Customer Satisfaction Of Canon Printer Users In Pune

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Executive Summary Canon started out as a company with a handful of employees and a burning passion. That company soon became a world-renowned camera maker and is now a global multimedia corporation. However, the origins of our success remain unchanged: the passion of our early years and technological expertise amassed over more than 60 years. And now Canon India closed 2008 with revenues of Rs. 665 crores, which marked 31% growth over 2007. Overall, Canon expects to touch revenue of 840 crores in 2009. The company has a range of products under its profile. Printers being the prime products have a major share of their profit in India. For the success of every business customers are at the core center. Effective marketing focuses on two activities: retaining existing customers and adding new customers. Customer satisfaction measures are critical to any product or service company because customer satisfaction is a strong predictor of customer retention, customer loyalty and product repurchase. So Canon India wanted to conduct a survey of customer satisfaction in Pune region. To know that the customer are satisfied or not. This will give them an insight into their own strengths and weaknesses. So that company can know in which area they are not upto the expectations of the customers. And can focus on them in future to accomplish a steady growth, which in turn will facilitate in achieving a target of 840 crores in 2009. So in the project we focused on the areas in Pune. The project was focused on customer satisfaction aspects: There are ten 'Quality Values' which influence satisfaction behavior, known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service. Project was intended to cover all these domain. The Sample size for the project was 250, and the sampling units were Xerox centers, Cyber cafes, Retail outlets and small home offices. So respondents were surveyed by collecting the questionnaire from them. For that purpose randomly samples were selected and surveyed. The questionnaire was filled personally by the person who used the printer. 2

Respondents have given importance to quality aspect of Canon printer while buying. Also Canon is known for its onsite service so respondents have rated after sales service as second most important aspect. Technological excellence of Canon printers have given them the share of priority among the respondents. Price of the printer and the maintenance cost are also the other aspects which have importance than other aspects. The dissatisfaction is with the after sales services of the company. 1-2 years onsite warranty is the USP of Canon printers. But customers have to call more often to get it done. So many a times customers themselves have to take the printers to the service center rendering the onsite warranty futile. Also we visited schools for “Brand Promotion” of our products. We gave the school students the broachers of Inkjet printer iP1300 and All in on MP145. They were given to the students at discounted price.

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Chapter no. 1

1.1 What is Customer Satisfaction? Customer Satisfaction is a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Customer satisfaction is an ambiguous and 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. The level of satisfaction can also vary depending on other 4

options the customer may have and other products against which the customer can compare the organization's products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement. There are ten 'Quality Values' which influence satisfaction behavior, known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service.

1.2 Need for the study: For the success of every business customers are at the core center. Customers are the one who consume and use the product. So they decide what to buy and what not to buy. Products or services which meets the requirement or the needs are preferred. But in any business or industry there is no monopoly of one company, there are always competitors. These competitors never let you standby. External environmental factors, internal factors, influence the scope of the business. So in such a competitive environment customer satisfaction becomes of prime importance. If customers are

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satisfied they will become an asset for the company on whom it can rely. But if the customers are dissatisfied they will switch over to competitors brand and will be a loss for the company. Effective marketing focuses on two activities: retaining existing customers and adding new customers. Customer satisfaction measures are critical to any product or service company because customer satisfaction is a strong predictor of customer retention, customer loyalty and product repurchase. Customer who are satisfied are also loyal. So there is less possibility that they will revoke to the company. So in such scenario customer satisfaction needs to be analyzed. It will give an insight into where the company is falling short of the expectations of the customers. So that it can improve upon it and gain customer satisfaction. In the printer industry HP, Samsung, Epson are some of the competitors of Canon. In such a competitive market Canon cannot afford to miss on the customers. So it becomes necessary to know the customer satisfaction. In printer industry market share wise HP are the leaders. To take over the top position Canon needs to be the best company and for it ,it should satisfy its customers. So this research project becomes critical and important from Canons perspective.

