A PROJECT REPORT

ON
TRADERS & CUSTOMERS SATISFACTION
TOWARDS BAJAJ ELECTRICALS LTD IN
KOLKATA MARKET
Conducted towards the partial fulfillment & requirement For the Award of the Degree of Master
of Business Administration.

UNDER GUIDANCE OF:

MR.hitesh kar
Asst. professor
CARE
Marketing (FACULTY)

Corporate guide:
mR. b.n.dash.
SR. manager-CUSTOMER
(Bajaj electricalS ltd.)

Submitted bY: Mr. sandip Shannigrahi

Reg. no.: 1106247152
batch: 2011-13

Declaration
I, Sandip Shannigragi, hereby declare that, the
project
entitled
Traders
and
customers
satisfaction on Bajaj Electricalas Ltd in
Kolkata market is submitted by me to Bajaj
Electricals Ltd., based on a research study conducted
and presented towards the partial fulfillment for the
Award of the degree - Master of Business

Administration.

The report is based on my own work experience during

the one and half months with the organization.

Place:
Date:

signature

CERTIFICATE FROM THE FACULTY GUIDE

This is to certify that the project work entitled Traders and Customers satisfaction of Bajaj
Electricals Ltd. in Kolkata city is a piece of work done by Mr. Sandip Shannigrahi (Reg.
no.- 1106247152), student of Regional college of Management Autonomous, Bhubaneswar
(RCM), under my guidance and supervision for the partial fulfillment of the course Master of
Business Administration under BPUT .

To the best of my knowledge and belief the thesis embodies the work of the candidate himself
and has been duly completed. Simultaneously, the project fulfills the requirements of the rules
and regulations related to the summer internship of the institute and I am assured that the project
is up to the standard both in respect to the contents and language for being referred to the
examiner.

Prof. Hitesh Kar

Faculty Marketing
Regional College of Management Autonomous

TO WHOM -SO EVER IT MAY CONCERN

This is to certify that, Mr. Sandip Shannigrahi; a student of
MBA (Marketing & Finance) bearing Regd. No. 1106247152 of
Regional College of Management Autonomous,
Bhubaneswar has successfully completed the Summer
Internship Project from 15th May to 30th June, 2012 under my
guidance. The topic covered by him is Traders and Customers
Satisfaction towards Bajaj Electricals Ltd. in Kolkata City.
During his tenure his conduct found satisfactory.
We wish him all success for his future.

For Bajaj

Electricals Limited

Mr.B.N. Dash
Senior Manager & Head Customer Care
Bajaj Electricals Limited, Kolkata, West Bengal.

ACKNOWLEDGMENT

It is impossible to thank the people who have helped me prepare my project, but I would like to
take the opportunity to express my profound gratitude and indebtedness to the following.

I am expressing my deep gratitude to Bajaj Electricals Ltd for giving an opportunity to do a

project on Traders and Customers satisfaction towards Bajaj Electricals Limited in
Kolkata city and study under them....
I would like to thanks Mr. B. N. Dash (Senior Manager-Customer-Care, Bajaj Electricals
Ltd. in Kolkata) for assisting & guiding me throughout the training programme.
I am also extremely grateful to my project guide Mr. Hitesh Kar (Astt. Prof. Marketing,
RCM) for assisting and guiding me throughout the project. I am very grateful to RCM for
providing me the opportunity of taking up such a practical project which gave me a firsthand
useful experience.
Last but not the least; I also like to thanks all the respondents & friends and
dealers/distributors, customers for giving me their precious time, relevant information and
experience, without which the project would have been a different story.

Sandip Shannigrahi

TABLE OF CONTENTS
Page no.

a) Executive Summary
b) Chapter-

1. Introduction

2. Objective of the project

12

3. Scope

13

4. Limitation

14

c) Chapter 2
1. Research Methodology

16

d) Chapter 3
1. Company Profile

19

e) Chapter 4
1. Data Analysis & Interpretation

38

f) Chapter 5
1. Findings

78

2. Suggestions

79

3. Conclusion

80
6

g) Questionnaire

81

EXECUTIVE SUMMARY

As the title of the project suggests, this project is all about the study of the Traders & Customers
Satisfaction towards Bajaj Electricals Limited in Kolkata City. Traders satisfaction is one of
the most important factors for a manufacturing company as they distribute the products to the
customers from the company and they have direct contact with the customers.

As there is tough competition in the market of home appliance it is very much important for
Bajaj Electricals to have satisfied trade partners and Customers. A satisfied customer is an asset
for the company who will make repeat purchase and bring new customers.

As this is all about the detail study of Home Appliances product in KAOLKATA market, a lot of
survey is conducted, by which all the primary information about the level of satisfaction of
dealer and customer were collected. In this process several distributors, dealers, customers were
surveyed. All the required secondary information is gathered from the company as well as from
the internet, books and journals. In order to find out the Brand & their price preference, service
level, product quality, margin, promotional offer, after sale service they want from the company,
a questionnaire has been prepared. The questionnaire for the existing dealers and customers will
help to interpret the satisfaction level of Traders & Customers. At last by analyzing the response
7

of the questionnaire by different charts and we can draw a conclusion about the Traders and
Customers Satisfaction towards Bajaj Electricals.

