ACKNOWLEDGEMENT

Th e Pr es en ta tio n o f th is p ro je c t ha s b ee n give n m e th e op po r tu nit y toexpress my profound gratitude all those who have made it possible for me to thank the Anantha PVC Pipes Pvt. Ltd , Anantapur, for giving me this opportunity tounder go a project study programme in their esteemed organization.I a m e s p e c i a l l y thankful to MR. A. RAMA KRISHNA , Ma rk e tin gManager for his kind co-operation and valuable guidance in accomplishing thestudy and also the staff of Anantha PVC Pipes Pvt. Ltd , Anantapur .I thank my Head of the Department MR. K. MOHAN SINGH who helpedme directly and indirectly for successful completion of this project.I would also thank MR. Y. KRISHNA KISHORE REDDY , faculty aswell as my internal guide and all the faculty members of the MBA department of Priyadarshini PG Centre for their encouragement.I wish to express my sincere thanks to MR. P. S. R ED D Y , Director of P r i ya da rs hin i P G C en tre, N ellor e for g ivin g his o pp or tun it y to ca rr y o ut this project work.
1.1 INDUSTRY PROFILE

Plastics have become synonymous with modern living. The industry has achieve in termsof supply of raw materials, expansion and diversification of processing capacities andmanufacturing of processing machinery.At present 80 % of total requirement and almost all types of plastic machines required for the industry and indigenously available.Today India exports plastic products to as many as 80 countries all over the world. Theexports, which were stagnant at around rest. 60-70 cores per annum
Export of plastics good

Plastics have excellent potentialities. Our country is equipped with all kind of processingmachinery and skilled labor and undoable, and extra to boost export, finished plastics products will yield rich divided.Today India exports plastic products to as many as 80 countries all over the world. Theexports, which were stagnant at around rest. 60-70 cores per annum double to 129 craters.The Plastic industry has taken up the challenge of achieving an export target of Rs. 17cores.Ma j o r e x po rt ma r ke t s fo r pl a st i c p ro duc t s a nd l i nol e u m a re Au s t ra l i a , Ba n gl a de sh,Canada, Egypt, Hong Kong, Italy, Kuwait, Federal Republic of Germany, Sri Lanka,Sweden, Taiwan, U.K., U.S.A., and Russia.With view to boosting the export, the plastics and linoleums export promotion councilh a s urged the government to reduce import duty of plastic r a w m a t e r i a l , s u p p l y i n di ge no u s ra w ma t e ri a l s a t i n t e r na t i o na l pr i c e s, f i x d u t y, dra w b a c ks on we i gh t e da v e ra ge ba si s a n d c ha r g e f re i gh t r a t e o n p l a st i c p rod uc t s o n we i gh t s ba si s i n st e a d of volume basis. Prospects The Production of various plastics a raw materials in the country is expected to double bythe end of seventh plan, the consumption of commodity plastics including LDPE, HDPE,PP, PS AND PVC is immense scope for the use of plastics in agriculture, electronics,automobile, telecommunications and irrigation and thus, the plastic industry is on thethreshold of an explosive growth. Role of Plastics in the national economy Pl a s t i c s a re go t pe rc e i ve d a s j u s t s i mp l e c o l o r fu l ho u se ho l d pro duc t s i n t he mi nd soc o mmo n pe r son. A do mi n a n t p a rt o f t he pl a st i c s o f t he pe rc e n t a n d f ut u re f i nd t he i r utilization in the areas. Agriculture, forestry and water-management. Automobile and transportation Electronics and telecommunications buildings, construction and. Food processing and packaging Power and gas distributor. Importance of pipes industry

We shall look at the basic data about plastics and particularly those properties, which areso, fuse in practical working with plastics. Plastics are man-made materials. The oldestra w m a t e ri a l fo r p ro d u c i n g p la s t i c s i s c a rb o n a c e o u s m a t e ri a l o b t a i n e d fro m

c o a l t a r (benzene, phenol).Today the majority of raw materials are obtained from petrol chemical source and theycan be economically produced in large quantities.Plastics have changed our world and day -byday they are becoming important. They owntheir success to whole series of advantage, which they have over conventional materialssuch as:

Lightweight

Excellent mould ability

Attractive colors

Low energy requirements for convention

Low labor and cost of manufacture

Low maintenance & High strength weight ratio

Rayalaseema is economically backward area in Andhra Pradesh, was rarefied region for i n d u s t r i e s . A d y n a m i c e n t r ep r e n e u r S r i S . P . Y . R e d d y w h o i s b a s i c a l l y a mechani cal e n g i n e e r s t a r t e d a u n i t a t N a n d y a l , w h i c h m a n u f a c t u r e s b l a c k p i p e s i n 1 9 7 7 . T h e determination and hard work of Sri S.P.Y Reddy helped him to overcome the problems f a c e d b y t h e c o m p a n y i n t h e i n i t i a l y e a r s , a n d wi t h f i na nci al as s i s t a nce f r om l ocal co mmer ci al b a nks . T he co mp a n y coul d o v e r c o m e t h e p r o b l e m s o f t h e m e r g e r a n d i s running smoothly.Anantha P.V.C pipe Pvt Ltd., was incorporated in the year Feb 2002. The factor y is s i t u a t e d a t N H - 7 , H a mp ap ur a m vi l l a ge, R apt ha du ma ndal a n d A na nt ap ur di s t ri ct . A n a n t h a p v c P i p es P ri vat e Li mi t ed i s t he manu fact uri ng of t he l argest and m o s t comprehensive range of PVC pipes in India.Its annual production capacity is 18,000 Mts. And it is one of the leading manufacturerso f P V C p i p e s i n s o u t h I n d i a . P i p e s a r e s o l d u n d e r b r a n d n a m e s o f M O N A R C H , KOHINOOR, and KRISHNAL a t e r t h e company started manufacturing of Pvc Pip es, which t e r m i n a t e d t h e m a n u f a c t u r i n g o f b l a c k p i p es . T h i s r e s u l t e d i n t h e f o r m a t i o n o f a p v t . L t d . c o m p a n y called ANANTHA PVC PIPES PVT LTD. With Sri S.P.Y Reddy as the managing director.The only major competitors to the company are sudhakar pipes, Maharaja Pipes. Theonl y backdrop to it is the competition from local brands. As the majorit y of customers belong to farmers, they consider than qualit y. The company has to make aware of thecompanys quality standards to them.
SIZES

V ari ous s i z es r a ngi ng fr om t o 10 off er ed t o cus t omers . E ven pi p es wi t h d i f f e r e n t gauges and sizes are manufactured to suit specific conditions.
PACKING

Packing plays less important role into the products like PVC pipes because the hallowspace inside can be utilized. For the purpose of cubic space utilization in trucks whiletransport, Organization is adopting the technique like pipes in pipes.
PAYMENT PERIOD

For Anantha brand the company adopts zero credit policy and goods are not deliveredunless cash remittances are made. For Anantha and sagar brands credit is entitled up to aweek. The difference between these brands is due to brand image.

COVERAGE At present Andhrapradesh, parts of southern states of Karnataka, Tamilnadu and kerelaare ambit of Anantha PVC pipes pvt ltd. The company extended their sales in the belowregions as shown below.1979 - Nandyal region (polyphone pipes)1984-85 - Rayalaseema region (PVC pipes)1985-86 Telangana region1 9 8 6 - 8 7 - K a r n a t a k a a n d A n d h r a p r a d e s h 1 9 8 8 9 4 - T a m i l n a d u a n d K a r n a t a k a 1 9 9 1 9 4 K e r e l a TRANSPORTATION The transportation department of Anantha PVC pipes pvt ltd. is very admirable. Thisunique strength of the organization enables the dealers to reduce inventory levels to theminimum. Thus dealers are also supplemented with dealers to reduce inventory levels tothe minimum. Thus dealers are also supplemented with the benefit of the lower tied-upcapital in the form of inventory. THE INFORMATION ABOUT THE COMPANY The company is equipped with sophisticated laboratory to carry all tests to ascertain outgoing quality level of the pipes. A Nandhi pipe has got I.S.I trademark, which speaks for itself for the quality of the pipes. Numbers of statistical quality control techniques areapplied to sustain the quality level of the product.Ma na g ers a t th e c om pa n y a r e d yn a m ic a nd a re w e ll ed u ca te d. Sup e r vis or y s ta ff or intermediate managerial staffs are able in talking their area are not highly educated. Mostof the employees are skilled is uniqueness of workers in Anantha PVC pipes pvt ltd.There is non-indulgence in trade union activities. As the company is located in industrial estate of Nandyal, it is facilitated with goodcommunication networks, which includes telex, fax machine, and Internet. Company hasalso got the support of electronic data processing.The companys major strength is considered to be transportation vehicles; a unique cashoutflow justifies itself by providing good reputation of the company through improvedcustomer service.
FINANCIAL DEPARTMENT

Through initially the company approached the external sources for financial aid, now thefinancial status of the company is the very sound and is being run only with selffinanceexcepting for loans taken for hypothecation of machinery and stock from SBI Nandyal.T h e c o mp a n y f ol l o w s c a s h a n d c a r r y p ol i c y f or N a n d hi br a n d. T he pr o du c t i s n ot d el i v er e d u nt i l t h e c a s h i s pa i d a n d f i na n c i a l d e p a r t me nt w i t h t h e h el p of ma r k et i n g department looks after these transactions.
MARKETING DEPARTMENT

Marketing manager who reports to executive direct or, an assistant marketing manager w h o r ep or t s a n d 2 0 s a l es me n h ea d e d b y 3 0 s a l es r ep r es e nt a t i v es w h o a r e h ea d e d b ya s s i s t a nt ma r k et i n g ma na g er h ea ds t h e ma r k et i n g d e p a r t me nt . M a r k et i n g mi x a n d advertising particulars of Anantha PVC pipes pvt Ltd. shows the departments effectivemanagement of the marketing department in the Organization.
PERSONAL DEPARTMENT

