chandoo project

8/14/2019 Chandoo Project

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A STUDY ON CUSTOMER SATISFACTION TOWARDS MOBILE

SERVICES WITH REFERENCE TO HOTSPOT INDIA PVT. LTD.

HYDERABAD

ACKNOWLEDGEMENT

I thank to my college Director Mr. Mohan S. Rao for his encouragement

and extending his support in completing the study at HOTSPOT RETAIL Pvt. Ltd.

(Hyderabad).

I wish to express my heartfelt thanks to Mr. R. Vijay Prasad Marketing

Faculty of VISHWA VISHWANI Institute of Systems and Management

for his guidance, vital Support & cooperation.

Last but not the least; I am grateful to Mr. SANTOSH KUMAR (H.R.

MANAGER, HOTSPOT RETAIL) for their unfolding Stretch on Which the

Project has been written.


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I am very much grateful to my parents for their support & inspiration on this

project.

(CHANDRA PRAKASH UPADHYAY)

CONTENTS

Page No.

Chapter-I

Introduction 5

Company profile 7

Industry profile 11

Literature review 16

Chapter-II

Objectives of the study 20


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Limitations of the study 22

Chapter-III

Research methodology 23

Chapter-IV

Data Analysis & Interpretation 32

Chapter-V

Findings 37

Recommendation 38

Annexure 39

Chapter-VI

Bibliography 45


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CHAPTER-I

INTRODUCTION

The retail industry is one of the fastest growing industries in India. The

significance of these remarks sinks in gradually. With planned investments of $22

billion over the next five years -- excluding what might be brought in by new

global and large local players henceforth -- the retail sector is expected to grow

40% to $427 billion by 2011.

Organized retail, which is 3% of the whole currently, is in turn pegged to grow to

$64 billion by 2015. And one consequence of all those investments will be the factthat India's present two square-feet per capita retailing space will rise 15-20% by

2010.


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The Indian retail market is estimated at US$ 215 billion at the ninth position in the

world. With a growth rate of 30%, Indian retail industry has the highest growth

rate in the world.

History of Indian Retail industry started in 1980 when the first retail outlet is

established in India in Calcutta by kishore baiyani as pantaloon retail and also be

an open economy.

Traditionally retailing in India can be traced to

The emergence of the neighborhood Kirana stores catering to the

convenience of the consumers

Era of government support for rural retail: Indigenous franchise model

of store chains run by Khadi & Village Industries Commission

The first wind of reforms in retail sector began to flow in 1980s when the private

sector or organized retail outlet enter in the market .before it the Indian retail

market is fully captured by local Kirana store.

Today, on seeing the growth of retail industry maximum organization are entering

or going to enter in this sector. As entering the companies here competition is also

increased day per day. For retain the company in market service is important fact.

To providing better service to customer companies are doing hard work, for

improving it more this research is done.


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COMPANYPROFILE

Hotspots Retails Pvt. Ltd. is a part of MCorp Global group now known as Spice.

Hot Spot has created a highly visible retail focusing on lifestyle technology

products, with a continuously upgraded innovative multi-brand product range.

It offers a unique retailing experience and ambience to help customers 'Enjoy

Technology' and make a knowledge based choice by offering him world class

services for Mobile handsets, Airtime and VAS.

The focus is on developing the market amongst young, techno-savvy, fun loving,

style conscious customers. Hotpsot plans an aggressive roll-out of stores, to ensure

a high coverage of the market.

We are a multi-faceted management group that is engaged in establishing a lead in

an emerging business area, which is an outcome of the linkages and converging

communication and entertainment technologies.


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The process of establishing new businesses is through the "SPICE" brand, that is,

Synchronized performance through Innovation in Communication and

Entertainment, which seeks to fulfil the integrated technological needs of global

customers. SPICE will enable re-engineering of our existing businesses for greater

competitiveness through building new strategic partnerships both in India and

overseas.

