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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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