customer satisfaction towards kanwal spices anantnag kashmir

A STUDY ON

CONSUMER ATTITUDE AND SATISFACTION LEVEL TOWARDS KANWAL FOODS AND SPICES (I) PVT LTD ISO 9001:2000 CERTIFIED ORGANISATION DISTRICT

INDUSTRIES CENTRE ANANTNAG KASHMIR

PROJECT REPORT SUBMITTED

IN THE PARTIAL FULFILLMENT OF

THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

THE MASTER OF BUSINESS ADMINSTRATION

Submitted by

SAMEER MANSOOR

(Reg. No.08110212)Under the guidance of

Mrs. K RUKMANI

Lecturer, Department of Business Administration

ANNAMALAI UNIVERSITY

ANNAMALAI NAGAR – 608002

DEPARTMENT OF BUSINESSADMINISTRATION

ANNAMALAI UNIVERSITY

PROJECT REPORT-2008

A STUDY ON CONSUMER ATTITUDE AND SATISFACTION LEVEL TOWARDS KANWAL SPICES (I)

PVT LTD ANANTNAG KASHMIR -192102

Bonafide Record of work done by

SAMEER MANSOOR

[Reg. No. 0811010212]

Submitted in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS

ADMINISTRATION in the Department of Business Administration.

Mrs. K.RUKMANI Dr.N.PANCHANATHAM

Faculty Guide Professor & Head

Lecturer, Dept. of Business Department of Business

Administration. Administration

Submitted for the viva-voce examination held on ………………………..

INTERNAL EXAMINER EXTERNAL EXAMINE

ANNAMALAI ANNAMALAI

Mrs.K RUKMANIMrs.K RUKMANI Lecturer,Lecturer,

Department of Business AdministrationDepartment of Business Administration

Annamalai UniversityAnnamalai University

CERTIFICATE

This is to certify that the project entitled AA STUDY ON “CONSUMER ATTITUDE ANDSTUDY ON “CONSUMER ATTITUDE AND SATISFACTION LEVEL TOWARDS KANWALSATISFACTION LEVEL TOWARDS KANWAL SPICES”SPICES” is original project study conducted by Mr. SAMEER MANSOOR, under my guidance. He has attended the required session held. This report has not formed on the basis of any other degree of any university.

Place: Annamalainagar

Signature of Guide

{Mrs.K.RUKMANI}

DECLARATION

I, SAMEER MANSOOR under registration number 0811010212 declare that the matters embodied in this M.B.A project report entitled “CONSUMER ATTITUDE AND SATISFACTION LEVEL TOWARDS KANWAL SPICES ” is the result of the study undertaken by me under the guidance of Mrs. K. RUKMANI, lecturer, department of business administration, Annamalai university and Mr.ARSHID MALIK, General Manager, KANWAL FOODS AND SPICES Pvt Ltd. and it has not been submitted for the award of any degree or diploma in any university or institution.

Place: Annamalainagar

Signature SAMEERMANSOOR

ACKNOWLDGEMENT

The euphoria and satisfaction of the completetion of the project will be

incomplete without thanking the persons responsible for this project

I would like to take this opportunity to thank one and all who were instrumental in grand

success of this project. In particular we wish to thank the following personalities.

I acknowledge ANNAMALAI UNIVERSITY DEPARTMENT OFANNAMALAI UNIVERSITY DEPARTMENT OF BUSINESS BUSINESS

ADMINSTRATIONADMINSTRATION for providing opportunity to do this project in final MBA.MBA.

I heartedly express my deep sense of gratitude to Dr. N. PANCHANATHAMDr. N. PANCHANATHAM, Professor

and Head, Department of Business Administration, Annamalai University for his valuable

lectures which highly motivated me throughout the MBA course and this project in

particular.

I would like to thank MrMrs. K. RUKMAMI s. K. RUKMAMI lecturer and my internal project guide for

providing me the timely guidance and assistance.

I acknowledge KANWAL FOODS AND SPICES KANWAL FOODS AND SPICES for providing an opportunity to do this

project in their esteemed organization.

I would like to thank Mr. Mr. ARSHID MALIKARSHID MALIK who permitted me to conduct the study; I also

personally thank him to act as external guide to provide timely assistance and guidance at

appropriate time.

I am very thankful to Ms. J. TamilsilviMs. J. Tamilsilvi and Mr. B. Karhikeyan Mr. B. Karhikeyan the project committee

coordinators ANNAMALAI UNIVERSITY DEPARTMENT OF BUSINESS ADMINSTRATIONANNAMALAI UNIVERSITY DEPARTMENT OF BUSINESS ADMINSTRATION

who provide their timely advice to finish my project at appropriate time. I am thankful to

AADI, IMI, MUDI, SUHAIL, AND JAVAID ,MY FAMILY AADI, IMI, MUDI, SUHAIL, AND JAVAID ,MY FAMILY and the persons who helped me in

the project to bring out best of me.

