choukidhani mm mba porject report prince dudhatra
TRANSCRIPT
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THE RESEARCH REPORT ON CUSTOMER
RELATIONSHIP MANAGEMENT
PREPARED BY:
Godhani ashvin A.
CONDUCTED FOR:CHOUKIDHANI
GUIDED BY:Prof. Namita Talsania
COLLEGE:Shree Gyanyagna College
ACADEMIC YEAR:2007-2008
ROLL NO.22
SUBMITTED TO:SAURASHTRA UNIVERSITY -RAJKOT
Declaration
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I undersigned Godhani Ashavin A. A student of T.Y. B.B.A. Hereby
declare that the project work presented in this report is my own work&
has been carried out under the supervision of professor Prof. Namita
Talsaniya of Shree Gyanyagna Collage Rajkot.
This work has not been previously submitted to any other institution or
university for any examination.
Date : Signature:
Place : Rajkot [Godhani Ashavin A.]
Preface
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It can never be possible to make in todays competitive business world
only on the basis of theoretical knowledge. Practical study is very
important for practical knowledge purpose.
Education can built the power of knowledge but to win in the competitive
world one must be practical. As a student of final year B.B. A. practically
of Marketing, we are assigned to prepare a report on one of the topics of
marketing.
In this report I would like to throw some light on Consumer
Relationship Management of Chouki Dhani , I have conduct
consumer survey in Rajkot city .
I have tried to collect the information to the best of my ability within the
period of one month. I hop e that this project report will satisfy the objectrequirement.
Acknowledgement
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It is really a matter of grate pleasure for me to present this creative &
practical work. At this stage, project report is an important part of
learning.
I take this opportunity to express my sincere thanks to all those who
helped me in the preparation of this report. I would like to express my
thanks to Prof. Namita Talsaniya for his guidance & all those who
assisted me in the preparation of the report.
Date: Signature:
Place: Rajkot [Godhani Ashavin A.]
INDEX
Sr.
NO.
Particulars Page no.
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1 What is MARKETING RESEARCH?
2 What is Customer Relationship
Management?
3 CRM Hotel industry
4 Food habits of Rajkot people
5 Hotel Industry in Rajkot
6 Difference between Hotel Marketing &
Product Marketing
7 General information of CHAUKI DHANI
8 Detail information of CHAUKI DHANI
9 Analysis & interpretation
10 Future plans
11 Suggestions
12 Conclusion
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Advertising is any paid form of non personal presentation and promotion
of idea, goods or services by an identified sponsor.
Organisation handle their advertising in different ways, A large company
will often set up its own advertising department, manager report to the
vice precedent of marketing. Most companies use an outside agency to
help create advertising campaign and to select and purchase media. In
developing a program 5 major are to be consider,
They are;
1. Mission: What are the advertising objectives?
2. Money: How much money can be spending?
3. Massage: what message can be send?
4. Measurement: How should be the results?
Sample Size and Area:
Sample means a part of population or a subset from sets of units which
is provided by some process or other usually by deliberate selection
with object of investigation the of parent population .
Sampling is the process of selecting some unit from the population. While
selecting the units it must be taken into account that the selected units
should be representative of the population. So what should be the size of
such samples? Much be decided because if it is not properly decided. The
result based on that may not true or confidential. So size of sample should
be decided properly.
The methods for deciding the size of sample is decided into two parts:
Practical method
Statistical Method
While depending the size of sample following factors should be taken into
account:
Time limit
Financial constraint
Limitation of personnel
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Past experience of research
Pressure imposed by research party
Attitude of researcher
Methodology use to make the survey
Moreover the size of the sample should be decided by making into
account the area farm which the sample is selected.
Here in consumer survey all those factors are given enough importance if
the level size should be smaller in comparison to the sample of
metropolitan cities. I had selected Rajkot city and sample size 100 .
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Data collection source & tools
Once you have done the required formality the very next question is that
of collection of various data can be collected in two ways.
Primary sources
Secondary sources
Here primary sources refer to the data obtain by the research team of its
company itself for solution of particular provide. Where secondary
sources refers to the data obtain from research work of other it require
adjustment question.
Questionnaire is very important tool to gather information. On primarydata it is flexible mean because we can ask the question in no. of ways. It
gives the respondent clear information of questions. It includes the
respondent to give his co-operation and support. It stimulates response
through grate introspection it gives instruction on what is wanted and the
manner of responding.
It helps to identify what needs to be known to classify and verify
interview.