1.3 Objective of the Research Defining the objective is the crucial part of any research. If the objective are not clear the research cannot identify the problem and thus cannot find a solution to the problem. Primary Objective: To study customer satisfaction of Canon printers users in Pune region. Secondary Objective: 1) To identify the areas of dissatisfaction related to Canon printers. 2) To identify the areas on which company should focus to improve the product. 6

3) To tap the Latent market for the Inkjet and Laser printers. 4) Promotion of different inkjet, lasersand all in one printers.

1.4 Scope of the Project ➢

Product Scope :- This study is only restricted to the printer section i.e. inkjet, lasers and all in one.

➢

Geographic Scope :- The project was conducted for the Pune region only.

➢

Here I have considered 250 samples only.

1.5 Limitations of project: ➢

This research is carried out only in the Pune region.

➢

The research covers only the Xerox centers, cyber cafes, small offices and retail outlets.

➢

The sample size considered is only 250 so the results are based on it. This was due to the

limited time available for the project. ➢

The project covers only the those respondents who were using Canon printers for last 2

years. 7

Chapter no.2

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2.1 Company Name and History: Name of the Company: Canon Inc. Founded : August 10, 1937 Headquarters:

30-2, Shimomaruko 3-chome, Ohta-ku, Tokyo 146-8501, Japan.

Canon started out as a company with a handful of employees and a burning passion. That company soon became a world-renowned camera maker and is now a global multimedia corporation. However, the origins of our success remain unchanged: the passion of our early years and technological expertise amassed over more than 60 years. Canon Inc. is a global leader with total revenue of about US$ 45 billion in 2008, in photographic and digital imaging solutions. Its global network now includes 239 companies, employing some more than 131,352 people. Five Technology ‘imaging' engines of Optical, Electro photography, Canon is the world leader in office automation and digital imaging technologies. Since 1990, Canon has used numerous types of recycled plastic in exterior housings and other product parts in cooperation with resin manufacturers in Japan and abroad. “Sandwich molding,” in which recycled plastic is sandwiched between layers of virgin plastic, enables usage rates for recycled plastic of up to 30% in final products. So Canon has been making eco friendly products from a period of time."Canon Group Environmental Charter" has been introduced, global environmental promotion organization are also described. Here the product is viewed in terms of its three stages-produce, use and recycle - Canon contributes to minimizing environmental burden through the effective application of environmental technologies.

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2.2 Organizational Chart Of the Company:

2.3 Growth: Canon India Private Limited, India 's No.1 Complete Digital Imaging Company, has registered the highest growth in Eastern market in most of the product categories in the first 5 months of 2009 over the same period last year. Canon is also a leading player in East in the digital camera and digital copier multifunctional categories with 30% market share in both. And Canon achieved 30% market share for laser printer nationally during April 2009. Canon India closed 2008 with revenues of Rs. 665 crores, which marked 31% growth over 2007. Overall, Canon expects to touch revenue of 840 crores in 2009 and 1000 crores in 2010. Canon will invest 100 crores in India this year. ran 2008* k

Company

1

IBM

2

Samsung Electronics

3

Canon

4

Microsoft

5

Intel

No. 4,16 4 3,51 8 2,11 4 2,02 7 1,77 10

6

Panasonic

7

Toshiba

8

Sony

9

Fujitsu

10 Hewlett-Packard

7 1,73 7 1,61 4 1,49 9 1,49 3 1,42 0

Canon is said to be a Technology Innovators, With over 1100 registered patented technologies in Digital Cameras, 2300 in inkjet printers, 5600 in multifunctional printers and more than 200 in scanners, Canon has emerged as one of the leading technology innovators in the digital imaging space worldwide.

