Customer Transaction assessment study thru Direct sales of Godrej

Appliances, Benchmarking with other organization and Re-devising the

model by extending it to other Godrej Products like furniture &
Mattresses. (ES)
Godrej Direct Sales
-A Differentiated Channel

Godrej & Boyce Mfg. Co. Ltd.

REPORT By

Godrej-Direct Sales
 Acknowledgements

This project is being part of the curriculum at PGXPM program conducted by Great

Lakes Institute of Management.

My sincere thanks to the management of Godrej & Boyce Mfg. Co. Limited who

believed in my potential and gave me the opportunity to pursue this course.

I am thankful to Prof. V.K. Murti for his valuable guidance in applying the models and

concepts for understanding the current scenario in details, measure its effectiveness in

current form & devising various strategies to make it more effective, vibrant & universal

to benefit other Godrej products.

I am grateful to my sales team at Godrej & Boyce Mfg. Co. Ltd for their unstinted

support and helping me tirelessly in conducting the field work effectively & to help

project take the shape & making channel beneficial & profitable to the organization. This

project was not possible without their support.

My special thanks to all faculty members of PGXPM9 for making me understand various

current concepts those are more practical and used globally and for sharing the results to

help me learn and grow as a complete leader.

 Sr. No. Content Page No.
1 Executive Summary 5

2 Project Scope 6

3 Introduction to Godrej Organization 8

4 Introduction to Godrej Appliances 12

5 Introduction to Godrej Direct Sales 13

Strategic Objectives of Godrej Direct Sales

6 channel 14

7 Godrej Direct sales channel structure 15

8 Godrej Direct sales Financial Results 18

9 Project Findings 19

10 Project Methodology 20

11 Customer Profiling 21

12 Survey Findings 25

13 Key issues to be addressed 29

14 Recommendations for improvements 30

15 Immediate Action 33

16 Extension of Direct Sales to Godrej Interio 34

17 Customer Questionnaire drafted & followed 39

18 References/Additional material 56
1 Executive Summary

Direct Sales (also referred as Godrej Direct) is a separate vertical under Godrej

Appliances Division (GAD) Service function responsible for generating revenue through

sales of home Appliances and Annual Maintenance Contracts. The Direct Sales channel

operates through Door-To-Door selling, Tele-Marketing and Web-Selling. The Direct

Sales channel is growing fast year after year and present in about 40 cities with more than

1000 front line sales force.

Initially, sales of Contract was initiated through Mckinsey under the Project News since

the year 2002. After successful operation for 3 years, Appliance Sale was added to the

same in 2005 and the initiative now is called GodrejDirect in consultation with BCG.

Godrej Appliances is the only consumer durable company in India to have this kind of a

differentiated channel where the objective of channel is to drive better profitability as

compared to traditional distribution channels, Brand communication to customers thru

personal selling & a channel for risk mitigation in terms of products promotion.

Today after successful operations for last 10 years and a CAGR of 25% in revenue it is

now pertinent to understand the effectiveness of the channel. This study is to assess the

Customer Transactions thru Direct sales of Godrej Appliances and Re-devising the model

by extending it to other Godrej Products like furniture & Mattresses.

2 Project Scope:

Objectives of Project:
 1. To assess the level of Customer Satisfaction amongst its customers who have

purchased a consumer durable through Godrej Direct

2. Identify key issues to be addressed

3. Recommendations for improvement

Qualitative impact:

Would be to further scale up the channel and create an alternate channel for Godrej

Appliances in a big way reducing dependency on intermediaries. Quantitative impact

would be to sustain better profitability by satisfying the customers.

Methodology:

Field work.

Face-to-Face interviews to be conducted with proper questionnaires. The
interviews will be conducted from the existing database of direct customers with

Godrej & Boyce Mfg. Co. Ltd. Database will of customer who had purchased the
 products in the recent months from Godrej executives through the Godrej Direct

channel-door to door and tele calling.

The respondents will be informed that the study is being conducted for better
deliverables in future.

Market intelligence

Studying the inclusion of other Godrej Products in the portfolio of Direct sales.

Qualitative & Quantitative results analysis

Modify the overall direct sales operations.

Test & confirm the model

Pilot & Feedback on the model

Insights & tweaking of the model

Present revised model

Implementation of the modified practices after due confirmation from HO

3 Introduction to Godrej organization

Organization Name: Godrej & Boyce Mfg. Co. Ltd.

Division: Godrej Appliances

Godrej & Boyce Mfg. Co. Ltd. is a flagship company of Godrej

group.

It is into business since 1897.

One of the largest privately held industrial corporations.

