve (ny errors or com/l(ints coir o(rd (nd coir /roductsIt is ec(use 4(y of /rolem solving (nd
cutomer rel(tionshi/ is very effective
>r(/h )?' >ender (nd 7(m(ge during consum/tion
T(le )?$ Period of customershi/ (nd 7(m(ge during consum/tion
2/inion Period es No Tot(l '!$yrs '$ $##J )$%J ?# ;)#J )"<J );J $!#yrs ; $#J $'%J $# ;"'J ?);J ?$J Aove#yrs % ?$'J )"%J '$ #;'J '<;J $'J Tot(l $"J ;$J '&&J
T(le )?$ sho4s th(t From Aove #yrs c(tegorised customers$'J,%J of res/ondents (re s(ying they h(ve com/l(ints,'$J res/ondents (re s(ying they does not h(ve (ny com/l(ints during the /urch(sing ye(rs Bec(use of the customer rel(tionshi/ str(tegy, *(r5et good4ill 9 =u(lity of /roducts is very effective (nd high
>r(/h )?$ Period of customershi/ (nd 7(m(ge during consum/tion
T(le )?? Living (re( (nd Communic(tion /rocess 4ith the com/(ny
2/inion
Are( .ffective Neutr(l Ineffective Tot(l
Ur(n )""J$' )?"J ') ?$<J )?"J " '"<J )&J )?J Semi Ur(n #<?J'" ?;#J % $"'J $"'J # '#<J $#J ?$J Rur(l ?<J% '";J % ?<J $"'J ; $"J ?#J $#J