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F ood habits of Rajkot people
As different people have different nature & choices same as different
people have even different food choice & habits. As Rajkot people are
very food conscious & very food liking they always like different types
of food. All classes of people are enjoying hotel food as per their status, &
Rajkot has all standard of restaurants, so everyone can enjoy the hotel
food according to their financial position.
If we look at the particular habits of Rajkot people, we can find many
varieties of it & almost people like all types of food. These food includes
(less no. of people), Kathiyavadi, Punjabi, chines, continental, south
Indian, &many more.
In all these varieties, common& people used to eat this type of food
regularly, which includes different types of vegetables, roti, parotha,
kadhi- khichadi & many more. This type of Kathiyavadi food, people
mostly likes to eat & cook at their home only.
Another very different type of food which is very much popular in Rajkot
people is food like pani-puri, bhel, ragado etc. this type of food is
available on roads at laries.
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H otel industry in Rajkot
Rajkot is the capital of Saurashtra. Most of the government& private
sector officers are situated in Rajkot thus Rajkot is a financially & at
official level, important city of Gujarat. Socio- economically Rajkot is a
leading city, thus everyday for the office works as well as social work,
from the interior& micro interior center people as visiting Rajkot.
Naturally visitors of Rajkot require leading & boarding facilities for food
& staying purpose. Besides local population also like visiting hotel for the
occasion, business meeting, seminars etc.
As Rajkot is not as much as big city, hotel industry has been not so much
improved. Though there are many good hotels in Rajkot.
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D ifference between hotel marketing &Product marketing
Marketing is an exchange process between manufacturer (service product)
consumers. This process matches in such a way, so both get the benefits.
Manufacturer (service provider) earns the profit & consumer satisfies their
needs.
If we look at the marketing of Hotels & different products, it is very much
different, because both have its different type of customers. If we look at
the different type of products, it is very necessary for all the people,
wherever hotels are never been necessity of people but it is only for fun &
relaxation.
Product market is expanding very quickly now a day & IT IS VERY
MUCH COMPETITIVE. There are so many products available in the
market & there are so many companies in market. Marketing of these
products are also essential because of healthy competition in the market.
Product marketing focuses on features of product , quality, price & also
the coverage of product market is more than the hotel market, because in
marketing of hotels it is been earning of the hotel compared to product
market & customers are very much selected for hotels.
Hotel marketing is service oriented. They are serving the food &
satisfying the hunger& test. Different class of peoples has different type
of needs. Food is basic necessity of human being but cultured people
require something more than food like hygienic, taste, variety of foods,
good services, pleasant atmosphere, status, etc. Thus, hotel management
has to keep al this factor in their mind to satisfy the customer.
Location of the hotel also plays a vital role. It always should be an ideal
place, so customer doesnt face any problem to reach. Location always
should be peaceful & neat& clean. Outlook of the hotel is also very
important, as the first impression is the last impression. It always should
be somehow attractive.
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Satisfaction of the consumer is real earning of the hotel .Generally hotel is
providing the home atmosphere, safety, economy, neat& cleanliness are
important factors of hotel industry. Hotel management is considering the
facilities & rates of all classes of people.
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G eneral information of Choukidhani
Chouki dhani is Rajasthani cultural based 2 STAR hotels. Chouki dhani
is framed on 5th, Aug. 2001 by Kaveri hotels pvt. Ltd. with the investment
of Rs 3 crores.
The owner of Chouki dhani is Mr. BHUPATBHAI KHAKHAR, who
got the idea to built Chouki dhani by visiting Rajasthani villages.
It is spread on 7 Acers area of land. It is situated in Targhadi village near
All India Radio Tower on Rajkot Jamnagar Road, 14 Kms off Rajkot.
Prof. CHINMAY MAHETA Dean of Rajasthan University is the
interior decorator of Chouki dhani, who decorated Chouki dhani is realRajasthani village.
The main object of Chouki dhani is to serve the best, superior
qualities of services.
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Detailed information of Choukidhani
The meaning of Chouki dhani is HEAD QUARTER OF FOOD. Mr.
Ameet Raithatha is the manager of chouki dhani and 100 employees & 42
workers are being work together. All are working on the salary bases.
They also manage special events like marriage functions, birthday party,
reception party and other special occations. For these events special team
is trained by H.R. Department named BANK WITE.
Chouki dhani is entertaining their customer by two ways:
Charged entertainment programmesFree entertainment programmes.
CHARGED ENTERTAINMENTMENT PROGRAMMES:
1) Camel ride.
2) Ghoda bagi ride.
3) Rajasthani shilp gram.
4) Hast rekha.