CHAPTER 1

INTRODUCTION:

Marketing is essentially about marshalling the resources of an organization so that they

meet the changing needs of customers on whom the organization depends. As a verb, marketing
is all about how an organization addresses its markets.
Marketing is The management process which identifies anticipates and supplies
customer requirements efficiently and profitably.
Marketing is a total system of interesting business activities defined to Plan, piece,
promote and distribution want satisfying products & services to present and potential consumers
- William. J. Stantion
Marketing is the performance of business activities that direct the follow of goods and
services from the producer to the consumer or user
- American Marketing Association

A social and managerial process, by which individuals and groups obtain what they need
and want, through creating and exchanging product and value with others.
Customer satisfaction begins with a difficult faith; it starts with a commitment to deliver the

result for each customer which is also a concern of the dealers. Hence for a manufacturing
company, in order to satisfy its customers, it is highly important to satisfy its dealers, as they are
the direct customers to them. Establishing satisfaction as the ultimate goal is like the other
ultimate goals of business pursuit of higher profits or shareholders wealth. Perfect dealer service
or satisfaction is one that meets the combined need satisfaction is a systemized service that
involves the entire organization. But many organizations have yet to develop this kind of
awareness of dealer satisfaction strategy.
Dealer Satisfaction begins with the following specific assumptions about companys
relationship with the customers.
1. The dealer service activities focus mainly on existing dealers.
2. Some dealers are more important than others
3. They are the assets.
4. The dealer is always specific.
The dealer needs and value should influence every aspect of the organization strategy,
employee safety and performance, product and organization strategy, employee safety and
performance, product and service development, sales and marketing programs, operational
procedures and information and measurement system.
Understanding the dealer is critical to the success of any customer focus initiative, the
first step in understanding the dealers is to listen to them. A company needs to hear what its
dealers are saying about its people, product service and vision. Their information helps to
develop meaningful product and service.

Organizations need to listen to their dealer satisfied, dissatisfied neutral and prospective.
As one company executive said, talking to a satisfied customer is talking to myself.
In the past, dealer satisfaction and service was the responsibility of a separate
organization that supported the dealer primarily after the sale. Today, service is also likely to be
interested with the every product accompany offers.
High dealer satisfaction comes from providing effective services. But giving that service
is a continuous activity. It means being efficient, reliable, courteous, curing and professional
every time.

NEED OF THE STUDY

10

As there are a large number of dealers dealing with Bajaj Home Appliances Products,
the study was conducted to know the dealers satisfaction towards Bajaj Electricals. This
in turn enables the company to enhance its stringent competitiveness in the Home
Appliances market.

Also this study was conducted to know the satisfaction level of the customers who are
using Bajaj Home Appliances Products as customer satisfaction provides a leading
indicator of consumer purchase intentions and loyalty. Also it helps to gain new
customer and retention of existing customer.

OBJECTIVE OF THE STUDY

11

Objectives are the end towards which activity aimed; the end result to be achieved. No enterprise
or an organization can accomplish its task until it has some defined objective.

Likewise no research work can carried out until and unless it has some objective. The objective
of my research study is based on the criteria which are follows:-

To find out dealers satisfaction level with Bajaj Electricals Limited.

To find out factors influencing dealers to deal with Bajaj Home Appliances Products.
To identify dealers suggestions with respect to Bajaj Electricals Limited.
To know the satisfaction level of customers towards Bajaj Home Appliances Products.
To know the customers preference on which basis they choose a brand.
To know importance of after sales service for satisfaction of customers.
To find out if there is any need of changing products attributes.
To identify customers suggestions with respect to Bajaj Home Appliances Products.

SCOPE OF THE STUDY

12

1. This project study is carried out for academic purpose and for partial fulfillment of MBA
degree.
2. Scope of my study is limited to the geographical area of Kolkata.
3. The study is concerned with the service quality of Bajaj for satisfaction of its dealers and
customers.
4. All findings and recommendations are based on the analysis of dealers & customers opinion.
5. The data available from Bajaj dealers and customer helped company to make necessary
changes in product and their service.

LIMITATIONS

13

The project suffers from the following limitations due to the inherent and restrictive nature of the
study undertaken:
1. Project duration is very short to carry out such a project work.
2. The study was limited to the geographical area of Kolkata.
3. The sample size is limited.
4. Getting accurate information from the respondents due to their inherent problems. They may
be partial or refuse to co-operate.
5. Concern person of shop keeping in charge will always change, so that their assessment of the

product and the relationship with the company officials could not be adequate.
.

14

CHEPTER 2

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

15

Research methodology describes how the research study was undertaken. This includes the
specifications of research design, source of data, method of data collection, the sampling method
and the tools used:

GEOGRAPHICAL AREA:
The study is conducted in Kolkata City.
PERIOD OF COVERAGE:
The duration of project work is about 45 days.
RESEARCH DESIGN:
The research design used in this project by the researcher is the descriptive research
design.

Descriptive research design:

Determining the relationship between two are more variables.

It is well structured.

It is more economical, we can gather more information.

Problems can be found after the questionnaire preparation.

It needs less time.

SAMPLE DESIGN:
16

Population:
Population for this research is set of dealers and customers those who are dealing
with Bajaj Home Appliances Products in Kolkata City.

Sample units:
The sampling units used by the researcher for this research, are those who are
dealing Roots Auto Products.

Sample size:
The number of samples collected by the researcher is 20 dealers and 30 customers.

Sampling procedure / Sampling method:

The sampling method used for this study is non-profitability convenience
sampling, which is selected according to the easy and convenience of the researcher.

METHOD OF DATA COLLECTION:

Primary data:
The researcher collected both by direct survey from the retailers through
questionnaire & interview schedule. The researcher used structured non-disguised
questionnaire.

Secondary data:
Here the researcher collected secondary data from the company profile, industry
profile and official web sites.

RESEARCH INSTRUMENT:
17

Research instrument used for data collecting is questionnaire and interview

schedule.

Questionnaire
The questionnaire is prepared in a well-structured and non-disguised form so that
it is easily understandable and answerable by everyone. The type of questions include in the
questionnaire are open-ended questions, multiple choice questions and dichotomous questions.

Interview Schedule
The interview method of collecting data involves presentation of oral-verbal
stimuli and reply in terms of oral-verbal responses. Then the responses are filled up in the
questionnaire, for further analysis.

STASTICAL TOOLS USED FOR ANALYSIS:

The researcher carries out analysis through various statistical tools. The statistical
analysis is useful for drawing inference from the collected information.

Simple percentage analysis.

