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1.1 INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
A masala is any of the many spice mixes used in Indian cuisine. The name comes from
the Hindi word for spice. Spice mixes are blended spices or herbs. When a certain combination
of herbs or spices is called for in many different recipes (or in one recipe that is used frequently),
it is convenient to blend these ingredients beforehand. Blends such as chili powder, curry
powder, herbs de Provence, garlic salt, and other seasoned salts are traditionally sold pre-made
by grocers, and sometimes baking blends such as pumpkin pie spice are also available. These
spice mixes are also easily made by the home cook for later use
Aachi masala was small turmeric trader, from a village called Perundurai near Erode. He
founded AACHI MASALA TRADING COMPANY in 1975. Now AACHI MASALA
manufactures over 50 varieties of Pickles, Appalams, ghee and sunflower oil. Aachi Masala
gives value addition to the agricultural product which helps and encourages the farming
community to market their products also generates lot of employment opportunities to the
agriculture labours and rural people. The company employs mostly women and differently able
persons from the rural areas and makes them to lead an honorary life. The company has bagged
with IS/ISO 9001; 2008 certification from Bureau of Indian standards, New Delhi.
The customers of AACHI MASALA are the house wives and those who want quick and easy
cooking solution, restaurants, hotels, canteens are the other consumer. AACHI MASALA
research the houses located in the nook& corner of the country through its strong marketing
network. Success of AACHI MASALA lies in the innovation of manufacturing procedures, as
there were no define machineries for specific production of spice and spice mixes with the
growing experience suitable change were made to suit the requirement that made, all the
difference in manufacturing spice powders and a piece mixes which retains the aroma and flavor.
"AACHI MASALA" the Queen of spices as the household name among the millions today,
Mr.P.C.DURAISAMY, the Founder of the Company was a small time turmeric trader, from a
village called Perundurai near Erode. He found AACHI TRADING COMPANY in 1975 and
1
was doing Turmeric Trading for some time. Later, he entered into the arena of pure spice
powders like Turmeric, Chilli and Coriander. His inquisitiveness let him to enter into masala
world with dauntless. He encountered a lot of hurdles, since selling masala powders during
those days to the oriental women who are traditionally conservative, was not that easy. It was
the concept selling on "Easy Cooking" rather than marketing food products. With self -
determination and persistent attempts he was able to get into the kitchens of our country and the
rest of the world.
The story may look like a miracle, but the hard work, the pot holes and the bumps on the way
and the stormy inclement weather are known only to him. The person who stood behind him for
all his achievements was his business partner and understanding life partner
Dr.SanthiDuraisamy, the Director of the Company.
Most of the women and employed people and they want to save time in cooking and yet
to maintain natural taste. Today, a lot of masala products are producing companies have
started manufacturing masala products all over the world. One of the most popular or
famous was Aachi masala products. This Trading Company produce masala products
like pickles, Ghee, oil etc…For large scale under the brand name of Aachi. It is essential
to study about the customer satisfaction of Aachi Masala product, this interest makes the
researcher to take up the research study entitled.
2
To offer suggestion to improve the customer satisfaction of Aachi Masala products. Some
Common mistak
Methodology is the way to solve the research problems systematically. It may be understood as a
science of studying how research is done scientifically. The research selected a particular place
randomly for survey.
SAMPLING SIZE
METHOD OF SAMPLING:
SAMPLE DESIGN
For the purpose of this study, data were collected from the user of Aachi masala by adopting
convenience sampling method.
The data base of the study consists of both primary and secondary data that helped the research
in systematic frame world of the study.
PRIMARY DATA
The primary data was collected through questionnaire it was prepared and administered by
taking a sample of (90) respondents, which contains different categories of respondents like
males & female.
3
SECONDARY DATA
The secondary data were collected from books, journals, magazines the information the
information from different web side were also used for the study.
The collected data were analyzed by using appropriated tools & techniques. The following tools
were used the study.
1. Percentage Analysis
2. Chi-square
In attempt to make of this project authentic and reliable every possible aspect of the topic was
kept in mind.
The universe being large, the study was restricted to respondents residing in Coimbatore
city only.
Due to limitation of time only 90 respondents were selected for the study. So the sample
of customer was not enough to generalize the finding of the study.
The main source if data for the study was primary data with the help of self-administered
questionnaire. Hence the chance of unbiased information is less.
People were hesitant to disclose the true factors.