With annual turnover of over 8000 crores

All India Presence with 25 branches & 50 showrooms

Family of 11000+ employees.
Mission:

Enriching Quality of life Everyday Everywhere

Vision:

Godrej in Every Home and Work Place

Values:

Integrity, Trust, To Serve, Respect, Environment.

Presence:
Various Businesses under the umbrella of Godrej & Boyce Mfg. Co. Ltd.
are:
4 Introduction to Godrej Appliances

Godrej Appliances is one of the flagship Division of Godrej & Boyce Mfg. Co. Ltd. with

annual turnover of over 2400 crores. Godrej Appliances is positioned among consumers

as a brand Designed by Curiosity. We claim to be an Indian brand who understands

Indian consumers more closely & design products according to the current conditions.

Further innovations are too based on this principal. Continuous product innovation has

made us leader in many of the appliances categories in the market beating Korean giants

in the over competitive Indian market. I belong to this division in sales & had seen the

division growing leaps & bounds for last 10 years. Various products that we deal in are:
5 Introduction to Godrej Direct Sales

Godrej & Boyce Mfg. Co. Ltd. is one of the largest engineering & consumer Products

Company in India. Godrej Direct is a sales channel of Godrej & Boyce Mfg. Co. Ltd.

which adopts the direct sales path of selling consumer durables and annual maintenance

Contracts (AMC) though door-to-door and tele-calling channel.

Godrej Direct falls under the umbrella of Godrej Appliances. Godrej Direct employs sales

force of over 1200 across India visiting customers directly on a daily basis. Each sales

person is required to touch minimum 40 customers in a day leading to almost 48000

customer touch points daily & over 17 million customers annually. That is the extent of

reach of Godrej Direct.

As of now Godrej Direct is doing a business of over Rs. 700 million annually with a

productivity of 0.24 appliances per day per executive. The salary & incentive costs are

massive owing to this less productivity to 15% of total revenue. Objective nowadays is to

improve the productivity of executives to over 0.30 appliances per day thereby reducing

the salary component. This is only possible with an effective module of training

programs.
Values of Godrej group on which we expect each & every individual to stand by & own

up are:

1. Integrity

2. Trust

3. To serve

4. Respect

5. Environment

6 Strategic Objectives of Godrej Direct Sales Channel:

Closer connect with the customers (CRM )

Profitability better than the trade channel

Driving mix for both imagery & profitability

Risk mitigation An additional channel

Leverage untapped markets

Huge potential for scale up (For both product portfolio & reach)
7 Godrej Direct Sales Channel Structure:

Godrej Direct Closer connect with customers

Direct Sales A unique channel in Appliances

Key success Factors June 2017

No of Customer Touch points / Day 35000

No of camps 130

No of cities 40

Strength of Feet on Street (FOS) 1000

AMC Revenue (Rs Cr) 4

Present in all Key branch towns

Also contribute to CSR initiatives.

CSR - 4200 people trained in Sales Skills (Retail, Trade, Direct Sales )under
Skill
Development initiative
8 Godrej Direct Sales Financial Results:

GROWTH PATH FOR FOS

9 Project Findings:

Background:
10 Project Methodology:

Fieldwork duration: March 2017-May 2017

Prepare detailed Questionnaire (attached as an annexure)

Face to Face interviews were conducted from the database of Direct sales
from customers who bought appliances from Direct channel both Door-to-
Door & Tele-appointment

The respondents were informed on the study being conducted

Actual Sample achieved:

Area Chosen: Mumbai

No. of customers Door-to-Door Tele Channel

Mumbai 46 36
11 Customer Profiling:
Key Strategic Highlights:
12 Survey Findings:

Overall Experience of going through the Purchase

Process:

-All figures in % except Base

Impacts on Overall Experience of going through the purchase process- Door-to-
Door:

Impacts on Overall Experience of going through the purchase process- Tele-

calling:
Deciding factors for Purchase decision:

1. Prior communication D2D Appliance Check up

2. Promotional Material-Flipcharts/Display Van

3. Customer Executive

4. Payment

5. Delivery

6. Demonstration

Do you find this mode of sales offered by Godrej & Boyce useful:
To what extent do you find this method of purchase different from other similar
companies:

-All figures in %
13 Key issues to be addressed:

Sourcing of required Man power

High sourcing cost

Increased competition from Retail, BPO, Banking & Telecom

Sectors

Low salary

High Attrition in front line Sales force

Lack of knowledge

Customer rejection

Low morale due to tough environment

Target pressure

Limitations in Expansion

Warehouse availability

Back end processing facilities

Cost of Delivering the products

Availability of trained manpower

Low conversion of Knocking to Sales

Quality of Door Knocking

Lack of proper Display facilities

Difficulty in getting society permission

 Pricing
14 Recommendations for Improvements:

