Butterfly Mini Project

INTRODUCTION This version of the electric wet grinder was first introduced into the restaurants so that they could cut down on the amount of time that it took for them to prepare these types of food for their guests. However, the product grew in popularity until it was integrated into many households for common everyday use as well. Many of the electric wet grinders that are on the market today still use the two stones to grind down the grains, and the most common (and best) type of stone that is used in these appliances is granite. Now those people working in kitchens everywhere are able to have more time to spare for the more important duties around the household. Plus, this reduction of time allowed for more people to be able to prepare the nutritious, culturally rich foods that they enjoy on a regular basis. It also can be cost effective because of the fact that the stones that are used in the electric wet grinders do not have to be refinished as often as the old hand held devices did. One thing that you should consider if you are looking to invest in a new wet grinder for your home is that it is a quality product. There are quite a few manufacturers that try to get by using lower quality components and stones to build their grinders, and this can cause a lot of problems and frustrations when you are trying to buy a good, modern wet grinder. Remember to do research on the company you are thinking about buying from before you make your final decision, and check to see if they have a consumer rating and if they are regulated by any type of government agency.

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Wet Grinder The wet grinder is a tool that has been around for many, many years. Originally it was only used in kitchens in Southern India as a means of grinding down wet grains and lentils for specially prepared dishes. The first wet grinders were made out of large rocks and there was a hole carved in the stone. A chuck of circular stone that fit into the hole was fitted with a type of wooden handle. The stone would then fit into the carved out space and the worker would grind on the wet grains using their muscles to push down on the stone while rotating the handle simultaneously. The process of grinding down the water and grain mixture was often tedious and could take a long time. The pastes that the wet grinder produced could be used in foods like dose, sevai, vada, and idli. However, in recent years the implementation of electricity and the mechanization of the wet grinder led to a revolution in this process in many working class kitchens that utilize this tool. The amount of time that it once took to prepare a meal has been drastically reduced and it has allowed more and more people access to these types of food. The earliest forms of these mass produced items used a sort of mechanism that rotated the two stones against each other with just a minimal amount of turning on the part of the worker, but it could still be a time consuming task. This is probably why many of the foods that relied on the use of a wet grinder for preparation were not introduced to a large number of people outside of Southern India until the electric version of the wet grinder was introduced to the market. The first one of these still relied on the use of stones, only now they were powered by electricity when they rotated. Plus

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INDUSTRY PROFILE Coimbatore wet grinder industry hopeful of 20 pc growth by 2007 — Seeks distinct identity R.Y. Narayanan The Central Government is funding the Rs 36-lakh cluster development project... and the three-year project would run from 2004 to 2007.

Coimbatore , Dec. 21 WET grinder manufacturing industry in Coimbatore, which accounts for nearly 90 per cent of the market for wet grinders in the country, hopes to witness a 20 per cent growth in production once the three-year cluster development project, now in its first year of implementation, is completed. It is also trying to make Coimbatore known internationally for wet grinders, by moving the Geographical Identification Registry (GIR), Chennai to establish the distinct identity of the Coimbatore wet grinders. According to Mr R. Soundrakumar, Secretary, Coimbatore Wet Grinders and Accessories Manufacturers Association (COWMA), there are nearly 700 units, involved in the manufacture of wet grinders and their accessories including domestic, commercial and table-top wet grinders. The total number of wet grinders produced is around 60,000 units a month.. He said the Central Government is funding the Rs 36-lakh cluster development project for Coimbatore wet grinders and the three-year project would run from 2004 to 2007. The project has helped forge greater unity among the wet grinder manufacturers here.He said apart from bringing the manufacturers