4
1.6 CHAPTER SCHEME
5
2.1REVIEW OF LITERATURE
1. Steptoe, M.Pollard and Wardle (1995) conducted a study on “Development of a
measure of the motives underlying the selection of food. The food choice questionnaire”
have developed a food choice questionnaire using factors analysis of response from a
sample of 358 adults ranging in age from 18-87 years. The authors have determine health,
mood, convenience, sensory, appeal, naturals content, price, weight, control,
familiarity& ethical concern as on the prime motives of food choice and have also
evaluated the different in these motives with respect to sex, age, income.
Underlying the selection of food the food choice questionnaire” Food Review “
Vol.18,issue pp.12
Sing (1995) Factors influence of masala products. In” Indian Journal of Marketing”
Vol.3 issue 8. Pp23-25.
3. Wang Cringing and junjie sun (1996) conducted a study on “consumer preference
and demand for food. Evidence from averment survey”, he reports demographic
influence for both remake the majority purchase of makes product this was followed for
race/ ethnicity age and education.
Wang, Cringing and Junjie sun (1996) “Consumer preference and Demand for organic
food: Evidence from a Vermont survey; Agricultural Economic, Vol.5,issue pp.10.
6
4. JairusBanaji (1997) Conducted a study on “Globalization and Restricting in the Indian
Food Industrial “. Indian meals is considered complete without the tangy and delectable
flavor of Indian spices, totally known as “Masala”. Indian species are famous all over the
world for their goalstronic value and they are known to possess high mediunal values.
There is no other country in the world that product as many kinds of spices of India.
Amitha.k (1998) “A study of house hold consumption pattern of selected Dairy product”
Indian journals of market. Vol.4 issues,7 pp.2015.
7
3.1 OVER VIEW OF THE COMPANY
Customer satisfaction:
Customer satisfaction refers to how satisfied customers are with the products or service they
receive from a particular agency. The level of satisfaction is determined not only by quality and
type of customer experience but also by the customer’s expectation.
Customer satisfaction is one of the main objectives of any organization. Every organization
tries to know the customer satisfaction about their products. So a study on customer satisfaction
help the organization as well me to gain a vast knowledge over knowledge over the real would
tastes and preference of customer.
Whether the buyer is satisfaction after purchase depends on the offers performance in relation
to the buyer’s expectations. In general satisfaction is a person’s feeling of pleasure or
disappointment resulting from comparing a products perceived performance in relation to his or
her expectation.
Consumer behaviour
An individual buyer seeks to spend his income on goods that will deliver the most utility
or satisfaction according to his tastes and relatives prices. Consumer want a non- greasy product.
The tastes of the younger generation with more purchasing power are apparently changing.
Finally, situational characteristics , such as time available to make a decision. Type of weather,
time of year and so on will always affect decision making.
8
Aachi Masala:
AACHI TRADING COMPANY has transformed into AACHI MASALA PRIVATE LIMITED
named after its brand name "AACHI" in 1997. Now AACHI MASALA manufactures over 50
varieties of Spice and Masala powders, over a dozen varieties of Pickles, Flour varieties,
Appalams, Ghee and Sunflower Oil. Aachi Masala gives value addition to the agricultural
products which helps and encourthi Masala...encourages the farming community to market their
produces. Furthermore, they generate a lot of employment opportunities to the agricultural
labours and rural people. The Company employs mostly women and differently abled persons
from the rural areas and makes them to lead an honorary life. The company has bagged with
IS/ISO 9001:2008 certification from Bureau of Indian Standards, New Delhi.
The customers of AACHI MASALA are the house wives and those who need easy and quick
cooking solutions. Restaurants, hostels, hotels, canteens are the other prominent consumers.
AACHI MASALA reaches the houses located in every nook & corner of the country through its
strong marketing network.
The company uses modern technology in drying the raw materials. The largest Solar heating
channels by a masala company in Asia, are used to dry the raw materials without losing its
natural quality, flavor & aroma. Aachi Masala is serving the society through Aachi Devi
Charitable trust, as extended .arm aachi masala
9
Aachi Masala Product:
Offer Turmeric Powder, Black Pepper Powder, Chilli Powder, Cinnamon Powder, Sambar
Masala ,Rasam Masala, Chicken Masala, Mutton Masala, Fish Masala, Gram Masala, Briyani
Masala, Egg Masala, many more In addition we also provide Instant Ready mix and packing.