Follow 4 I methodology:
Information gathering -> Issues -> Insights -> Ideas

Challenge Action Plan for improvement

Manpower Sourcing & Recruitment

sourcing, 1) Incentivize agencies for recruitment

recruitment & 2) Variable pay structure to attract talent

retention 3) Target 10th Pass and 12th Fail

4) Proper job role description to candidates by agencies

5) Joining formalities to happen in our Branch
6) Ensuring continuous sourcing on daily basis

Retention
1) Pick & Drop facility
2) Family get-togethers in a year
3) Family lunch with performers
4) Quarterly get-togethers of executives
5) Salary disbursal for <2 months executives in regular intervals
(10days)
6) Recognitions of Performers
7) Revision of Incentive structure
Challenge Action Plan for improvement

Quality of Training 1) Class room training of only 3-4 days

2) On Job training for 7 days
3) Refresher of executives every 3 months of all products
4) Training of BDMs & executives every month on specific product or
sales skills
5) Buddy Connect Program
6) Training of Trainers in every Quarter
7) Inculcating Free Check Up benefits
8) Memorize the USPs of our channel or make Reference Card
9) Learn & Memorize the Sales Pitch of knocking

Challenge Action Plan for improvement

Operations Hiccups 1) Society Permission Executives

& Market 2) Uniform / Dress code for executives
complexities 3) Follow-up registers at Camps
4) Tabs for BDMs E-Catalogue & CRM
5) Dedicated online portal for Godrej Direct
6) Revamping ACE Customer benefits viz 5% - 10% discount on

exchange / new purchase of 2nd appliance

7) Exchange pricing to be competitive with MOP
8) Mapping of Societies
9) Camp without display
Challenge Action Plan for improvement

DND & Creating 1) Purchase database

new Database 2) Retrieving contact data from OLX for Sale of old appliances
3) SMS blast with call back contact details for Exchange or New
purchase
4) Building knocking database in system
5) Consumer referral scheme

Challenge Action Plan for improvement

Quality & Quantity 1) Recruitment of part time tele callers

of Leads 2) Recruitment of tele callers (work from home)
3) Recruitment of Male Tele Callers
4) Working of tele caller in shifts
5) In house leads to be captured in system along with feedback
6) SMS confirmation by executives on leads attended
7) Creating Levels of Tele Callers to motivate & retain
8) Self calling
9) Feedback mechanism for External tele calling leads
10) Training program for Tele Callers
11) Focus on pitching maximum product categories with Calling

Challenge Action Plan for improvement

 Tabs for Executives and BDMs with access to Godrej Direct
Operation Hiccups 1) Online
& Market Portal
Complexities 2) Flipcharts
3) Meeting points for Tele Teams
15 Immediate Action:

JUST DO IT EVALUATE
1) Consumer Referral Scheme 1) Expansion of Territories
2) Focus on Specific SKUs 2) Relook at Exchange Pricing
Focus on All PRODUCT Tablets for BDMs &
3) Categories 3) Executives
4) Focus on team size increase 4) Online Portal
HIGH
5) Camp without Display 5) Incentivize Agencies on
I
6) Combo Offers recruitment
M
7) Increase teams 6) Dedicated team for institutions
P
8) Business Development Executives 7) Revamping Incentive structure
A
C LOW PRIORITY PARK
T 1) Employee discount scheme for 1) Adding new products
Abroad Trip of BDMs &
LOW executives 2) Executives
3) Newspaper advertisement for
manpower

LOW COST HIGH

16 Extension of Direct Sales to Godrej Interio:

With encouraging results in the findings as stated above, we got involved in launching
Interio products through direct sales channel. This will give an opportunity to acquire
better customer realization per customer.

I got personally involved in extending our channel & drafted the process to promoted
Interio products as follows:

Points agreed between Godrej Appliances and Godrej Interio on the sale of
Cupboardand Mattress through Direct sales channel

Both GAD (Godrej Appliances Division) & Godrej Interio had a discussion on exploring

the opportunity of selling Cupboards & Mattresses of Interio division through the Direct

Sales Channel of GAD. During the discussions, following points were mutually agreed

by GAD & Interio & this will be considered as the basic guideline for all the business

transaction.

1. Product Portfolio Scope:

Applicable for the following product categories of Interio division to be sold by Direct

Sales team of GAD:

i. All Cupboards

ii. All Mattresses

2. Location:

The scope for the sales activity will be for all locations where Direct Sales of GAD has

its presence.
3. Arrangement of Manpower:

Arrangement of manpower will be at the sole discretion of GAD Direct Sales Team. They

may or may not decide to have dedicated manpower for selling Interio products.

