Chapter 1: Introduction

There is no Good Morning without Tea in our country. India is second leading country of tea production in the world. Long before commercial production of tea started in India in the late 1830s, the tea plant was growing wild in the jungles of north east Assam.

Rajani Distribution Pvt. Ltd. is very well known company of the tea Industry. It is situated at Junagadh city. Mr. Gordhandas Rajani and his sons promoted Rajani Distributors Pvt. Ltd. In 1975 Mr. Gordhandas and his sons started business in Jamjodhpur which is in Jamnagar. Name of the production unit is Bhagyoday Tea center. At that time people like to buy tea without packing. After some years they got its benefits also. They started new business with name Majestic traders and now this unit is known as Rajani Distributors Pvt. Ltd. Since 3rd October 2005.

In this I have done research on customer satisfaction regarding tea products of Rajani Distributors Pvt. Ltd. satisfaction is the state of mind that customers have about a company when their expectation have been met or exceeded over the lifetime of the product or service. It means satisfaction is related to price, product, quality, quantity, packing, etc. For the research work I have done in Junagadh and Jetpur. In that I have taken 30 people as a sample size. Tool for research was Questionnaire by personal interview. It is convenience sampling it means that in that there is no fixation of filling the questionnaire.

S.K. PATEL INSTITUTE OF MANAGEMENT & COMPUTER STUDIES

In Rajani Distributors Pvt. Ltd. there is High-tech machineries that work smoothly and automatic. I found that they need to do advertisement more. People are satisfied with the price and quality of the product and there are many schemes for attracting the customer. There is the help line number for the customer if they have any problem. Recommendations for the company they should do more advertisement. The company should expand their product to outside the Gujarat. People want tea in jar packing instead of pouches. Launch new products in the market other than tea, masala and agarbatti.

I can surely say that it is pride of Saurashtra and the brand name Rajani Tea is quite successful in the market. The reason behind being successful is the effective management of the company and cordial relation between the employees and management. Rajani Tea has many competitors in Gujarat region but is a market leader in Gujarat and now even they are focusing on the export side also. Thus they are very clear about future goals and target of the company. Tea industry has a very huge scope and opportunity and tremendous growth is there in the industry.

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Chapter 2: Research Methodology

a.

Research Objective

Primary Objective:Study the customer satisfaction of Rajani Distribution Pvt. Ltd. Secondary Objective: To know the satisfaction level of customers from Rajani Tea. To check the effectiveness of available product in market.

Organization study of Rajani Distribution Pvt. Ltd.

b. Scope of the Study:The project is of know the customer satisfaction regarding tea product of Rajani Distributions Pvt. Ltd. The project helps out to find out some loopholes in service quality and a way to enhance service to stand out. Geographical area that covers Junagadh and Jetpur City only .

c. Research Design:Research Type : - Descriptive Research

Research method: - survey and observations Research tool : - Questionnaire

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d. Methods of Data Collection:Sampling Population Sampling Technique Sample Size : : : People live in Junagadh and Jetpur Convenience Sampling 30

i.

Data Collection sources:Two methods of data collection Primary data Secondary data

Primary data:Data for study is primary in nature. Personally interact with customers and convinced them to Co-operate in filling up questionnaire. The instrument used for the collection of primary data are Questionnaire Personal interaction Secondary data Collection:Secondary Data is collected from the following sources which have provided relevant information regarding the company and its activities. Websites of the company Brochures
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 By consulting project guide of company

e. Data Analysis

SWOT ANALYSIS:Strength
Old Industry-Experience. Manpower and Technical Skills.

Good Research Support. It has a brand name. Attractive growth. High quality network.

WEAKNESS: No Effective Cost Management, Declining Export. Less advertisement.

OPPORTUNITIES: They can expand their business in India. Quality and Brand Equity. Export Potential.
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THREATS: Threats of new entrants who provide schemes at very lower cost. Open Global competition. Import of Tea, Uncertain Price.

e. Limitation
All the limitations of the primary data will remain with this study, as primary data have been used. Person can give wrong information regarding tea product. Study was for limited region for Junagadh and Jetpur.