Canon is said to be a Technology Innovators, With over 1100 registered patented technologies in Digital Cameras, 2300 in inkjet printers, 5600 in multifunctional printers and more than 200 in scanners, Canon has emerged as one of the leading technology innovators in the digital imaging space worldwide. Canon has gained the ‘Second‘ rank in the year 2002, 2003, 2005. And in rest of the years from 1999-2008 they were ranked ‘Third’. TOP 10 CORPORATIONS RECEIVING U.S. PATENTS 2008 (Source: United States Patent and Trademark Office)

2.4 Different Products:

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Office Imaging Products:-

Products Network Multifunction Devices

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Copying Machines

13

Computer Peripherals :-

Laser Beam Printers

Inkjet Printers

Image Scanners

Business Information Products:Computers, Document Scanners, Handy Terminals, Calculators, Electronic Dictionaries

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Inkjet Multifunction Printers,

Cameras:-

Digital Cameras

digital camcorder

Digital Video Camera ,

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LCD Projectors

Optical and Other Products:Semiconductor Production Equipment, Mirror Projection Mask Aligners for LCDs, Broadcast-use Television Lenses, Medical Image Recording Equipment, Large-Format Inkjet Printers, Vacuum Equipment for Electronic Components

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2.5 Technology Used in Printers:

For Superior Image Quality Canon has superior technology includes Microfine Droplet Technology :We redesign the ink nozzles and print head for the precise ink ejection and perfect photo r

reproduction.

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ChromaPlus Technology :The new ChromaPlus technology has an additional red added to the original 6-colour ink. Colour Precision Distribution :Canon re-arranges print head for uniform colours rendition.

Photo Realism :How we make printouts look like silver-halide photographs.

FINE:Canon PIXMA printers incorporate the Full-photolithography Inkjet Nozzle Engineering (FINE) technology print head, which has more nozzles than competitors' equivalent models.

On Demand Toner Fixing Technology:In copying machines and laser beam printers, toner is fixed to the paper by heat and pressure via the fixing roller. With conventional fixing-roller systems, the roller must be kept hot at all times by a heater located in the center of the roller, even when in standby mode. Canon’s on-demand SURF (Surface Rapid Fixing) technology employs a linear ceramic heater and fixing-film sleeve with high thermal conductivity and low thermal capacity.

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Canon has also developed on-demand fixing technology for its color printers and copying machines. One system utilizes a double-layer fixing-film sleeve, such as those used in monochrome machines, which includes an intermediate rubber layer. In another, the base layer of the fixing-film sleeve is made from thin metallic film instead of heat-resistant resin and employs a three-layer structure which includes a rubber layer and release layer. The inclusion of the soft rubber layer contributes to improved toner-fixing performance and ensures the uniform application of heat to the toner to produce consistently high-quality color images.

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2.6 Awards and Recognitions :•

Canon has notched up a total of 80 prestigious awards in 2008 in recognition of the

superior technology and quality of its products across different segments. Canon was named as the Best Service Backup Company of the Year by Better Photography magazine. •

Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. In 2006, the

company was certified for its "Strong commitment to excel" at the CII-EXIM Business Excellence Award. •

In 2008 Canon has been ranked amongst top 10 employers in India in the Business Today

'Best Companies To Work For In India' survey. The list of product awards received in 2008 are as follows: •

Digital Camera – 28

•

Digital Camcorders – 4

•

Digital SLR – 12

•

Canon Lenses – 10

•

All-in-one printers – 6

•

Best Retail IT company

•

Best Imaging Solution Company

•

Best Office Equipment 20

•

Best Service Backup Company 2007

2.7 Current Status of Organization :•

Canon launched its regional outreach programmes across the country – Amchi Mumbai,

Humari Delhi, Namma Bengaluru and Namma Chennai. The projects were launched to create better connect with customers in these regions. •

Canon launched 108 new products in 2008, the largest ever product launch in India.

•

Canon launched 'Image Fest' which showcases all Canon cameras and photo printing

products by creating an exclusive edifice – a traveling exhibition. •

Canon took up sponsorship in the IPL Cricket tournament for the PowerShot range of

cameras, where every 4 and 6 hit was called a PowerShot. •

To reinforce its focus on regional markets, Canon launched the Print City project across 6

cities. •

Canon introduced its major thrust in 3 new areas of production and graphic arts,

government business and system integration space. •

Canon initiated green procurement and digitization to reduce paper wastes etc.