4. Training:

Training for the Direct Salem team needs to be provided by the Interio team. Direct Sales

Manager would intimate the Interio team and schedule training for the Direct Sales team

in a branch from time to time, as required.

5. Activities:

5.1) Recruitment & Management fees for hiring Sales Team: All costs related

to Sales Team Sourcing, Recruitment and Management Fees would be borne

by the Direct Sales Team, GAD.

5.2) Salary & Incentive for Sales Team: Salary for the Sales team would be paid

by the Direct Sales team, GAD along with the pay out of salary for other

members in the Direct Sales team, GAD. The incentive structure for the Sale

of Interio products would be solely decided by GAD team. Payment of

incentive would also be responsibility of Direct Sales Team, GAD

5.3) Order generation: Direct Sales team would be responsible for generating

orders from various customers through their Direct Sales operations.

5.4) Order Booking in Baan: All orders generated by Direct Sales team would

be submitted by Direct Sales team to Godrej Interio Commercial team which

will be responsible for booking orders in Baan system. They will also be

responsible for maintaining extensions for all such orders which is necessary

for the Sales team to get their incentive.

5.5) Invoicing: Activities related to order invoicing lies with the Interio team.

5.6) Product Inventory: All activities and space required for product storage

would be the responsibility of Interio team. Dedicated Warehouse should be

created for Direct Sales team which would be used for booking orders of

Direct Sales Team. No other team should be allowed to book orders from this

warehouse. It may, however, be noted that since Direct Sales team takes

orders from end consumers it is imperative to provide importance to such

deliveries. Hence in case stock is not available in Exclusive Direct Sales

Warehouse then the same can be booked from other warehouses of the branch.
5.7) Product Supply and Delivery: Once the orders are booked in the system the

product needs to be delivered by the Interio team in coordination with the

Commercial team as per the desired delivery date of the customer.

5.8) Cash collection: Collection of cash from the customer (in case of cash on

delivery) would be the responsibility of Interio team in coordination with the

commercial team. Subsequent submission of the cash to the accounts team and

linking in the system would also be done by Interio team

5.9) Old Cupboard/Mattress pickup: If the order is booked under exchange

then the old cupboard/mattress needs to be picked up at the time of delivery of

the new product. The responsibility of the same lies with the Interio team in

coordination with the commercial team. All such old products need to be

stored at a designated warehouse which needs to be provided by the

Commercial /Warehouse team.

5.10) Product Installation: All installations of products delivered would be the

responsibility of Godrej Interio. Direct Sales Team, GAD will have no role in

this activity. All product installations should be done within 24 hours from

product delivery.
 5.11) Service and Warranty: All activities related to product servicing and

warranty would be sole responsibility of Godrej Interio as per their specified

norms. Direct Sales team need to be updated and trained on all such norms of

Godrej Interio.

5.12) Disposal of Old Cupboard/Mattress: All responsibility of disposal of old

cupboard/mattress would lie with the Commercial team & Direct Sales Team,

GAD. Direct Sales team in coordination with the commercial team would

have to find a vendor, negotiate rates and dispose of old cupboard/mattress

from time to time.

5.13) Order Linking: Order Linking needs to be done by the Accounts team.

Interio team needs to ensure that it is done within 7 days from the date of

invoicing.

5.14) Outstanding: All outstanding needs to be tracked and closed mutually by

both GAD and Interio teams.

6. Product Pricing & customer schemes:

Godrej Interio has to provide the item code and pricing details of the products that needs

to be sold through Direct Sales channel. The pricing should have the clarity of MRP of

the
product along with the MOP. Pricing details should clearly specify the Basic price of the

product along with the various tax details applicable for a particular branch location.

Godrej Interio also has to inform about any customer scheme, if applicable.

All details pertaining to any price change or scheme implementation should be informed

at least 15 days in advance to Direct Sales Team, GAD.

7. Product Promotion and Marketing:

All materials related to product promotion and marketing needs to be supplied by Godrej

Interio to Direct Sales Team, GAD whenever required. Direct Sales Manager, GAD and

Branch Sales Manager, Godrej Interio should co-ordinate amongst themselves for such

activities.
17 Customer Questionnaire drafted & followed:

Comprehensive customer questionnaire was drafted & covered customers on visits:

DIRECT (1-7)
CUSTOMERS QUESTIONNAIRE
DOOR TO
DOOR

FI E LD WO R K LO CAT I O N :

West

Mumbai

Mumbai Central

R E S PO N D E NT D E TAI LS
Name of the
customer

Address

Street/ Market Town

Phone(with Mobile
District
STD Code) Number

City (as per database) Pincode

I N TE R VIEWE R DE TAI LS
Interviewer Name

Supervisor Name

Date of Interview

Back Checked

Scrutinize
Accompanied P T d
 TL 1 1 5 1
OFE 2 2 6 2
EIC 3 3 7 3

FM 4 4 8 4

Introduction
Good __________! I am ____________ from Godrej. We are currently conducting a

survey on behalf of Godrej & Boyce Mfg .Co. Ltd to find out how satisfied you are

with the
products and services provided by them. We would also like to know what you think

should be the areas of improvement for them, so that they are able to serve you

better and help you to run your business more efficiently.

