CUSTOMER SATISFACTION

By
KRITIKA BANSAL

A report submitted in partial fulfillment of

PGDM Programme 2017-2019

Sargam India Pvt. Ltd

Ms. Divyanshi Garg Dr. Atul SinghChauhan

Company Guide Faculty Guide
HR Head Assistant Professor
DECLARATION

I hereby declare that this project report “Customer Satisfaction’ is my own work, to the best of
my knowledge and belief. It contains no material previously published or written by another
person nor material which to a substantial extent has been accepted for the award of any other
degree or diploma of any other institute, except where due acknowledge has been made in the
text.

Signature: ____________________

Kritika Bansal
201806064
2018-2020

DATE:
CERTIFICATE FROM COMPANY GUIDE

This is to certify that Kritika Bansal Enrollment No. 201806064, a student of PGDM from
Delhi School of Business - VIPS TC has done her summer training at Sargam India Pvt Ltd,
Rohini from 15 April 2019 to 15 June 2019.

The project work entitled “Customer Satisfaction” embodies the original work done by
‘Kritika Bansal’ during her summer project training period.

Signature: ______________________

Ms. Divyanshi Garg

HR Head
CERTIFICATE FROM FACULTY GUIDE

This is to certify that work entitled ‘Customer Satisfaction’ is a piece of work done by Kritika
Bansal under my guidance and supervision for the partial fulfillment of degree of PGDM at
Delhi School of Business – VIPS TC.

To the best of my knowledge and belief this study embodies the work of the candidate. This
requirement of the rules and regulations relating to the summer internship of the institute, is
up-to the standard both in respect of content and language for being referred to the examiner.

Signature ____________________________

Dr. Atul Singh Chauhan

Assistant Professor
Date:
TABLE OF CONTENTS

Chapter No. Title Page No.

Acknowledgement
Abstract
I. Introduction
1.1 Importance of customer satisfaction
1.2 Objectives of customer satisfaction
II. Literature Review
III. Company profile
3.1 Vision and Mission
3.2 SWOT Analysis
IV. Research Methodology
4.1 Purpose of research
4.2 Research Design
4.3 Type of Research
4.4 Data Collection
V. Analysis and Interpretation
5.1 Findings
VI. Conclusions
VII. Limitations of study
VIII. Recommendations
IX. Bibliography
X. Appendix
ACKNOWLEDGEMENT
I would like to thank my faculty mentor, Dr. Atul Singh Chauhan at Delhi School of
Business, for all the help and support during my summer internship.

I would also like to thank my internship mentor, Ms. Divyanshi Garg who provided me with
the time and guidance for successful and timely completion of this project and internship.
ABSTRACT

Customer satisfaction is a measure of how products and services supplied by a company meet
or surpass customer expectation. It is defined as the number of customers or percentage of total
customers, who reported experience with a firm, its products, or its services exceeds specified
satisfaction goals.

Customer satisfaction provides a leading indicator of consumer purchase intensions and

loyalty. Consumer satisfaction data are among the most frequently collected indicators of
market perceptions.
Organizations need to retain existing customers while targeting non-customers. Measuring
customer satisfaction provides an indication of how successful the organization is at providing
products and/or services to the market place. Good quality measures need to have high
satisfaction loadings, good reliability, and low error variances.
1. INTRODUCTION

Customer satisfaction indicates the fulfilment that customers derive from doing business with
a firm. It shows how happy the customers are with their transaction and overall experience with
the company. Customers derive satisfaction from a product or a service based on whether their
need is met effortlessly, in a convenient way that makes them loyal to the firm. Hence, customer
satisfaction is an important step to gain customer loyalty.