•

Toner Cartridge Recycling Activities: In keeping with its corporate responsibility, Canon

pioneered the collection of used toner cartridges in 1990 as a voluntary measure, even before regulations were established. It has been 17 years since we started the program and now our initiatives go so far as to include stipulations on green purchasing in Japan. To date, we have collected a total of 190,000 tons globally.

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Chapter no. 3

What is a research? A careful investigation or inquiry especially through search for a new facts in any branch of knowledge. It is a systemized efforts to gain new knowledge. Types of research: 1)

Descriptive

2)

Analytical 22

3)

Applied

4)

Fundamental

5)

Quantitative

6)

Qualitative

7)

Conceptual

8)

Empirical

Data Sources: There may be different types of data, some of the information may be published, while some is unpublished, some is complete and some information as available without any charge and some may acquire nominal expenditure. Its necessary for the research work and the type of sources from which it is generally collected. The research problem decides the nature of the sources of data they may be secondary data and primary data. Data Collection: The method to collect data was primary. Primary data is obtained through respondents, whether through questionnaire or through personal interview. Collection of primary data is done during the course of doing experiments in experimental research, but in case of descriptive type and when survey performed, whether sample survey or census surveys, then we can obtain primary data either through observations of through direct communication with there are several methods of collecting primary data, particularly in survey is descriptive research.

3.1 Sampling Design: The population is the set of all respondents about which a researcher wishes to draw a conclusion. In this project the respondents to be surveyed are the users of printers and other printing equipments. Population will comprise of all those who can be our respondents to meet our survey objectives. So the population comprises of the Xerox centers, cyber cafes, small home offices, retail outlets, corporate offices, educational institutes, schools, colleges. So this is our population.

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A sampling unit is that element or set of elements considered for selection in some stage of sampling. The one who will be the respondent and the concerned for the survey is sampling unit. In our case sampling unit is the end user of the printer, one who is actually using the printer. So the Xerox center, cyber cafes, small offices and the retail outlets are our sampling units. Sampling frame was all the Xerox centers, cyber café, retail outlets, small home offices.

Sample size: The sample size is 250 and it includes Xerox center, Cyber cafes, Retail shops, Small home offices in Pune city.

3.2 Sources and methods Data collection: Primary Data:Primary data are those data which are collected for the first time, taking a sample, representing a population. It is not a published data, it is problem specific data collected by the researcher, first time. When primary data is published by researcher, it becomes the secondary data for everybody, other than the researcher. There are many methods of collecting primary data and the main methods include: •

Questionnaires

•

Interviews 24

•

Focus group interviews

•

Observation

•

Case-studies

In my project I have collected the primary data using Questionnaire as a tool. The responses of the respondents were collected directly from the printer users. So this gave the first hand information from the respondents.

Secondary Data: A clear benefit of using secondary data is that much of the background work needed has been already been carried out, for example: literature reviews, case studies might have been carried out, published texts and statistic could have been already used elsewhere, media promotion and personal contacts have also been utilized. The source of secondary data was canon website and the company brochures and leaflets. Their was no secondary data available or their was no data which was published earlier.

3.3 Sampling Technique: A probability sample is one that gives every member of the population a known chance of being selected. So in this project the simple random sampling from the population was used as a sampling technique. All are 250 were selected randomly. The distribution of the sample space was Xerox centers – 100 Cyber Cafes – 100 Small home offices – 50

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CHAPTER NO. 4

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1. Canon printer users Yes No Total

178 72 250

Interpretation: Majority of the respondents visited were using Canon printers. The sample respondents were the customers of past 2 year of United Peripheral, Canon’s product distributor in Pune.

2. Duration of use of the printer 0-6months 6-12 months

30 56 27

1-2 year 60 More than 2 32 years

Interpretation: 52% of the respondents were using the printer for more than a year. And 48% were newly added in last 1 year. So the respondents had a good experience with the printer and can give their feedback about their satisfaction.