I would like to assure you that there is no right or wrong answer and we are only
interested in your opinion. I would also like to assure you that this discussion is entirely
confidential. Could you please spare the time to answer a few questions?

If YES, Continue
If NO, Terminate

Thank you.

Through which route did the customer purchase the latest appliance from Godrej &
Boyce.

(Record from the database)

Door to door 1
Telecalling 2

AA Do you or any of your family members work in any of these industries?

Market Research Agency 01 Terminate

Advertising Agency 02 Terminate

Press/ Newspaper or Magazine

03 Terminate
House
Any Other 04 CONTINUE

AB Have you taken part in any market research survey in the last 6 months?

Y
1 THANK & TERMINATE
es
N
2 CONTINUE
o

Q1a Could you please tell me which appliances of Godrej & Boyce do you own?
(PLEASE RECORD THE ANSWER IN THE GRID BELOW)

Q1b Which of the following do you have for your appliance?

 (Ask for only those appliances for which the respondent has mentioned YES in Q1d) (Postcode in
the grid below)
Code
Warranty
01

AMC
02

None 03

Dont
Remember/Refused
08

Q1c Could you tell me how old are these appliances?

(Ask for only those appliances which are mentioned by the customer
in Q1a) (Record verbatim and postcode in the grid below)
Verbatim:_____________

>0- 3 months
1
old
>3-6 months
2
old
>6-12 months
3
old
>1-2 years old 4

Q1d Where did you buy these appliances from?

(Ask for only those appliances which are mentioned by the customer in Q1a)
PLEASE CODE FROM THE DATABASE AND RECORD THE ANSWER
IN THE
GRID BELOW

Godrej Executive who came to your Continue

1
house after giving you a call
Godrej Executive who came to your Continue
house as there was a free appliance 2
check up drive in the society
Distributor/dealer ( Our data base) 3 Terminate
Second hand 4 Terminate
Any other 5 Terminate
GRID
Products Q1a Q1b Warranty Q1c- Age of the Q1d- Appliance
Appliances or AMC appliance purchased from
owned
Refrigerat 01
or
AC 02
Washing 03
Machine
Microwa 04
 ve
Water 05
Purifier
Others.
Pl
specify_
_
_____

INTERVIEWERS INSTRUCTIONS: INTERVIEW THE RESPONDENT

FOR
THE RECENT MOST APPLIANCE OF GODREJ AND BOYCE
BOUGHT
THROUGH DIRECT SALES CHANNEL OFFERED BY GODREJ AND
BOYCE.
IF A CUSTOMER HAS PURCHASED MORE THAN 1 APPLIANCE AT
THE
SAME TIME, THEN CONSIDER ANY ONE OF THEM.

Appliance considered for the interview:____________

Q2a Lets consider the overall quality of products & services that is offered by the
various companies whose products you own.. Taking into consideration all your
experiences with the company please tell me how would you rate the overall
quality of products & services of GODREJ & BOYCE MFG. CO. LTD. Would
you say it is? (READ OUT
SHOW CARD EXCEPT FOR DONT KNOW AND REFUSED)

Godrej & Boyce

Mfg. Co. Ltd
EXCELLEN
5
T
VERY
4
GOOD
GOOD 3
FAIR 2
POOR 1
DONT
8
KNOW
REFUSED 9

Q2b On the basis of your recent most experience of purchasing an appliance from
Godrej and Boyce, how would you rate your overall experience of going
through the purchase process of buying your new appliance from Godrej and
Boyce. Would you say it is? (READ OUT SHOW CARD EXCEPT
FOR DONT KNOW AND REFUSED)
 Godrej & Boyce
Mfg. Co. Ltd
EXCELLENT 5
VERY GOOD 4
GOOD 3
FAIR 2
POOR 1
DONT KNOW 8
REFUSED 9

ASK Q2c ONLY IF 1, 2, 3 CODED IN Q2b , ELSE SKIP TO Q3a

Q2c Why do you say so? PROBE RECORD VERBATIM.