1.1 Importance of customer satisfaction:

 Retaining satisfied customers is cheaper than acquiring new ones

 Customer satisfaction matters even more than price
 Customer satisfaction keeps your brand ahead of the competitors
 Customer satisfaction promotes customer retention
 Customer satisfaction promotes customer loyalty
 Customer satisfaction reduces negative word of mouth

1.2 Objectives of customer satisfaction:

 To provide accurate information to its customers/ readers.
 To generate revenue and satisfy the advertisers.
 To increase market share of yellow pages
 To spread the awareness of the product
 To be the leading information service for acceptance and receipt of Payments and a
catalyst for the conversion of the cash economy into information transactions.
 To offer the lowest cost and quickest means for businesses to accept payments from
their consumers.
2. LITERATURE REVIEW

Customer satisfaction has been a popular topic in marketing practice and academic research
since Cardozo's (1965) initial study of customer effort, expectations and satisfaction. Despite
many attempts to measure and explain customer satisfaction, there still does not appear to be a
consensus regarding its definition (Giese and Cote, 2000). Customer satisfaction is typically
defined as a post consumption evaluative judgement concerning a specific product or service
(Gundersen, Heide and Olsson, 1996). It is the result of an evaluative process that contrasts
prepurchase expectations with perceptions of performance during and after the consumption
experience (Oliver, 1980).

The most widely accepted conceptualization of the customer satisfaction concept is the
expectancy disconfirmation theory (McQuitty, Finn and Wiley, 2000). The theory was
developed by Oliver, who proposed that satisfaction level is a result of the difference between
expected and perceived performance. Satisfaction (positive disconfirmation) occures when
product or service is better than expected. On the other hand, a performance worse than
expected results is dissatisfaction (negative disconfirmation). Studies show that customer
satisfaction may have direct and indirect impact on business results.
3. COMPANY PROFILE

Sargam India Electronics Pvt. Ltd. a renowned name in North India as Biggest Retail Chain in
Consumer Durable Electronics since 1984 later on added with IT business vertical. SARGAM
INDIA ELECTRONICS PVT. LTD. having foot prints across North India majority in
Delhi/NCR with 44 Stores in multi brand format, dealing in total range of Consumer Durable
Electronics, Home Appliances, IT and accessories. They deal in all reputed
national/multinational companies across Industry.

The pillars of Sargam India Electronics have always been its’ Customers trusts and confidence
in Sargam Brand for their loyalty, transparency and excellent after sales service for more than
3 decade of years in a row.

SARGAM INDIA ELECTRONICS PVT. LTD. made its humble beginning as dealer of
electronic goods under the able guidance of "Mr. Dayanand Garg, Managing Director" in 1984
while carried out in total professional manner with utmost efficient manner thorough
impeccable execution expertise by “Mr. Deepak Bansal, CEO.”

Philosophy that they carried at Sargam India Electronics is to put Customer First for anything
and everything right from Best Products at Best Prices to Delivery in class to excellent prompt
after sales service. Building company through its employees with total empowerment at work
and keeping transparency in all spheres in obligation towards social responsibility as well.

With the times shifting towards Online Trade through e Commerce sites, they have also come
up with its’ online shopping portal sargam.in to offer their customers world in class shopping
experience online. They commit total range of best products at best prices offer through their
online shopping portal.

Speaking about their online portal sargam.in, CEO of SARGAM INDIA ELECTRONICS
PVT. LTD., Mr. Deepak Bansal said, "We took a step towards the creation of our shopping
portal sargam.in to ensure world class products and services through online shopping
experience with utmost user friendly process flow”.

This Online Shopping portal is running on the domain http://www.sargam.in. They ensured
total security enabled within said portal so that their customer's credential information cannot
be compromised."

NOTE: Currently, delivery of products purchased on www.sargam.in is available in Delhi &

NCR limits only.

VISION AND MISSION

Vision

Mr. Dayanand, MD has a vision of becoming fast expending retail chain of India in Consumer
Durable & IT Industry with the foot prints across India serving their customers the world class
products, best in class after sales services and shopping experience.

Mission

Sargam India Electronics Pvt. Ltd. develops world class products and provides expert
services globally using extensive research and development to create leading edge
technologies.

Products and Services Offered at Sargam India Electronics Pvt. Ltd.

Customers at this store have a wide range of options to choose from in terms of the best of
brands right from the latest mobile phones and cameras to laptops, television and audio sets,
kitchen appliances and home appliances, every single electronic product can be found here.