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together, the project will help make an essentially south Indian product gain pan-India acceptance. He anticipated that by 2007, when the cluster development project would be in its third year, the industry would register a 20 per cent growth. He said one of the positive developments was that a mutual credit guarantee fund has been created under which the members are able to get finance sans any collateral. Under this scheme, each member has put Rs 1.25 lakh and SIDBI has provided a matching amount as loan without interest, repayable in five years. Vijaya Bank has provided Rs 2.5 lakh as loan, taking the total package to Rs 5 lakh to each beneficiary. Mr Soundrakumar said COWMA has formed three separate consortiums for purchase, marketing and for the benefit of arm- set manufacturers. It is also seeking from the Centre a Rs 50-lakh grant for the establishment of a testing centre, for which assistance from Tamil Nadu Government is also being sought. He said a major problem is the lack of uniform standards in wet grinders. COWMA wanted to address this issue so that product quality could be improved. The association is in the process of engaging a consultant from Germany for developing a prototype of motor for exclusive use for the wet grinders. The consultant is expected to come to Coimbatore next month.

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COMPANY PROFILE Butterfly company profile: The Butterfly Group, Pioneers in Stainless Steel Appliances started operations four decades ago. The company was the first in India, to introduce Stainless Steel Pressure Cookers and Vacuum Flasks, and acquire the ISO 9002 certification, in the LPG and Mixie divisions. Over the years, under the enterprising leadership of Mr. V Murugesa Chettiar and his sons, Butterfly has grown to be a household name among millions in India. Today, Butterfly manufactures a comprehensive range of home appliances, kitchen products and cookware. Four state-of-the-art-manufacturing units, backed by the latest R&D facilities ensure total compliance to standards of excellence in design and quality. Quality and Consistency are the prime motivating factors. Butterfly’s inhouse design facilities, tool & die-making facilities with an impetus on quality control, has enabled the company to consistently produce products of the highest quality sticking to the finest functionality norms. The Company has state of the art manufacturing facility. The Company’s R&D facilities has the latest design and development tools, Spectrum Analyzer etc. to keep up its passion for progress at all levels. This passion would constantly give birth to new product ranges

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Over the years, the BUTTERFLY Group has grown from just manufacturing a handful of basic kitchen utensils to an organization involved in a comprehensive range of domestic appliances, kitchen products and cookware. Butterfly products are also exported to the United Kingdom, Canada, Australia, Japan, Middle East and the East Asian Countries, among others. Across the globe, Butterfly products have been recognized for their quality standards by various international organizations. The Success of Butterfly is attributed to its customer orientation. Serving the customer with the finest quality products and adapting to the changing needs and tastes of customers has been the Company’s primary motive

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Key Statistics about Butterfly Headquarters Industry

Chennai Area, India Consumer Electronics

Type

Privately Held

Status

Operating

Company Size

2,000 employees

Founded

1935

Website

http://butterflyindia.com Male 80%

Gender

Female 20%

PRODUCT PROFILE 7

MATCHLESS »

3 conical roller stone assemble for faster grinding

»

Aesthetically designed body made of ABS material

»

High torque single phase motor

»

900 RPM – Motor Speed

»

»

»

Unbreakable and transparent arm lid made of polycarbonate

material

Swing arm assembly and detachable ss Drum for easy operation 5 years warranty

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ELITE »3 conical roller stone assembly for faster grinding »Aesthetically designed body made of ABS material »High torque single phase motor »900 RPM Motor Speed »Unbreakable and transparent lid made of polycarbonate material »Swing arm assembly and detachable SS Drum for easy operation

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» 3 conical roller stone assembly for faster grinding » Aesthetically designed body made of ABS material » High torque single phase motor » 900 RPM Motor Speed »

»

Unbreakable and transparent lid made of polycarbonate material

Swing arm assembly and detachable SS Drum for easy operation

» 2 years warranty

OBJECTIVES OF THE STUDY The primary objective of the study is to ascertain the attitudes of the customers towards the butterfly wet grinder. The respondents include employees, business people, students. The study includes:  To study the satisfaction level among butterfly wet grinder customer.  To study the dealer selection criteria of a particular brand by the 10

customers.  To evaluate the effectiveness of wet grinders advertisements.  To find out the availability of the stock at dealers in twin cities.  To find out the condition of the stock during the delivery and duration of delivery of the stock.  To find out the servicing facility giving by the dealers to the customers.  And also to find out the overall satisfaction of the grinder from customers.