Aachi Masala Aniseed powder is a unique powder which has sweetish taste any very
pleasant aroma of aniseed brings a great value to Indian cuisine.
Aniseed is very well known in the Indian house for its digestive properties this aachi
masala Aniseed powder is used to make food more aromatic.
Pure Spices:-
Spices are the best in their nature forms. But it powder or mixed for convenience
in cooking they should not lose their essential flavor and aroma. Our aachi spices retain their
natural qualities even after they are powdered. Puring the process of powdering, the volative
compounds that gives spices their flavor are not gives a change to vaporize and thus the quality
and aroma are retained.
Spice mixes are blended spices or herbs. When a certain combination of herbs or spices is called
for in many different recipes (or in one recipe that is used frequently), it is convenient to blend
these ingredients beforehand. Blends such as chili powder, curry powder, and herpes de
Provence, List of spice mixes.
10
Chinese five-spice powder, a blend of cassia (Chinese cinnamon), star anise, cloves, and
two other spices
Chaat masala, ground spices used for flavouringchaat
Curry powder
Fines herbes
Garam masala, an Indian savory spice blend used in the northern half of South Asia
(North India and Pakistan)
Garlic salt
Goda masala, a sweet spice blend used in the southwestern part of the Indian peninsula
Herbes de Provence, a Provençal blend of thyme, marjoram, rosemary, basil, bay leaf,
and sometimes lavender
Hawaij, Yemenite ground spice mixtures used primarily for soups and coffee
Italian seasoning, a blend of rosemary, thyme, basil and oregano
Kaala masala, black spice blend used in the Indian subcontinent
Kanda Lasun masala, a hot spice blend with sun-dried red chillies, garlic and onion with
coconuts and other spices, mainly used in the southwestern part of the Indian peninsula
Khmelisuneli, a blend used in Georgia and the Caucasus region
Lemon pepper
Mitmita, a blend of African birdseye chili peppers, cardamom, cloves and salt
Mixed spice or pudding spice, a British blend of cinnamon, nutmeg, allspice, and other
spices
Montreal steak seasoning, a seasoning mix for steaks and grilled meats
Mulling spices, a European spice mixture of cinnamon, cloves, allspice, nutmeg and dried
fruit
Panchphoron, a Bengali five-spice blend of whole fenugreek, nigella, fennel, cumin, and
mustard or radhuni seeds
Poultry seasoning, an American blend of predominantly sage, with savory, thyme,
marjoram, rosemary, and in some cases celery seed, onion powder, nutmeg or other
seasonings, used when cooking chicken or turkey
Pumpkin pie spice, an American blend of cinnamon, clove, nutmeg, and allspice
Quatreépices, a French blend of ground pepper, cloves, nutmeg and ginger
11
Raselhanout, a North African blend that includes cinnamon and cumin among other
spices
Seasoned salt, a blend of table salt, herbs, spices, other flavourings
Sharena sol, a Bulgarian mixture of summer savoury, paprika and salt, with other
optional ingredients
Shichimi, a mix of ground red chili pepper, Japanese pepper, roasted orange peel, black
and white sesame seed, hemp seed, ground ginger and nori
Taco seasoning
Tandoori masala, South Asian spice blend for tandoor-cooked meats
Upama masala, Indian spice blend for upama
Vadouvan
Zapata, both an individual herb and a blend of that herb with sesame seeds and
sometimes dried sumac
Garlic salt, and other seasoned salts are traditionally sold pre-made by grocers, and
sometimes baking blends such as pumpkin pie spice are also available. These spice mixes
are also easily made by the home cook for later usemy, the Founder of the Company was
a small time turmeric trader, from a village called Perundurai near Erode. He found
AACHI TRADING COMPANY in 1975 and was doing Turmeric Trading for some
time. Later, he entered into the arena of pure spice powders like Turmeric, Chilly and
Coriander. His inquisitiveness let him to enter into masala world with dauntless. He
encountered a lot of hurdles, since selling masala powders during those days to the
oriental women who are traditionally conservative, was not that easy. It was the concept
selling on "Easy Cooking" rather than marketing food products. With self -determination
and persistent attempts he was able to get into the kitchens of our country and the rest of
the world.
The story may look like a miracle, but the hard work, the pot holes and the bumps on the
way and the stormy inclement weather are known only to him. The person who stood
behind him for all his achievements was his business partner and understanding life
partner Dr.SanthiDuraisamy, the Director of the Company.