Cross - Tabulation

18

CHAPTER - 3

COMPANY PROFILE

19

INTRODUCTION

The bajaj group of India owes immense gratitude to their founding father whose vision
and dedication over the years has greatly helped to build a business house that can set
standard in Indian industry.

Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted 'fifth' son of Mahatma
Gandhi, and the 'merchant prince' who held the wealth he created in trust for the people of
his country, Trust - a simple word that contains a whole philosophy handed down by
Jamnalal Bajaj to his successors. He valued honesty over profit.

20

kamalnayan Bajaj, elder son of Jamnalal Bajaj, followed footsteps of his illustrious father and
consolidated the Bajaj

foundation. With characteristic foresight and pragmatic; vision, he

launched a steady diversification programme which gave the current name "Bajaj" both its
shape and size. His unique management style created a work culture that matched well with the
national spirit he had inherited.

Ramkrishna Bajaj took over the reins of the "Bajaj group" in 1972 after Kamalnayan Bajaj and
steered the Group from strength to strength for over 22 years. He had also actively participated in
the freedom struggle of the country. In post independent India, he had led the youth movement.

Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals Ltd., started his career with
Bajaj Sevashrarn after which he worked at Bajaj International, the groups export company. Mr.
Shekhar Bajaj joined Bajaj Electricals in 1980, became the Managing Director in 1987 and took
over as the Chairman and Managing Director in 1994. .

21

People don't just bring their brains to work: they also bring their hearts and soul. They want to
feel passionate about what they are doing and be a part of whatever is great. We at Bajaj
Electricals Limited, recognize this truism and seek out and strike a dialogue straight with the
hearts and souls) of our employees. Here is a quote from Mr. Shekhar Bajaj, our Chairman and
Managing Director -

"Every individual has the potential to perform if he or she gets proper motivation, the right
opportunity and the freedom to work. In the long run success is achieved when ordinary
people perform extraordinarily. It is important to keep an open mind rather than drawing
preconceived impressions about people. More often that not, such impressions will be
proven wrong."

Faster, Higher, Stronger - is our maxim, our way of individual and organizational performance.
This is how we managed a successful business turnaround in Bajaj Electricals Ltd - with and
through each one of our employees. And not only our excellent brand of products, our people
provide an excellent competitive advantage to us.
We are looking at collaboration for our luminaries business through a licensing agreement as there
is a need for technologically superior products which are state-of-the art. We are in advanced
discussions. I cannot disclose anything further at this stage," Bajaj Electricals chief operating
officer and president R Ramakrishnan said.

22

The luminaire business is one of the five special business units (SBUs) of the company. The
others are appliances, pans, lighting and the engineering business. Bajaj Electrical luminaires find
applications in the engineering, power, steel, cement, fertilizer, chemical and petrochemical
sectors.

Earlier, Bajaj Electricals had entered into a licensing agreement with Morphy Richards of the UK
for its irons. This tie-up also entails a technology transfer.

The company is targeting revenues of Rs 1,500 crore by the year 2009-10.

"The biggest contributor to this will be the engineering business. Till recently, we were
only into the manufacture of power transmission towers. Now, we will be installing them
too," Mr Ramakrishnan added. The engineering and projects business is also the fastest growing
business.

This business has an order book of over Rs 150 crore and has grown by over 85%, senior
company executives said. The company clocked net sales of Rs 505.26 crore in the last fiscal and
is expected to add around 25% to its top line this fiscal, he said. The company which had been
facing tough times a few years back has bounced back after the implementation of a restructuring
exercise.

This entailed the reorganization in to five SBUs, brand building, and a growth of revenues.
23

Last year, the company also came out with a rights issue at premium of Rs 15 per share. Further,
the company also of out of the die-casting business by giving a VRS at the plant, selling the
development rights of the land and entering into a non-compete clause with a competitor.
Revamp helps Bajaj Electricals Turn Around
Hindu Business line
January 31, 2005
K. Giriprakash
V. K. Varadarajan
Bangalore Jan 30, 2005: BAJAJ Electricals has restructured its entire operations, including
shutting down some of its loss-making ventures, as part of its plans to turnaround the company.

Bajaj Electricals' President and Chief Operating Officer, Mr R. Ramakrishnan, told Business
Line that the restructuring has helped the company to turnaround and now it expects to double
its revenues to about Rs 1,000 crore within three years. The company hopes to end the current
fiscal with a revenue of around Rs 730 crore, an increase of 20 per cent over fiscal 2008-09.

Mr Ramakrishnan said it had roped in Accenture Consulting to chart out a turnaround for
the company. As per the new plan, Bajaj Electricals dropped its matrix structure for its
organisation in favour of separate business units for each of its businesses.

24

It now has five separate business units - engineering and projects, luminaire, appliances, fans and
lighting. "Each of these units compete as separate businesses with its, competitors," Mr
Ramakrishnan said. The company also got rid of unviable businesses.

For example, it shut down its diecast operations and offered VRS to 180 people. It also sold
surplus land of the unit.

He said the company also went in for financial restructuring by swapping high cost funds with
low cost long-term debt. The banks too have lowered interest cost and increased the
moratorium for another two years.

The company plans to invest about Rs 20 crore, spread over the next fiscal, to double the
existing capacity in its engineering unit to execute its Rs 160 crore worth of fresh order from
Powergrid Corporation for erection and commissioning of power transmission tower.
Mr Ramakrishnan said the engineering unit, which registered a growth of 88 per cent over the
last fiscal, is expected to outpace other business units. The company expects about 25 per cent of
its revenues to come from its engineering business, he said.

Mr Ramakrishnan said with the Power Grid according thrill the status of approved EPC
contractors, it expects bigger orders from the power company. He pointed out that with an
estimated investment proposal of Rs 75,000 crore by Powergrid Corporation, there was a
huge opportunity for the company.

25

Mr.Ramakrishnan said the company had entered into a licensing arrangement with Trilux, a
leading European luminaries brand and a market leader in lighting in Germany. The
tie-up, though is aimed to market the products to premium segments in the country, could
lead to manufacturing Trilux products in the long term.