SCOPE OF THE STUDY The scope of this study was to know the consumers attitude about the various factors such as company image, quality etc and also to know their brand awareness. Further it also helps to know the effective media to advertise the product. The study can also be used to know customer satisfaction level about price, discount basis; quality etc thus the main scope of the study was to identify the Consumer satisfaction and consumer expectations about the company and its products.

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LIMITATIONS The present is subjected to following LIMITATIONS. 1. Method of data collection was through personal interview and therefore personal bias becomes a major limitation. 2. Due to the time constraints all the customer were not covered. 3. The sample was restricted to 50 respondents (Customer),which may restrict the scope and completion of study. 4. The scope of study is restricted only to Chennai city 5. Due to their busy schedule some customers won’t give answers to all the questions in the questionnaire

RESEARCH METHODOLOGY OF STUDY SAMPLE SIZE: The data has been collected from 60 people. TARGET SAMPLE Target sample has been picked in particular reference to the consumer’s demographic variables.

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SAMPLING METHOD: The sampling method is the procedure or way in which the sampling has been done. As no project or research can be done taking in to consideration the whole of the population or universe, the concept of sampling is used, as per the concept of sampling. Only some sample is taken from the universe in order to find out the result. Sampling technique used: convenience sampling. SOURCES OF DATA:  PRIMARY DATA: The data for study has been collected by well structured, yet easy to understand questionnaire forms specially designed to cover aspects regarding the background of the reader, his/her opinion on BUTTERFLY GRINDER and finally about BUTTERFLY Company, visited wide section of people for the survey and interviewed them to collect all the necessary information which was filed and analyzed at a later time of the study.  SECONDARY DATA: Data collected from journals, internal records of the company, published data and Internet websites. FORMULATION OF QUESTIONNAIRE: Structured questionnaire were formulated for the survey, with the help of which data’s and other information’s were collected from consumers. A sample copy of questionnaire has been given in the annexure of the reports towards the end.

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AREA AND PERIOD OF STUDY: The project was carried out in Chennai City covering Government sector, Private sector, students, professionals and businessmen as part of the Survey and the study. The data collected has been tabulated and analyzed with the help of simple statistical techniques and conclusion has been drawn. Sufficient

explanations

are

given

wherever

necessary

for

easy

understanding.

REVIEW OF LITERATURE Satisfied customers, partners, suppliers and employees mark the difference between business success and failure. Armed with the feedback you gain from surveying your customers on a regular basis, you'll be able to develop the products, programs and services that will turn your satisfied customers into loyalcustomers Customer Satisfaction Results. Not only are customer surveys essential for assessing and improving

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customer loyalty, it is a well documented marketing fact that the very act of surveying a customer can increase the likelihood of purchase by up to 300 percent. Survey Software. Survey software describes the tools to design, manage, and analyze customer use and satisfaction surveys. Survey software ranges from out-ofthe-box pre-designed tools that provide only basic question customization and raw data reporting to highly customizable surveys with powerful reporting features. Survey software can be integrated with an organization's database so that the survey questions are tailored to the features of the customer in question(at risk, repeat buyer) On the reporting end, real-time web-based data analysis tools are the norm, so that managers can graph, query, and otherwise slice and dice user feedback in any imaginable way. Customer feedback can be tied to future purchasing patterns, allowing for better prediction of revenue streams from product change and customer service initiatives. 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 accept that it is a strategic goal for all organisations 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 wasn’t measured on it.

