A

PROJECT REPORT
ON
“CUSTOMER SATISFACTION TOWARDS
CANON PRODUCTS”
SUBMITTED BY
MR. ABHIJIT HANUMANT SHINDE
PROJECT GUIDE
PROF. AJOY TALUKDAR
SUBMITTED TO
“MUMBAI UNIVERSITY”
IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR
THE AWARD
OF THE DEGREE OF
MASTER OF MANAGEMENT STUDIES (MMS)
THROUGH

SAHYADRI INSTITUTE OF MANAGEMENT AND

RESEARCH, SAWARDE
A Project on Customer Satisfaction

CONTENTS

Sr. No. Chapter Name Page No.

1 Executive Summary 1–2

2 Introduction 3–6

3 Industry Profile 7 – 10

4 Company Profile 11 – 17

5 Objectives of the project 18 – 19

6 Research Methodology 20 – 23

7 Data Collection 24 – 26

8 Data Analysis & Interpretation 27 – 37

9 Findings 38 – 38

10 Suggestions 39 – 39

11 Conclusion 40 – 40

12 Bibliography 41 – 41

14 Questionnaire 42 - 43

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EXECUTIVE SUMMARY

Service industry in India covers a wide variety of activities such as trade, hotel and
restaurants, transport, storage and communication, financing, insurance, real estate,
business services, community, social and personal services, and services associated with
construction.

Canon which is a world leader in imaging technologies commenced operations in

India in the year 1997. Today Canon has offices spread across 14 cities in India and an
employee strength of over a 1000 people. The company offers a comprehensive range of
over 200 sophisticated and contemporary digital imaging products in the country, that
includes digital cameras, digital SLR’s, digital copiers, multi-functional peripherals, fax-
machines, inkjet and laser printers, projectors, scanners, dye sub photo printers and
semiconductors & card printers.

Quality Office Equipments, Chiplun an authorized for Ratnagiri and Sindhudurg

District offers Sales & services for wide range of Canon products. These products include
Camera, Printer, Scanner, Fax Machine, Copiers, MFDs A4, IPF, Projector etc. Being final
project student, I studied Quality Office Equipments, Chiplun with an objective of
diagnosing the customer satisfaction towards Canon products and Sales & services offered
by Quality Office Equipments and giving recommendations/suggestions in terms of
customer satisfaction and sales improvement.

I studied different Canon products in Quality Office Equipments and took several
customers feedback through questionnaire to know their satisfaction towards Canon
products and Sales & services offered by Quality Office Equipments. Through this
customer satisfaction survey, I found that there is maximum demand for copiers and
printers, most of the customers came to know about canon through friends/relatives, and
most of the customers suggested improvement in the products and maximum customers
rated sales and service at Quality Office Equipments, Chiplun as Excellent.

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Based on the customer satisfaction survey conducted, I recommended different

suggestions and action plans. For more customer awareness towards Canon products, I
suggested to Advertise in newspapers/magazines, television and hoardings. My suggestion
also to launch the product better than the Canon G2000 with more affordability.

I suggested to give service support for scanners and overall to improve speed of the
after sales service. I contacted some finance companies such as Bajaj Finance so that
customers can buy Copier machines with the help of EMI facility from finance companies.
The final recommended strategy is product improvement, Advertising products through
more channels and improving after sales service.

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INTRODUCTION

Why Organizations Focus on Customer Satisfaction

Businesses monitor customer satisfaction in order to determine how to increase

their customer base, customer loyalty, revenue, profits, market share and survival.
Although greater profit is the primary driver, exemplary businesses focus on the customer
and his/her experience with the organization. They work to make their customers happy
and see customer satisfaction as the key to survival and profit. Customer satisfaction in
turn hinges on the quality and effects of their experiences and the goods or services they
receive.

(a) Traditional organization chart (b) Modern customer oriented organization chart

From above chart we can see that, the modern markets are more customer oriented.

Customer Satisfaction
The definition of customer satisfaction has been widely debated as organizations
increasingly attempt to measure it. Customer satisfaction can be experienced in a variety
of situations and connected to both goods and services. It is a highly personal assessment
that is greatly affected by customer expectations. Satisfaction also is based on the
customer’s experience of both contact with the organization (the “moment of truth” as it is
called in business literature) and personal outcomes. Some researchers define a satisfied

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customer within the private sector as “one who receives significant added value” to his/her
bottom line—a definition that may apply just as well to public services. Customer
satisfaction differs depending on the situation and the product or service. A customer may
be satisfied with a product or service, an experience, a purchase decision, a salesperson,
store, service provider, or an attribute or any of these. Some researchers completely avoid
“satisfaction” as a measurement objective because it is “too fuzzy an idea to serve as a
meaningful benchmark.” Instead, they focus on the customer’s entire experience with an
organization or service contact and the detailed assessment of that experience.