__________________________________________________________________
______

Q3a Do you find this mode of sales offered by Godrej and Boyce useful?

Code
YES
01

NO
02

Cant say/Refused
08

Q3b To what extent do you find this method of purchase different from other similar
companies?
Code
Very different from
others
01

Same as others
02

Cant say/Refused 08

Q4a Was there any notice put up by the company informing about the free appliance
check up in the society?
 Code Instructions
YES Continue with Q
01
4b
NO
02
Go to Q5a
Dont
Remember/Refused
08

(ASK ONLY THOSE WHO CODED 01 IN

Q4a)
Q4b When was the notice put up?

Code
1 day in advance
01

2 days in advance
02

1 week in advance 03

Others 04

Dont
Remember/Refused
08

Q4c Was the notice clear enough to understand that a free appliance check up was
going to be held in the society?

Code
YES
01

NO
02

Dont
Remember/Refused
08

SECTION 1: APPLIANCE CHECK-UP

Q5a Did the executive give you a free appliance check up?

Code
YES Continue with Q5b
01

NO Skip to Q6
02

Dont
Remember/Refused
08

ASK Q5b ONLY IF 1 CODED IN Q5a, ELSE SKIP TO Q6

Q5b Based on the last time the customer executive from Godrej & Boyce came to give
you a free appliance check up, how would you rate on the overall quality of the
appliance check up? Would you say it was _____? (READ OUT SCALE
EXCEPT DONT KNOW &
REFUSED)

EXCE VERY GOOD FAIR POOR DK/ CS /

LLEN GOOD REFUSED
T

05 04 03 02 01 99
Q5c Which appliances did he
check?
 Products Appliances Checked

Refrigerator 01
AC 02
Washing Machine 03
Microwave 04
Water Purifier 05
Others. Pl specify:_________ 06

Q5d How would you rate the overall quality of inputs/tips that the Godrej and Boyce
Executive gave you related to your appliances? Would you say it was _____?
(READ OUT SCALE
EXCEPT DONT KNOW & REFUSED)

EXCE VERY GOOD FAIR POOR DK/ CS /

LLEN GOOD REFUSED
T

05 04 03 02 01 99

SECTION 2: PROMOTIONAL MATERIAL

Q6a Did the Executive carry any promotional material / flip charts with him?

Code
YES Continue
01 with
Q6b
NO Skip to
02
Q7
Dont
Remember/Refused
08

ASK Q6b ONLY IF 1 CODED IN Q6a, ELSE SKIP TO Q7

Q6b Based on the last time you saw the promotional material brought by the customer
executive how would you rate Godrej & Boyce on the overall quality of the
promotional material? Would you say it was _____? (READ OUT SCALE
EXCEPT DONT KNOW &
REFUSED)

EXCE VERY GOOD FAIR POOR DK/ CS /

LLEN GOOD REFUSED
T
05 04 03 02 01 99
Q6c I would now like to discuss with you, specific aspects related to the Promotional
material / flip charts. As I mention each aspect, I would like you to rate the
Promotional
 material / flip charts, keeping in mind the last time you saw the promotional
material / flip charts with the executive. How would you rate on _____________
(READ EACH STATEMENT ONE AFTER THE OTHER). Would you say it is
____________ (READ
OUT SCALE EXCEPT DONT KNOW & REFUSED)
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8,
REFUSED: 9.

EXCE VERY GOO FAI POO DK/ CS /

LLEN GOOD D R R REFUSE
T D

Quality of the material of flip

1 charts 05 04 03 02 01 99

2 Attractiveness of the material 05 04 03 02 01 99

3 Latest updates in the material 05 04 03 02 01 99

Adequacy of the material to make

a
4 decision to buy the appliance/s he 05 04 03 02 01 99
had to offer

Q7a Was there any display van present in the society compound?

Code
YES Continue
01 with
Q7b
NO Skip to
02
Q8
Dont
Remember/Refused
08

ASK Q7b ONLY IF 1 CODED IN Q7a, ELSE SKIP TO Q8

Q7b Did you see the display van / canopy / tent closely?

Code Instructions
YES Contine with
01
Q7c
NO Skip to Q8
02
 Dont
Remember/Refused
08

ASK Q7c ONLY IF 1 CODED IN Q7b, ELSE SKIP TO Q8

Q7c Based on the last time you saw the display van / canopy / tent how would you rate
Godrej & Boyce on the overall quality of the display van / canopy / tent?
Would you say it was
_____? (READ OUT SCALE EXCEPT DONT KNOW & REFUSED)

VERY
EXCEL GOOD GOOD FAIR POOR DK/ CS /
LENT REFUSED
 05 04 03 02 01 99

Q7d I would now like to discuss with you, specific aspects related to the Display van
/ canopy / tent. As I mention each aspect, I would like you to rate the Display van
/ canopy / tent, keeping in mind the last time you saw the display van / canopy /
tent in your society. How would you rate on _____________ (READ EACH
STATEMENT ONE AFTER THE
OTHER). Would you say it is ____________ (READ OUT SCALE EXCEPT DONT
KNOW & REFUSED).
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8,
REFUSED: 9.