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Chapter 3: Industry Profile

Long before commercial production of tea started in India in the late 1830s, the tea plant was growing wild in the jungles of north east Assam. In 1598, Dutch travelers, Jan Hughes Van Lineshooter, noted in a book about his adventure that the Indians ate the vegetables with garlic and oil boiled the leaves to make a brew. In 1788, the British botanist, Joseph Banks, reported to the British East India Company that the climate in certain Britishcontrolled parts of north east India was ideal for tea growing. However, he seems to have missed the fact that the plant was a native to Bengal and suggested transplanting tea bushes from China. But his idea was ignored. In 1823 and 1831, Robert Bruce and his brother Charles, an employee of the East India Company, confirmed that the tea plant was indeed a native of the Assam area and sent specimen plants to officials at the newly established Botanical Gardens in Calcutta. But again, nothing was done perhaps because the East India Company had a monopoly on the trading of tea from China and, as they were doing very nicely, probably saw no reason to spend time and money else where. But in1833, everything changed. The company lost its monopoly and suddenly woke up to the fact that India might prove a profitable alternative. A committee was set up, Charles Bruce was given task of establishing the first nurseries, and the secretary of the committee was sent off to China to collect 80,000 tea seeds. Because they were still not the plant really was indigenous to India, committee members insisted on importing the Chinese variety.
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Chapter 4: Company Profile History and Development

Mr. Gordhandas Rajani and his sons promoted Rajani Distributors Pvt. Ltd. In 1975 Mr. Gordhandas and his sons started business in Jamjodhpur which is in Jamnagar. Name of the production unit is Bhagyoday Tea center. At that time people like to buy tea without packing. They started and sold 250 gm tea in packets. This is really risky decision taken by them. After some years they got its benefits also.

After developing tea business in Jamjodhpur they started its new packet with name of Divyanjali tea and Red star tea. In 1990, also one unit started by them is known as Majestic masala in bulk quantities in 1995. They started new business with name Majestic traders and now this unit is known as Rajani Distributors Pvt. Ltd. Since 3 rd October 2005. The plant of the industry situated at new Sankli. This plant has turnover of 50crores, which shows the company is in situation of defeating any type of crisis. They have good order and they earn handsome profit. The main product of the Rajani distributors of Pvt. Ltd. is tea. The company manufactures its own product tea with the help of different gardens of Assam, Cochin and Calcutta. There is seasonable purchase of tea. So obviously it is in bulk quantity. Company purchases tea as raw material for the whole year. Name of different type of

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tea are B.P., OF P.D., DUST etc. The company use red tea as a raw material which is dividing into 4 grades. GRADE NAME NO. MANUFACTURE B.P. Broken Pekoe O.F. Orange Fanning P.D. Pekoe dust Dust Dust They purchase all the 4 grade tea and mixed it into a machine which is called ad a blended machine. A product of the Rajani Distributors Pvt. Ltd. available for sale in the market is: RAJANI EXTRA PREMIUM TEA RAJANI PREMIUM TEA RAJANI GIRIRAJ TEA RAJANI RADHIKA TEA RAJANI BALAJI TEA RAJANI GOPIKA TEA RAJANI GULAB TEA The company provides 10,000 kg per day, 3,.00,000 kg tea per month and 36,00,000 kg per year. The turnover of the company 50 crores rupees.

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Name & Address of the company

Name of the company: Rajani Distributors Pvt. Ltd.

Corporate office & factory: Rajani Distributors Pvt. Ltd. Rajani House Navi Sankli bus stand, Jetpur- Junagadh highway, Jetpur- 360 370
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Gujarat (India)

Registered office: Rajani group of companies Rajani House, Plot no.1213/14 New GIDC-2, Sabalpur, Junagadh - 362 003, Gujarat - INDIA

Phone No: 02823-283501/02/03/04/06

Fax No: 02823-233505

E-mail address: [email protected]

Web-site: www. rajanigroup.in

Establish year: 1995

Registered Office:
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Bhagyoday Trading Pvt. Ltd. Plot no 1214 G.I.D.C. 2, Nr. Telephone exchange, Shabalpur, Junagadh-362 001