T he p er s o na l d ep a r t me nt c o ns i s t s t h e d et a i l s of t h e ex e c u t i v es a n d w or k er s of t h e organization. The organization is formed with Sri S.P.Y Reddy as the Managing director a n d e x ec u t i v e di r ec t or w h o r ep or t s ma na g i n g di r e c t or . T w o ma r k et i n g ma na g er s , financial manager, public relations officer and quality control officer who all reports to executive director. Other than executives there are thousand works in the organization.Panel consisting of managing dir ector, executive director and managers of concerneddepart ments makes the recruit ment and selections of pers ons. Apart from the attractivesalaries company provides health card facilities.
PURCHASING DEPARTMENT

The perplexing situation i.e. conformed by the manufacturers of the PVC pipes is scarcityof resin. Though the govt of India has taken various steps to improve supply conditions of P V C r e s i n ; t h e I n d i a n m a n u f a c t u r e r s c o u l d m e e t o n l y 5 0 p e r c e n t o f d e m a n d a n d remaining 50 percent is met from imports.The major petrochemical companies are

Sri ram vinyl ltd.,

Chem.-plats ltd.,

Reliance petrochemical ltd.

National organic chemical industries ltd. Indian petrochemical industries ltd. Process The main raw materials are HDPE granules, pp granules. The manufacturings for pipesc o ns i s t of mi x i n g va r i ou s r es i ns a l o n g w i t h c ol or i n g ma t er i a l s i n a mi x t ur e a n d t h e prepared material is fed to the extruder. In the extruder, the mat erials is heated to therequir ed politicizing temperature [190 0 C e nt i gr a d e t o 2 3 0 0 Centigrade] the extrudedt hrough the die hard to for m the pipe. The hot pipe coming out of the extruder is cooledin a water bath to retain the final shape. The

pipe coming out of the extruder is guidedt h r o u g h t h e w a t e r b a t h s u i t a b l e t r a c t i o n s y s t e m . T h e t e m p e r a t u r e o f t h e w a t e r i s maintained by circulating through the cooling toward and with the help of a chilling plant. The required lengt h of the pipe is cut with a planetary saw. The cut lengths a retitled by titling units and get corrected in the pipe rack attached to the tilting frames.Later they are stocked separately. The company has entered into a technical has it is own processing technology. APPLICATIONS OF UPVC PIPES 1. A gr i c u l t u r e a n d i r r i ga t i o n s c h e me s . 2 . R ur a l & ur b a n w a t er s u p p l i es s c h e me. 3 . T u b e w e l l c a s i n g . 4 . G a s a n d o i l s u p p l y l i n e s . 5. I n d u s t r i a l ef f l u e nt d i s p os a l . 6 . S e w e r a g e a n d d r a i n a g e scheme. 7. Air -condit i on duct i ng. 8. Bui l di ng i nstallat ions. 9. Industrial duct i ng. GROWTH A na nt ha P V C p i p es p vt . L t d. i s c o m mi s s i o n w i t h t h e ob j ec t i v es of c a t er i n g t o t h ea gr i c u l t ur e n e e d s of t h e r e gi o n. I n ea r l i er da ys t o o l u s e d f or w a t er f l o w w er e e v er yineffective with high percentage of seepage loss es. To counter this has been of AnanthaPVC pipes Pvt. Ltd. the manor irritants in agriculture practices like lack of rain fall, ground water licking. Water transport with in the fields has provided magnificent thrust to PVC pipes market.These factors helped Anantha PVC pipes Pvt.Ltd. to record an excellent growth of sales.W el l e q u i p p e d l a b or a t or y a n d qu a l i t y of f i c e l o o k s a f t er t h e qu a l i t y. T h e d e p a r t me nt people always striving to the quality.T h e c o mp a n i es n ot o nl y i mpr o vi n g t h e br a n d na me b u t a l s o i t a r e u n d er t a ki n g t h e competitor brands. In 1977 the company takeover t h e sager brand. The manufacturing p l a nt of s a g er br a n d w a s a t me da k di s t r i c t . T h e A na nt ha P V C P i p es C o mp a n y n ot s t op p e d w i t h t ha t vi c t or y; t h e c o mp a n y t a k e s o v er a n ot h er ma i n c o mp et i t or s br a n d Anantha in 1999, the manufacturing plant of Anantha plant lies at Anantapur district. Thet hr ea t s of t h e ol d c o mp a ni es a r e t ur n e d t o t h e op p or t u ni t i es t o t h e c o mp a n y b y i t s excellent management. After the change of management the brand image of these brandsare improved. At present Anantha PVC pipes Pvt. Ltd. stands at market leader position.The 7s McKinney ModelThe 7s Models provide an effective framewor k for analyzing the organization and its activities. In a marketing-led company they can be used to explore the extent to which thecompany is working coherently towards a distinctive and motivating place in the mind of consumer. STRATEGY Strategy defines key actions and capability along the major dimensions of marketing product and s er vice development, sales and channel distribution, business syst ems and processes, and management of alliances and partnership.Anantha follows a clear strat egy. The core mission and individual cornerst ones of thisstrat egy are clos ely matched to an exciting growth market. Anant ha is a local companyw i t h a m u l t i p l e b r a n d a n d a c l e a r m i s s i o n - t o c r e a t e n e w v a l u e s i n q u a l i t y f o r t h e customers, employees and shareholders. Anantha strategy and business model make it ideally positioned to develop with in the PVC pipes market, meeting the customers needswith improved quality that bring together the best of Anantha people, processes and corecapabilities. SYSTEM System refers to all processes and information flows that link the organization together. Itis the formal and informal procedures that support the strategy structure.It includes management