12
Director Details
13
Other Companies Associated with
14
4.1ANALYSIS AND INTERPRETATION
Percentage analysis is one of the basic statistical tools which is widely used in analysis&
interpretation or questions of primary data. It deals with the number of respondents response
t o a particular questions in percentage arrived from the total population selected the study.
Formula:-
Percentage Analysis= Number of respondents/ Total Number of respondents*100
15
CHAPTER IV
Male 25 28
Female 65 72
Total 90 100
The above table shows that 72%(65) of the respondents are female category and the
28%(25) of the respondents male category.
16
CHART-4.1
80%
72%
70%
60%
50%
40%
30% 28%
20%
10%
0%
male female
17
TABLE NO-4.2
21-30 Years 35 39
31-40 Years 15 17
Above 40 Years 21 23
Total 90 100
The above table shows that 39%(35) of the respondents 21-30 years category and 23%(21) of
the respondents the above40years and21%(19) up to 20years category and 17%(15) of the
respondents along to 31-40 years category.
18
CHART -4.2
45%
39%
40%
35%
30%
25% 23%
21%
20% 17%
15%
10%
5%
0%
up to 20 21-30 31-40 above 40
19
TABLE NO-4.3
School Level 20 22
College Level 26 29
Professional 15 17
No Formal Education 29 32
Total 90 100
The above table shows that 32% (29) of the respondents No formal education category and 29%
(26)of the respondents college level category and 22%(20) of the respondents school level
category and 17% (15)of the respondents along to professional category.
20
CHART.NO-4.3
35% 32%
29%
30%
25% 22%
20% 17%
15%
10%
5%
0%
school level college professional no formal
education
21
TABLENO-4.4
The above table showing that 35% (32)of the respondents are house wife and 29%(26) of the
respondents business and 19%(17) of the respondents students and 17%(15) of the respondents
employee.
22
CHART-4.4
40%
35%
35%
29%
30%
25%
19%
20% 17%
15%
10%
5%
0%
Sudent Employee Business House wife
23
TABLE N0 -4.5
Married 48 53
Unmarried 42 47
Total 90 100
The above table shows that 53% (48)of the respondents the Married and 47% (42)of the
respondents Unmarried.
24
CHART N0 -4.5
54%
53%
53%
52%
51%
50%
49%
48%
47%
47%
46%
45%
44%
Married Unmarried
25
TABLE NO-4.6
The above table shows that 52%(47) of the respondents the joint family and 48% (43)of the
respondents along the Nuclear family.
26
CHART-4.6
53%
52%
52%
51%
50%
49%
48%
48%
47%
46%
Joint Nuclear
27
TABLE NO -4.7
Below 3 20 22
3-5 27 30
6-7 22 25
Above 7 21 23
Total 90 100
The above shows that 30%(27) of the respondents 3-5 Family members and 25% (22)of the
respondents 6-7 members and 23%(21) of the respondents Above7 member and 22% (20)of
the respondents Below 3 members.
The most of the respondents 30% (27) are 3-5 members in family.
28
CHART-4.7
35%
30%
30%
25%
25% 23%
22%
20%
15%
10%
5%
0%
Below 3 3-5 member 6-7 member Above7
29
TABLE NO-4.8
5001-10000 24 27%
10001-20000 27 30%
Total 90 100
The above table shows that 35% (31)Above 20000 the income of the respondents 30% (27)of
the 10001-20000 income and 27% (24)of the respondents 5001-10000 income category and 8%
(8)income of the respondents Less than 5000 category.
30
CHART-4.8
40%
35%
35%
30%
30% 27%
25%
20%
15%
10% 8%
5%
0%
Less than 5000 5001-10000 10001-20000 Above 20000
31
TABLE NO-4.9
Aachi 11 12
Aachi 52 58
Others 27 30
Total 90 100
The above table shows that 58%(52) of the respondents using the aachi masala product.
And the 30% (27) of the respondents using the other masala product. And 12%(11)of the
respondents using the aachi masala product.