Customer satisfaction depends on the product’s performance relative to a buyer’s

expectation, the customer is dissatisfied. If preference matches expectations, the customer
is satisfied. If preference is exceeding expectation, the customer is highly satisfied or
delighted outstanding marketing insurance companies go out of their way to keep their
customer satisfied. Satisfied customers make repeat purchases insurance products and tell
other about their good experiences with the product. The key is to match customer
expectations with company performance. Smart insurance company’s aim to delight
customers by promising only what they can deliver, then delivering more than the promise.
Consumers usually face a broad array of products and services that might satisfy a given
need. How do they choose among these many marketing makers offers? Consumers make
choices based on their perception of the value and satisfaction that various products and
services deliver.

Customer satisfaction with a purchase depends on how well the product’s

performance lives up to the customers’ expectations. Customer satisfaction is a key
influence on future buying behavior. Satisfied customers buy again and tell others about
their good experiences dies-satisfied customers of ten switches to competitors and
disparage the products to others. An insurance provider opens only to active duty, retired
and separated military members and their immediate families and therefore not included in
the rankings, achieved a satisfaction ranking equal to that any insurance company.

Depending on the industry and the nature of the bad experience, dissatisfied
customers will complain to 10 to 20 friends and acquaintances, which is three times more
than those with good experiences are. Hence, the negative information is influential, and

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consumers generally place significant weight on it when making a decision. If that is not
the reason enough, fierce competitor is needed more and more to differentiate firms from
one another. With technology available to virtually every one today, the traditional features
and cost advantages are no longer relevant. Still product and service quality provides an
enormous opportunity to distinguish a firm from the rest.

Customer Satisfaction Measurement

A basic and effective base line customer satisfaction survey program should focus
on measuring customer perceptions of how will the company delivers on the critical
success factors and dimensions of the business as defined by the customers:

For example
 Service Promptness
 Courtesy of Staff
 Responsiveness
 Understanding the customer problem, etc.

Three things decide the accuracy of a sample. They are

 It must be representative.
 It must be randomly selected.
 It must be adequate enough.
Measuring customer satisfaction
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 marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state
of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviors such as return and recommend rate. The level
of satisfaction can also vary depending on other factors the customer, such as other
products against which the customer can compare the organization's products.

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INDUSTRY PROFILE
Type of Industries
(A) Primary Industries
 Extract raw materials (which are natural products) from the land or sea e.g.
oil, iron ore, timber, fish. Mining, quarrying, fishing, forestry, and farming
are all example of primary industries.
(B) Secondary Industries (Referred to as manufacturing industry)
 Involve the manufacture of raw materials, into another product by manual
labour or machines.
 Secondary industries often use assembly lines e.g. a car factory.
(C) Tertiary Industries (sometime referred to as Services industry)
 Neither produce a raw material nor make a product.
 Instead they provide services to other people and industries.
 Tertiary industries can include doctors, dentists, refuse collection and banks.
(D) Quaternary Industries
 Involve the use of high tech industries.
 People who work for these companies are often highly qualified within their
field of work.
 Research and development companies are the most common types of
businesses in this sector.

An Overview of Service Industry in India

The services sector is not only the dominant sector in India’s GDP, but has also
attracted significant foreign investment flows, contributed significantly to exports as well
as provided large-scale employment. India’s services sector covers a wide variety of
activities such as trade, hotel and restaurants, transport, storage and communication,
financing, insurance, real estate, business services, community, social and personal
services, and services associated with construction.

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Contribution of the Service industry

The analysis of the sectorial composition of GDP and employment for the period
1950-2000 brings out the fact that there has taken place ‘tertiarization’ of the structure of
production and employment in India. The service sector output increased at a rate of 6.63%
per annum in the period 1980-81 to 1989-90 (i.e. pre-reform period) compared with 7.71%
per annum in the period 1990-91 to 1999-2000 (i.e. post- reform period). The share of this
sector in GDP further increased to 55.1% in 2006-07. Currently it is contributing around
60% of Indian GDP.

The services sector is the key driver of India’s economic growth. The sector
contributed around 66.1 per cent of its Gross Value-Added growth in 2015-16, thereby
becoming an important net foreign exchange earner and the most attractive sector for FDI
(Foreign Direct Investment) inflows. As per the first advance estimates of the Central
Statistics Office (CSO), the services sector is expected to grow at 8.8 per cent in 2016-17.

The Indian services sector which includes financial, banking, insurance, non-
financial/business, outsourcing, research and development, courier and technical test
analysis, has attracted the highest amount of FDI equity inflows in the period April 2000-
December 2016, amounting to about US$ 58.345 billion which is about 17.99 per cent of
the total foreign inflows, according to the Department of Industrial Policy and Promotion
(DIPP).