One can find the best of products from the most reliable brands which include the likes of
Sony, LG, Apple, Samsung, Dell, Lenovo, Toshiba, Whirlpool, Panasonic, Videocon and
various others. One can compare the features and prices of products available across brands
and make an informed decision with suggestions from the staff who have in-depth knowledge
of the products and offer complete assistance to customers.
SWOT ANALYSIS

STRENGTHS

1. Wide range of products to serve all categories and a strong focus on technology and quality
2. Effective localization of product offerings for growth markets like India, Brazil, China
3. Brand offers sound rational appeal – good product features and good value for money
4. Good after sales service and wide distribution network
5. Subsidiaries enjoy independence in decision making and hence have flexibility in adapting
to the local market
6. Sponsorship of sports and entertainment events enhances visibility
7. It has nearly 100,000 employees and is one of the top mobile manufacturers

WEAKNESS

1. Brand lacks influence in the opinionated segment of early adopters especially in the social
media environment
2. Brand has limited market share compared to market leaders

OPPORTUNITY

1. Fast growth of home appliances, electronics goods market in emerging economies

2. Convert improved brand image and awareness in to market share
3. Increase the already Wide product portfolio

THREAT

1. Price war with close Korean competitors like SARGAM can disrupt growth in price
sensitive markets
2. Highly competitive industry dynamics
3. Stagnant urban demand
4. Instances of false green claims can erode brand value and consumer trust
4.RESEARCH METHODOLOGY

There are various types of research methodologies:

Basic Research: Basic research is mostly conducted to enhance knowledge. It covers

fundamental aspects of research. The main motivation of this research is knowledge expansion.
It is a non-commercial research and doesn’t facilitate in creating or inventing anything. For
example, an experiment is a good example of basic research.

Applied Research: Applied research focuses on analyzing and solving real-life problems. This
type of research refers to the study that helps solve practical problems using scientific methods.
This research plays an important role in solving issues that impact the overall well-being of
humans. For example, finding a specific cure for a disease.

Problem Oriented Research: As the name suggests, problem-oriented research is conducted

to understand the exact nature of the problem to find out relevant solutions. The term “problem”
refers to having issues or two thoughts while making any decisions.

Problem Solving Research: This type of research is conducted by companies to understand

and resolve their own problems. The problem-solving research uses applied research to find
solutions to the existing problems.

Qualitative Research: Qualitative research is a process that is about inquiry, that helps in-
depth understanding of the problems or issues in their natural settings. This is a non- statistical
research method.

Following are the methods used for qualitative research:

1. One-to-one interview
2. Focus Groups
3. Ethnographic Research
4. Case study research

Quantitative Research: It is a structured way of collecting data and analyzing it to draw

conclusions. Unlike qualitative research, this research method uses a computational, statistical
and similar method to collect and analyze data. Quantitative data is all about numbers.

Online surveys, questioners, and polls are preferable data collection tools used in quantitative
research. There are various methods of deploying surveys or questionnaires. In recent times
online surveys and questionnaires have gained popularity. Survey respondents can receive
these surveys on mobile phones, emails or can simply use the internet to access surveys or
questionnaires.

4.1 PURPOSE OF RESEARCH

There are three purposes of research:

1. Exploratory Research: As the name suggests, exploratory research is conducted to explore

the research questions and may or may not offer a final conclusion to the research conducted.
It is conducted to handle new problem areas which haven’t been explored before. Exploratory
research lays the foundation for more conclusive research and data collection. For example, a
research conducted to know the level of customer satisfaction among the patrons of a
restaurant.

2. Descriptive Research: Descriptive research focuses on throwing more light on current

issues through a process of data collection. Descriptive studies are used to describe the behavior
of a sample population. In descriptive research, only one variable (anything that has quantity
or quality that varies) is required to conduct a study. The three main purposes of descriptive
research are describing, explaining and validating the findings. For example, a research
conducted to know if top-level management leaders in the 21st century posses the moral right
to receive a huge sum of money from the company profit?

3. Explanatory Research: Explanatory research or causal research, is conducted to understand

the impact of certain changes in existing standard procedures. Conducting experiments is the
most popular form of casual research. For example, research conducted to understand the effect
of rebranding on customer loyalty.
RESEARCH DESIGN AND TYPE OF RESEARCH

4.2 RESEARCH DESIGN

This report is based on primary as well secondary data, however primary data collection was
given more importance since it is overhearing factor in attitude studies.

4.3 TYPE OF RESEARCH

The type of research conducted is Descriptive Research.

4.4 DATA COLLECTION METHOD

Primary Data
The tool used for collection of primary data is Questionnaire.

Secondary Data
Secondary data is collected through Company database, magazines, newspaper.