32
CHART-4.9
40%
35%
35%
30%
30% 27%
25%
20%
15%
10% 8%
5%
0%
Less than 5000 5001-10000 10001-20000 Above 20000
33
TABLE NO-10
Newspaper 10 11
Advertisement 28 31
Through Friends 48 53
Others 4 5
Total 90 100
The above table shows that 53% (48)of the respondents know the product trough friends and
the 31% (28)of the respondents the know the product to advertisementand 11% (10)of the
respondents the know the product to newspaper.And 5% (4)of the respondents along the know
the product to others category.
The majority of the respondents 53%(48) are know the information through friends
34
CHART-4.10
60%
53%
50%
40%
31%
30%
20%
11%
10% 5%
0%
Newspaper Advertisment Through friends Others
35
TABLE NO -4.11
The Table Showing the Normaly Buying masala Product of the Respodents
Grocery Shop 15 17
Departmental Store 50 55
All Others 8 9
Total 90 100
The above table shows that 55%(50) of the respondents buying the masala product
department stores category and the19 % (17)of the respondents the purchase of the product to
wholesale shop category and 17%(15) of the respondents the purchase of the product grocery
shop .. And 9% (8)of the respondents the purchase of the product to all others.
The majority of the respondents 55% (50) are buying masala in departmental stores.
36
CHART-4.11
60% 55%
50%
40%
30%
19%
20% 17%
9%
10%
0%
Grocery shop Department store Wholesale shop All others
37
TABLE NO- 4.12
The Table Showing The Which Kind Of Product Buy Mosly In Respondents
Vegetarian 17 19
Non-Vegetarian 30 33
Total 90 100
The above table shows that 48%(43) of the respondents buying mosly of the masala product
both vegetarian and non-vegetarian product and the33 % (30)of the respondents buying non-
vegetarian product to and And 19%(17) of the respondents buying the vegetarian product
category.
The most of the respondents 48%(43) are both vegetarian and non-vegetarian.
38
CHART-4.12
60%
50% 48%
40%
33%
30%
19%
20%
10%
0%
Vegtarian Non-vegtarian Both Vegtarian&Nonvegtarian
39
TABLE NO-4.13
The Table Showing The If Vegetarian Mean What Kind Of Product Buy
Mosly
Chili Powder 15 25
Garlic Powder 20 33
Gramm Masala 15 25
Others 10 17
Total 60 100
The above table shows that if vegetarian product buying that 33%(20)of the respondents
buying the garlic powder product and the25 %(15) of the respondents buying of the chili
powder product and 25%(15)of the respondent the buying gram masala product.. and 17%(10)of
the respondents the purchase of the other masala product .
40
CHART -4.13
35% 33%
30%
25% 25%
25%
20%
17%
15%
10%
5%
0%
Chilli powder Garlic powder Gramm masala Others
41
TABLE NO-4.14
Mutton Masala 17 24
Chicken Masala 21 28
Fish Masala 23 32
Egg Masala 12 16
Total 73 100
The above table shows if non-vegetarian product buying that 32% (23)of the respondents
buying the fish masala powder product and the28 %(21) of the respondents buying of the
chicken masala powder product and 24%(17)of the respondent the buying motton masala
product. and 16%(12) of the respondents the purchase of the egg masala product .
42
CHART-4.14
35%
32%
30% 28%
25% 24%
20%
16%
15%
10%
5%
0%
Mutton masala Chicken masala Fish masala Egg masala
43
TABLE NO -4.15
The Table Showing The How Many Years Are Using This Product
Below 1 Year 20 22
2-4year 30 33
5-7year 27 30
Above 7year 13 15
Total 90 100
The above table shows that how many year of using this product that 33% (30)of the
respondents buying 2-4 of using this product and the30 % (27)of the respondents buying 5-7of
the using the product 22%(20)of the respondent the buyingbelow 1 year using the product.. and
15% (13)of the respondent 7 year of buying using the product .
44
CHART-4.15
The Chart Showing Of How Many Years Are Using This Products
35% 33%
30%
30%
25%
22%
20%
15%
15%
10%
5%
0%
Below 1year 2-4 year 5-7 year Above 7year
45
TABLE NO 4.16
20 Grams 7 8
50 Grams 25 28
100 Grams 49 54
Total 90 100
The above table shows that purchase of the quantity that 54% (49)of the respondents buying
the 100grms product and the28%(25) of the respondents buying the 50grms of the product
10%(9)of the respondent the buying the more than 100grms of the product and 8% (7)of the
respondent along to buying 20grms of the product.