Auditors: Mr. C.H. Thadeshwar Chamber of commerce, Jayshree road, Junagadh-362 001 Ph no: (0285)2622444, 2654068

Bankers: Dena Bank

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Company Photo

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Present Managing Body

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Chairman

Mr. Jaman Rajani

Board of Directors

Mr. Jaman Rajani Mr. Mukesh Rajani Mr. Dharmendra Rajani Mr. Viren Rajani

Marketing Manager

Mr. Jayshil Rajani

Personnel Manager

Mr. Sailesh Mandaviya

Finance manager

Mr. Viren Rajani

Auditors

Mr. C.H. Thadeshwar

C.A.

Mr. Chetan Shah

Time keeping system

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Generally time keeping system means how many shifts are there in the company and how much hours are there in a particular shift. It also gives idea about numbers of shifts in the company. Time keeping system is much more important for controlling organization of the company. Purpose of time keeping system is to establish control and facilities to employees discipline. Now a days, every company use to keep time keeping systems so that arrival and departure of every employee can be known easily

In Rajani Distributors Pvt. Ltd. there are 210 employees including officers. Each employee has been provided their identity card, time keeping system is based on Card system. The company registers employees name and time when they arrive in the company.

There is only one shift in Rajani Distributors Pvt. Ltd. from 9 a.m. to 8 p.m. For visitors of the company they issue pass to meet any person in the company. Lunch time is from 1:30 p.m. to 2:30 p.m.

Duties & Responsibilities

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To maintain a proper quality of the product is a big issue. To make the organization successful it is must that to perform the duties and responsibility.

There are many duties & responsibilities; a marketing manager has to perform. Some of them are as follows. Search of the environment for marketing opportunities Consumer and public relation Supervision of all marketing activities Growth of existing market of the firm product Handling complains of agent and distribution Development of new product markets channel and innovation in the field of marketing

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Chapter 5: Theoretical aspects of study

Defining customer satisfaction Customer satisfaction is the state of mind that customers have about a company when their expectation have been met or exceeded over the lifetime of the product or service. The achievement of customer satisfaction leads to company loyalty and product repurchase. There are some important implications of this definition: Because customer satisfaction is subjective, non quantitative state, measurement wont be exact and will require sampling and statistical analysis. Customer satisfaction measurement must be undertaken with an understanding of the gap between customer expectations and attribute performance perceptions.

Satisfaction itself can refer to a number of different facts of the relationship with a customer. For example, Satisfaction with the quality of a particular product or service. Satisfaction with an ongoing business relationship. Satisfaction with the price-performance ratio of a product or service. Satisfaction because a product or service met or exceeded the customers expectations.

Customer satisfaction can be measured through various methods, namely, focus groups, face to face interviews, phone interview, questionnaire through mail and email, etc. By conducting customer satisfaction survey, it allows a business to be aware of the following:
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1) How satisfied are the customers with their services 2) Strong or weak spots of their service 3) Possible ways to improve their service 4) Customer loyalty

Each industry could add to this list according to the nature of the business and the specific relationship with the customer. Customer satisfaction measurement variables will differ depending on what type of satisfaction is being researched.

In addition to a clear statement defining customer satisfaction, any successful surveying program must have a clear set of objective that, once met, will lead to improved performance. The most basic objective that should be met by any surveying program include following: Understanding the expectations and requirements of all your customers. Determining how well your company and its competitors are satisfying these expectations and requirements. Developing product or service standard based on a timely basis Establishing priorities and standards to judge how well you have met these goals.

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Chapter 6: Data Interpretation & Analysis

Objective 1:

Formation of the Rajani Distributor Pvt. Ltd.

Size of the unit: There are mainly three size of the unit which are given by the government as per the definition of industry. 1) Small scale unit 2) Medium scale unit 3) Large scale unit The Rajani Distributors Pvt. Ltd. is concerned as the small scale industry because we can apply all the relevant feature of small scale industry to this unit. Small investment Up to date machines Better credit
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Rajani Distributors Pvt. Ltd. started its business in 1975. At present the form of organization is Pvt. Ltd. Company.