3.Multiple Printers users Yes No Total

133 45 178

Interpretation: 28

Most of the cyber cafes and Xerox centers have more than 1 printer. Because they have more printing load , so there is a need for multiple printers .This saves customers time and long waiting ques. To meet the demand they use multiple printers, it may be of Canon or any other company.

4. Other printer used Canon HP Samsung Brother Epson Xerox TOTAL

18 53 22 5 30 5 133

Interpretation: This shows that HP is the major competitor of Canon. They are the market leader in terms of market share in the print industry.

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From the graph we can see that the other printer used by respondents were HP, Epson, Samsung. HP is the most challenging competitor followed by Epson and Samsung. These other printers includes All in one as well as inkjet and laser printers.

5. Comparison with other printer used

Better Good Equivalent Inferior TOTAL

35 64 56 23 178

Interpretation: 56% of the respondents rated Canon printer good in comparison with the other printers which they were using. This shows that Canon printers have edge over other printers which the respondent is using 13% found it to be inferior to their other printer.

6. Number of Prints

Less than 10 10-20 20-50

18 27 43

10% 15% 24% 30

50-100 More than 100 TOTAL

75 15 178

42% 9% 100%

Interpretation: The graph shows that 51% of the respondents have printing load more than 50 pages per day. This is a sizable amount of print load, so they have to use more than one printer. This majorly includes Xerox centre and Cyber cafes.

7. Rated Importance OR priority of respondents.

Interpretation: The most important aspect while buying a printer is its price and quality. So mostly all the respondents have given most importance to price, quality along with the maintenance cost. Technology and availability of the printers had a mixed response but majority were neutral to the importance of it. But the after sales service accounted for important attribute to look for while buying a printer. Company name also had an influence in decision of the respondents. While the printing speed of the printer did not had much of importance given to by the respondents.

8. Features preferred while buying Canon printer

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Quality Price Usage Maintenance cost Availability Technological Excellence After Sales services Easy to use Printing speed Anti Jam

152 132 56 84 67

85% 74% 31% 47% 38%

118 139 90 89 63

66% 78% 51% 50% 35%

Interpretation: Above graph shows that the nearly all the respondents have given importance to quality aspect of Canon printer while buying. Also Canon is known for its onsite service so respondents have rated after sales service as second most important aspect. Technological excellence of Canon printers have given them the share of priority among the respondents. Price of the printer and the maintenance cost are also the other aspects which have importance than other aspects. 9. Satisfaction level of Customers

Interpretation: Customer are Satisfied with the price of the printer, but also many respondents are neutral as well as dissatisfied, this is because of the low prices of Samsung and Epson printers. Samsung and Epson have the lowest prices compared with other printers. 32

Most of the respondents were satisfied and highly satisfied with the quality of printer. This again authenticates that the quality of Canon printers is best. The dissatisfying aspect was the Maintenance cost, respondents were highly dissatisfied and dissatisfied with the consumable cost of Canon printers. Also they are to be purchased more often. So this adds to the running cost. The cost of the cartridges is high compared to other printer cartridges. Regarding the availability and ease of using the printer respondents gave a mixed response and were satisfied with it. Respondents gave very little importance to the anti paper jamming mechanism while buying a printer. They were satisfied with it. The USP of Canon printers are i.e. Technology used, Onsite warranty. On the technological front respondents are satisfied but on the warranty front respondents are dissatisfied with the services of the company.

10. Respondents who had a problem with the printer.

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Yes No

49 129

Interpretation: Among all the respondents 28% of them had some functional problem with their printer. Most of the respondents were using a printer more than 6 months. So this shows that the problems do occur with the printer after using it for a period of time.

11. Respondents who informed to the service center about it. Yes No

36 13

Interpretation: 69% of the respondents have informed to the service center about their problem. Still this figure is small because respondents have tried to sort out their problem through other sources available in the market. 34

12. Respondents who got Onsite warranty.

Yes 26 No 10 TOTAL 36

Interpretation: 28% of the respondents did not get the onsite service. This is a sizable portion of the respondents. This is one of the major issues which needs to be worked out and improved upon. And is also one of the major region of dissatisfaction. Also it shows that Canon is not able to meet its Onsite Warranty service.