46
CHART-4.16
60%
54%
50%
40%
30% 28%
20%
10%
10% 8%
0%
20Grm 50Grm 100Grm More than 100Grm
47
TABLE NO- 4. 17
Rs.51-100 39 43
Rs.101-150 26 29
Above Rs.150 12 13
Total 90 100
The above table shows spend purchase of the purchase of product that 43%(39) of the
respondents buying the spend of Rs.51-100 and the 29%(26) of the respondents buying spend
Rs.101-150 of the product 15%(13)of the respondent the buying the spend the less than Rs.50 of
the product and 13%(12) of the respondent buying spend to above Rs.150 of the product.
48
CHART-4.17
50%
45% 43%
40%
35%
29%
30%
25%
20%
15%
15% 13%
10%
5%
0%
Less than 50 51-100 101-150 Above 150
49
TABLE NO-4.18
Satisfied 55 61
Highly Satisfied 21 23
Dissatisfied 8 9
Highly Dissatisfied 6 7
Total 90 100
The above table shows quality of the purchase of product that 61% (55)of the respondents
buying the product to satisfied and the23% (21)of the respondents buying highly satisfaction of
the product 9%(8)of the respondent the buying the dissatisfied of the product.. and 7%(6) of the
respondent buying the highly dissatisfied of the products.
50
CHART-4.18
70%
61%
60%
50%
40%
30%
23%
20%
9%
10% 7%
0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied
51
TABLE NO -4.19
Satisfied 24 27
Highly Satisfied 35 39
Dissatisfied 21 23
Highly Satisfied 10 11
Total 90 100
The above table shows that taste of the purchase of product that 39% (35)of the respondents
buying the product to highly satisfied and the27% (24)of the respondents buying satisfaction of
the product 23%(21)of the respondent the buying the dissatisfied of the product.. and 11%(10)
of the respondent buying the highly dissatisfied of the products.
52
CHART-4.19
45%
39%
40%
35%
30% 27%
25% 23%
20%
15%
11%
10%
5%
0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied
53
TABLE NO 4.20
Satisfied 36 40
Highly Satisfied 20 22
Dissatisfied 29 32
Highly Dissatisfied 5 6
Total 90 100
The above table shows price of the purchase of product that 40% (36)of the respondents
buying the product to satisfied and the32%(29) of the respondents buying dissatisfaction of the
product 22%(20)of the respondent the buying the highlysatisfied of the product.. and 6%(5) of
the respondent buying the highly dissatisfied of the products.
54
CHART-4.20
45%
40%
40%
35% 32%
30%
25% 22%
20%
15%
10%
6%
5%
0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied
55
TABLE NO-4.21
Satisfied 23 26
Highly Satisfied 25 28
Dissatisfied 20 22
Highly Dissatisfied 22 24
Total 90 100
The above table shows that timely available of the purchase of product that 28% (25)of the
respondents buying the product to highly satisfied and the26% (23)of the respondents buying
satisfaction of the product 24%(22)of the respondent the buying the highly dissatisfied of the
product.. and 22% (20)of the respondent buying the dissatisfied of the products.
The most of the respondents 28% (25)are highly satisfied in timely available.
56
CHART-4.21
30% 28%
26%
25% 24%
22%
20%
15%
10%
5%
0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied
57
TABLE NO-4.22
Satisfied 35 39
Highly Satisfied 25 28
Dissatisfied 18 20
Highly Dissatisfied 12 13
Total 90 100
The above table shows that reliable of the purchase of product that 39%(35) of the
respondents buying the product to satisfied and the28% o(25)f the respondents buying highly
satisfaction of the product 20%(18)of the respondent the buying the dissatisfied of the product..
and 13%(12) of the respondent buying the highly dissatisfied of the products.
58
CHART-4.22
45%
39%
40%
35%
30% 28%
25%
20%
20%
15% 13%
10%
5%
0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied
59
TABLE NO-4.23
Total 90 100
The above table shows that purchase of decision 42%(38) of the respondents the product
quality of the product and the 23%(21) of the respondents the product to friends and family
opinion category and 18%(16) of the respondents the product price of the product.. And 17%
(15)of the respondents the product to availability of the product category.
60
CHART-4.23
45% 42%
40%
35%
30%
25% 23%
61
TABLE NO-4.24
Yes 55 61%
No 35 39%
Total 90 100%
The above table shows that 61% (55) of the respondents along the improvement of the product
in yes respondents. Andremaining 39% (35) of the respondents the no improvement of the
respondents.