It is important to point out that within the services sector employment growth rate
is highest in finance, insurance, and business services, followed by trade, hotels and
restaurants and transport etc. The community social and personal services occupy the last
rank in growth rates of employment.

Government Initiatives

The Government of India recognizes the importance of promoting growth in

services sectors and provides several incentives in wide variety of sectors such as health

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care, tourism, education, engineering, communications, transportation, information

technology, banking, finance, management, among others.

Prime Minister Narendra Modi has stated that India's priority will be to work
towards trade facilitation agreement (TFA) for services, which is expected to help in the
smooth movement of professionals.

Sales promotion

Sales promotion consists of a diverse collection of incentive tools, mostly short

term, designed to stimulate quicker or greater purchase of particular products or services
by consumers or the trade. Sales promotion is a key ingredient in marketing campaigns.
Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.
Sales promotion includes tools for consumer promotion- samples, coupons, cash refund
offers, price offs, premiums, prices, point - of- purchase displays and demonstration; Trade
promotion – prices off, advertising and display allowances, and free goods; and business
and sales for promotion – trade shows and conventions, contests for sales reps and specialty
advertising.

Factors that contribute to the rapid growth of sales promotion

(A) Internal Factors

Promotion is now more accepted by top management as an effective sales tool;
more product managers are under great pressure to increase current sales.
(B) External Factors
The number of brands as increased; competitors use promotions frequently, many
brands are seen as similar: consumers are more price-oriented; the trade has demanded
more deals from manufactures; and advertising efficiency has declined because of raising
costs, media clutter and legal restraints.

 Communication
They gain attention and usually provide information that may lead the
consumer to the product.

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 Incentive
They incorporate some concession, inducement or contribution that gives
value to the consumer. Incentive-type promotions are given to attract new tiers, to
reward loyal customers and to increase the repurchase rates of occasional users.
 Invitation
They include a distinct invitation to engage in the transaction now.
companies use sales promotion tools to draw a stronger and quicker buyer
response. Sales promotion can be used for short- run effects such as to dramatize
product offers and boost sagging sales.

Major decisions in sales promotion

In using sales promotion, the following decisions are to be taken:
 Establish objectives
 Select the sales promotion tools
 Develop the program
 Pre-test the program
 Implement and control the program
 Evaluate the results

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COMPANY PROFILE

Canon
Canon Inc. is a Japanese multinational corporation specialized in the manufacture
of imaging and optical products, including cameras, camcorders, photocopiers, steppers,
computer printers and medical equipment. It is headquartered in Ōta, Tokyo, Japan.

Canon has a primary listing on the Tokyo Stock Exchange and is a constituent of
the TOPIX index. It has a secondary listing on the New York Stock Exchange. At the
beginning of 2015, Canon was the tenth largest public company in Japan when measured
by market capitalization.

Canon which is world leader in imaging technologies commenced operations in

India in the year 1997. Today Canon has offices spread across 14 cities in India and an
employee strength of over a 1000 people. The company offers a comprehensive range of
over 200 sophisticated and contemporary digital imaging products in the country, that
includes digital cameras, digital SLR’s, lenses, accessories, digital copiers, multi-
functional peripherals, fax-machines, inkjet and laser printers, projectors, scanners, All-in-
ones, digital cameras, dye sub photo printers and semiconductors & card printers.
With the launch of ‘Canon Image Square’ (CIS), Canon India forayed into the retail
space in 2010. Currently, Canon India owns more than 200 CIS stores across several cities
in the country. Canon India’s unique initiative to tap Tier II, Tier III and Tier IV cities of
the country was instrumental in this regard.
As a responsible corporate entity, Canon India takes pride to be socially inclined
and focused towards its efficient and sustainable CSR projects. The company’s CSR policy
is in line with its corporate philosophy ‘Kyosei’, which means living and working together
for the common good. ‘Adopt a Village’ initiative, which was started in 2012 is Canon
India’s flagship CSR project. Committed to fostering self-reliant rural communities in
India and focusing on the 4Es – eye care, education, environment and empowerment,
through this CSR project, Canon India has adopted the village Sol Gohalia, located near
Kolkata. With this adoption Canon India now covers four regions across the country.
Besides Kolkata, Canon has made a distinguishable difference to Ferozpur village in

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Haryana, Maharaja Katte village in Bengaluru and Karanjoti village in Thane district in
Maharashtra.
Canon takes pride in not only bringing quality products to the market; but also in
contributing towards minimizing the environmental burden, through the effective
application of green technologies. Canon focuses on the development of resource
conserving products that are smaller, lighter and easier to recycle.