Bajaj's own products to provide full spectrum of lighting products, he said. Similarly, Bajaj's
tie-up with UK's leading small appliances brand Morphy Richards had helped it to position
itself in the premium end of the market.

Mr Ramakrishnan said Bajaj Electricals has a market share of between 15 per cent and 20 per
cent in the appliances segment, 20 per cent in luminaries and 10 per cent in lighting.
The company has also been able to take on the unorganized sector by offering competitive
pricing of its products in the lower end. "Our China sourcing strategy has helped us to buy
from the world's best without compromising on the quality of the products,"

26

Bajaj Electricals Keeps on Shining More...

Bajaj Electricals Limited (BEL) is a part of the "Bajaj Group" of India w ho are in the
bus ines s of s teel, s ugar, tw o wheelers & three wheelers. Bajaj Electricals is well
established in their range of products such as lamps & tube lights, luminaries, small
household appliances, ceiling fans & table fans and turnkey engineering services. The
company has been in existence for the last 60 years and has steadily grown and expanded
its business both in domestic and international markets.

Bajaj Electricals has 20 branch offices and 4 regional offices spread in different parts of
the country besides being supported by a chain of about 600 distributors, 2500
authorised dealers, over 60,000 retail outlets and over 200 service franchisees

BEL today has five major business units comprising of lighting, luminaries, electric
fans, home appliances, turnkey engineering projects. BEL's export activities are well
supported through its International division. The Company has recently forayed into electric
power generation through wind energy in its quest to reduce the depletion of fossil fuels and
preserved the environment.
Total Quality Management (TQM) has taken roots in some important business processes of
the Company. Few business units of the company have already received ISO Certifications
while the other BUs are on the anvil to obtain the same.

27

PRESS NEWS

Times of India January 22, 2008

Bajaj Electricals has reported a 93.8 percent rise in its net profit for the third quarter
ended December 31, 2007 at Rs 4.75 crore as against Rs 2.45 crore in the corresponding period
of last fiscal. Revenues from operations during the quarter were higher at Rs 170 crore as
against Rs 126 crore i n the same period of 2007-08.

Leading the Way

Corporate Dossier
Economic Times
January 14, 2008

Shekhar Bajaj, Chairman & MD, Bajaj Electricals Ltd.

A leader sets an example for others to emulate, and hence must be a high-level
performer. He's also respected by subordinates and colleagues, alike. He must
embody honesty, integrity and trustworthiness.

A leader is knowledgeable and well read and must guide and empower his subordinates to
perform their best.

28

VISION, PHILOSOPHY AND VALUES

We aim to bring greater happiness to our customers, through our

products
and services, while continuously enhancing stakeholder value.

Trust builds Quality

Quality builds Satisfaction
Satisfaction builds Relationship
Relationship builds Trust
We believe in Inspiring Trust

Build Trust: We will conduct all our business dealings with fair and ethical business practices
and strive to build trust in the minds of all our stakeholders.
Belief in Excellence: We believe in setting higher levels of Excellence in all our actions and will
29

recognize and reward the excellence achieved by our team members.

Delighting Customers: We will delight our customers by providing them world-class products
and services and thereby enhance their quality of life.
Ensuring Accountability : We will work in a transparent, performance oriented environment and
define clear accountability for our employees, while empowering them to achieve their
performance goals with speed and efficiency.
Encouraging Teamwork : We will ensure dignity and respect for the individual while
encouraging Teamwork.
Personal Growth : Every employee will be enabled to learn at the work place with significant
opportunities for Personal Growth and Contribution to the organization.

30

.PRODUCT PROFILE

Bajaj Storage Water Heater

Energy Efficient Horizontal

10 year guarantee on copper tank

30% energy savings over ISI norms
2 year comprehensive guarantee including
heating element
Available in 10 litre capacity

GX 10

Powerful motor : 550 watts, 18000 rpm

5 year guarantee on motor
3 stainless steel jars
Unbreakable polycarbonate jar handles
Cord winder
Overload protector

DX 5

Multiple, adjustable temperature levels

Thermal fuse for additional safety
Pilot light for thermostat operation
Swivel cord outlet
Large Sole Plate

Non stick coated sole plate

31

Cordless Kettle 1 Litre

1 Litre capacity
Cordless operation for easy serving and
safety
Auto shut off
External water level indicator on both
sides
Self illuminating transparent switch

Aqua Naturale
Makes drinking water healthy and safe through
seven stages of purification. It's a completely
natural process. In fact, it's the only purifier that
works without any resins. And without any
electricity. What's more, it doesn't require a
continuous flow of water supply.
The water that you drink is not only cleaned and
sterilized but also made healthier through the
addition of valuable minerals. Result: Healthy,
refreshing water. Just as nature gives you.
Coolest RC 2004 Rotochill

Made up of an attractive, corrosion-free

engineered, thermoplastic material for durable
performance

Latest state-of-the-art design

Sleek and all new ultra modern looks
Extra tough motor
Uniform water distribution

Water level indicator

32

AX 4

4 brass burners with Stainless Steel body

High efficiency burners
Extra wide top accommodating large
vessels
Available for LPG and PNG
with 5 year guarantee

1600 T3

16 Litre Capacity
Stainless Steel inner chamber
Keep Warm Function

0-60 minutes timer

Aquatherm Instant Gas Water Heater

Oxygen depletion monitor

LED indicator for temperature
Auto Shut Off

20 minute timer

33

Majesty Heat Convector RX10

Office Locator
Head Office
51, Mahatma Gandhi Road
Fort
Mumbai - 400023
Phone - 22043780, 22043733
Fax - 22828250

Registered Office
45/47, Veer Nariman Road
Fort
Mumbai - 400023
Phone - 22043841, 22045046
Fax - 22851279

34

Company Showroom
'World of Bajaj Electricals'
Bajaj Bhavan
Nariman Point
Mumbai - 400021
Phone - 22023626

MARKET SHARE
Shareholding Pattern
As on 31st December, 2008
Under Clause 35 of the Listing Agreement
A
1

Category
Promoter's holding
Promoters*

No. of
Share
held

Of
Shareholding

Indian Promoters
Foreign Promoters

5693850 65.88
Nil
Nil

Persons acting in
concert#

104440

1.21

5798290

67.09

Sub Total:
B

Non-Promoter's holding

Nil

Institutional Investors Nil

a(i)

Mutual Funds

500

0.01

a(ii)

Unit Trust of India

150

0.00

b(i)

Banks

6687

0.08

b(ii)

Life Insurance

746010

8.63

b(iii)

Corporation of India

108000

1.25

Oriental Insurance
C

Company Ltd.