EXCE VERY GOO FAI POO DK/ CS /

LLEN GOOD D R R REFUSE
T D

Quality of the display van / canopy

/
1 tent 05 04 03 02 01 99
Size of the display van / canopy /
2 tent 05 04 03 02 01 99
Cleanliness of the van / canopy /
3 tent 05 04 03 02 01 99

Attractiveness of the van / canopy /

4 tent 05 04 03 02 01 99
Arrangement of the different
appliance in the display van /
5 canopy 05 04 03 02 01 99
/ tent
6 Adequacy of the various models on 05 04 03 02 01 99
the display in the van/ canopy/ tent
Latest versions of the appliances
7 displayed in the van / canopy / tent 05 04 03 02 01 99
Overall condition/ quality of the
8 appliances displayed in the van / 05 04 03 02 01 99
canopy / tent
8 POP material displayed in the 05 04 03 02 01 99
display van / canopy / tent

Q7e How many appliances were kept in the display van / canopy / tent?

Code
1 TO 4 01
5 TO 8
02

8 TO 11 03

Others 04

Dont
Remember/Refused
08
Q7f Which appliances were displayed in the display van / canopy / tent?

Products Appliances Displayed

Refrigerator 01
AC 02
Washing Machine 03
Microwave 04
Water Purifier 05
Others. Pl 06
specify:____________

Q7g Do you want any other appliances to be kept?

Code
YES Continue
01 with
Q7h
NO Skip to
02
Q7i
Dont
Remember/Refused
08

ASK Q7h ONLY IF 1 CODED IN Q7g, ELSE SKIP TO Q7i

Q7h Which other appliances would you want that should be displayed and are currently
not displayed in the van/ canopy/ tent? PROBE
__________________________________________________________________
______
__________________________________________________________________
______
__________________________________________________________________
______

Q7i Could you give 2 suggestions that would help Godrej & Boyce make the display
van / canopy / tent better and more useful?

__________________________________________________________________
______
__________________________________________________________________
______
__________________________________________________________________
______
SECTION3: CUSTOMER EXECUTIVE

Q8a Based on your last interaction with the customer executive of Godrej & Boyce,
how would you rate Godrej & Boyce on the overall quality of the customer
executive who came to your house for the appliance check up? Would you say
he was _____? (READ OUT
SCALE EXCEPT DONT KNOW & REFUSED)

EXCE VERY GOOD FAIR POOR DK/ CS /

LLEN GOOD REFUSED
T
 05 04 03 02 01 99

Q8b I would now like to discuss with you, specific aspects related to the Customer
Executive who came to your house for the appliance check-up. As I mention
each aspect, I would like you to rate the Executive, keeping in mind the recent
visit by the Godrej & Boyce executive to your house. How would you rate on
_____________ (READ EACH STATEMENT ONE AFTER THE OTHER).
Would you say it is ____________ (READ
OUT SCALE EXCEPT DONT KNOW & REFUSED).
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8,
REFUSED: 9.

EX VE GO FA PO DK/
CE RY OD IR OR CS /
LL GO REFU
EN OD SED
T

Appearance of the
1 05 04 03 02 01 99
Customer Executive
Knowledge of the
2 05 04 03 02 01 99
Customer Executive
Politeness and
Courtesy
3 of the Customer 05 04 03 02 01 99
Executive
Ability of the Customer
Executive to guide you/
4 help you in making a 05 04 03 02 01 99
decision to purchase
the
appliance
Pro-activeness in
5 offering information to 05 04 03 02 01 99
you
Ability of executives to
6 resolve your queries, if 05 04 03 02 01 99
any
Knowledge of the
customer executive
7 05 04 03 02 01 99
about the competition
products
Ability of the customer
executive to explain
 you
8 the benefits of 05 04 03 02 01 99
becoming an ACE
customer

Q8c Did the Customer Executive have any identity card?