Place: Annamalai Nagar Signature

Date: (SAMEER MANSOOR(SAMEER MANSOOR))

CHAPTER NO.

TOPIC PAGE NO.

1 INTRODUCTION

ABOUT THE INDUSTRYABOUT THE ORGANIZATIONABOUT THE TOPICSCOPE,NEED AND SIGNIFICANCE OF STUDYLIMITATION OF THE SYUDY

3REVIEW OF LITERATURE

OBJECTIVES OF THE STUDY

HYPOTHESIS

4 RESEARCH METHODOLOGY

5 ANALYSIS AND INTERPRETATION

6SUMMARY OF FINDINGS, SUGGESTION

AND CONCLUSION

BIBLIOGRAPHY

APPENDIX

CURRICULUM VITAE

TABLE NO. TITLE PAGE NO.1 Distribution of Respondents on the basis of Age.

2 Distribution of Respondents on the basis of Qualification.

3 Distribution of Respondents on the basis of Occupation.

4 Distribution of Respondents on the basis of Marital status.

5 Distribution of Respondents on the basis of Family structure.

6 Distribution of Respondents on the basis of Family income per month.

7 Distribution of Respondents on the basis of information.

8 Distribution of Respondents on the basis of Factor of attraction.

9 Distribution of Respondents on the basis of Factor of loyalty.

10 Distribution of Respondents on the basis of Quality

11 Distribution of Respondents on the basis of Price

12 Distribution of Respondents on the basis of Package.

13 Distribution of Respondents on the basis of Promotional tools.

14 Distribution of Respondents on the basis of Quality.

15 Distribution of Respondents on the basis of availability.

16 Distribution of Respondents on the basis of Brand

Image.17 Distribution of Respondents on the basis of Attitude.

18 Distribution of Respondents on the basis of change.

TABLE NO. TITLE PAGE NO.

19 Distribution of Respondents on the basis of Satisfaction.

20 Distribution of Respondents on the basis of Information about new products.

21 Showing One Way ANOVA for factor of Attraction on the basis of Age.

22 Showing One Way ANOVA for Price on the basis of Age.

23 Showing One Way ANOVA for factor of Attitude on the basis of Age.

24 Showing One Way ANOVA for factor of Satisfaction on the basis of Age.

25 Showing One Way ANOVA for Loyalty on the basis of Qualification.

26 Showing One Way ANOVA for Quality on the basis of Qualification.

27 Showing One Way ANOVA for factor Brand image on the basis of Qualification.

28 Showing One Way ANOVA for factor of Loyalty on the basis of Occupation.

29 Showing One Way ANOVA for Price on the basis of Occupation.

30 Showing One Way ANOVA for Quality on the basis of Occupation.

31 Showing One Way ANOVA for Satisfaction on the basis of Occupation.

32 Showing One Way ANOVA for Loyalty on the basis of Family income/month.

33 Showing One Way ANOVA for Price on the basis of

Family income/month.34 Showing One Way ANOVA for Attitude on the basis

of Family income/month.35 Showing One Way ANOVA for Satisfaction on the

basis of Family income/month.

CHAPTER – I

ABOUT THE SPICE INDUSTRY

INTRODUCTION

Spices – the aromatic bark, roots, seeds, buds, and flowers of plants – have been prominent

in human history virtually since its inception. Spices as medicines, preservatives and perfumes

were some of the most valuable items of trade in the ancient and medieval world. Surprisingly, it

was this race for a spice that prompted Christopher Columbus to sail in searches of the western

route he was sure existed. “Spices were once one of the most expensive items in household

accounts and were usually kept locked up in the drawers or compartments of special spice

cupboards or boxes.”

“The appeal of exotic spices used to be so great that they were once believed to be a gift

worth of royalty.”Many ancient cuisines, among them Indian and Indonesian foods, have grown

up next to the indigenous spices that identify them. Others, like the Italian and Spanish ones,

have benefitted from the spice trade’s migratory nature, adopting exotic spices and indelibly

linking them with their own food. As research both old and new has helped us to better

understand spices’ curative effects – psychological, as well as physical, the importance of spices

in our lives becomes even greater. Spices can be primarily used in the various forms e.g., fresh

ripe, dried, broken, powdered etc., which contributes aroma, taste, flavour, colour and pungency

to food.

Spices constitute an essential part of any dish and are used to add that special distinctive

relish to Indian, Arabic and Mediterranean dishes for their aroma , fragrance and harmonized

flavours’ Indian spices, which include pepper, cardamom, red chillies, ginger turmeric, curry

powders etc., Are world famous for their aroma, tangy taste and flavour.

A spice expert in her book writes: “Herbs and spices are used to stimulate all the senses, not

just the taste buds, through their aroma, flavour, texture, and visual appeal. In all the regions of

the world, traditional flavour combinations, using local ingredients, have come to characterize

the foods of these regions.”