Location Factor

Location is the place where the industry is located, means it is the place where promoters are thinking to establish their working unit. Location has a great importance because by choosing location one can decrease the cost and one can increase the profit. The selection of location of industry is very difficult task, for this great thinking and perfect planning and perfect planning is taken into consideration for future changes.

Rajani Pvt. Ltd. is located at new Sankli, bus stand, Jetpur-Junagadh highway, new Sankli, Jetpur. With the help of good plant location of industry, they touch with local market and also domestic market while choosing ideal location these entire influencing factors which are plays a very significant role in choosing a right location.

1. Availability of Raw material

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 Raw material is basic input for every production unit. Without it no production activity is undertaken. This basic raw material must be made available at plant location at right time and right place. Essential input for running business unit. Sufficient quality and quantity of raw material. The favorable price of raw material which are suitable to business unit. Rajani Distributors Pvt. Ltd. cant get tea as raw material easily, so they have to import from outside of the state i.e. Guwahati, Assam and Darjeeling, etc.

They are purchasing tea from the following suppliers:a) Patel Brothers and sons Soniram Bora road, Guwahati-781005 (Assam)

b) Gorampani agro. India Pvt. Ltd. 1st floor, Girish Bhavan, oppo. IDBI, G.S. road, Guwahati-781005 (Assam)
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2. Availability of Labors

:-

Workers in any organization ae also one of the important factors. At the time while choosing right location for the business it should be confirm that labor is available in sufficient number. It will be more beneficial if labors are available in near the local area. Rajani Pvt. Ltd. has easy availability of the labors in large quantity.

3. Transportation & Communication :The plan is located that place where transportation and communication facility are easily available. Transportation facility is required to transfer goods from firm to market. A business organization required transportation facility for smooth business.

Communication is required from firms to communicate with each other. Rajani Pvt. Ltd. has a suitable location which covers all the aspect of transportation and communication. Communication is only way through which most of the word is linked up.

4. Availability of Power :For a smooth running of machinery power is must. Uninterrupted flow of power becomes essential for every type of unit of production. In short, while selecting the ideal location, it should be confirmed that there is easily and uninterrupted flow of power is available or not.

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5. Finance :Finance should be regarded as the life blood of any organization. Banking and financial institution plays vital role in shaping the future of the organization.

Rajani Distributors Pvt. Ltd. can easily get financial facility from the Dena Bank.

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Sales Promotion

Sales promotion is a way through which a firm can promote its product. There are certain ways of promoting the product. Sales promotion forces the sales.

Sales promotion means that are taken for the purpose of obtaining or increasing sales Often these terms refers to the selling effort that are design supplement personnel selling and advertising to make the sales more effective. The main aim of the sales promotion is to increase the off season sales and to attract the new customer to enhance the sales of the existing product as well as new products.

Nothing happen until someone else sell something so to cope up with his high competition in the present market sales promotion is undertaken. In todays competition era promotional activities plays a very vital role in the business.

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Competition

In this modern age the business has become very tough & competitive. In many form of business there is very tough competition. There is great amount of competition in all fields of the business.

Rajani Distributors Pvt. Ltd. is a tea industry & it also has competition in their field. The management of the company considers as all tea industries as their competitors. This company main competitor is Vagh Bakri Cha & many other company are also their competitors like Tata Tea, Tazaa Manikchand etc.

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Advertising
Advertising means the promotion of the product through the various sources i.e. TV, newspaper, and hoardings, etc. Advertising is a non personnel form of communication conducted through paid media under clear sponsorship

Advertising can be in the form of printed, written, oral illustrated, art of selling etc. its object is to encourage sales of the advertisers product and to create an image of the product in the mind ok the customer.

Advertise broaden the knowledge of consumers with aid on advertising, consumer come to know about the products features and than they decide either to buy or not. This process saves the time of the consumers and boost the sales of the product this high sales increase efficiency of the labor.

In Rajani Distributors Pvt. Ltd. they adopted different medias for advertising they advertise through Sanskar channel, Alfa Gujarati and they also advertise through hoardings on board and painting on public walls.