Sampling Technique
The tool used for sampling is Convenient Random Sampling.

Sample Size
The sample size on which the research is conducted is 50.

Area of Observation
The sample was selected from the area of Rohini Delhi NCR.
5. ANALYSIS AND INTERPRETATION

Q1. Do you know about Sargam India Electronics Pvt. Ltd.?

 Yes 30
 No 20

No of people

Yes
No

INTERPRETATION:

This chart shows that out 50 respondent 60% respondents know about Sargam India
Electronics Pvt. Ltd.
Q2. How do you know about Sargam India Electronics Pvt. Ltd.?

 Family 10
 Friends 12
 Visiting mall 13
 Advertisement 15

Modes

20%
30%

Family
Friends
24%
Visiting mall

26% Advertisment

INTERPRETATION:

This chart shows that out 50 respondent 20% respondents know about Sargam India
Electronics Pvt. Ltd. through Family, 24% respondents know about Sargam India Electronics
Pvt. Ltd. through Friends, 26% respondents know about Sargam India Electronics Pvt. Ltd.
through Visiting Mall & 30% respondents know about Sargam India Electronics Pvt. Ltd.
through Advertisement. So in order to increase its sales they should spend more on advertising
Q3. Do you purchase Sargam India Electronics Pvt. Ltd. products?
 Yes 45
 No 5

No of people

Yes
No

INTERPRETATION:

This chart has shows that out 50 respondent 90% respondents purchase Sargam India
Electronics Pvt. Ltd. Product.

Q4. What is your frequency to visit in Sargam India Electronics Pvt. Ltd.?

 During sales discounts 16

 Monthly 10
 Frequently 6
 Occasionally 18
Frequency of visit

36% 32%

During sales discounts

Monthly
Frequently
12% 20% Occasionally

INTERPRETATION:

This chart shows that out 50 respondent 32% respondents visit in Sargam India Electronics
Pvt. Ltd. during sales discounts, 20% respondents visit in Sargam India Electronics Pvt. Ltd.
Monthly, 12% respondents visit in Sargam India Electronics Pvt. Ltd. Frequently & 36%
respondents visit in Sargam India Electronics Pvt. Ltd. Occasionally. So the company should
try to give more and more discounts to its customers so as to earn more

Q5. Rate the variety of Sargam India Electronics Pvt. Ltd. products?

 Excellent 6
 Very good 20
 Good 14
 Satisfactory 10
12%
20%

Excellent
Very good
Good
Satisfactory
40%
28%

INTERPRETATION:

This chart shows that out 50 respondent 12% respondents variety of Sargam India Electronics
Pvt. Ltd. products is Excellent, 40% respondents variety of Sargam India Electronics Pvt. Ltd.
products is Very Good, 28% respondent’s variety of Sargam India Electronics Pvt. Ltd.
products is Good & 20% respondents variety of Sargam India Electronics Pvt. Ltd. products
is Satisfactory.

Q6. Rate the quality of Sargam India Electronics Pvt. Ltd. products?

 Excellent 8
 Very good 18
 Good 12
 Satisfactory 12
Excellent
24% 16%
Very good

24% 36%
Good

Satisfactory

INTERPRETATION:

This chart shows that out 50 respondent 16% respondents quality of Sargam India Electronics
Pvt. Ltd. products is Excellent, 36% respondents quality of Sargam India Electronics Pvt. Ltd.
products is Very Good, 24% respondent’s quality of Sargam India Electronics Pvt. Ltd.
products is Good & 24% respondents quality of Sargam India Electronics Pvt. Ltd. products is
Satisfactory.

Q7. Do you get proper support of sales staff during purchase?

 Yes 46
 No 4
Proper support

Yes
No

INTERPRETATION:

This chart shows that out 50 respondent 92% respondents said that they get proper support
of sales staff during purchase& 8% respondents said that they don’t get proper support of
sales staff during purchase

Q8. What should be the improvement areas for Sargam India Electronics Pvt. Ltd.?
 Services 12
 Quality 15
 Variety 13
 Pricing 10
Area of improvement

20%
24%

Services
Quality
Variety
Pricing
26%

30%

INTERPRETATION:

This chart shows that out 50 respondent 24% respondents said that Service, 30% respondents
said that Quality, 26% respondents said that Variety & 20% respondents said that Pricing are
the improvement areas for Sargam India Electronics Pvt. Ltd..