Nil

Flls
Sub Total:

861347

9.97

389298

4.50

Others

Private Corporate
Bodies

35

Nil

Indian Public

1567010

18.13

NRIs/OCBs

5905

0.07

Any Other Non

5430

0.06

Resident

15600

0.18

Foreign Companies
Sub Total:

1983243

22.95

Grand Total:

8642880

100.00

As defined in Regulation 2(h) of SEBI (Substantial Acquisition of Shares and Takeovers)

Regulation, 1997. The promoter's holding shall include all entities in the promoter's groupindividual or body corporate.
#

As defined in Regulation 2(e) of SEBI (Substantial Acquisition of Shares and Takeovers)

Regulations, 1997.
Note:
1.

Total Foreign shareholding including Foreign Promoters, FIIs, NRIs/OCBs Foreign

Banks, Foreign Nationals and GDR & ADR holdings is 26935 i.e. 0.31% of the total issued
equity capital.

Shareholding Pattern as on 31st December, 2008 under Clause 35 of the Listing Agreement
Persons Holding more than 1% of the shares of the Company

36

SL.

Name of Shareholder

No.

No. of

To

Share

equity

1. Promoters:

capital

Jamnalal Sons Pvt. Ltd.

1429541

16.54

Bajaj Auto Ltd.

1719676

19.90

Hind Musafir Agency Pvt. Ltd.

200000

2.31

Bajaj International Pvt. Ltd.

200000

2.31

Shri Shishir Kamalnayan

136400

1.58

Bajaj

114000

1.32

Shri Rahulkumar Kamalnayan

Bajaj

190680

2.21

Shri Shekhar Bajaj

Shri Madhur Bajaj

90786

1.05

Shri Anant Bajaj

175366

2.03

2. Foreign Promoters:

Nil

Nil

Non-Promoter's holding:

Nil

Nil

3a. Mutual Funds & UTI

Nil

Nil

3b. Banks

8.63

Life Insurance Corporation

746010
of India
Oriental Insurance

108000

Company Ltd.

Nil

Nil

3c. FIIs

Nil

Nil

4a. Private Corporate Bodies

Nil

Nil

4b. Indian Public

Nil

Nil

4c. NRIs/OCBs

Nil

Nil

4d. Any Other - Non Resident

Nil

Nil

1.25

4e. Foreign Companies

37

CHAPTER 4

ANALYSIS & INTERPRETATION

38

1. How long you are dealing with Bajaj Products?

Years dealing with Bajaj

No of dealers

1-3 years

4-7 years

8-10 years

Above 10 years

INTERPRETATION: Out of 20 dealer 11 are associated with Bajaj for more than 8 years and
Bajaj has also gain 9 dealers in the last 7 years.

2. Are you dealing with other companies?

Response

Number of dealers

YES

18

39

NO

INTERPRETATION: 18 dealers of Bajaj dealing with other companies and only 2 are
exclusively dealing with Bajaj.

3. How do you feel about Quality of BAJAJ product?

SATIS FACTION LEVEL

DEALERS

Very good

Good

11

40

Satisfactory

Poor

Interpretation: Out of 20 dealers 6 said very good, 11 said good and 3 said satisfactory about the
quality of Bajaj Products.

4. Which factors enebles you to be the dealers of BAJAJ Products?

FACTORS

DEALERS

Promotion

41

Schemes

Company Policy

Margin

Band Name

INTERPRETATION: Out of 20 dealers 1 each said promotion & schemes, 3 said company
policy, 9 said margin & 6 said brand name of Bajaj as the reson of becaming a dealer of Bajaj
Electricals Ltd.

5. How do you rate Price of Bajaj products?

PRICE LEVEL

DEALERS

Very High

42

High

Average

12

Low

INTERPRETATION: Out of 20 dealers mejority i.e. 12 rated price of the Bajaj products as
average, 5 rated as low & 3 rated as high.

6. What do you feel about credit period given by BAJAJ?

SATIS FACTION LEVEL

DEALERS

Very good

43

Good

11

Satisfactory

Poor

INTERPRETATION: About credit period allowed by Bajaj to its dealers, more than 55% dealers
feels good, 17% feels satisfactory, 10% feels very good & only 10% feels poor. Most of the
dealers are satisfied about the credit period allowed by Bajaj Electricals.

7. How do you rate Promotional Activities taken by Bajaj?

SATIS FACTION LEVEL

DEALERS

44

Very good

Good

Satisfactory

Poor

INTERPRETATION: Out of 20 dealers surveyed 3 rated promotional activity of Bajaj as very

good, 8 rated as good, 5 rated as satisfactory & 4 dealers find it poor.

8. What type of promotional activity do you prefer with Bajaj?

Preference

DEALERS

45

Discount

Gift

Prize Offer

Others

INTERPRETATION: Out of 20 dealers surveyed in different areas highest number ie 9 goes with
discount, then 6 wants gift, 5 wants prize offer & only 1 goes with other protional activity.

9. Whether the expected quantity of Bajaj products is supplied to you in time?

46

Response

Number of dealers

YES

16

NO

INTERPRETATION: About 80% of dealers are satisfied with the time and quantity of products
supplied to them by Bajaj and only 20% are not satisfied with that.

