CHAPTER I

1.1 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

As there are a large number of dealers dealing with Roots Products, the study was conducted to know the retailers satisfaction towards Roots Industries. This in turn enables the company to enhance its stringent competitiveness in the auto parts market.

OBJECTIVES

1. To find the Dealers Satisfaction Level with Roots Industries Limited [RIL] 2. To find the factors influencing the dealers to deal with Roots Auto Products. 3. To identity the dealers suggestions with respect to Roots Industries Limited.

SCOPE OF THE STUDY

1. The project is focused on the selected dealers in Salem city. 2. The data collection is carried out in Salem for a period of 20 days. 3. The project focuses the quality of roots horns. 4. The study enables to know the expectation of the distributors and consequently the customers. 5. The project highlights the scope for future improvements on the basis of present scale.

Limitations of the study :

1) Since the survey was done only in Salem the result obtained may not be taken as universal suggestion. 2) Quality of the information highly dependent on the knowledge of the respondents. 3) 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.

1.2 Industry Profile

Automotive spare parts and components is a lesser known industry yet a big one. In past few years the industry has grown enormously, even more than the automotive industry itself not only in the Indian but global scenario.

This

vast

industry

includes

automotive

components,

accessories, gadgets, spare parts and tools; the consumers being the OEM segment and the replacement and aftermarket sector. Automotive spare parts replacement and aftermarket have in themselves become a major industry.

In mid 1990s the quality of Indian products increased a lot and the prices were considerably lowered. This posed an interesting situation where the Indian replacement and aftermarket industry had geared up to meet the international standards and awaited an ideal opportunity for global exposure. Certain SMEs through their focused operations are now serving the global automotive giants directly or through suppliers. Online catalogs and websites have added to the online presence of our clients. The results are quite apparent, Indian automotive parts industry makes

original components of major automotive giants like General Motors and Mercedes amongst others. They have, through consolidated efforts been positioned as global players of the sector.

1.3 Company Profile

In a dynamic world that is driven by technology, a successful presence depends on the way you mould that technology to fit popular needs. Indigenous talent, a daring attitude, courage to accept and learn new things and the simple spark of an idea. That is the genesis of ROOTS.

ROOTS Industries Ltd. is a leading manufacturer of HORNS in India and the 11th largest Horn Manufacturing Company in the world.

Headquartered in Coimbatore - India, ROOTS has been a dominant player in the manufacture of Horns and other products like Castings and Industrial Cleaning Machines.

Since its establishment in 1970, ROOTS has had a vision and commitment to produce and deliver quality products adhering to International Standards.

With a strong innovative base and commitment to Quality, Roots Industries Limited has occupied a key position in both international and domestic market as suppliers to leading OEMs and after market. Similar to products, Roots has leading edge over competitors on strong quality system

base. Now, RIL is the first Indian Company and first horn manufacturing company in the world to get ISO/TS 16949 certification based on effective implementation of QS 9000 and VDA 6.1 system requirement earlier.

RIL has entered into technical collaboration with Robert Bosch, SA to further enhance the technical competence. Roots' vision is to become a world class company manufacturing world class product, excelling in human relation.

Vision of Roots:
We will stand technologically ahead of others to deliver worldclass innovative products useful to our customers. We will rather lose our business than our customers' satisfaction. It is our aim that the customer should get the best value for his money.

Every member of our company will have decent living standards. We care deeply for our families, for our environment and our society. We promise to pay back in full measure to the society by way of selfless and unstinted service.

About the Founder:

An obsessive hobby went into the making of this self-made industrialist. Born in an agricultural family, young Ramasamy had a great interest in repairing automobiles. This led to his getting the master's degree in Automobile Engineering from Lincoln Technical Institute, USA in 1969 and

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developing a unique Radiator Coolant Recovery System, which is today a standard equipment in almost all vehicles manufactured by the advanced countries.