Today, Canon India is ISO 9001, ISO 14001, OHSAS 18001, ISO 27001 and ISO
22301 certified. The company was awarded the title of ‘strong commitment to excel’ at the
CII-EXIM Business Excellence Award, in the year 2006 and 2010 respectively.
Canon India has closed the year 2016, with a revenue growth of 2348.6 crores. 2015
was closed with a revenue of 2158 crores. At present, Canon has over 500 primary channel
partners, 14 National Retail Chain partners, and over 6000 secondary retail points. Canon’s
service reach extends to over 5000 towns with 18 Canon camera service centers and 37
printer Canon Care Centers. Canon India also has 141 authorized service centers for
printers and 195 camera collection points.

Latest developments in Canon India

 Canon promotes photography culture with student enthusiasts by hosting
Digex 2016- a photography event at Delhi Public School, R.K. Puram.
 Canon celebrates production of 120 million interchangeable EF lenses.
 Expansion in Tier II, Tier III and Tier IV cities with inaugurations of Canon
Image Squares.
 Canon India also introduces vocational training for the youth of its adopted
villages.
 Canon India adds Empowerment, the 4th E to its CSR policy by partnering
with SOS Children’s Villages.

New Launches
 Launch of High end DSLR Range - EOS-1D X Mark II and EOS 5D Mark
IV in May and August 2016 respectively.
 Mid DSLR Range EOS 80D

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 EOS 1300D introduced under Entry DSLR Range

 Mirror less cameras: EOS M3, EOS M10 and EOS M5
 Canon India expands its Compact Camera portfolio with IXUS 285 HS, IXUS
180 and IXUS 175 in the IXUS Range.
 MG3070s Wireless All-In-One printer: To make Wi-Fi printing more
affordable for home segments in India.
 G-series PIXMA G4000- ink tank printers- the wireless multi-function.
The printer features a new Document Removal Reminder function that
reminds users when a document has been left forgotten on the scanner glass
after a scan or copy operation.
 PIXMA TS series: The PIXMA TS8070 and the PIXMA TS5070 stand out
in the Canon PIXMA printer lineup for their array of productivity and direct
printing features, as well as an incredibly compact design and stylish
appearance.
 Laser Segment: Single-function image CLASS LBP 351x and LBP 352x and
Multi-function image CLASS MF 515x.
 Surveillance Camera Models: VBR12VE, VB-R13, VB-R13VE
 Projectors: LXMU800Z, XEED WUX 6010 and XEED WUX 450ST
offering better projection of images with precise colors.

Accolades 2016
Smart Photography Awards 2016
 Canon 5Ds: Most Prestigious Camera of the Year
 The Best Mid-Level D-SLR Camera of the Year: Canon EOS 760D
 The Best Professional D-SLR Camera of the Year: Canon EOS 5Ds
 The Asian Photography Awards 2016: Andrew Koh awarded with the “3rd
Most Influential Person in Photography”
 Exhibit Awards 2016: Best Professional Camera of the Year: Canon EOS 5D
Mark IV

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PRODUCT PROFILE

Canon offers a comprehensive range of over 200 sophisticated and contemporary

digital imaging products in the country, that includes digital cameras, digital SLR’s, lenses,
accessories, digital copiers, multi-functional peripherals, fax-machines, inkjet and laser
printers, projectors, scanners, All-in-ones, digital cameras, dye sub photo printers and
semiconductors, card printers and cable ID printers. These are:

Inkjet Printers

PIXMA Inkjet Single function PIXMA Inkjet multi-function

MAXIFY Inkjet single function MAXIFY Inkjet multi function

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Scanners

Flatbed scanners Flatbed with film scanners

Document scanners Projector

SELPHY

SELPHY CP1200 SELPHY CP1000

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Laser Printers

Laser single function Laser multi function

Multi-Functional Devices (MFDs)

IPFs

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Image Runner (Copiers)

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OBJECTIVES OF THE PROJECT

Need for the study

Customer satisfaction survey is a systematic process for collecting consumer data,
analyzing this data to make it into actionable information, driving the results throughout
an organization and implementing satisfaction survey is a management information system
that continuously captures the voice of the customer through the assessment of
performance from the customers’ point of view.

How customers use or dispose the products

Objectives of the Research

The objectives of the research are:
 To find out which sales promotion tools will increase the sales
 To find out features that influence canon product purchase.
 To find out the market share of different canon products.
 To know the features that attracts a Canon product purchase.
 To find out which thing makes Canon most preferred.
 To know customer’s brand preference for next purchase.
 To know the level of satisfaction of customers towards After Sales & services.

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Limitations of the study

 Time factor was the main limitation for the study as the project was restricted to
small period.
 The research was limited only to the Chiplun and Sawarde cities so the result
can’t be generalized to the whole market.
 The sample taken for research was concerned only for 100 customers rather than
millions of customers scattered around the world.
 Since the project has to be completed within a short period of time the
information collected could be biased.