10. What do you feel abut the employees dealig with you in Bajaj?

47

SATIS FACTION LEVEL

DEALERS

Highly Satisfied

Satisfied

Average

Dissatisfied

INTERPRETATION: Out of 20 dealers surveyed 2 are highly satisfied, 9 are satisfied, 5 said
average and 4 are dissatisfied about employees dealing with them in Bajaj Electricals.

11. What are the factors that you expect from Bajaj?

48

Factors

Number of Dealers

Promotional Sales

Follow- up

Scheme

Service

Credit Facility

INTERPRETATION: About the factors that dealers expect from Bajaj, out of 20 dealers highest
number of dealers ie. 7 goes with promotional sales, then 3 wants follow-up, 4 prefer scheme, 3
goes with service and 4 goes with credit facility.

13. Do you recommend your customers about Bajaj Products?

49

Response

Dealers

YES

14

NO

INTERPRETATION: Most of the dealers ie 14 out of 20 recommonds their customers Bajaj

products and 6 dealers not recommends Bajaj products to their coustomers.

14. What do you feel about after sales service given by Bajaj?

50

SATISFACTION LEVEL

NUMBER OF DEALER

Highly Satisfied

Satisfied

Moderate

Dissatisfied

INTERPRETATION: Out of 20 dealers 1 is highly satisfied, 7 are satisfied, 5 are moderately

satisfied about the after sale service given by Bajaj and a significant number of dealers i.e.7 are
dissatisfied about the after sale service given by Bajaj.

15. How satisfied are you with the speed of processing your orders?

51

Level of Satisfaction

Number of Dealer

Highly Satisfied

Satisfied

10

Moderate

Dissatisfied

INTERPRETATION: Out of 20 dealers surveyed 5 are highly satisfied, 10 are satisfied, 4 are
moderately satisfied with the speed of processing their orders and only 1 deler is dissatisfied with
the speed of processing orders. It is evident that most of the dealers are satisfied with the speed
of processing.

16. How Satisfied are you with the accuracy of Processing your orders?

52

Level of Satisfaction

Number of Dealer

Highly Satisfied

Satisfied

Moderate

Dissatisfied

INTERPRETATION: About the accuracy of processing orders 35% dealers are highly satisfied,
45% are satisfied, 15% moderately satisfied and only 5% are not satisfied.

17. How satisfied are you with our ability to provide you with the approprite paperwork that you
need for doing business?
53

Level of Satisfaction

Number of Dealer

Highly Satisfied

Satisfied

Moderate

Dissatisfied

INTERPRETATION: In the sample size 25% of dealers are highly satisfied, 45% are satisfied,
20% are moderately satisfied and 10% are dissatisfied with Bajajs ability to provide them
approprite paperwork that they needed for doing business.

18. How satisfied are you with the responsiveness of our Customer Service Team to your needs?

54

Level of Satisfaction

Number of Dealer

Highly Satisfied

Satisfied

Moderate

Dissatisfied

INTERPRETATION: Out of 20 dealers 2 are highly satisfied, 6 are satisfied, 7 are moderately
satisfied and 5 are dissatisfied with the responsiveness of Bajajs customer service team.

19. How satisfied are you with the technical expertise of our technical support group?

55

Level of Satisfaction

Number of Dealer

Highly Satisfied

Satisfied

Moderate

Dissatisfied

INTERPRETATION: Dealers are not so satisfied with the techical expertise of Bajajs technical
support group as 29% of dealers are disssatisfied, 38% are moderately satisfied and only 32% are
satisfied.

20. How satisfied are with the packaging our products with respect to maintaining damage free
products?
56

Level of Satisfaction

Number of Dealer

Highly Satisfied

Satisfied

Moderate

Dissatisfied

INTERPRETATION: Out of 20 dealers 8 are highly satisfied, 6 are satisfied, 5 are moderately
satisfied and only 1 is dissatisfied with the packaging of Bajaj Electricals products.

CUSTOMER SATISFACTION RESULT

57

In my survey I have talked with 30 Customers to know the satisfaction level towards the Bajaj
Home Applience Products & to know suggestions to improve products and services of Bajaj
Electricals Limited.
2. Which factors do you consider most before purchasing products?(can be more than one)
Attributes

Customer

Product Quality

21

Fuctionality

18

Price

24

Durability

26

Service Quality

19

Brand Name

14

INTERPRETATION: Out of 30 customer 26 consider durability, 24 consider price, 21 consider

product quality, 18 consider functionality, 19 consider service quality & 14 consider brand name
most before purchasing a product.
3. Are you satisfied with the product you are using?

58

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

20%

Satisfied

16

53%

Moderate

17%

Dissatisfied

10%

INTERPRETATION: Out of 30 customer surveyed 6 are highly satisfied, 16 are satisfied, 5 are
moderately satisfied & 3 are dissatisfied with the products they are using from Bajaj.

4. Are you satisfied with the price of your product?

59

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

7%

Satisfied

14

47%

Moderate

10

33%

Dissatisfied

13%

INTERPRETATION: Out of 30 customer serveyed 7% are highly satisfied, 47% are satisfied,
33% moderately satisfied & 13% are dissatisfied with the price of the product they are using.

5. Are you satisfied quality of your product?

60

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

20%

Satisfied

13

43%

Moderate

17%

Dissatisfied

20%

INTERPRETATION: About the quality of the Bajaj products, 20% customers are highly
satisfied, 43% are satisfied, 17% are moderately satisfied and 20% dissatisfied with the quality of
Bajaj Electricals products.

6. Are you satisfied with the design of your product?

61

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

20%

Satisfied

17

43%

Moderate

17%

Dissatisfied

20%

INTERPRETATION: The design of the Bajaj product is found satisfactory as about 57% of
customers are satisfied, 13% are highly satisfied and 20% are moderately satisfied but 10%
customers are not satisfied with the design of products.

