USE and offset printing jobs are done by

 

USE OF WHATSAPP IN SMALL PRINTING ENTERPRISES IN ULHASNAGAR

Sunil Chandrabhan Khatri

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Assistant Professor, Department of Accountancy, R. K. Talreja College of Arts, Science & Commerce, Ulhasnagar – 421 003.

 

Abstract:

This paper studies the impact of the usage of WhatsApp in small printing enterprises in Ulhasnagar. The focus of the study is on how WhatsApp is helpful as a tool of social media in printing enterprises in Ulhasnagar.  This paper highlight on the various aspect of printing enterprises in which the WhatsApp is used to enhance the efficiency of small printing enterprises in Ulhasnagar and thereby the reducing the effort-cost of printing and retaining the customer loyalty.

RESEARCH METHODOLOGY

Objectives of the Study:

1.      To study the usage of WhatsApp in small printing enterprises in Ulhasnagar.

2.      To study effort- cost reduction of Small Printing Enterprises by usage of     WhatsApp in     Ulhasnagar.

3.      To study the helpfulness of WhatsApp in retaining customer loyalty in small printing enterprises in Ulhasnagar.

Research Design

Exploratory and Descriptive Research.

Data Collection

Primary Data is collected by face to face survey method 

Secondary Data is collected by referring various journals, books, and websites.

 

 

Sampling method

Simple random sampling

Sample size

50 Owners of Small printing enterprises in Ulhasnagar

Hypothesis of Study

H1:   The Owners of Small printing enterprises in Ulhasnagar uses WhatsApp for their business purpose.

H0:  The Owners of Small printing enterprises in Ulhasnagar did not use     WhatsApp for their business purpose.

H2:  The use of WhatsApp reduces the effort-cost of small printing enterprises in     Ulhasnagar

H0:  The use of WhatsApp does not reduce the effort-cost of small printing     enterprises in Ulhasnagar

H3:  The use of WhatsApp retains the customer loyalty of small printing     enterprises in Ulhasnagar

H0:  The use of WhatsApp does not have any effect on customer loyalty of small     printing enterprises in Ulhasnagar

TERMINOLOGY:

WhatsApp:

 A mobile phone application used for sending and receiving text messages, pictures, photographs.

Small Printing Enterprises:

Small printing enterprises are having a capital investment less than Rupees Ten lacs, (Rs. 10,00,000) in which one printing machine and screen printing and offset printing jobs are done by the Owner himself and no other worker is employed. A Self-employed small printing enterprise.

 

 Effort-Cost:

Manual labor and time spent for sending Draft Text and Artwork printed to the customer for proofreading and verification before final printing to the customer. 

 

Customer-Loyalty:

A customer approaching the same small printing enterprise in Ulhasnagar again and again for different printing jobs.

 

ULHASNAGAR:

Ulhasnagar is a city formed after partition in 1947 occupied by Sindhi migrants from Sindh, Pakistan situated in Thane District about 60 kilometers from Mumbai. The then Governor-general of India C Rajagopalchari, named the town on 8th August 1949 which is celebrated as a foundation day of Ulhasnagar ( City of Joy).  Before Partition of 1947 Ulhasnagar was known as Kalyan Military Camp in which more than 5000 soldiers and 30000 civilians were accommodated during 2nd World War.  Today, Ulhasnagar is a Concrete structured, densely populated city having its Own Municipal Corporation (Ulhasnagar Municipal Corporation).  The major occupation of people residing in Ulhasnagar is business of which more than 600 small enterprises are into the printing business.

 

SIGNIFICANCE OF PRINTING MATERIAL:

Printing material plays a vital role in our lives.  It is the printing industry which has made possible for us to be where we are today. Imagine life without books, newspapers, magazines, journals, posters, flyers, pamphlets and mailers.  It is due to the invention of printing techniques and technology we are able to share such a huge knowledge and information which otherwise would have been limited to the scholars of ancient times.

 

TYPES OF PRINTING:

Letter Printing Press: Letter printing press requires an operator to set movable type, ink it, and press paper against it, manually by hand.  The letterpress is used by small printers which gives a beautiful handmade impression on the paper.  It is an expensive, time consuming and costly method of printing.

Offset Printing: The Offset printing technique brought speed and quantitative revolution in the printing industry.  The offset machine prints huge quantities efficiently and economically.  For Printing in Offset machine a computerized plate is created which is placed on a cylinder,  Ink is applied to the plate rolling against the rubber cylinder, which in turn rolls the ink onto the paper sheets fed through the press.  Offset printing machine are used for mass production of newspapers, magazine, books, etc. Offset machine is economical only for huge volumes of printed material.

Digital Printing:  Digital Printing technique brought a revolutionary change in the printing industry. Because they do not require plates like offset machines, they use advanced inkjet or laser jet technology to transfer ink to paper. It saves the cost of making plates, and it economical for printing of smaller volumes of printing jobs.

 

PROCESS OF PRINTING BUSINESS BEFORE WHATSAPP:

Ø  Enquiry.

The printer makes an inquiry visit to the prospective customer regarding the availability of the printing job. Similarly, Customer makes an inquiry regarding the printing job to be given to the printer and enquires about the time and cost of the job completion.