We have a proven track record of over 30 years in building some of Asias most

successful Joint Venture Partnerships in collaboration with world leaders in cutting

edge technologies Mobile Phones, Mobile Retail, Onshore BPO, Mobile VAS, ITSystems Integration, Entertainment and Retail Real Estate.

With our base of strong intellectual capital, joint-venture expertise, global

connectivity, proven track record and benchmark in corporate governance, we have

redefined the scope of our operations and refocused our strategies to further

strengthen our global positioning.

We aim to inspire the Indian masses to connect and aspire to own the SPICE

Brand. Our focus is on niche markets in each business area, and we seek to expand

our reach and responsiveness through a pan India presence.


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The group is divided into two parts on the basis of work. First is communication

sector which contain the subsidiaries company cellebrum, hotspot, spice mobiles.And other is spice entertainment which contains spice world and spice m-films.


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VISION

To be the most preferred choice of energetic young minds for Communication and

Entertainment products and services by 2011

- MISSION

To be the first business entity to provide user-friendly and innovative solutions for

young minds in the Information, Communication and Entertainment space

Industry profile:--


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Emerging markets such as India and China are the final frontier for retail

taking the focus away from saturated Western markets. Since 2001, 49

global retailers entered 90 new markets, but at the same time, 17 retailers

left markets in 2005.

The Indian retail industry in valued at about $300 billion and is expected to

grow to $427 billion in 2010 and $637 billion in 2015. Only three percent

of Indian retail is organised. Retailers of multiple brands can operate

through a franchise or a cash-and-carry wholesale model.

Retail is Indias largest industry, accounting for over 10 percent of the

countrys GDP and around eight percent of employment. Retail in India is

at the crossroads. It has emerged as one of the most dynamic and fast paced

industries with several players entering the market. That said, the heavy

initial investments required make break even hard to achieve and many

players have not tasted success to date. However, the future is promising;

the market is growing, government policies are becoming more favourable

and emerging technologies are facilitating operations.

Retailing in India is gradually inching its way to becoming the next boom

industry. The whole concept of shopping has altered in terms of format and

consumer buying behavior, ushering in a revolution in shopping. Modern

retail has entered India as seen in sprawling shopping centres, multi-

storeyed malls and huge complexes offer shopping, entertainment and food

all under one roof.

The Indian retailing sector is at an inflexion point where the growth of

organised retail and growth in the consumption by Indians is going to adopt

a higher growth trajectory. The Indian population is witnessing a significant

change in its demographics. A large young working population with median


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ORGANIZATION STRUCTURE

CEO

COO

GMFINANCE

ZONAL BIZ.

MANAGER(SALES)

GM

CSD

GMNETWORK

GMHR

GM

MARKETINGStoremanager

Storemanager

Storemanager

Storemanager


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LITERARATURE

REVIEWCustomer Satisfaction

The Value of Customer Satisfaction

By Andrew Mennie, General Manager eGain Communications EMEA

What is the connection between customer satisfaction and the bottom line?

Ever wondered how much customer satisfaction is worth? We all know and

Businessdevelopmentmanager




Area salesmanager


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Accept that it is a strategic goal for all organizations involved in the delivery of

customer service. Yet in all my experience as a professional in this arena,

I have never come across a customer services director who could articulate the

financial value of customer satisfaction to their business. Conversely, I have

Never met a customer service Director Who wasnt measured on it. How Bizarre.

Big business is happy to measure it but doesnt know what its worth.

One of the reasons for the difficulty in making the connections is the Intangibility of

customer churn. That is to say, how dissatisfied does a

Customers have to be before they leave and sign with the competition? What

Might be an intolerable experience for one customer may well exceed all

expectations of another. Then theres competition. What if there isnt any?

Before deregulation how concerned were the large utility companies with

Customer satisfaction or British Telecom comes to that. Interesting therefore

That the telecoms sector is where war is being waged on customer

Satisfaction could it that be high customer satisfaction attracts new customers and

helps retain existing ones? Sounds like that could be worth something.

There is no question that customer satisfaction is difficult to measure, but why

Is measurement so essential?