Q9. Do you find Sargam India Electronics Pvt. Ltd. products value for money?
 Yes 36
 No 14
Value for money

Yes
No

INTERPRETATION:

This chart shows out of 50 respondents 72% find Sargam India Electronics Pvt. Ltd. product
value for money, while 28% do not feel the same.

Q10. How do you find the ambience of Sargam India Electronics Pvt. Ltd. outlets?
 Excellent 8
 Good 22
 Average 14
 Needs improvement 6
Ambience

Excellent
Good
Average
Needs improvement

INTERPRETATION:

This chart shows that out 50 respondent 16% respondents said excellent, 44% respondents
said that good, 28% respondents said average & 12% respondents said needs improvement
about the ambience of Sargam India Electronics Pvt. Ltd. outlets Sargam India Electronics
Pvt. Ltd.

5.1 FINDINGS

From the data analysis done, we find that:

 Sargam India Electronics Pvt. Ltd. has a great variety of products but it can improve on
it further to satisfy the customers.
 Sargam India Electronics Pvt. Ltd. has an excellent staff keeping more than 90% of its
customers satisfied.
 Ambience of Sargam India Electronics Pvt. Ltd. outlet needs to be improved.
6. CONCLUSION

 According to research in Sargam India Pvt. ltd, it reveals that Sargam is real as well as
a great leader in electronic and consumer durable.
 Sargam is masters in LEDs, Air Conditioners, Refrigerators, and many other consumer
durables products. Sargam has credibility in these products.
 Sargam as a brand is so popular in middle to rich class people.
 Sargam is facing tough competition with Vijay Sales and Croma because of reasonable
price &quality.

 But when considered service attitude, one pricing policy, promotion policy, quality of a
product, professional appearance & knowledge of staff regarding product features and
function, Sargam is far ahead from Vijay Sales and Croma.
 Sargam plays a vital role in consumer durable market.
7. LIMITATIONS OF THE STUDY

• This research is a descriptive research and in these types of researches, the researcher
has no control over the variables. He can only report what has happened or what is
happening.
• Insufficient sample unit.
• Time constraint.
• Matching the time with the customers
• Getting in contact with the customers.
• Communication Gap between the customers and the surveyor.
8. RECOMMENDATIONS

 Ambience of Sargam India Electronics Pvt. Ltd. outlet needs to be improved for more
footfalls in the stores.
 Sargam India Electronics Pvt. Ltd. needs to open more of its outlet to become a
leading brand name.
 Sargam Electronics should have female worker and male worker ratio 1:2.
 Some offer and advertisement should make, to increase sale.
 Showrooms must have more aisle space to move inside.
 Sargam store should make some changes with lighting system to make the store look
bright.
9. BIBLIOGRAPHY

 www.sargam.in
 www.google.com
 www.scribd.com
 www.wikipedia.com
 India today
 Business India
 Times of India
10.APPENDIX

QUESTIONNAIRE

Q1. Do you know about Sargam India Electronics Pvt. Ltd.?

 Yes
 No

Q2. How do you know about Sargam India Electronics Pvt. Ltd.?

 Family
 Friends
 Visiting mall
 Advertisement

Q3.Do you purchase Sargam India Electronics Pvt. Ltd. products?

 Yes
 No

Q4.What is your frequency to visit in Sargam India Electronics Pvt. Ltd.?

 During sales discounts

 Monthly
 Frequently
 Occasionally

Q5. Rate the variety of Sargam India Electronics Pvt. Ltd. products?

 Excellent
 Very good
 Good
 Satisfactory

Q6. Rate the quality of Sargam India Electronics Pvt. Ltd. products?
 Excellent
 Very good
 Good
 Satisfactory

Q7. Do you get proper support of sales staff during purchase?

 Yes
 No

Q8.What should be the improvement areas for Sargam India Electronics Pvt. Ltd.?

 Services
 Quality
 Variety
 Pricing

Q9. Do you find Sargam India Electronics Pvt. Ltd. products value for money?
 Yes
 No

Q10. How do you find the ambience of Sargam India Electronics Pvt. Ltd. outlets?
 Excellent
 Good
 Average
 Needs improvement