 

Ø  Receiving Order and Information from a customer.

The printer receives the order from the customer and collects data or information relating to the printing job to be done.

 

Ø  Creating of Artwork or Draft

The printer creates a rough draft or artwork which includes type-setting, designing, etc.

 

Ø  Personal Visit for proof-reading.

The printer makes a personal visit to the customer for proof-reading.

 

Ø  Re-Printing of Sample after any changes required by the customer.

Printer re-prints the sample after the required changes,

 

Ø  Second Personal Visit for proof-reading and so on …

Printer again visits the customer for finalizing the proof till the customer is given the green signal for printing the final work.

 

Ø  Confirmation from the customer

Customer finalizes the proof of the artwork.

 

Ø  Printing work

Once the customer finalizes the artwork.  Printer prints and completes the job

 

Ø  Dispatching the final job work.

After completion of the job the printer dispatches and delivers the job to the customer.

 

PROCESS OF PRINTING BUSINESS USING WHATSAPP:

Ø  Enquiry.

The printer makes a visit inquiry to the prospective customer regarding the availability of the printing job. Similarly Customer makes an inquiry regarding the printing job to be given to the printer and enquires about the time and cost of the job completion.

 

Ø  Receiving Order and Information from a customer.

The printer receives the order from the customer and collects data or information relating to the printing job or the printing work to be done.

 

Ø  Creating of Artwork .

Printer creates a rough draft or Artwork

 

Ø  Forwarding Artwork through  WhatsApp for proof-reading.

The printer just forwards the Art Work to the customer through WhatsApp which saves time as well as the cost of the personal visit for proof-reading. Customer can go through the Artwork on his Smartphone and can inform the changes to be done to the printer by phone or by simply reply on whatsapp chat.

 

Ø  Re-working  on Sample after required changes

Printer re-prints the sample after the required changes,

 

Ø  Forwarding Again Artwork through WhatsApp for proofreading.

After Re-working on the Artwork the modified artwork is again easily forwarded to the respective customer on whatsapp.

 

Ø  Confirmation from the customer on WhatsApp.

Customer finalizes the proof of the artwork either on call or on WhatsApp chat as per their  convenience

 

Ø  Printing work

Once the customer finalizes the artwork.  Printer prints and complete the job

 

Ø  Dispatching the final job work.

After completion of the job the printer dispatches and delivers the job to the customer.

 

The use of WhatsApp reduces time and effort of the personal visits to the customer and vice-versa thereby saving time and cost efficiently.

 

FINDINGS & ANALYSIS

ü  100% of Small Printing Enterprise owners are using WhatsApp for their business purpose. They are having a separate dedicated mobile phone with internet connection for their business in the age group of 18-60 years of age

ü  98% of Small Printing Enterprise Owners are forwarding Artwork and Printed draft material to the customer for verification and confirmation through WhatsApp

ü  96% of the Small Printing Enterprise Owners  agree  using WhatsApp has saved the number of their personal visits to the customer and vice versa for proofreading purpose and getting verification and confirmation from customer before the printing work could be started which has reduced their manual efforts of approaching the customer again and again, since most of these enterprises are single proprietary  firms and no other labour is employed, use of WhatsApp has saved their time and cost and has increased their efficiency in operating their printing business.

ü  95%  Owners of the small printing enterprise accepted that the use of WhatsApp has increased their customer loyalty since they are increasing their customer base by adding customers’ mobile numbers to their contact list and are getting repeated printing jobs from the same customer which has saved the initial enquiry approach to the customer once the contact is established and even the referral business has enhanced as it is easy to forward the saved contact then to search and recommend a new enterprise.

 

OBSERVATIONS:

1.    Smart Mobile phones are very useful for the commercial purpose.

2.    WhatsApp  has enhanced the printing business in Ulhasnagar especially of small enterprises.

3.    Use of WhatsApp has increased efficiency and reduced the effort-cost in printing business by reducing the personal meeting of customer and printer for verification and confirmation of draft text and artwork before printing.

4.    What App has a created a deeper Printer-Customer relationship which has increased the loyalty of the customer?

5.    Pocket-Friendly Internet Plans by the Mobile Phone Operators are adding icing on the cake further reducing the cost.

6.    It has reduced the demographic barriers due to which these small enterprises are able to serve customers even in diverse locations.

Conclusion:

After the analyzing the use of WhatsApp on Mobile phones by Small Printing Enterprise owners for business purpose in Ulhasnagar. It is concluded that WhatsApp is one of the most cost efficient and time-saving modes of communication which not only reduces the overheads but also helps to retain the loyalty of among existing customers and helps to gain new prospects through references due ease of Communication through WhatsApp.

 

Bibliography and Webography

1.    Books: The Making of Exile- Sindhi Hindus and the Partition of India by Nandita Bhavani.

Modern History on India by K.V. Rajendra.

Understanding entrepreneurship by Dr. Dinanath Kaushik Volume I, II, III.

2.    Websites

www.sindhunagar.com

www.ulhasnagar.com

www.psprint.com

 

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