information systems, and capital allocation systems that governday-to-day activitiesThe companys head office is in Hyderabad spans three floors of high-tech network andis the operating center for network.All of Anantha offices and war ehous es across the st at e have been internally connected through a LAN, WAN connectivity infrastructure is a combination of lease lines ISDNsand wireless. The Anantha is being used to drive critical business application such as l oc a l ; da y t o da y f r ei g ht r el a t e d a p p l i c a t i o n a s w e l l a s f or E - ma i l C o m mu n i c a t i o ns . Anantha network hardware equipment is standardized on Dell servers and laptops. Acrossstate, the company has about 10 servers and about 200 Compaqs brand P3 and p4 PCs.Windows NT is the standar d OS for all the above but th e company also has windows 2000 and windows XP based servers and clients now.Anantha has invested in a 256 Leased line to its head office, which hous es the servers with all their global applications. This link allows thes e applications to be offer ed to Anantha local customers effectively and efficiently. At present Ananthas Network has astar topology.Anantha has adopted wireless platform because it supports a range of activities includingAnanthas stock forwarding, financial accounting, and billing, MIS. STYLE Style refers to management style: more matter of what managers do than what they say,how do a companys managers spend their time? What are t hey focusing attention on?Symbolism the creation and maintenance (or sometimes deconstruction)O f mea ni n g i s a f u n da me nt a l r es p o n s i b i l i t y of ma n a g er s . I t r ef er s t o t h e l ea d er s hi p approach of top management and the organization overall operating approach; also t heway in which t he organizations employees pr esent thems elves to the outside world, tosuppliers and customers.Anantha follows a participative management system. Anantha management conducts a general meeting every month in which the representatives of all levels of management are participating. Anantha insists on a policy of equal opportunity, by selecting, developing a n d r et a i ni n g e mp l o y e es o n t h e b a s i s o f a b i l i t y a n d qu a l i f i c a t i o ns f or t h e w or k t o b e perfor med. This is done without discrimination or prejudice under any circumstances. Anantha encourages the involvement of employees in the planning and direction of their work. SKILLS Skills refers to what company does best; the distinctive capabilities and competencies thatr es i d e i n t h e or ga ni z a t i o n or t h e d o mi na nt a t t r i b ut es or c a p a b i l i t i es t ha t ex i s t i n t h e organization.The lower level management of t he or ganization has skills thos e, which are needed for communication, computer knowledge, and industrial knowledge.The staffs in the middle level management possess technical skills relating to machinerycontrol, pipe t echnology and production regulation. Thos e in the war ehous e possessinventory management skills. Apart from this non technical skill like human res ource management is also present.The top-level management possesses skills that uphold and develop brand image. Possessthe s kills to achieve the companys overall commit ment of customers and the company budget. SHARED VALUES S ha r e d va l u e i s a l s o k n o w n a s s u p er - or di na t e g oa l s . T h e y a r e t h e gu i di n g c o n c ep t s , fundamental ideas around which a business is built simple,usually at abstract level, havegr eat meaning inside the organization even though outsiders may not see or understandthem. Mission statement The mission statement of Anantha is as follows.