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RESEARCH METHODOLOGY

Methodologies

American Customer Satisfaction Index (ACSI) is a scientific standard of customer

satisfaction. Academic research has shown that the national ACSI score is a strong
predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of
Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research
has shown that ACSI data predicts stock market performance, both for market indices and
for individually traded companies. Increasing ACSI scores has been shown to predict
loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures
customer satisfaction annually for more than 200 companies in 43 industries and 10
economic sectors.

In addition to quarterly reports, the ACSI methodology can be applied to private

sector companies and government agencies in order to improve loyalty and purchase intent.
Two companies have been licensed to apply the methodology of the ACSI for both the
private and public sector: CFI Group, Inc. applies the methodology of the ACSI offline,
and Foresee Results applies the ACSI to websites and other online initiatives. ASCI scores
have also been calculated by independent researchers, for example, for the mobile phones
sector, higher education, and electronic mail.

The Kano model is a theory of product development and customer satisfaction

developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into
five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano
model offers some insight into the product attributes which are perceived to be important
to customers. Kano also produced a methodology for mapping consumer responses to
questionnaires onto his model. SERVQUAL or RATER is a service-quality framework that
has been incorporated into customer-satisfaction surveys (e.g., the revised Norwegian
Customer Satisfaction Barometer) to indicate the gap between customer expectations and
experience.

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J.D. Power and Associates provides another measure of customer satisfaction,

known for its top-box approach and automotive industry rankings. J.D. Power and
Associates' marketing research consists primarily of consumer surveys and is publicly
known for the value of its product awards.

For Business to Business (B2B) surveys there is the Info Quest box. This has been
used internationally since 1989 on more than 110,000 surveys (Nov '09) with an average
response rate of 72.74%. The box is targeted at "the most important" customers and avoids
the need for a blanket survey.

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of

customer satisfaction. The International Customer Service Institute (TICSI) has released
The International Customer Service Standard (TICSS). TICSS enables organizations to
focus their attention on delivering excellence in the management of customer service,
whilst at the same time providing recognition of success through a 3rd Party registration
scheme. TICSS focuses an organization’s attention on delivering increased customer
satisfaction by helping the organization through a Service Quality Model. TICSS Service
Quality Model uses the 5 P's - Policy, Processes People, Premises, Product/Services, as
well as performance measurement. The implementation of a customer service standard
should lead to higher levels of customer satisfaction, which in turn influences customer
retention and customer loyalty.

Customer Satisfaction Surveys

Surveys and questionnaires are the most common marketing research methods.
Typically, they are used to:
 Assess the level of customer satisfaction with a particular product, service
or experience
 Identify factors that contribute to customer satisfaction and dissatisfaction;
 Determine the current status or situation of a product or service;
 Compare and rank providers;
 Help establish customer service standards.

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Benefits and Challenges

Surveys allow an organization to quickly capture vital information with relatively

little expense and effort. A primary advantage of this method is its directness: “the purpose
is clear and the responses straightforward.” Additionally, the information gathered by
surveys can easily be analyzed and used to identify trends over time. The public views
consumer product polls and pollsters in a generally positive manner compared to political
and other polls. One study found that at least sixty percent of the public feels that market
research about products and services has a positive impact on society. Seventy percent
consider the people who conduct such surveys to have positive impacts on society.

A major disadvantage of customer surveys is that the responses may be influenced

by the measurement itself through various forms of bias. For example, most surveys are
voluntary, and some researchers have found differences between survey respondents and
non-respondents. People who respond to surveys answer questions differently than those
who do not respond, and late responders answer differently than early responders.

METHOD OF RESEARCH

Survey method

A Survey is a complete operation, which requires some technical knowledge

Survey methods are mostly personal in character. Surveys are best suited for getting
primary data. The research obtains information from the respondents by interviewing them.

Sampling
It is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group taken in a
large lot. This small group taken in a large lot. This small group should be emanative cross
section and really “representative” in character. This selection process is called sampling.

Sample size

Samples are devices for learning about large masses by observing a few individuals.
The selected sample is 100.

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Methods of Sampling

Random sample method

The method adop0ted here is random sampling method. A Random sample is one
where each item in the universe has as an equal chance of known opportunity of being
selected.

Research Instrument

Questionnaire

A questionnaire is a carefully complied logical sequence of questions directed to a

define objective. It is the outline of what information is required and the framework on
which the data is built upon. Questionnaire is commonly used in securing marker
information that its preparation deserves utmost skill and care.