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Objective 2: Customer satisfaction: 1) Age

Below 20 20-40 40-60 Above 60

6 9 8 7

Rajani Distributors Pvt. Ltd. has more customers age of between 20 to 40, mostly young generation.
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2) What refreshes your mind? Tea Coffee Juice Cold drinks

S eries1
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 tea cofee juice cold drink Series 1

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By the survey I come to know that for refreshment of mind many people uses colddrinks and other uses tea.

3) Do you like to drink tea? Yes No

If yes, than which ____________________

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According to survey I can say that most of the people are drinking tea in regular basis.

4) Which brand you prefer of Rajani Distributions Pvt. Ltd.? Premium Gopika Gulab Other

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Customer of Rajani Distributors Pvt. Ltd. mostly uses Premium tea because it is fresh, strong and rich in tea other than Gopika which is strong and sweet & Gulab which is cheap and good in taste.

5) How satisfied are you with regarding the following items? Very Very Unsatisfied Satisfied
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Unsatisfied

Neutral

satisfied

Overall quality

Value

Purchase experience

Usage experience

Customer service

Customers of Rajani are neutral in overall quality, value and purchase experience and in customer service. In usage experience customers are very satisfy because of taste.

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6) Since how long you are using our product? 0-1 year

1-3 year 3-6 year More than 6 year

According to survey we can say that mostly people are using Rajani Distributors Pvt. Ltd. product for 1 to 3 years.

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7) How many grams of tea consumption are there in your family during a month? 0-500 gm 500-1000 gm Above 1000 gm

More consumption of the Rajani tea in houses are 500-1000 gm in Junagadh and Jetpur.

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8) Compared to other products that are available in the market, what would you say about Rajani tea? Much better Somewhat better About same Somewhat worse Much worse

Compare to other product Availability of Rajani Tea is much better and somewhat better according to the customers.

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9) How you got attract towards our product? Advertisement Relatives and friends Taste Packaging

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Attract
40 35 30 25 20 15 10 5 0 Advertisment relatives and friends taste packaging Advertism ent relatives and friends taste packaging

According to survey we can say that the customers got attracted from taste or recommended by relatives and friends.

10)

If you ever had any kind of problem related to any product how did contact the

representative? Personally By telephone By internet

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Through dealer/retailer

problemsolving
60 50 40 30 20 10 0 personally bytelephone byinternet through dealer

personally by telephone by internet through dealer

If there is any problem regarding tea product of Rajani customers mainly contact by the telephone or through the dealer.

11) About how long did it take to get this problem solved? Immediate resolution Less than a day

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Between 2 and 3 days Between 3 and 5 days No problem

If there is any problem and customer contact, mostly people are saying that it takes more a week or between 2 to 3 days.

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12) Do you want home delivery of our product? Yes No

hom delivery e
80 70 60 50 40 30 20 10 0 yes no yes no

By the survey, Rajani Distributors Pvt. Ltd. should do home delivery of the tea product if it is possible.

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13) Do you like to say about our product to your relatives and friends? Yes No

Recom endation m
90 80 70 60 50 40 30 20 10 0 yes no Recom endation m

Customers of Rajani Distributors Pvt. Ltd. says that they will recommend to their friends and relatives about the Rajani Tea product.

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14) Will you use/purchase Rajani tea again? Definitely will Probably will Might or might not Probably will not Defiantly will not

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Most of the people say that they will probably use the Rajani Tea product, because now a days switching of the product is more and people try to use another product also.

Chapter 7: Research Findings

According to survey I have found out that most of the respondents

believe that today, the competitive era shows the need of advertisement, people get more attracted towards products by the help of advertisement.

High-tech machineries that works smoothly. People are satisfied with the price and quality of the product. There is unique code for labor identification for the raw-material.

Transparent hierarchy system.

There are many schemes for attracting the customer. There is the help line number for the customer if they have any problem.