Code
YES 01
 NO
02

Dont
Remember/Refused
08

SECTION 4: PAYMENT

Q9a Based on your last experience during the purchase of an appliance with Godrej &
Boyce how would you rate Godrej & Boyce on the overall quality payment
procedure? By payment procedure I mean advance payment, payment options
available, flexibility available in payments, etc.Would you say it was _____?
(READ OUT SCALE EXCEPT
DONT KNOW & REFUSED)

EXCE VERY GOOD FAIR POOR DK/ CS /

LLEN GOOD REFUSED
T

05 04 03 02 01 99

Q9b Based on your last experience during the purchase of an appliance with Godrej &
Boyce how would you rate Godrej & Boyce on the adequacy of payment
options? Would you say it was _____? (READ OUT SCALE EXCEPT DONT
KNOW & REFUSED)

EXCE VERY GOOD FAIR POOR DK/ CS /

LLEN GOOD REFUSED
T

05 04 03 02 01 99

Q10a Did the Customer Executive take any advance payment on booking the appliance?

Code
YES Continue
01 with
Q10b
NO Skip to
02
Q10f
Dont
Remember/Refused
08
 ASK Q10b ONLY IF 1 CODED IN Q10a, ELSE SKIP TO Q10f

Q10b Based on your last experience during the purchase of an appliance with Godrej &
Boyce how would you rate Godrej & Boyce on the flexibility in amount to be
paid as advance? Would you say it was _____? (READ OUT SCALE EXCEPT
DONT KNOW &
REFUSED)
EXCE VERY GOOD FAIR POOR DK/ CS /
LLEN GOOD REFUSED
T

05 04 03 02 01 99

Q10c What was the amount paid by you on booking the appliance?

Code
Rs 250
01

Rs 500
02

Rs 1000
03

Others. Please specify 04

Dont
Remember/Refused 08

Q10d What was the mode of payment for the advance payment?

Code
Cheque
01

Cash
02

DD
03

PO 04
 Others 05

Dont
Remember/Refused 08

Q10e Did any one call /SMSyou from Godrej & Boyce to confirm to you that they have
received the advance payment?

Code
YES
01

NO
02

Dont
Remember/Refused
08

Q10f What was the mode of the final payment?

Code
Cheque
01

Cash 02

DD
03

PO 04

Others 05

Dont
Remember/Refused 08

Code
YES
01

NO
02
 Dont
Remember/Refused
08

Q10h Were there any free gifts that you got with the appliance?

Code
YES
01

NO
02

Dont
Remember/Refused
08

ASK Q10i ONLY IF 1 CODED IN Q10h, ELSE SKIP TO Q11a

Q10i What gift did you receive?

__________________________________________________________________
______
__________________________________________________________________
______
__________________________________________________________________
______

SECTION 5: DELIVERY

Q11a Based on your last experience during the purchase of an appliance with Godrej &
Boyce how would you rate Godrej & Boyce on the overall quality delivery
process?Would you say it was _____? (READ OUT SCALE EXCEPT DONT
KNOW & REFUSED)

EXCE VERY GOOD FAIR POOR DK/ CS /

LLEN GOOD REFUSED
T

05 04 03 02 01 99

Q11b Did any one from Godrej call you to confirm the date and time for the delivery of
the appliance?
Code
YES
01
 NO
02

Dont
Remember/Refused
08

Q11c Based on your last experience during the purchase of an appliance with Godrej &
Boyce how would you rate Godrej & Boyce on the flexibility of delivering the
appliance at your convenience? Would you say it was _____? (READ OUT
SCALE EXCEPT DONT
KNOW & REFUSED)

EXCE VERY GOOD FAIR POOR DK/ CS /

LLEN GOOD REFUSED
T

05 04 03 02 01 99

Q11d After how many days were you promised about the delivery of your product by the
customer executive?
RECORD VERBATIM AND POST CODE IN THE GRID BELOW
Verbatim:___________

Q11e How long did the Godrej & Boyce actually take to deliver your appliance?
RECORD VERBATIM AND POST CODE IN THE GRID
BELOW Verbatim: ___________

Q11d Q11e
Immediately
01 01

8 - 10 hours
02 02

10 24 hours
03 03

24 48 hours 04 04

More than 48 hours 05 05

Dont
Remember/Refused 08 08
Q11f Was the delivery of the appliance made on the date and time fixed with you on the
phone?

Code
YES
01

NO
02

Dont
Remember/Refused
08

If coded 01, 08 in Q11f, go to Q11h

If coded 02 ask Q11g

Q11g Did any one call you from Godrej and Boyce informing you about the delay in the
delivery of the appliance?

Code
YES
01

NO
02

Dont
Remember/Refused
08

Q11h Did the delivery boy or the customer executive give you the call centre number?
( ????)

Code
YES
01

NO
02

Dont
Remember/Refused
08
THANK RESPONDENT AND TERMINATE
18 References/Additional material

Godrej Journals