7. Do you agree that your product of Bajaj bears the latest technology?

62

Response

Number of Customers

% of Customers

YES

18

60%

NO

12

40%

INTRPRETATION: Of the 30 customers surveyed 18 customers i.e. 60% agreed that Bajaj
product bears the letest technology but 12 customers i.e. 40% does not agreed that Bajaj product
bears letest technology, wich is not a good sign for the company.

8. Have you been offered any warranty card with your product?

63

Response

Number of Customers

% of Customers

YES

30

100%

NO

0%

INTERPRETATION: 100% of the customers said they have been offered warranty card with
their products.

9. Are you satisfied with the warranty period offered by Bajaj?

64

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

14%

Satisfied

17

56%

Moderate

20%

Dissatisfied

10%

INTERPRETATION: Larger section of the customers i.e. 56% are satisfied and 14% are highly
satisfied and only 10% are dissatisfied with the warranty period offered by Bajaj Electricals.

10. Have you come across any problems while using the product?

65

Response

Number of Customers

% of Customers

YES

18

60%

NO

12

40%

INTERPRETATION: Among the 30 customers 18 said they faced problems while using the
products and 12 customers said they did not face any problem while using products of Bajaj.

11. Have you lodged any complaint about the problem/defect in your product?

66

Response

Number of Customers

% of Customers

YES

20

67%

NO

10

33%

INTERPRETATION: About 67% of customers lodged complaint about the problem/defect in

their product and 33% customers did not lodge complaint.

12. Within how much time your complaint has been resolved?

67

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

On the same day

17%

Within two days

20%

Within three days

23%

More than three days

12

40%

INTERPRETATION: Out of 30 customers 17% said complaint were resolved in the same day,
20% said complaint were resolved within two days, 23% said complaint were resolved within
three days and 40% said complaint were resolved more than three days of lodging complaint.

13. Are you satisfied with the After Sale Service of your product?

68

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

13%

Satisfied

27%

Moderate

20%

Dissatisfied

12

40%

INTERPRETATION: This chart shows satisfaction level of customers with the after sale service
of Bajaj. Out of 30 customers 13% are highly satisfied, 27% are satisfied, 20% are moderately
satisfied and 40% are dissatisfied.

14. Are you satisfied with the time taken by Bajaj to deliver your product after servicing?

69

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

12

40%

Satisfied

10

33%

Moderate

20%

Dissatisfied

7%

INTERPRETATION: Of 30 customers surveyed 40% are highly satisfied, 33% are satisfied, 20%
are moderately satisfied and 7% are dissatisfied with the time taken by Bajaj to deliver their
products after servicing.

15. Are you satisfied with the time taken by Bajaj to replace your product?

70

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

20%

Satisfied

10

33%

Moderate

20%

Dissatisfied

27%

INTERPRETATION: Out of 30 customers 20% are highly satisfied, 33% are satisfied, 20% are
moderately satisfied and 27% are dissatisfied with the time taken by Bajaj Electricals to replace
their products.

16. Are your dealer provides Post Sales service?

71

Response

Number of Customers

% of Customers

YES

22

73%

NO

27%

INTERPRETATION: About 73% of customers said that their dealers provide post sale service
and 27% said that their dealer did not provide post sale service.

17. Are you satisfied with the post sales services provided by your dealer?

72

Response

Number of Customers

% of Customers

YES

16

53%

NO

14

27%

INTERPRETATION: Of the 30 customers surveyed 53% are satisfied with the post sale service
provided by their dealer and 27% are not satisfied with the post sale service provided by their
dealer.

18. How satisfied are you with the responsiveness of our Customer Service team to your need?

73

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

20%

Satisfied

16

54%

Moderate

23%

Dissatisfied

3%

INTERPRETATION: 20% of customers are highly satisfied, 54% are satisfied, 23% are
moderately satisfied and only 3% are dissatisfied with the responsiveness of Bajajs customer
service team.

19. How satisfied are you with the technical skill of our technician?

74

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

10

34%

Satisfied

16

53%

Moderate

10%

Dissatisfied

3%

INTERPRETATION: Most of the customers i.e. 87% are satisfied with the technical skill of
Bajajs technician and only 3% are dissatisfied.

20. How satisfied are you with the speed in which problems were resolved?

75

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Highly Satisfied

7%

Satisfied

10

33%

Moderate

27%

Dissatisfied

10

33%

INTERPRETATION: Speed of resolving customers problems seemed to be a problem are for

Bajaj as 33% of customers are dissatisfied and 27% are moderately satisfied while 7% are highly
satisfied and 33% are satisfied.

CHAPTER - 5
76

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS
77

1. From the detail analysis it is found that dealers are satisfied to doing business with Bajaj in
Kolkata Market.
2. More than 60% of dealers are doing business for a long time and also it has increased its
dealers in recent years.
3. Most of the Bajaj dealers are dealing with other electrical companies.
4. Most of the dealers happy with the product quality and price of Bajaj Electricals Products.
5. Dealers are unhappy with the promotional activity taken by Bajaj, they recommend more sales
promotional activity in dealers level also more advertisement to gain new customers.
6. Dealers are not satisfied with the after sales service provided by Bajaj, it is found that delivery
schedule is not maintained by Bajaj.
7. Dealers are satisfied with the speed, accuracy, paperwork while processing orders.

8. From my survey it is found that most of the customers of Bajaj are satisfied with the quality
price and design of the product which they are using.
9. About 40% of customer said that the products of Bajaj do not bears latest technology.
10. Customers are very satisfied with the warranty period offered by Bajaj.
11. As far as customer complaint is concerned 33% customers have lodged complaint about
problem in their product and 40% responded that their complaint has been resolved after three
days
12. Many customers are not satisfied with the After Sale Service provided by Bajaj.

SUGGESTIONS
78

 Bajaj should maintain good relationship with the dealers.