In 1970, Mr. Ramasamy promoted M/s. American Auto Service, which was taken over in 1992 by Roots Industries Private Limited, a company promoted by Mr. Ramasamy. This company entered into technical collaboration with Robert Bosch, the world leaders in auto electrical to manufacture all the range of Bosch Horns. Mr. Ramasamy had a very inquisitive and innovative temperament. This led to his having many firsts in his distinguished career.

Servo brakes were designed for the first time in India by Mr. Ramasamy. He designed the first high frequency Wind Tone type horn which was smaller and lighter than conventional horns. Besides all the other firsts, Mr. Ramasamy introduced electronically controlled Musical Air Horns for the first time in the World.

The thirst for innovation and drive to move forward, led to the establishment of a die casting unit to meet the captive requirement of ROOTS. In 1987, Mr. Ramasamy set up a full-fledged modern tool room equipped with the latest machines for the manufacture of precision tools and dies. He promoted Roots Multiclean Ltd., a joint venture in Techno-financial collaboration with M/s. Hako Werke GmbH, Germany to manufacture world class Industrial Floor Care and Floor Cleaning Equipments. RMCL is

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successfully spreading the concept of Mechanized Cleaning in India and also exports its products to various countries like Australia, Britain, Germany, Japan Singapore, etc.

Mr. Ramasamy can very proudly claim that he is a self-made industrialist and in recognition of the same, he has been conferred the Udyog Shree Award in the year 1990. He has also been awarded the Udyog Rattan Award by the Institute of Economic Studies in the year 1991.

Roots group of companies:

1. Roots industries ltd 2. Roots Auto Products (P) Ltd 3. Roots Multi-clean ltd

Electric horns Air horns, switches Cleaning Machines

4. Roots Precision Products

Dies tools and Jigs fixtures

5. Roots cast (P) Ltd, die cast.

Aluminium and Zinc pressure

6. Roots Digital engineering Services (P) Ltd

Digital engineering services

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7. Roots metrology lab quality

Instrument systems

calibration,

8. Roots Polycraft 9. R.K. Nature cure home

Plastic components Nature cure therapy, yoga and massages

10. Satchidananda Jothi Nikethan 11. Crystal clean care

International school Range of modern cleaning techniques

Auto mobile Horns

Roots Industries specializes in the manufacture of a wide range and line-up of automobile horns. Roots is a leading supplier to all the major vehicle manufacturers like Ford, Daimler Chrysler, Mitsubishi Lancer, Mahindra & Mahindra, Toyota, Tata Motors, Fiat Uno and Siena, TELCO, TVS Motor Company, Kinetic Honda, etc.

Roots Industries Limited places a premium on original technology and innovation. Its technical collaboration with Robert Bosch S.S of Spain in 1995 has helped it to further strengthen its R & D activities and technical competence. This collaboration along with Roots' indigenous talent has kicked off a spree of growth unmatched in the history of automobile OE manufacturers.

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It all started with just a honk. Encouraged by the response, we kept on moving ahead. In the beginning, we did not realize that we would make such an impact. Slowly but surely, the reverberations were felt far and wide. Indian automobile market responded to our call. Soon the global market too followed suit. Roots horns, in a very short span of time, got a place of pride in millions of vehicles across the globe.

What more could we ask for? But we did ask more. We indeed made a sound beginning but we could not rest on our laurels. The journey has to go on. There are more miles to go. And more challenging territories, to explore.

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CHAPTER II RESEARCH METHODOLOGY

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 Salem City. PERIOD OF COVERAGE: The duration of project work is about 30 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.

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SAMPLE DESIGN:
Population: Population for this research is set of dealers those who are dealing with Roots Auto Products in Salem 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 40 dealers. 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.

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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:
Research instrument used for data collecting is questionnaire and interview schedule. Questionnaire The questionnaire is prepared in a well-structured and nondisguised 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.

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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 ANOVA Test.

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