As a student I opened my first bank as an adult with a major high street Bank.

They attracted me with their offer of a $ 10 deposit to the account. I Stayed with

them through the four years of university, through the gradually


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Increasing overdraft, the unintentional forays beyond the overdraft limit, the lost

ATM cards, the replacement cheque books, the minimal deposits, the regular and

very small withdrawals. Except for the penalty charges for the

Overdraft excursions the bank made very little money out of me, and in fact

incurred untold cost in maintaining me as a student customer.

All that effort, clearly with the goal of keeping me in my earning years and reaping

back their investment. In fact I felt consciously loyal to them at that point and even

recognize that it was my turn to pay them back. So why was their customer service

so poor once I became a full-time employee? I stayed with them for several years

using them for mortgage service, investment and insurances but eventually churned

to one of the first telephone banks. I have been with them a few years now and every

time I phone them they are aware of my recent communications with them, request

that I have made and they dont try to sell an unwanted insurance policy at the end of

every call.


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Ten Basic Rules for Customer Satisfaction

1. Involve top management.

2. Know the customers.

3. Let the customers define what attributes are important.

4. Know the customers requirements, expectations, and wants.

5. Know the relative importance of customer decision criteria.

6. Gather and trust data.

7. Benchmark the data against competitors, and identify competitive Strengths

and weaknesses.

8. Develop cross-functional action plans that enhance strengths and Correct

weaknesses.


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9. Measure performance continually and spread the data throughout the

organization.

10. Be committed to getting better and better and better.

CHAPTER II

OBJECTIVES OF THE STUDY

Creating awareness to customers about the facilities in care pack offer of

company.

Analyzing the problem faced by customers.

Collecting the data bases of different age group of customers interested in

different types of offer.

Motivating the customers to take care pack or service of company.

Analyzing which care pack plan is more used by customers.

Analyzing the satisfaction level of customer towards the company.


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Analyzing the satisfaction level of customer towards the care pack.

Scope of the study:

The study is conducted on HOTSPOT CARE PACK user at HOTSPOT RETAILOUTLETS AND SERVICE CENTERS. The study is confined to the area of

Hyderabad and Secunderabad.

The size of the sample was: 150


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LIMITATIONS

The present study is subjected to following LIMITATIONS.

1. Method of data collection was through personal interview and therefore bias

becomes a major limitation.

2. Due to the time constraints all the customers were not covered.

3. The sample was restricted to 150 customers, which may restrict the scope

and completion of study.

4. The scope of study is restricted only to the twin cities of Hyderabad and

Secunderabad.

5. Owing to their pre occupation some customers were unable to answer the

complete questionnaire.


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CHAPTER-III

RESEARCH METHODOLOGY

MARKETING RESEARCH

Definition of marketing research is approved by the board of the American

Marketing Association (AMA) is:

Marketing research is the functions which links the customer and public

To marketer through information used to identity and define marketing

Opportunities and problems; generate define and evaluate, marketing

Actions, monitor marketing performance, and improve understanding of

Marketing as a process.


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Simply, marketing research is the systematic design, collection, analysis and

Reporting of the data is findings relevant to a specific marketing situation facing

the company. Careful planning through all stages of the research is a necessity.

Objectivity in research is all- important. The heart of the scientific method is

The objective is gathering and analysis of the information.

The function of marketing research within a company is to provide the Information

and analytical inputs necessary for effective.

Planning of future marketing activity.

Control of marketing operations in the present.

Evaluation of marketing results.

A research may undertake any of three types of research investigations depending

upon the problem. These three types of research included.

Basic research


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Applied research

Designated fact gathering

BASIC RESEARCH

It is also known as the pure fundamental research which refers to those studies,

sole purpose of which is the discovery of new information. It is conducted to

extend the horizon in given area of knowledge with no immediate application to

existing problem.

APPLIED RESEARCH

It is an attempt to apply the various marketing techniques, which have been

developed as research, first and later on they become applied research techniques.