The majority of the respondents 61% (55) are selects to improve the product.
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CHART -4.24
70%
60%
61%
50%
40%
39%
30%
20%
10%
0%
Yes No
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CHI-SQUARE TEST: .
Chi-square test
Chi-square test is the an important test among the several test of significance, chi-square
symbolically written as x2 is a statistical measure used in the context of sampling
analysis. Chi-square test enables to explain whether or not two attributes are associated
chi-square is calculated as following.
TABLE NO-4.25
HYPOTHSIS
H0= There is a no significant difference between income of the respondents and quantity of
purchase of the customer.
H1= There is significant different between income of the respondents and quantity of purchase
of the customer.
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Degree of freedom:
= (r-1)*(c-1)
= (4-1)*(4-1)
= 3*3
=9
Interpretation:
The table value of 9 degree of freedom in 5% is 16.919.The calculated value is 56.16. Hince the
calculated value is more than the table value so we rejected the H0 and we conclude that there is
significant difference between the income and quantity of purchase.
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TABLE NO-4.26
HYPOTHSIS
H0= There is no significant different between income and spend for product.
H1= There is significant different between income and income and spend for product..
Total 13 39 26 12 90
Degree of freedom:
= (r-1)*(c-1)
= (4-1)*(4-1)
= 3*3
=9
Interpretation:
The table value of 9 degree is of freedom in 5% 16.919. The calculated value is 28.58. Hince the
calculated value is more than the table value so we rejected the H0 and we conclude that there is
significant different between the income of the respondents and spend for product.
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FINDING AND SUGGESTION
5.1 FINDINGS
The majority 72% of the respondentsgender are female.
The most 39% of the respondents is ageis 21-30 years.
The most 32%of the respondents educational qualification are is no formal education
The most 35%of the respondents are occupation is housewife
The majority 53% of the respondents are marital status is married
The majority 52% of the respondents are type of family is joint.
The most 30% of the respondents is no. of. Family member is 3-5 members in family.
The most 35%of the respondents are monthly income is above 20000.
The majority 58% of the respondents are brand of masala in aachi masala.
The majority 53%of the respondents are know the informationin through friends.
The majority55% of the respondents are buying masala in departmental stores.
The most 48% of the respondents are which kind of product by mostly in both vegetarian
and non-vegetarian.
The most 33% of the respondents are if vegetarian mean mostly using in garlic powder
The most32% of the respondents are if non-vegetarian means mostly using in fishmasala.
The most 33% of the respondents are year of using in aachi masala 2-4 years using.
The majority 54% of the respondents are quantity of purchasing in 100 grams.
The most 43% of the respondents are spend for this product Rs.51-100.
The majority61% of the respondents aresatisfied in quality
The most 39% of the respondents are highly satisfied in taste.
The most 40% of the respondents are satisfied in price.
The most 28% of the respondents are highly satisfied in timely available.
The most39%of the respondents are satisfied in reliable.
The most 42% of the respondents are factors influenced purchase decision in quality of
the product.
The majority 61%of the respondents are selects to improve the product.
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5.2 SUGGESTION
Aachi Masala Product at present so many varieties available. But, they do not have
customer satisfaction about masala produces so, if they provide satisfaction to their
customer they will get more customer.
Based on my analysis Aachi Masala Produce could provide credit facilities to their
customers.
They Aachi Masala company need more advertisement about their product availability.
Aachi masala product should improve the quantity of the packages.
The timely deliver of product need to improved by the market.
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5.3 CONCLUSION
This project entitled that customer satisfaction of Aachi Masala Products. The overall analyze of
the study indicate that at presents so many varieties of products available even the customer were
satisfied product reliable, taste, quality, cost, availability of the aachi masala product in
Coimbatore city.
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BIBLOGRAPHY
Books
Marketing management - Philip Kotler
Consumer behavior - Leon G Schiff man
Research methodology - C.R.Kothari
Journal marketing
Business world
Business India
Business today
India today
WEBSITES
WWW.GOOGLE.COM
WWW.AACHI MASALA.COM
WWW.WIKIPEDIA.ORG
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APPENDIX
1. Name :
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a) Chili powder b) Garlic powder c) Gramm masala d) Others
16. How long you have been using aachi masala product?
18. How much do you spend for purchase of the aachi masala product per month?
a) Yes b) No
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