Market research on customer satisfaction survey for Henkel (B2B)

Type :

Indian project

Pages :

42 pages

Format :

.doc

Published date :

04/16/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Problem definition
Problem
Rationale of the study
About company
Joint venture of the company
Anand Automotive System
Manufacturing locations
Manufacturing facilities
Product portfolio
Safety health environment & quality policies
Hierarchy of the company
List of original equipment manufacturers
Approach to the problem
Research methodology
Data collection method
Analysis of customer satisfaction survey
SWOT analysis
Recommendation
Conclusion
Bibliography
Appendix

Abstract

This research was implemented to determine the level of customer satisfaction with henkel Products and Services. It is a Business to business (b2b) research. The approach adopted for conducting the research includes surveys and personal interviews conducted in May 2008. henkel deals its product mainly to all automobile companies so the list of potential respondents consisted of all automobile customers who are using henkel products. The survey consisted of 11 questions concerning the services, response of the employees, quality of the product, changes in performance compared to last year's performance, and how much satisfied are they? In addition, respondents were asked for their suggestions for improving the services and reasons for complaints if any through open ended questions. At the end of the interview, respondents were asked for any additional comments about the services. Out of 20 companies 100 was the sample size. The survey statistics have been compiled from these completed interviews. Overall, the survey results found that the majority of clients had positive opinion for the services and were satisfied but they want improvements in them. Some complaints were also noticed. I conclude that there is need to be more customers focused. So I recommend to focusing more business to business marketing and adopt as an effective strategy for expansion plans. Defining the problem is the single most important step in the market research process. A clear statement of the problem is a key to good research. A firm may spend hundreds or thousands of dollars doing market research, but if it has not correctly identified the problem, those dollars are wasted. research takes into account the purpose of the study and the relevant background information.