5) Mahendi.
6) Pan Wala.7) Chai wala.
8) Popcorn.
9) Kulfi.
10) Video games
11) Bioscope
FREE ENTERTAINMENT PROGRAMMES:
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1) Rajasthani Bhopa Party.
2) Rajasthani Teratal.
3) Rajasthani Kalbalia.
4) Rajasthani Kathputli.
5) Jibha Ni Karamat.
6) Rajasthani Jadugar.
7) Live snakes.
8) Dance Floor.
9) Swimming pool.
10) Childrens Play Ground.
Chouki dhanis most unique feature is Rajasthani tradition &
Traditional food.
Chouki dhani provides dishes like:
Rajasthani.
Kathiyavadi.
North Indian.
Chinees.Continantal. Etc.
Chouki dhani provides their customer so many discount schemes to attract
their customers like:
Low budget economic meal for happy hours,
Festival schemes in festival days.
Mostly there is rush of people in Chouki dhani in weekends, Wednesday,
Sunday & vacation.
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W hat is consumer relationship management?
In order to target the message more effectively, more information about
the customer is required. This will of course result in increase in sales &
reduction in general & administrative costs. The customer can be
approached more effectively if more accurate information is available.
The customer centric Consumer Relationship Management should have
the integration of technology with quality data, corporate gains that
creates a win win environment. It should also provide the information to
the employees to achieve an enhanced and effective relationship
experience.
Consumer Relationship Management is a process or methodology used to
learn customers needs and behaviour in order to develop strengthen
relationship with them. There are many technological components to
CRM, but thinking about CRM is as a process that will help bring together
lots of pieces of information about customer s, sales, marketing
effectiveness, responsiveness and market trends.
Consumer Relationship Management helps businesses use technology and
human resources to gain insight into the behaviour of customers and the
value of those customers.
A central goal of every business is to serve its customers. For as long as
there have been merchants, success or failure has hinged on this simple
rule. Customer Relationship Management is a way of using technology to
do just that.
The Consumer Relationship Management system is an enterprise system,
which means that it spans multiple departments. Virtually all departments
within a corporation have at least some indirect access to customers, or
customer information; the goal of CRM is to collect that information in a
central repository, analyze it, and make it available to all departments.
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The generally accepted purpose of Consumer Relationship Management is
to enable organizations to better serve its customers through the
introduction of reliable process and procedure for interacting with those
customers.
The objective of customer centric CRM is to improve revenue, decrease
costs and enhance customer satisfaction.
An integrated customer centric technology backbone consumers that the
total requirements of the customer is in consistent with the entire
organisation and provides the right information at the right time to the
right people and optimize the customer enterprise relationship.
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Customer Relationship Management in Hotel Industry
In todays global world hotel industry has a wide field to be expand. Today
hotel industries are more sharp for their service providing sector. They are
try to provide the best services to their customer & want to achive the best
satisfaction level from their customers.
Now a days hotel industry should be interested in relation made with their
customers. They want frequently keep in touch with their customer & over
here C. R. M. has been worked.
Consumer Relationship Management is help to maintain continuous
relation with the customers who are regular or first coming.Implementation of CRM in hotel industry is getting maximum reward or
opinion from the customers.
CRM is not only help to build frequent relations with customers but also it
helps in improvement. Take new changes and overall development of
hotel industry. For todays
Hotel industry CRM is the best helping manager.
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Analys is and Interpretation
Analyses & Interpretation is one of the most important steps in the
research procedure. The success or failure of the research largely depends
on how successfully the analyses & interpretation is done.
To make data meaningful, data is classified according to different
variables to make it simplified. Then tabulation is done of the classified
data. Main purpose of tabulation is to know the frequency of response. It
helps to develop relationship between the data & also compare the data.
This whole thing is called analysis of data.
Next step after analysis is to interpret the analyzed data. Interpretation
means to give meaning to the analyzed data and on the basis of that todetermine exact cause& effect relationship.
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CONSUMER SURVEY OF CHOUKIDHANI
FOR
CONSUMER RELATIONSHIP MANAGEMENT
1. Name Mr./ Miss / Mrs.
2. Address:
3. Phone no.
4. Male Female
5. Birth Date:
6. Education:
7. Age:
8. Occupation:
9. Marital Status:
10. Monthly Income
10000 to 15000 ( ) 15000 to 20000 ( )
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20000 to 25000 ( ) Above 25000 ( )
11. How many times you visit choukidhani ?
12. Through which media have you reached choukidhani?
Friends ( ) Relatives ( )
News Paper ( ) Others ( )
13. For what purpose you visit Chouki Dhani?
Marriage Occasion ( )
Birthday Party ( )
Festival ( )
Simple dinner/ lunch ( )
Other ( )
14. Do you satisfied with the services of Chouki dhani ?
Yes No
15. If no then please specify why?
16. Behaviour of waiters/ employee
Excellent ( ) Best ( )Good ( ) Poor ( )
17. Do you want to visit again & again Choukidhani ?
Yes ( ) No ( )
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18. In what time duration are you visiting choukidhani ?