 To be the preferred supply chin partner to out customers. To be the recognized as the best in the world at what we do. To create new values in the quality for our customers, e m p l o y e e s a n d shareholders. Vision statement The vision statement of Anantha is as follows Creating new values in quality by working together for you STAFF T he p e op l e / hu ma n R es ou r c e ma na g e m e nt pr oc e s s es u s e d t o d e v e l o p ma na g er s , s o c i a l i z a t i o n pr o c es s , w a ys o f s ha p i n g ba s i c va l u es of ma na g e m e nt c a dr e, w a ys of introducing young recruits to the company, ways of helping to manage the careers of theemployees.Anantha staff consists of skilled employees the human resources dept provides training toall the employees.The recruit ment process is needed based and activity based recruit ment. The companys elects only thos e candidat es who have a for mal degr e e with respect to engineering or quality management or persons who have experience in thos e fields. The employees presently in the organization have promotion based on their performance. Selection process Once the assessment of the application is done the applicant will be advised whether he /s h e ha v e b e e n s e l ec t e d f or a r ou n d i nt er vi e w . T hi s w i l l t a k e t h e f or m of a t el ep h o n e interview.I f h i s / h e r i n t e r v i e w i s a s u c c e s s h e / s h e w i l l b e i n v i t e d t o a t t e n d o n e o f A n a n t h a assess ment cent ers where their will be further interviews together which individual and group exercises there will be also be an opportunity to find out more about the companyand to meet managers and recent graduates. EMERGENCE OF PVC CONCEPTS AND ITS SOCIALIZATION Growing domestic agricultural and industrial requirements of the modern world ware inquest for the new substance, which could serve the need and wants of the todays man.Although metals wore meeting major chunk of the fabrication demands of the moder nworld, formability and weight constant were real impediments. In light of this situation,the substance called plastics, which has got all desir ed charact eristics the modern man, was discovered. This carbonaceous with excellent physical stability could replace most of the earlier used metals, wood etc.,Although acceptance and socialization of t his new innovation was slow it had shown e n c r oa c h m e nt i nt o t h e l i f e s of t h e t o da y s ma n. N o w p l a s t i c s a r e o mn i p r es e nt a n d serving numerous fields. Heavily modernized communication sector, fiber equipment areonly few applications in multi various uses of the plastics. PVC PIPES AND ITS ECONOMIC ROLE C h ea p oc c u p a t i o n i n I n di a i s a gr i c u l t u r e. F or t h e d e v e l op i n g c o u nt r i es l i k e, I n di a mo d er n i z a t i o n of t h e a gr i c u l t ur e p r a c t i c es a s s u mes p i v ot a l p l a c es i n i mp r o vi n g t h e economic status and the process of modernization. Includes usage of high productive. Plastics supplement to greater extent manufacturing of tools required for new agricultural practices.The usage of polyvinyl chloride pipes in agricultural fields; lessen water seepage, whichw a s p r e d o m i n a n t i n e a r l i e r p r a c t i c e s , w i t h s e r v i c e s o f P . V . C p i p e s , w a t e r c a n b e transported efficiently with lesser, from the place of higher water potential to the place of lower water

potential.Presently the revolutionary tried in water management speaks much about drip irrigation,w hi c h i s d e v e l op e d i n I s r a el a n d i s pr a c t i c e d b y a l l a gr i c u l t ur a l b a s e d na t i o ns i n t h e world. Drip irrigation greatly used P.V.C pipes as core tools of implementation with thes er vi c es of t hi s s or t , P . V. C p i p es o n e w a y or t h e ot h er s t r e n gt h e n i n g t h e ha n ds of countrys economy. A part with the refereed P.V.C pipes supplement ed with fitting is used in hous es for electrical connection and other domestic purposes. A part from these two applications ithas got wide applications even in industrial sectors, P.V.C pipes with much unique heart,chemical and physical characteristics serve many industrial purposes.Even the characteristics of weight and low price attract many more applications. RigidPVC PIPES have been manufactured in India from the sixties on imported extrusion linesand there after indigenous plan wer e few pipes manufactures up to 1978 -79 and large production capacity was created during 1979-83.When many extrusion lines were imported from batten Field, Cincinnati, kraaus -maffietc. the government allowed t he imports of sophisticat ed and high output plants, which were not available indigenously.

It is essential for the company to carryout continuous res earch and development to update technology, for higher output, loss energy cost per kg of output, quality of productsetc. TECHNICAL DETAILS ABOUT PVC PIPES:Ingredients PVC region D.B.L.S T.B.L.S L.S C.S STEARIC ACID HYDROCARBON CALCIUM CARBONAT TITANICDIOXIDE MANUFACTURING PROCESS H ot f or w a r d ex t r u s i o n i s e mp l o y e d f or t h e ma n u f a c t ur i n g of P V C p i p es r es i n w i t h weighted.A m o u n t s o f o t h e r i n g r e d i e n t s , w h i c h a r e c a r r i e d t o t h e h o t c h a m b e r s . T h e h i g htemperature of hot chamber melts ingredients and content of the given forward transit toget allow pipes of required dimension. As the pipes come out the heat chamber, cool the pipe immediately. Pipes of desired length are cut with the aid of stop and power hacksaw.Production is made in various sizes ranging from to 10 according to usage. REINFORCED PLASTICS Although plastics have high strength to weight ratio, they are not as strong as metals andd e f or m p er ma n e nt l y u n d er l oa d. I t c a n n ot b e p l a c e d u n d er e x t r e m e l y

hi g h or l o w temperature like metals and other materials. Modern invention of glass or carbon black asreinforcing fillers have a way for making high strength bearing plastics and they are at atimes replace steel. ALLOYS

Physical mixture of two or more polymer is ter med as alloys. Physical blending of two polymers is needed because every polymer has certain set of good properties.Design of special products that should have specific set of properties may not be obtainedif it is made only from one polymer by blending two polymers we can get the requiredcombination of properties. For example polystyrene is highly amorphous and rigid buthas low impact strength. If it is blended with rubbery material, product will be of highstrength, rigid.Thus by alloying a wide range of products can be made. Although alloys are physicalmixtures of polymers, hydrogen bonds are for med between some special ionic groupswith hydrogen at om of the carbon chain. Such abound is very useful in alloy for mation because it impacts processing flexibility with and use of cross-linked products.