Overall survey proves that the all brands of the Rajani Distributors Pvt. Ltd. is having special place in the heart of the customer and the products are highly acclaimed by all the customers that proves Rajani Distributors Pvt. Ltd. as a Proud of Saurashtra.

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Chapter 8: Suggestion & Recommendations

In todays era tea has become one of the hottest beverages and thats why people

want more quality in tea product. Firm should expand their product to outside the Gujarat also. Launch new products in the market other than tea , masala and agarbatti.
People want tea in jar packing instead of pouches and the company is not

advertising more, so they should do so.

If there is any problem regarding tea product of Rajani customers mainly contact

by the telephone or through the dealer, so make it fast.

By the survey, Rajani Distributors Pvt. Ltd. should do home delivery of the tea

product if it is possible.
Most of the people say that they will probably use the Rajani Tea product,

because now a days switching of the product is more and people try to use another product also. For this company should introduce some promotional schemes.

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Conclusion

As we know that MBA is more practical program than the theoretical. And this industrial training program has been proved too beneficial for me. scope and opportunity and tremendous growth is there in the industry. At last most important thing that comes in to conclude the entire thing. Tea industry has a very huge

About Rajani I can surely say that it is pride of Saurashtra and the brand name Rajani Tea is quite successful in the market. While taking the training in the Rajani Distributors Pvt. Ltd. I observed that there is good integration of the factor of production and effectively use of every resources. The reason behind being successful is the effective management of the company and cordial relation between the employees and management. Rajani Tea have many competitors in Gujarat region but is a market leader in Gujarat and now even they are focusing on the export side also.

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Thus they are very clear about future goals and target of the company. Just they need to do is more advertising of the product so that more and more people becomes aware about it and thus can gain a huge market share capital and in future years can also compete with brands like HLL, Tata, etc..

At last most important thing that comes in to conclude the entire thing. Tea industry has a very huge scope and opportunity and tremendous growth is there in the industry.

References

Book References:

Philip Kotler, 2009, Marketing Management, 13th edision, Noida,

Prentice Hall, India. H.R. Ramanath, 2010, Research Methodology & Operations Research, First Edition, Mumbai, Himalaya Publishing House Pvt. Ltd.

Web reference:
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 http://www.rajanigroup.com
http://www.scribd.com/doc/28455965/Study-into-the-tea-industry-ofIndia

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Annexure

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Questionnaire

Respected Sir/Madam, I, Bhumi Oza, the students of S.K.Patel Institute of Management & Computer Studies, doing Summer Internship in Rajani Distributions Pvt. Ltd. As a part of our Summer Internship program I am doing Research on Customer Satisfaction. So I need to fill up questionnaire for data collection, so kindly help me. Name: Gender: City: 1) Age Below 20 20-40 40-60 Above 60

2) What refreshes your mind? 3) Tea Coffee Juice Cold drinks

Do you like to drink tea?

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Yes No

If yes, than which ____________________

4)

Which brand you prefer of Rajani Distributions Pvt. Ltd.? Premium Gopika Gulab Other

5)

How satisfied are you with regarding the following items? Very Very Unsatisfied Unsatisfied Neutral satisfied

Satisfied Overall quality

Value

Purchase experience

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Usage experience

Customer service

6)

Since how long you are using our product? 0-1 year

1-3 year 3-6 year More than 6 year

7)

How many grams of tea consumption are there in your family during a month? 0-500 gm 500-1000 gm Above 1000 gm

8)

Compared to other products that are available in the market, what would you say

about Rajani tea? Much better

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Somewhat better About same Somewhat worse Much worse

9)

How you got attract towards our product? Advertisement Relatives and friends Taste Packaging

10) If you ever had any kind of problem related to any product how did contact the

representative? Personally By telephone By internet Through dealer/retailer

11) About how long did it take to get this problem solved? Immediate resolution
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Less than a day Between 2 and 3 days Between 3 and 5 days More than a week

12) Do you want home delivery of our product? Yes No

13) Do you like to say about our product to your relatives and friends? Yes No

14) Will you use/purchase Rajani tea again? Definitely will Probably will Might or might not Probably will not
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Defiantly will not

15) Any Suggestions for our product ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ____________________

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