Weekly ( )
Monthly ( )
Twice in year ( )
19. Which kind of up gradation you need?
In price ( ) In food quality ( )
Interior at Hotel ( ) In schemes ( )
20. Do you expect any special schemes?
21. Please give your kind suggestions about the customer
relation at Choukidhani?
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SUGGESTIOS
CHOUKI DHANIshould provide special
schemes &
memberships to their
customers not only
in festival time but
also in regular bases.
They should providetraveling facility to
their customer
because the location isfar away from the
Rajkot city as well
Jamnagar city.
More space for danceas it is very narrow
and suffocative.
Customers need that
of MOTEL THE
VILLAGE.
More games facilityshould be provided to
enjoy the whole
environment. More
games for children as
well for elders.
Fast food should beserved.
The size of swimming pool should be
expanded. Special
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should be there for
female & male.
Lighting & parkingshould be sufficient &
improved.
There should be likelake, boats,
amusement park &
CHOUKI DHANI
must be given a
natural look.
Particulars No. of
respondents
Yes 95
No 5
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]
Particulars No. of
respondents
Metric 15
Higher secondary 20
Graduate 45
Postgraduate 10Others 10
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Particulars No. of
respondents
Bness 20
Services 10
Student 60
Housewife 10
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Particulars No. of
respondents
Friends 60
Relatives 20
News paper 5
Others 15
Particulars No. of
respondents
Marriage
Function
20
Bday Party 10
Festival 20
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Simple 50
Particulars No. of
respondents
Yes 95
No 5
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Particulars No. of
respondentsBest 25
Good 55
Ok 19
Poor 1
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Particulars No. of
respondents
Yes 90
No. 10
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Particulars No. of
respondents
Twice in a yr. 70
Monthly 29
Weekly 1
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Particulars
No. of
respondents
Price 20
Food Quality 40
Interior Outlet 10
Schemes 30
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CONCLUSION
As a management student, I have got the opportunity for research and
make a survey of different types of customers. I have selected this unit for
training purpose and have concentrated more on field work and CHOUKI
DHANI has supported me very well.
They have motivated me for this research regarding preparation of this
report.
This field work is the combination of good as well the worst experiencebut the support by CHOUKI DHANI for the execution of project was
really enthusiastic, that helped me in great deal.
For the survey, I have dealt with the visitors. It is not easy to disturb
people especially when they come to fun or enjoyments and to get detailed
answer but most of the students have given good response because it is
good reputed hotel even customers behaviour was also co-operative.
During my research work, I have also seen many good aspects of
CHOUKI DHANI. I have seen very good family environment over there.
The staff members are very supportive and very good in nature.
I would specially thank to Mr. Amit Raithatha - My project work in
charge who has given me continuous support as and when required. He
has satisfied my queries and given the complete guidance for this report.
At last, I wish a very progressive future for this unit. I hope their future
plans will be shaped up in near future. They make more & more
reputation in the Hotel Industry.
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Bibliography
1) Indian Management
2) www.maretingteacher.com
3) www.bambooweb.com
4) www.marketingguru.com
5) Marketing Management - Philip Kotler
Future Plans
http://www.maretingteacher.com/http://www.bambooweb.com/http://www.marketingguru.com/http://www.maretingteacher.com/http://www.bambooweb.com/http://www.marketingguru.com/ -
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They want to build the RAJASTHANI RESTAURNTin Goa Just within next 2 to 3years.
They are planning to provide extra entertainment tothe customers like separate swimming pool for ladies.
Expansion of present swimming pool.
Expansion in the Dance Hall.
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Dhani restaurant is only one of its kind in this region. This serves
typical RAJASTHANI & KATHIYAWADI THALI with more than 25
varieties including famous DAAL BAATI, CHURMOO &
STEAMED KHATTA DHOKLA in typical style of THAKURS
THE VILLAGES LOARDS where guests have to sit on floor or aasanand Thali is served on Bajot
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CONFERENCE HALL
CONFERACNE HALLAC RESTAURANT
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