13. Respondents who got a solution to their problem.

35

Yes No TOTAL

41 8 49

Interpretation: Here I have considered all the 49 respondents who had some functional problem with the printer. Above graph shows that customers got a solution to their problem irrespective of their source of repairing. The problem faced by the respondents who did not get a solution was of ink clogging. When the printer is unused for a period of time, the ink dries up. This creates a blockade and ink is not fired through the nozzles.

14. Respondents who said problem was reoccured. Yes No TOTAL

3 46 49

Interpretation: Here also I have considered all the 49 respondents who had some functional problem with the printer. 36

3 respondents reported that the problem resurfaced after some time. So we can say that the break down period is less.

15. Respondents who said other problem /s occurred after the service.

Yes No TOTAL

3 46 49

Interpretation: The response given indicates that, after the service other problems occurred. A new problem takes place. These problems should not occur. This shows that the after sales service is not up to the mark. And there is a need to improve upon it.

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16. Satisfaction level of After sales services.

Highly dissatisfied dissatisfied Neutral Satisfied Delighted TOTAL

2 10 9 14 1 36

Interpretation: Graph clearly shows that the respondents who had a problem and approached service center for it, are dissatisfied with the service received. 14 were satisfied and only one was delighted. But the neutral, dissatisfied and highly dissatisfied part is a major one, so it is an area of concern for Canon. Canon provides two years of onsite service for inkjet printers, and one year for the laser printers. Also it is an USP of Canon, but on the same front it is not able to meet the expectations of the customers. So this is one of the major area of concern. 17. Repeat Purchase of Canon printers.

Yes 102 No 76 TOTAL 178

Interpretation:

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57% respondents said they will buy the printer again ,but remaining were not willing to buy the same. It may be because of after sales received were not upto their expectation, and the high consumable costs.

18. Respondents who will tell others to buy.

Yes 105 No 73 TOTAL 178

Interpretation: 41% have responded that they will not tell others to buy the same printer. This shows that those who are using the Canon printers are not confident enough to tell others to buy. This is because of the high cost of consumables. Maintenance cost tends to go a higher scale for Canon printers.

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CHAPTER NO. 5

5.1 Main findings:-

40

➢

Customer who are using Canon printers are totally satisfied with the ‘Quality’ of the

product. On product front Canon printers are excellent, and many respondents have rated it better than other competitors. ➢

While buying a printer customers prefer price as well as quality. Maintenance cost is also

having importance, because it includes the consumables like toner, cartridge which are consumed more and needs to be purchased more often. Printer is a one time investment and the consumables are used more often so customer do give importance to it. ➢

Customers buy Canon printers because of its quality, after sales services, technology so

the customers have preferred the same aspects where Canon have its strength. ➢

Considering the Technological aspect, Canon printers have Tier-I technology, they have

the edge of technology over other competitors. They are the technology innovators. But this fact of superior technology is not communicated to the customer who are using the printer. ➢

Respondents have a good image of the company, as company is well known and have

their dominance in the Xerox industry. They are the market leaders and technology innovators. So Canon have a good image in the market. ➢

Customers were not satisfied with the running cost or the consumable cost of the product.

They had to spend more on the cartridge and the toners. This was because the prices of Epson and HP Consumables are less as compared to the Canon consumables. But the Ink contents of all the cartridge is different. Canon have more ml capacity per cartridge, than the other cartridges in the market. So the initial cost goes around three times the other cartridges.

➢

The dissatisfaction is with the after sales services of the company. 1-2 years onsite

warranty is the USP of Canon printers. But customers have to call more often to get it done. So

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many a times customers themselves have to take the printers to the service center rendering the onsite warranty futile. ➢

If any breakdown occurs then the components are not easily available in the market.

Customers have to wait till the company delivers them the component or the spare part.