It is an attempt to apply the basic principles and existing knowledge for the

purpose of solving the operational problems.

DESIGNATED FACT GATHERING

It refers to a research where the investigator attempts nearly to gather some

predetermined data.


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Steps in Marketing Research Process

Marketing Research Process can be carried out through the following steps:

Define the problem and research objectives

Develop the research plan

Collect the information

Analysis and

Present the findings


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DEFINE THE PROBLEM AND RESEARCH OBJECTIVES

In a very sense, this is the heart of the research process. This is the first step, which

calls for the marketing manage and marketing research.

RESEARCH PLAN DEVELOPMENT

The second calls for developing the most efficient plan for gathering the needed

information. Not to forget the cost or values of research the Marketing manager

must estimate process its approval, Research plan calls

For decision on

a) Data source

i. Primary data to be collected for a specific purpose.

ii. Secondary data collected for another purpose and already existing

some where.


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1. Research Approaches: Primary data can be collected in four ways:

1. Observational research

2. Focus group research

3. Survey research

4. Experimental research

2. Research Instruments: Marketing researchers can use questionnaires in

collecting of primary data, because of its flexibility, questionnaires is by for the

most common instrument used to collect primary data.

3. Sampling Plan: This plan calls for the three aspects:-

a) Define the sampling unit.

b) Decide the sample size.

c) Decide the sampling procedure whether to use probability or non-

probability sampling methods.


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4. Contract method: once the sampling plan has been determined, this has to

decide how the subject should be contacted. The choices are mail, telephone or

research interviews.

COLLECTION OF INFORMATION

Data collection phase is generally the most expensive and the most phase to error.

Carry out the field work, collect data using the instruments, adjust the

Problem of not at homes, replaced, refusal to co-operate, biased or dishonest

answers.

ANALYSIS AND INTERPRETATIONS

The next to last step is to extract pertinent findings from the collected data.

The researcher edits, code, tabulate the collected data.

PRESENTATION OF FINDINGS

As the last step in marketing research the researchers present the findings.

The researchers have to arrange the researched result according to an approved

reporting format, get the report typed and bound, present the copies of the report

to the concerned authorities.


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RESEARCH METHODOLOGY/ DESIGN

The methodology adopted for eliciting the data required for the study was survey

method. It is the overall pattern or framework of the project that will dictate as to

what information is to be collected, from which sources and by what procedures.

RESEARCH METHOD

Research methodology must be classified on the basis of the major purpose of the

investigation. In this problem, description studies have been under- taken, as the

objective of the project is to conduct the market share study to determine the share

of the market received by both the company and its competitors.

DATA COLLECTION

The information needed to further proceed in the project had been collected

through primary data and secondary data.

PRIMARY DATA

Primary data consists of information collected for the specific purpose at hand for

the purpose of collecting primary data, survey research was used and all the retail


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outlets sellers using different brands and their competitors were contacted. Survey

research is the approach best suited gathering description.

SECONDARY DATA

The secondary data consists of information that already exist somewhere,

Any researcher begins the research work by first going through the secondary data.

Secondary data includes the information available with the company. It may be the

findings of research previously done in the field. Secondary data can also be

collected from magazines, newspapers, other surveys conducted by known

research agencies etc.

RESEARCH METHODOLOGY

The respondents are the mobile holder with hotspot care pack facilities. The survey

was carried in twin cities of Hyderabad and Secunderabad with the sample size of

150. The survey was carried out with the help of a structured questionnaire, which

helps in accomplishing the research objectives. The respondents by means of

personal interview administer this structured ended questionnaire

CHAPTER-IV


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DATA ANALYSIS&INTERPRETATION


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In my study I found that most of the customers (38.5%) having

Care pack type A, care pack type A+ (19.5), B type (23.5%) & C type (18.5)

It is shown in the above bar diagram.


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In my survey I observed that most of the customers paid their payment through

Cash (59.75%) & credit cards (40%) respectively. And the rest

Internet banking (.25%).