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How bizarre. Big business is happy to measure it but doesn’t know what it’s worth. One of the reasons for the difficulty in making the connection, is the intangibility of customer churn. That is to say, how dissatisfied does a customer 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 there’s competition. What if there isn’t any? Before deregulation how concerned were the large utility companies with customer satisfaction or British Telecom come to that. Interesting therefore that the telecoms sector is where war is being waged on customer satisfaction. could it be that high customer satisfaction attracts new customers and helps retain existing ones? Sounds like that could be worth something

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. 16

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. 9. Measure performance continually and spread the data throughout the organization. 10. Be committed to getting better and better and better

DATA ANALAYSIS AND INTERPRETATION TABLE 1 AGE OF THE RESPONDENTS Age

No. of Respondents

Percentage (%)

Less than 20

4

8.00

17

21-30

34

68.00

31-40

8

16.00

41-50

2

4.00

51 and above

2

4.00

TOTAL

50

100.00

INTERPRETATION:-

In my study it is found that most of customers using 21-30 age people

TABLE 2 GENDER OF THE RESPONDENTS

gender

No. of Respondents

Percentage (%)

male

33

66.00

female

17

34.00

18

Total

50

100.00

INTERPRETATION:In my study it is found that most of customers 33 male’s and 17 are females

TABLE 3 OCCUPATION OF RESPONDENTS Occupation

No. of Respondents

Percentage (%)

students

33

66.00

service

7

14.00

19

business

6

12.00

others

4

8.00

TOTAL

50

100.00

INTERPRETATION:In my study it is found that most of customers who are using this students Sevice and as well as business people

TABLE 4 MARTIAL STATUS OF RESPONDENTS Martial status

No. of Respondents

Percentage (%)

married

6

12.00

single

44

88.00

20

Total

50

100.00

INTERPRETATION:In my study it is found that most of customers who are using this single And as well as married people

TABLE 5 How many times do you use in a week In a week 1 time

No. of Respondents

Percentage (%)

21

42.00

21

2 times

13

26.00

Above 2 times

16

32.00

Total

50

100.00

INTERPRETATION:In my study it is found that most of 42% customers are using 1 time In a week and as well as 32% customers are using adove 2 times

TABLE 6 Do you think this product save more power than other product’s Save more power

No. of Respondents

Percentage (%)

yes

32

64.00

no

18

36.00 22

Total

50

100.00

INTERPRETATION:In my study it is found that 64% of customers are agree to save power and 18% of customers are not agree to save power

TABLE 7 How many stones do you preffer in a grinder stones

No. of Respondents

Percentage (%)

two

26

52.00

three

24

48.00

23

Total

50

100.00

INTERPRETATION:In my study it is found that most of customers preffer two stones Grinder and as well as remaing preffer three stones grinder

TABLE 8 Are you satisfied with this design satisfied yes

No. of Respondents

Percentage (%)

36

72.00

24

no

14

28.00

Total

50

100.00

INTERPRETATION:In my study it is found that 72% of customers are satisfied with this design And 28% of customers are not satisfied with this design

TABLE 9 Are you satisfied with quality of this product satisfied

No. of Respondents

Percentage (%)

yes

41

82.00

no

9

18.00

25

Total

50

100.00

INTERPRETATION:In my study it is found that 82% of customers are satisfied quality of This product 18% of customers are not satisfied

TABLE 10 Are you satisfied with it’s price satisfied

No. of Respondents

Percentage (%)

yes

33

66.00

no

17

34.00

26

Total

50

100.00

INTERPRETATION:In my study it is found that most of the customers who are using this product Are satisfied with it’s price

TABLE 11 Popularity of the product in your locality popularity

No. of Respondents

Percentage (%)

less

8

16.00

moderate

30

60.00

27

high

12

24.00

Total

50

100.00

INTERPRETATION:In my study it is found that popularity of the product 60% of moderate 24% of high& 16% of less

TABLE 12 Do you think butterfly grinder is superior to the other brands in the market superior

No. of Respondents

Percentage (%)

yes

18

36.00

no

10

20.00

28

Don’t know

22

44.00

Total

50

100.00

INTERPRETATION:In my study it is found that 44% of customers are don’t know & 36% Of customers agree butterfly grinder is superior to the other brands

FINDINGS & SUGGESIONS FINDINGS

1.

Dealers are satisfied with the margins of butterfly grinder

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2.

The distribution channel is much effective in butterfly grinders

3.