Bajaj should provide more promotional scheme to its dealers and increase its promotional
activities.
Bajaj should give more advertisement as it lacks in advertisement and sales promotional
activities.
Company should improve After Sale Service and delivery schedule as it is very
important for dealers and customers satisfaction.
Though product quality is good company should introduce more products with latest
technology and improve features.
Bajaj should reduce the complaint resolution time for improve customer satisfaction.
There is a need of further quality improvement.

CONCLUSION
79

As there is very tough competition in the market it is becoming more important to have satisfied
trade partners and customers to stay in market and to retain and gain new customer and for the
growth of the company. Bajaj is competing with many established Indian and global brands and
has mostly achieved in satisfying its customers as well as dealers. It is evident from this study
and Bajaj is advised to maintain its Quality and improve its service and products. The study has
been successful in knowing the Traders and Customers satisfaction towards Bajaj Electricals
Limited, in Kolkata.

QUESTIONNAIRES
80

A Study on DEALERS SATISFACTION of BAJAJ ELECTRICALS LTD, in KOLKATA area.

Questionnaire
Name:
Address:
1. How long you are dealing with BAJAJ products?
1-3 years

4-7 years

8-10 years

above 10 years

2. Are you dealing with other companies?

Yes

No

If Yes, specify
BRANDS
CROMPTON
HAVELLS
USHA
BAJAJ
KHAITAN
POLAR
OTHERS

3. How do you feel about Quality of BAJAJ products?

Very Good

Good

Satisfactory

4. Which factor enables you to be the dealer of BAJAJ products?

81

Poor

Promotion

Schemes

Company Policy

Margin

Brand Name

5. How do you rate Price of BAJAJ products compared with the following competitors?
BRANDS

Very High

High

Average

Low

CROMPTON
HAVELLS
BAJAJ
BAJAJ
KHAITAN
POLAR

6. What do you feel about credit period given by BAJAJ?

Very Good

Good

Satisfactory

Poor

7. How do you rate the Promotional Activities given by BAJAJ?

Very Good

Good

Satisfactory

Poor

8. What type of promotional activity do you prefer with BAJAJ products?

Discount

Gift

Prize Offers

Others

..

9. Whether the expected quantity of BAJAJ products is supplied to you in time?

82

(Specify)

Yes

No

10. What do you feel about the employees dealing with you in BAJAJ?
Highly Satisfied

Satisfied

Average

Dissatisfied

11. What are the factors that you expect from BAJAJ?
Promotional Sales

follow-up

Scheme

Service

Credit Facility

Others

12. Do you have any complaints about BAJAJ products?

Yes

No

If Yes, specify the reason,

Delivery of goods
After sales service

Quality of products
Pricing

13. Do you recommend your customers about BAJAJ products?

Yes

No

If No, specify the reason,

83

14. What do you feel about after sales service given by BAJAJ?
Highly Satisfied

Satisfied

Moderate

Dissatisfied

15. How satisfied are you with the speed of processing your orders?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
16. How satisfied are you with the accuracy in processing your orders?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
17. How satisfied are you with our ability to provide you with the appropriate paperwork i.e,
acknowledgement, packing list etc that you need for doing business with us?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
18. How satisfied are you with the responsiveness of our Customer Services team to your needs?
Highly Satisfied
Satisfied

19. How satisfied are you with the technical expertise of our technical support group
Highly Satisfied
Satisfied
Moderate
Dissatisfied
20. How satisfied are with the packaging our products with respect to maintaining damage free
products?
Highly Satisfied
Satisfied
Moderate
Dissatisfied

84

21. Do you have any suggestions to improve the quality of BAJAJ products?
Yes

No

If Yes, specify.

Dear Customer:
Questionnaire on Customer Satisfaction about Bajaj Electricals:
Name:
Address:
Occupation:
(1) Business
(2) Salaried employee
(3) Professional
(4) Others: Retired
Housewife
Student
Gender: Male
Female
Age group: <20
20-30
30-40
40-50
>50
85

1. Which household appliances do you use? (You can choose more than one)
(a) Iron
(b) Mixer Grinder
(c) Water Heater
(d) Cooler
(e) Microwave Oven
(f) Fans
2. Which factor(s) do you consider most to purchase the products? (You can choose more than
one)
(a)Product Quality
(d) Durability
(b)Functionality/Features
(e) Service Quality
(c)Price
(f) Brand Name
(g) Others
3. Are you satisfied with the product you are using?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
4. Are you satisfied with the price of your product?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
5. Are you satisfied with the quality of your product?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
6. Are you satisfied with the design of your product?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
7: Do you agree that the product of Bajaj bears the latest technology products?
(a) Yes

(b) No

8. Have you been offered any warranty card with your product?
(a) Yes
(b) No
9. Are you satisfied with the warranty period of offered by Bajaj?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
10. Have you come across any problems while using the product?
(a) Yes
(b) No
11. Have you lodged any complaint about the problem/defect in your product?
(a) Yes
(b) No
12. Within how much time your complaint has been resolved? (Give TICK mark)
(a) On the same day
(b) Within two Days
86

(c) Within three days

(d) More than three days

13. Are you satisfied with the after sales-service of your product?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
14. Are you satisfied with the time taken by Bajaj to deliver your product after servicing?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
15. Are you satisfied with the time taken by Bajaj to replace your product?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
16: Are your dealer provides Post sales services?
(a) Yes

(b) No

17: Are you satisfied with the post sales services provided by your dealer?
(a) Yes

(b) No

18. How satisfied are you with the time taken to respond to telephone enquires?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
19. How satisfied are you with the politeness of staff?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
20. How satisfied are you with the technical skill of our technician?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
21. How satisfied are you with the speed in which problems were resolved?
Highly Satisfied
Satisfied
Moderate
Dissatisfied
22. Would you recommend others to use the product you are using?
(a) Yes
(b) No
23. Do you have any suggestion?
If Yes, then specify

87

88