Characteristics of a good questionnaire

 Should be concerned with specific and relevant topic

 Should be short
 Directions and wording should be simple and clear
 Questions should be objective
 Embarrassing questions, presuming questions and hypothetical questions
should be avoided
 Should be presented in a good order
 Should be attractive, neatly printed and clearly arranged

Advantages of questionnaire

 The questionnaire is easy to construct. Distribution is easy and inexpensive.

 Responses are easy to tabulate.
 The respondent’s replies are free.
 Confidential information may be given freely.
 The respondent can fill out the questionnaire at will.
 The respondent can give more accurate replies.

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DATA COLLECTION

One of the important tools for conduction market research is that availability of
necessary and useful data. Date collection is more of an art than a science. The methods of
marketing research are in a way the methods of data collection.

The choice of method is influenced by the data collection strategy, the type of
variable, the accuracy required, the collection point and the skill of the enumerator. Links
between a variable, its source and practical methods for its collection can help in choosing
appropriate methods.

The main data collection methods are

 Registration
Registers and licenses are particularly valuable for complete enumeration,
but are limited to variables that change slowly.
 Questionnaires

Forms which are completed and returned by respondents. An inexpensive

method that is useful where literacy rates are high and respondents are co-
operative.

 Interviews

Forms which are completed through an interview with the respondent. More
expensive than questionnaires, but they are better for more complex questions,
low literacy or less co-operation.

 Direct observations

Making direct measurements is the most accurate method for many

variables, such as catch, but is often expensive.

 Reporting
The main alternative to making direct measurements is to report activities.
Reporting requires literacy and co-operation, but can be backed up by a legal
requirement and direct measurements.

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The sources of information fall under two categories.

Internal sources

Every company has to keep certain records such as accounts, reports etc. these
records provide sample information which an organization usually keeps collection in its
working.

External sources

When internal records are insufficient and required information is not available, the
organization will have to depend on external sources. Of data are.

a) Primary data

The data collected for a purpose in original and for the first time is known as primary
data. The researches collect this data to study a particular problem. Here the primary data
is data collected through questionnaire by directly meeting the customers.
b) Secondary Data

The data, which is collected from the published sources i.e., not originally
collected of the first rime is called secondary data. Here the secondary data is data
collected from the company’s brochures, pamphlets, catalogues and the website.
For this project, I got Customer database with Addresses and contact details of Ratnagiri
district customers from “Quality Office Equipment’s, Chiplun” which was very useful for
me while conducting survey. With the help of that database, I contacted customers and
collected information in the form of Questionnaire.

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DATA ANALYSIS & INTERPRETATION

1) Use of the Product

Table 1

Sr. No. of Percentage

Product Use
No. respondents (%)

1
Personal Use 13 13

2
Home Use 5 5

3
Office Use 82 82

Total 100 100

Product Use

13%
5%

Personal Use
Home Use

82% Office Use

Inference: 82% respondents of Office Use, 13% respondents of Personal Use, 5%

respondents of Home Use. From this we come to know that largest segment of respondents
is of Office Use then comes Personal use & Home Use.

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2) Occupation of customer
Table 2

Sr. Customer No. of Percentage

No. Occupation respondents (%)

1 Self employed 10 10
2 Professional 3 3
3 Service 9 9
4 Office 15 15
5 Education Institute 20 20
6 Banking 4 4
7 Corporate 30 30
8 Government office 9 9
Total 100 100

Customer Occupation
30
30
Percentage %

25 20
20 15
15 10 9 9
10
3 4
5
0

Self Employed Professional Service Office

Education institute Banking Corporate Government Office

Inference: 30% respondents of Corporate sector, 20% respondents of Education

Institutes, 15% respondents of Office sector, 10% respondents are self-employed, 9%
respondents of Government offices, 9% respondents of Service sector, 4% respondents of
Banking sector & 3% respondents are Professionals. From this we come to know that
largest segment of respondents is of corporate sector, then comes Education Institutes and
then other sectors.

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3) Types of Canon products Used by Customers

Table 3

Sr. Canon Product No. of Percentage

No. Type respondents (%)
1 Camera 3 3
2 Printer 34 30
3 Scanner 8 7
4 Fax Machine 0 0
5 Copiers 55 48
6 MFDs A4 13 11
7 IPF 1 1
8 Projector 0 0
Total 114 100

Types of Canon Products Used

60 55
48
50

40 34
30
30

20 13
11
8 7
10 3 3
0 0 1 1 0 0
0
Camera Printer Scanner Fax Copiers MFDs A4 IPF Projector
Machine

No of respondents Percentage

Inference: 48.24% respondents use Copiers, 29.82% respondents use Printers,

11.4% respondents use MFDs, 7% respondents use Scanners, 2.6% respondents use Digital
Cameras, 0.8% respondents use IPFs. From this we come to know that largest segment of
respondent’s use of product is of Copiers, then comes Printers, MFDs, Scanners and then
other products.