1.3 INTRODUCTION TO THE TOPIC S a t i s f a ct i o n i s c o ns u m er s f u l f i l l me n t r es p o ns e. I t i s a j u d g me nt t ha t a pr o d u c t or a service feature or the product or service itself provides pleasurable level of consumptionrelated fulfillment.C u s t o m er s s a t i s f a c t i o n i nf l u e n c e d b y s p ec i f i c pr o d u c t a r e s er vi c e f ea t ur es a n d b y perceptions of quality. It is also influenced by specific s er vice attributions, and their perceptions MARKETING ORGANIZATION CEOMANAGING DIRECTOR TRANSFER MANAGER WORK MANAGER EXECUTIVE MANAGER SALE & SERVICEMANAGER Customer Satisfaction is the pillar of the marketing concept. S a t i s f a ct i o n i s c o ns u m er s f u l f i l l me n t r es p o ns e. I t i s a j u d g me nt t ha t a pr o d u c t or a service feature or the product or service itself provides pleasurable level of consumptionrelated fulfillment.C u s t o m er s s a t i s f a c t i o n i nf l u e n c e d b y s p ec i f i c pr o d u c t a r e s er vi c e f ea t ur es a n d b y perceptions of quality. It is also influenced by specific s er vi ce attributions, and their perceptionsThe telling factor in the companys long run fortunes will be the amount of customer satisfaction that it managers to generate. But it doesnt not mean the companys sole aimis to maximize Customer Satisfaction. If that where the case, it should simply put out the b es t pr o d u c t a n d s er vi c e i n t h e w or l d a n d pr i c e i s b e l o w c os t . T h er e b y i t w o u l d b e creating substantial customer satisfaction. But in the long run it would be also be out of business. Customer Satisfaction like happiness bet achieved by rendering substantial forma of assistance to others rather than by direct pursuit. Companies that move towar ds adopting the market concept benefit thems elves and Thes ociet y. It leads t he societ ys recourse to move in the dir ect ion of social needs, there by br i n g i n g t h e i nt er es t s of b u s i n es s f i r ms a n d t h e i nt er es t of s oc i et y i n t o ha r mo n i ou s relationship. Thus the third pillory of the marketing concept aims to achieve good profits by giving the customer genuine values in the satisfaction.Customer satisfaction, a business term, i s a m e a s u r e o f h o w

pr odu ct s and s er vi ces suppli ed b y a co mpa ny meet or sur pass c u s t o m e r e x p e c t a t i o n . I t i s s e e n a s a k e y performance indicator within business and is part of the four perspectives of aBalanced Scorecard.I n a c o mp et i t i v e ma r k et p l a c e w h er e b u s i n e s s es c o mp et e f or c u s t o m er s , c u s t o mer satisfaction is seen as a key differentiator and increasingly has become a key element of business strat egy. Increasing competition (whet her for -profit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. (It may help the reader ton ot i c e t h e r ol e of c u s t o mer s a t i s f a c t i o n i n t h e o v er a l l c o nt ex t of pr o du c t or s er vi c e development and management. Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targetingnoncustomers; [2] meas ur ing cust omer sat isfact ion pr ovi des a n i ndicat i on of h o w successful the organization is at providing products and/or services to the marketplace.Customer satisfaction is an ambiguous and abstract concept and the actual manifestationof t h e s t a t e of s a t i s f a ct i o n w i l l va r y f r o m p er s o n t o p er s o n a n d pr o d u c t / s er vi c e t o product/service. The state of satisfaction depends on a number of both psychological and p h ys i c a l va r i a b l es w hi c h c or r el a t e w i t h s a t i s f a c t i o n b e ha vi or s s u c h a s r et u r n a n d r ecommend rat e. The level of satisfaction can also vary depending on other options the c u s t o m er ma y ha v e a n d ot h er p r o du c t s a ga i ns t w hi c h t h e c u s t o m er ca n c o mp a r e t h e organization's products.Becausesatisfactionis basically a psychological state, care should be taken in the effortof qu a nt i t a t i v e mea s u r e me nt , a l t h ou g h a l a r g e qu a nt i t y of r es ea r c h i n t hi s a r ea ha s recently been developed. Work done by Berry, Brooder between 1990 and 1998 [3] definedten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in