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In my survey I found that most of the customers have taken max. Nokia

mobiles(60%), 15% of Sony mobiles and remaining 25% contains others which

include HTC mobiles, Samsung, LG MOBILES etc. It is shown in the above pie

diagram.


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mobile salesin diff. ranges

0-2500 40

2501-5000 505001-10000 30

10000-15000 20

15000-20000 15

20000-above 5


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In my survey I found that most of the customers view towards HOTSPOT retail

service are Good (50%) & Excellent (25%). But it must take care towards

unsatisfied customers (5%), if they want to reach in market at top.


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CHAPTER-V

FINDINGS

1. Customers are satisfied with various plans.

2. It was observed that most of the customers expressed their unhappiness over

repairing services.

3. Senior citizens are very particular about offers.

4. Through my survey, I came to know that most of the customers are satisfied with

our plans.

5. Through my survey I observed that most of the customers are not using care

pack.

6. I observed that most of the customers are using care pack type A.

7. I observed that most of the customers like advertisement and punch-line for

company.


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SUGGESTIONS

1. To ensure better customer satisfaction & maintain higher level of Customer

relationship management, the billing department has to be more effective &

efficient.

2. To retain existing customers means offering the best scheme. This wouldautomatically attract new customers. Hot spot need not spend on

advertisement to attract new customers.

3. There should be no compromise in quality and repairing facility.

ANNEXURES

QUESTIONNAIRE


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Title: Customer Satisfaction on service of HOT SPOT RETAIL pvt.

(A) Customer Name :

(B) Age :

(C) Mobile No. :

(D) Occupation : Self Employed [ ]

Government Employee [ ]

Non Government Employee [ ]

Student [ ]

Others [ ]

(E) Income per month : Less than Rs 5,000 [ ]

Rs 5001 to 10,000 [ ]


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Rs 10,001 to Rs 20,000 [ ]

Above Rs 20,000 [ ]

1. Which mobile you are using?

(a) Nokia (b) Sony

(c) Samsung (d) LG

(e)Others (mention it) -------------------------------------

2. What do you think before taking diff. brand of mobiles?

(a) selling price (b) Brand Value

[ ]

(c) Warranty (d) All of these

3. How long have you been using a particular mobile set?


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(a) Less than 6 Months (b) 6 months to 1 year

[ ]

(c) 1 to 2 years (d) More than 2 years

4. How you pay your bill?

(a) By Cash (b) By Cheque

[ ]

(c) By Credit card (d) By Internet Banking

5. Which type of problem you are facing in mobile?

(a) Accessories (b) panels

[ ]

(c) keypad (d) battery

6. Are you satisfied with hotspot service center executives?

(a) Excellent (b) Good

[ ]

(c) Satisfied (d) Unsatisfied

7. Are you satisfied with sales executives?

(a) Excellent (b) Good

[ ]


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(c) Mobile covers (d) accessories

12. Which companys advertisement and punch lines you like?

(a) Hotspots retail

(b) Big C mobile retail [ ]

(c) Univer cell mobile retail

(d) Sangita retail

13. Overall Satisfaction on hotspot retail.

(a) Excellent

(b) Good

(c) Satisfied

(d) Unsatisfied


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14. Would you like to give your suggestions to improve the satisfaction level of

customer?

(a) Yes [ ]

(b) No [ ]

If yes specify your suggestions

CHAPTER-VI

BIBLIOGRAPHY

TEXT BOOKS

Principles of Marketing Philip Kotler and Gery Armstrong


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Marketing Research D.D. Sharma

Marketing Research Green & Tull

Websites:

WWW.MCORPGLOBLE.COM

http://spicecorp.in

WWW.GOOGLE.CO.IN

WWW.SURFINDIA.COM
http://www.mcorpgloble.com/http://spicecorp.in/http://www.google.co.in/http://www.surfindia.com/http://www.mcorpgloble.com/http://spicecorp.in/http://www.google.co.in/http://www.surfindia.com/

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