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4) Duration for which Customers are using the product

Table 4

Sr. Duration In Years No. of Percentage

No. respondents (%)
1 1 Year 19 19
2 2 Year 23 23
3 3 Year 26 26
4 4 Year 16 16
5 5 Year 13 13
6 6 Year 3 3
7 7 Year 0 0
8 8 Year 0 0
9 9 Year 0 0
10 10 Year 0 0
Total 100 100

Duration of Product Use

1 Year
2 Year
3,0,3%
13, 13% 0%
19, 19%
3 Year
16, 16% 4 Year
23, 23% 5 Year
26, 26% 6 Year
7 Year
8 Year
9 Year

Inference: 26% respondents using Product for 3 years, 23% respondents using
product for 2 Years, 19% respondents using product for 1 year, 16% respondents using
Product for 4 years, 13% respondents using product for 5 Years, 3% respondents using
product for 6 years. From this we come to know that largest segment of respondents using
product is for 3 years, then 2 years, 1 year, 4 years, 5 years & 6 years.

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MODE OF AWARENESS
5) Through which media, respondents came to know about Canon
Table 5

Sr.No. Type of media No. of Percentage

respondents (%)
1 Television 4 3
2 Print media (Newspapers / Magazines) 17 13
3 Friends /Relatives 40 30
4 Authorized Dealer marketing 37 28
5 Hoardings 1 1
6 Internet 33 25
Total 132 100

TYPE OF MEDIA
No of respondents Percentage
40
40 37
33
35 30
28
30 25
25
20 17
13
15
10
4 3
5 1 1
0

Inference: 30% respondents came to know through friends/relatives, 28%

respondents came to know through Authorized dealer marketing, 25% respondents came
to know through Internet, 13% respondents came to know through Print media, 3%
respondents came to know through television, 1% respondents came to know through
hoardings. From this it is clear that most of the respondents came to know about Canon
through friends/relatives.

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6) The features that attract a Canon product purchase

Table 6

Sr.No. Features No. of Percentage

respondents (%)
1 User friendly and affordable products 29 20
2 Best quality products 39 27
3 Widest coverage in after sales service 25 18
4 Brand Loyalty 13 9
5 Best In this Category 37 26
Total 143 100

Features that attract a Canon product

purchase
39
40 37

35
29
30 27 26
25
25 20
18
20
13
15
9
10

0
User friendly Best quality Widest coverage Brand Loyalty Best In this
and affordable products in after sales Category
products service

No of respondents Percentage

Inference: 18% respondents are attracted towards Idea’s most friendly &affordable
plans. 31% respondents are attracted towards Idea’s best quality network.51% respondents
are attracted towards Idea’s widest coverage in A.P.1% respondents are attracted towards
Idea’s brand loyalty.

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7) The features that need improvement

Table 7

Sr.No. Features No. of Percentage

respondents (%)
1 After Sales Service 15 16
2 Buying Offers 26 27
3 Discounts 12 12
4 Product improvements 44 45
Total 97 100

Features need to Improve

44 45
45

40

35

30 26 27

25

20 15 16

15 12 12

10

0
After Sales Service Buying Offers Discounts Product
improvements

No of respondents Percentage

Inference: 45% respondents say products need improvement, 27% respondents say
that more buying offers should be made available, 16% respondents say there should be
improvement in after sales service & 12% respondents say that more discounts should be
put on products. From this we conclude that most of the respondents need improvement in
products.

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8) The sales promotion tools

Table 8

Sr.No. The sales promotion tools No. of Percentage

respondents (%)
1 Discounts 20 23
2 Finance Facility 27 31
3 Free accessories 11 13
4 Product Variety 29 33
Total 87 100

Sales Promotion Tools

35
33
31
30 29
27
25 23
20
20

15 13
11
10

0
DISCOUNTS FINANCE FACILITY FREE ACCESSORIES PRODUCT VARIETY

No of respondents Percentage

Inference: 38% respondents suggested for extra talk time.9% respondents

suggested for customized recharge facility.38% respondents suggested for free incoming
for more than 1 month.15% respondents gave other suggestions for sales promotion.
From this we can say that respondents prefer extra talk time and free incoming for
more than 1 month as good sales promotional tools.

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9) The features that make Canon most preferred

Table 9

Sr.No. Features No. of Percentage

respondents (%)
1 Best Quality Products 48 29
2 Brand Loyalty 23 14
3 Value for money 40 24
4 Best after sales service 26 16
5 Best features 29 17
Total 166 100

Features of Canon preferred

48
50
45 40
40
35
29 29
30 26
23 24
25
20 16 17
14
15
10
5
0
Best Quality Brand Loyalty Value for money Best after sales Best features
Products service

No of respondents Percentage

Inference: 29% respondents preferred Canon for Best Quality Products, 24%
respondents preferred Canon for Value for money, 17% respondents preferred Canon for
best features, 16% respondents preferred Canon for best after sales service and 14%
respondents preferred Canon for brand loyalty.