5.2 Suggestions: •

Problem: Lack of customer awareness. 42

Customers should be made aware about the technological aspects of Canon printers. For that purpose the sales person, distributor, dealers needs to be educated on the product front and should be made aware of each and every aspects which needs to be communicated to the customers. There is a need to arrange more campaigns like “Print City” to educate the distributors and dealers about the technicality and make them thorough with the product. Also the fact regarding the consumables i.e. ink cartridge and toners should be communicated. They should be made aware about the Canon ink capacity, which is nearly three times the ink capacity of HP or Epson printers. •

Problem: High running cost. Consumables have more running cost. Consumables includes ink cartridges, toner, their repurchase cost. There is a need to make customer aware and convince them to buy original ink cartridges and toners. They should be made aware about the advantages of using original ink. But at the same time Canon should focus on making the consumables available easily. They should open more number of original ink centers and at an affordable price lower than the existing one.

•

Problem: After sale services The services provided by the service center does not meet the expectations of the customers. So to improve it company should make their product partners “United Peripherals” and consumable partners “Lynsis computers” to supervise the working of service center. Company should give the ownership of service center to some sources and supervise the proceedings.

BRAND AWARENESS CAMPAIGN UNDER PRINT CITY : Under the print city campaign Canon under went a brand awareness campaign. I had to do the brand promotion campaign in the segment where the survey was conducted. Making customers 43

aware about the product, giving them more information and establishing Canon as a distinguished brand in the minds of customer. For the same I was given the school segment. I along with United peripherals decided fifteen prime schools in Pune city. I approached these schools with permission letter seeking permission to carry out this Print city campaign in their premises. The main hurdle was to convince Principals, how these products will make difference in student’s academic life. This we cleared by explaining the utility of products for students and their parents. The Target audience were the parents of these school going children. These products were best suited to satisfy their academic requirement at most reasonable price. So we came up with two Products •

Canon PIXMA IP1300 - Inkjet Printer

•

Canon PIXMA MP 145 - All In One

The products were pitched as a utility for school children in their Papers, Presentations & Reports. The articles from Newspapers, Reference books & other published material can be scanned and saved permanently for future reference and any time printed or copied to include when and where required. The Printers were also promoted not only as document or text printer but also as one capable of printing lab quality photos captured from digcams and mobile phones. For the purpose of school campaign I visited 15 schools. Of these 15 I got the permission in 5 schools and carried out the promotion by giving the students a small presentation in their respective class rooms. I had selected class 8th,9th,10th students only. Because they are better in understanding and communicating the information to their parents. The information was distributed to the students in the form of the brochures and pamphlets. Each and every information about the offer and terms and conditions were mentioned clearly. Schools visited – 1. City International School

2. St. Mira High School 44

3. Dayanand Anglo Vedic School

4. Bishop School 5. St. Annes School, Camp

The students who were interested contacted directly to the Canon product partner United Peripherals. And thus the leads were generated through the campaign. And also the brand awareness was successfully carried on.

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CHAPTER NO. 6

Conclusion:

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The print city campaign which is launched by Canon India in Pune has set a target of 51% for this year compared to current 36% share. Under this campaign business expansion is required. So there is a need to tap new market and new potential customers. But at the same time, there is a need to hold onto the current customer. The study was aimed at conducting the survey for finding out the satisfaction of the Canon Printer users in Pune city. During the course of the project it was found that Canon as a brand in Xerox industry is well established. But the same image is not replicated in the printer section. Canon has most number of patents, technological excellence, onsite service. In spite of all these facts they are behind the market leader HP. One of the major factor responsible for it is their running cost. The consumables i.e. the ink cartridges and toner, have more cost compared to the HP or any other companies consumables. Customers are not aware about the Canon ink capacity, which is nearly three times the ink capacity of HP or Epson printers. This is the reason why Canon ink cartridges are expensive compared to others. So more number of customer are either neutral or dissatisfied or highly dissatisfied with the maintenance cost. Highly dissatisfied customers are fond only in this category. Most of the customers refill their cartridges and toner using ‘C’ grade products which are China made. The ink droplet size of these inks is 3-5 pico litre. Canon have Nozzle size from 1-2 pico litre. So it cannot give the desired performance as that of the original ink. So many were dissatisfied because of this. If we consider the USP which is the Onsite Warranty upto two years here also Canon scores negative. Customers do not receive on site warranty, and if they do they are not happy with it. Customers have to repeatedly call to the service center to register their complaints. The word of mouth is also responsible for it. Canon has given very bad after sales service in the past. So, long time printer users are still under the same impression which they had experienced before. And it has spread from peer to peer and has mounted to give a bad image to the company.