2002 and known as the t en domains of satisfaction. Thes e ten domains of satisfactioninclude: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer andInnovation. These factors are emphasized for continuous improvement and organizationalc h a n g e m e a s u r e m e n t a n d a r e m o s t o f t e n u t i l i z e d t o d e v e l o p t h e a r c h i t e c t u r e f o r satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithamland Berry bet ween 1985 and 1988 provid es the basis for the measurement of customer s a t i s f a c t i o n w i t h a s er vi c e b y u s i n g t h e ga p b et w e e n t h e c u s t o mer ' s ex p e c t a t i o n of performance and their perceived experience of performance. This provides the measurer wit h a satisfaction "gap" which is object ive and quantitative in nature. Work done byCronin and Taylor propos e t he "confir mation/disconfirmation" theory of combining the" g a p " d e s c r i b e d b y P a r a s u r a m a n , Z e i t h a m l a n d B e r r y a s t w o d i f f e r e n t m e a s u r e s (perception and expectation of perfor mance) into a s ingle

measurement erfor manceaccording to expectation. According to Garbrand, customer satisfaction equals perceptionof performance di ided by expectation of performance.The usual measures of customer satisfaction involve asurvey [4] with a set of statementsusing aLi ert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of the performance of the organi ation beingmeasured.

Customer Loyalty " t takes a lot less money to increase your retention of current customers than to find newones-but I know I don't give it as much effort as I should because it does ta ke a lot of energy and effort!" Strategi e And Plan For Loyalty! Do you even have a specific plan for building customer loyalty? I bet you haven't given it as much thought as you should because to tell the truthI need to give it more effort also. If you currently retain 70 percent of your customers and you start a progra m toimprove that to 80 percent, you'll add an additional 10 percent to your growthrate. Particularly because of the high cost of landing new customers versus the high profitability of a loyal customer base, you might want to reflect upon your current business strategy. These four factors will greatly affect your ability to build a loyal customer base: 1.Products that are highly differ entiated from those of the competition.2.Higher end products wher e price is not the primary buying factor.3 . P r o d u c t s w i t h a hi g h s e r vi c e c o mp o n e nt . 4. M u l t i p l e pr o du c t s f or t h e s a me c u s t o m e r .

Market to Your Own Customers Giving a lot of t hought to your marketing programs aimed at current customers is oneaspect of building customer loyalty.When you buy a new car, many dealers will within minut es try t o sell you an ext ended warranty, an alarm system, and maybe rust proofing. It's often a very easy sale and coststhe dealer almost nothing to make. Are there additional products or services you can sellyour customers.Three years ago my house was painted, and it's now due for another coat. Why hasn't the painter called or at least s ent a card? It would be a lot less expensive than getting newcustomers t hrough his newspaper ad, and since I was happy with his work I won't getfour competing bids t his time. Keep all the infor mation you can on your customers and don't hesitate to ask for the next sale.

Use Complaints To Build Business When customers aren't happy with your business they usually won't complain to you -instead, they'll probably complain to just about everyone else they know - and take their business to your competition next time. That's why an increasing number of business esare making follow-up calls or mailing satisfaction questionnair es after the sale is made.T h e y f i n d t ha t i f t h e y p r o mp t l y f ol l o w u p a n d r es ol v e a c u s t o mer ' s c o mp l a i nt , t h e customer might be even more likely to do business than the average customer who didn'thave a complaint.In many business situations, the customer will have many more interactions after the salewith technical, service, or customer support people than they did with the sales people. So if you're serious about retaining customers or getting referrals, these interactions arethe ones that are really going t o matt er. They really should be handled wit h the sameattention and focus that sales calls get because in a way they are sales calls for repeat business. Reach Out To Your Customers C o nt a ct . . . c o nt a c t . . . c o nt a c t w i t h c ur r e nt c u s t o mer s i s a g o o d w a y t o b u i l d t h e i r loyalty. The more the customer sees someone from your firm, the more likely you'll gett h e n ex t or d er . S e n d C hr i s t ma s c a r ds , s e e t h e m a t t r a d e s h o w s , s t op b y t o ma k e s ur e everything's okay.Send a simple newsletter to your customers-tell them about the great things that are happening at your firm and include some useful information for them. Send them copiesof any media clippings about your fir m. Invite them to free seminars. The more theyknow about you, the more they see you as someone out to help them, the more they knowabout your accomplishments-the more loyal a customer they will be. Loyal Customers and Loyal Workforces Building customer loyalty will be a lot easier if you have a loyal workforce -not at all a given these days. It is especially important for you to retain those employees who interactwith customers such as sales people, technical support, and cust omer service people.Many companies give a lot of attention to retaining sales people but little to support people. I've been fortunate to have the same gr eat people in customer s ervice for years-

and the compliments from customers make it clear that they really appreciate specific people in our service function. The increasing trend today is to send customer-

service andt echnical-support calls into queue for the next available pers on. This builds no personalloyalt y and probably less loyalty for the fir m. Before you go this rout e, be sure t his isw ha t y ou r c u s t o m er s pr ef er . O t h er w i s e I ' d a s s i g n a s p ec i f i c s u p p or t p er s o n t o e v er y significant customer. MARKETTING JOB IS TO CONVERT SOCIETAL NEEDS IN TOPROFITABLE OPPORTUNITIES.Definition of marketing as follows Marketing is a social managerial process by which individuals and gr oup obtain whatthe need and want through creating. Offerin g and exchanging products of value withothers.T hi s d ef i ni t i o n of ma r k et i n g r es t s o n t h e f ol l o w i n g c or e c o nc e p t s n e e d s , w a nt s a n d elements, products (goods, services and ideas); value cost and satisfaction exchange andtransactions, relationships and networks, markets and marketers and prospects. THE MAKETING CONCEPT The marketing concept hold that key to achieving organizations goals consists of beingmor e ef f e c t i v e t ha n c o mp et i t or i n i nt e gr a t i n g mor e ef f e c t i v e t h e n c o mp et i t i v e i n integrating marketing activities towards determining and satisfying the needs and wantsof target markets.