Most of the customers are satisfied design of the grinder

4.

Some of the customers are not satisfied with the Servicing Centers provided by the dealers.

5.

Most of the customers suggest to improve the publicity through TV ads and Hoardings.

6.

Some of the customers are not satisfied with the price of the grinder, they want the company to review the price of the grinder.

7.

Some of the customers are not satisfied with power consuming

8.

Through my survey, I came to know that most of the customers expecting some offers (gifts) on the purchase of the grinder from dealers.

9.

Some of the customers are prefer two stones in grinder

10.

The Overall satisfaction of the customers on this grinder is, to some extent it is good.

SUGGESTIONS 1. I suggest to reduce the weight of the stones in grinder 2. To improve servicing facility at the dealers points, so that each and every customer may feel happy and makes him to buy the product and he may also suggest it to his friends. 30

3. I suggest to increase the service center’s in local area’s 4. One of the most important thing is about power saving, most of the customers I met are having power saving problem with the grinder. So I would like to bring the notice of this points to the company to take care 5. To increase the sales, the dealers should come with some new things like offering gifts and discounts. 6. The company must continue its efforts, in maintaining quality and durability as brand preference mainly based on them. 7. First step to take increase the sales promotion of this grinder is to improve the advertisement through TV ads and good hoardings 8. In order to gain the competitive edge over competitors, it has to make efforts to improve the product features and quality.

CONCLUSION India is evolving with a greater speed and pace in order to acquire a global recognition and many of the foreign companies are interested in investing in India because of the raising Economy .This is proving to be a trait to the already existed grinder companies in order to position themselves in this competitive market. The study reveals that ,as being a finest grinder in its class and range in smooth handling nature May gives the customers a feel of satisfaction but by viewing the changing market strategies and 31

changing customers perception towards grinder may proving this butterfly grinders as An expensive grinder when compared with other grinders of its range. The study also reveals that most of the butterfly grinders customers are loyal towards the Grinders, but the have completion from the close competitor ultra grinders may also be Proving the price structure of a grinder is being a main attribute of consideration among Customers. The study also reveals that, even after being in the industry from so many years the Butterfly is failing to retain its old customers and attracting new customers. The main Failure towards this aspect is the promotional activities. Reynolds should definitely take a corrective steps and it should increase its promotional activity frequency with a higher Number as compared to now.

BIBLIOGRAPHY

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SN O 1

BOOK NAME

AUTHOR

PUBLISHER

Philip Kotler Boyd

Hal 1996

2

Marketing management Marketing research

3 4

Marketing research Statically method

D.D.Sharma S.P.Gupta

Richard D.Irwan 1994 AITBJ 2002 Sultan Chand 2002

Web Sites:  www.butterfly india.com  www.google.com  www.wet grinder Coimbatore.com

ANNEXURE (QUESTIONNAIRE)

A STUDY ON CUSTOMER SATISFACTION TOWARDS BUTTERFLY GRINDER

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1. Name of the respondent (optional): 2. Age :() less than 20( ) 21-30( ) 31-40 ( ) 41-50( ) 51 and above 3. Sex: male ( ) female ( ) 4. Occupation: ( ) student ( ) service ( ) Business ( ) others 5. Martial status: ( ) married ( ) single 6. How long have you been using butterfly grinder…………………………..year 7. How many times do you use in a week 1 time ( ) 2 times ( )

above 2 times ( )

8. Do you think this product save more power than other product’s? Yes ( ) no ( ) 9. How many stones do you prefer in a grinder? Two ( ) three ( ) 10. Are you satisfied with this design …..? Yes ( ) no ( ) 11. Are you satisfied with quality of this product ……yes ( ) no ( ) 12. Are you satisfied with its price …..Yes ( ) no ( )

13. Popularity of the product in your locality: less ( ) moderate ( ) high () 14. Do you think butterfly grinder is superior to the other brand in the market? Yes ( ) no ( ) don’t know ( ) 15Improvements that have to be made to the product if any…………………………………. 34

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