Thus I have concluded that after sales services are not meeting customer

requirements and should be improved. The study of customer satisfaction gave areas where the company lacked and was not upto the expectations of the customers. This surely would help the company to identify the pitfalls and to improve in the future. 47

The purpose of the research was to determine the customer satisfaction of the Canon printer users .The purpose of conducting the survey was to self identify the loopholes. This purpose was served with the study. The findings gave an insight into the areas which needs to be concentrated upon and overcome in the future.

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Books and Journals referred: 1. Marketing Management by Philip Kotler. 2. Research Methodology by C.R. Kothari

Websites referred: 1. www.canon.in 2. www.google.com 3. www.pdfcoke.com 4. www.customerpro.com 49

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Questionnaire We are doing a brief survey to find out the “Satisfaction level of the customers for Canon printers in pune city”. We would be grateful if you could spare a few minutes to participate in it.This project is done by a management trainee and all the information would be strictly confidential. NAME: AGE:

GENDER:

ADDRESS: CONTACT NO: 1. Are you using a Canon printer?

a. Yes

b. No

2. How long you are using the printer? a.0-6 months

b.6-12 months

c.1-2 year

d. more than 2 years

3. Do you use multiple Printers ? a. YES

b.NO

4. If YES Which other printer you are using? a. Canon

b. HP

c. Samsung

d. Brother

e. Epson

f. Any other_________________ 5. How do you find Canon printer against your other printer? 1 Inferior 6.

2 Equivalent

3

4

Good

Better

How many prints do you take daily? a. Less than 10

b.10-20

c.20-50

d.50-100

e. More than 100

7. Rate your Importance OR priority (From 1To 5), while selecting a printer.

(Least Important -1, Not So Important -2,

Neutral-3, 52

Important -4,

Most Important-5)

Priority PRICE QUALITY MAINTENANCE COST TECHNOLOGY USED AVAILABILITY AFTER SALES SERVICES COMPANY NAME PRINTING SPEED

8. Which feature/s made you buy this printer ?

a. Quality

b. Price

e. Availability

f. Technological excellence

h. Easy to use

c. Usage

i. Printing speed

d. Maintenance cost g. Onsite service j. Anti jam mechanism

9. Rate the satisfaction level, of Canon printer on a scale of 1 to 5.

(1- Highly Dissatisfied,

2- Dissatisfied, 1[lowest]

3-Neutral, 4- Satisfied, 2 3 4

PRICE QUALITY MAINTENANCE COST TECHNOLOGY USED AVAILABILITY EASY TO USE PAPER JAM

10. Did you have any problem with your printer in recent past? a. YES

b. NO 53

5- Highly Satisfied) 5 [Highest]

11. IF YES, I)Did you inform to the service centre about it? a.YES

b.NO

II) Did you get Onsite service? a.YES

b.NO

III) Did you get the solution to your problem? a.YES

b.NO

IV) Problem was repeated after the service? .a.YES

b.NO

V) After the service any other problem occurred? .a.YES

b.NO

12. Rate the satisfaction level of After sales services received, on a scale of 1 to 5. 1

2

(Highly dissatisfied)

3

(dissatisfied)

4

(neutral)

(satisfied)

5 (Delighted)

13. Will you buy the same printer AGAIN?

a.YES

b. NO

14. Will you tell others to buy the same? a.YES

b.NO

BROCHURES USED IN THE SCHOOL CAMPAIGN 54

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