2.1 STATEMENT OF PROBLEM T he o b j e c t i v e of e v er y c o mp a n y w o u l d b e e ns u r i n g c u s t o mer s a t i s f a c t i o n f or t h e customer satisfaction would cr eate loyal customers. Measuring customer satisfaction isalways a challenge, as cust omer either would not disclos e or sometimes do not assesstheir satisfaction level clearly. Many times the customer can not specify the reasons for his satisfaction. 2.2 NEED FOR THE STUDY A N A T H A P . V . C P I P E S b el i e v e s i n s a t i s f a c t or y d e l i v er y of s er v i c e qu a l i t y t o t h e customer, but due to unknown reasons that the customer satisfaction analyzed by the company is not up to the make. The company intends to find out the causes and remediesfor the low customer satisfaction. 2.3 OBJECTIVES OF THE STUDY The following are the objectives of the study to solve the problem.They are: To know the customer satisfaction regarding Anantha PVC pipes. To identify customer interest in buying pipes. To find service rendered by the company. To know price impact on product purchase. To find word of mouth impact on product purchase. 2.4 HYPOTHESIS The purpose of usage influence customer satisfaction. Rural/Urban market influence customer satisfaction. 2.5 SOURCE OF DATAPrimary Data The Primary Data is collected through questionnaire survey to customers. Secondary Data

Infor mation is gat hered from company profile, website and book Consumer Behaviour author by Loudon and Della Betta 2.6 SCOPE OF THE STUDY The scope of the study is to find out the customer satisfaction with reference to pipes.The study covers the different aspects of customer satisfaction.This has been conducted in Anantapur Zone. Data have been collected from customer bya p er s o na l i nt er vi e w . T h e r es ea r c h er t o o k 3 w e e k s t o s t u d y t h e e nt i r e c u s t o mer s perception. 2.7 QUESTIONNAIRE DESIGN Questionnaire Design is prepared on the basis of the following parameters. Customers satisfaction Customer Awareness QUESTIONNAIRE ADMINISTRATION Information is gather through questionnaires from customers of Anantapur Zone. 2.8 SAMPLING P o p u l a t i o n = 5 0 0 0 S a m p l e s i z e = 1 0 0 S a mp l e u n i t = C u s t o m e r s o f A n a n t ha P V C P i p e s 2.9 STATISTICAL TOOLS For data analysis statistical tools used are simple percentage and chi- square test. 2.10 LIMITATION OF THE STUDY: 1. T h e s t u d y c o nf i n e d t o t h e A na nt a p ur Z o n e. 2 . T h e t i m e s p e n t w a s l i m i t e d d u e t o w h i c h t h e e x h a u s t i v e s t u d y c o u l d n o t b econducted. 3.Qualit y of infor mation is based on the degree of brand awar eness among customer TABLES AND GRAPHS3.1 Brand aware mostly preferred by consumersInference From the table it is inferred that monarch first rank, nandi second rank, third rank is star,fourth is vasavi, fifth is vijaya and sixth rank is nalanda for dimension Mostly preferred by consumers. P 1 P 2 P 3 P 4 P 5 P 6 monarch 5 8 9 2 6 7 vasavi 3 3 0 4 3 6 2 3 4 vijaya 2 3 8 2

1 6 0 6 nalanda 2 2 1 3 8 3 star 3 2 4 2 7 3 0 6 1 0 nandi 3 1 3 3 2 9 3 4 Table 3.1(a): showing the respondents rating for quantities of Brand aware mostlypreferred by consumers For the table weighted arithmetic mean method has been followed under - Score method points. For each and every priority points are allotted.Total score monarch = (58*6)+(9*5)+ (26*4)+(7*3) =518Total score vasavi=(2*6)+(30*5)+(4*4)+(36*3)+(23*2)+(4*1) =354Total score viyaya = (2*6) + (3*5)+(8*4)+(21*3)+(60*2)+(6*1) =248Total score nalanda =(2*6)+0+0+(2*3)+(13*2)+(83*1)=127Total score star =(3*6)+(24*5)+(27*4)+(30*3)+(6*2)+(10*1)=358Total score nandi=(31*6)+(3*5)+(22*4)+(7*3)+(3*2)+(4*1)=470Score =No .of respondents *pointsWeight = Total score/No. of Respondents