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10) The brand preference for next purchase

Table 10

Sr.No. Brand No. of Percentage

respondents (%)
1 Canon 73 57
2 HP 5 4
3 Samsung 4 3
4 Epson 20 16
5 Xerox 18 15
6 Koycera 3 2
7 Konika 4 3
Total 127 100

Brand preference for next purchase

80 73

70
57
60

50

40

30
20 18
20 16 15

10 5 4 4 3 3 4 3
2
0
Canon HP Samsung Epson Xerox Koycera Konika

No of respondents Percentage

Inference: 57% respondents preferred Canon, 16% respondents preferred Epson,

15% respondents preferred Xerox, 4% respondents preferred HP, 3% respondents preferred
Samsung and Konika and 2% respondents preferred Koycera for next purchase.

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11) The ratings the respondents gave for Sales & services at “Quality
Office Equipments, Chiplun”
Table 11

Sr. Customer No. of Percentage

No. Occupation respondents (%)

1 1 (Satisfactory) 0 0
2 2 0 0
3 3 4 4
4 4 38 38
5 5 (Excellent) 58 58
Total 100 100

Ratings for Sales & services at “Quality Office

Equipments, Chiplun"
1 (Satisfactory) 2 3 4 5 (Excellent)

04

38

58

Inference:
58% respondents rated an excellent.
38% respondents rated as good.
4% respondents rated satisfactory.

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FINDINGS

FINDINGS

 Most of the respondents use Canon Product for Office Use.

 Most of the respondents are from corporate and education sector.
 Nearly 50 percent of respondents are using Copiers and the remaining 50 percent
using other products.
 Nearly 50 percent of respondents are using Canon products since 2-3 years.
 Most of the respondents came to know about Canon through friends / relatives
& authorized dealer marketing.
 Most of the respondents attracted towards a Canon product purchase due to best
quality products.
 Most of the respondents suggested improvements in the products.
 Most of the respondents suggested product variety and finance facility to
promote the sales of canon products.
 Nearly 50 percent of respondents preferred Canon due to Best quality products
& Value for money.
 57% respondents preferred Canon for their next purchase.
 58% respondents rated Sales & services at “Quality Office Equipments,
Chiplun” as excellent.

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SUGGETIONS

Suggestions for the project

 Canon should give Advertisements in newspapers/magazines, television and
hoardings.
 Product improvement should be done in Canon G2000 because quantity of
color prints is low in the provided cartridge and due to that the product is not
affordable.
 There are Spots generating in photo prints, after sales service should be
improved for color printers.
 Some respondents gave suggestions for Improvement in after sales service
speed.
 Some respondents seek service support for scanners.
 Improvement should be done in MFDs Scanner.
 Improvement should be done in Canon LIDE because some respondents
complain about scanning problem at bottom side.
 After sales service for printers should be improved.
 There was belt problem in Canon IPF product, that product design should be
improved.
 Some Copiers having rotor problem & slow operation, so product should be
improved.
 Finance facilities should be given by canon to increase the sales of products.

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CONCLUSION

From the study, it is clear that most of the canon products are used for Office tasks.
So, canon should concentrate its marketing towards the personal and home use products.
Canon focuses their marketing on canon image runner copiers, printers, IPFs, Scanners,
MFDs etc. But most of the respondents use canon image runner copiers. It means marketing
strategy is little bit less on printers, IPFs, Scanners, MFDs etc. in compare to canon image
runner copiers. Therefore, canon should use more marketing strategy on the products such
as printers, IPFs, Scanners, MFDs etc.
The research showed that, respondents buying their products based on friends /
relatives’ advice & authorized dealer marketing. So, there is need of Advertisements in
newspapers / magazines, television and hoardings. Canon produces best quality products
for the customers. It means canon customize the products based on customer’s tastes &
preferences.
The research showed that, product variety and finance facility are necessary to
boost the sales of canon products. Most of the respondents rated Sales & services at
“Quality Office Equipments, Chiplun” as excellent.

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BIBLIOGRAPHY

 Marketing management – 15th Edition

-Philip Kotler
 Marketing research
-D.D. Sharma
 Pamphlet and Catalogues of the Canon
 www.canon.co.in
 http://managementstudyguide.com/customer-satisfaction.htm
 https://revisionworld.com/gcse-revision/geography/industry/different-types-
industry
 https://en.wikipedia.org/wiki/Canon_Inc.
 https://en.wikipedia.org/wiki/Questionnaire
 https://explorable.com/questionnaire-example
 https://docs.google.com/forms

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Questionnaire

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