The fame of Indian spices is older than the recorded history. The story of Indian Spices is

more than 7000 years old. Centuries before Greece and Rome had been discovered, sailing ships

were carrying Indian spices, perfumes and textiles to Mesopotamia, Arabia and Egypt. It was the

lure of these that brought many seafarers to the shores of India. In the ancient era, the Greek

merchants thronged the markets of South India, buying several expensive items including the

spices. Epicurean Rome was spending a fortune on Indian spices, silks, brocades, Dhaka Muslin

and cloth of gold, etc. It is believed that the Parthian wars were being fought by Rome largely to

keep open the trade route to India. It is also said that Indian spices and her famed products were

the main lure for crusades and expeditions to the East.

With the arrival of the Muslims the scenario altered further. An assortment of spices was

used in Muslim preparations and the usage of such spices was popularized throughout the nation

under the Muslim rule. As a result such spices gradually became a part of the Indian cuisines.

Indian spice trading underwent changes once again during the colonial rule. As far as trading is

concerned the Arabian traders were quite instrumental in popularising the Indian spices in the

different corners of the world. In India, Arabian traders got the rare and exotic spices of the Far

East from local spice merchants. India had spent the previous two millennia spreading its culture

to the Spice Islands of the east. Arabian traders were able to make good money supplying these

spices, even with the high prices paid to the Indian middle men, not only to their countrymen

back home, but to Europe as well.

It was in the year 1492 A.D., that Christopher Columbus discovered the New World. Five

years later, four tiny ships sailed southward from the port of Lisbon, Portugal, under the

guidance of Captain Vasco Da Gama. Like Columbus, Vasco Da Gama too was searching for a

new route to the spice lands of Asia. While Columbus failed to achieve the goal, Da Gama

succeeded. In a two year, 24,000 miles round trip, he took his ships around the continent of

Africa to India and back to Lisbon. Only two of the four ships survived to reach their homeport.

These two ships brought back a cargo of spices and other products worth 60 times the cost of the

said voyage. Even under the Dutch rule spice trading in India was encouraged. However a

combination of spices spread throughout the world as curry powder with the coming of the

British. The British reign in modern India encouraged the spice trading in India. Sandalwood,

turmeric, saffron, coriander and a host of other Indian spices were exported from India to other

parts of the world. Post independence the trade of Indian spices kept flourishing and a Board of

Spices was established to look after the industry. The history of Indian spices depicts that these

ingredients were also used in alternative medicines. For instance Ayurveda makes use of several

herbs that are also used for culinary purposes. Aloe Vera, cloves, cinnamon, turmeric, black

pepper, etc had been extensively used in Ayurvedic medicines. In contemporary India spices are

used both as culinary and medical ingredients.

From time immemorial, India has been considered as the "Spice Bowl of the World". The

history of Indian spices is almost as old as the 'human civilization of Spices '. Conquering tribes

from Assyrians and Babylonians, Arabians, Romans, Egyptians, the Chinese to the British and

the Portuguese all invaded India with one goal - to take advantage of the rich, natural wealth and

for Indian spices. The earliest written record in India on Spices is the venerable Vedas - such as

the Rig Veda (around 6000 BC), and the others - Yajurveda , Sama and Atharva. During the

Vedic period, information was primarily was handed down orally from generation to generations

through the medium of hymns. The Rig Veda contains references to various spices such as

horseradish - a close relation of Mustard and Turnip. There are also references to Black Pepper

in the Yajur Veda. These are but few of the spices in the natural expanse of the subcontinent - in

the mountain, swamps, riverines, tropical rain forests, wetlands, marshy woodlands, rich valleys,

green fields in a pollution-free, & eco-friendly environment. The history of Indian spices lies in

the abundance & goodness that Mother Nature has blessed it with and made it so popular

worldwide.

COMPANY PROFILE

KANWAL FOODS AND SPICES (I) PVT LTD is ISO 9001:2000 certified also

authorized for grading and processing of spices under Ag Mark. With a range of over 77

products and having won many awards at the national level including the National Award for

Quality Excellence (2008 & 2002), Gem of India Award, Rashtriya Gaurav Award, Udoyog

Patra award besides others, it is one of the leaders in the FMCG sector in the subcontinent,

committed to provide quality products to its consumers.

KANWAL FOODS AND SPICES (I) PVT LTD. processes and packages its hygienic and

quality controlled products through its state-of-the-art industrial units, located in various parts of

the country, including the national capital of Delhi.

The company provides spices for the domestic markets under the brand name “KANWAL”

AND “ALAMIN” in the international market.

The company is registered with the spices board, GOI and Indian spices exporters’ forum

and exports its quality products to Saudi Arabia, Bahrain, Kuwait, Oman, Dubai etc. The supply

chain network consisting customer retailer distributor, manufacturer and supplier is closely

linked through an efficient flows of information and finance to ensure smooth functionality.

KANWAL FOODS AND SPICES (I) PVT LTD. has a research and development wing

which would provide services vis- as- vis aiding research and development, market analysis,

analysis of trends and currents in various sectors of the local market, research analysis into the

horticulture, floriculture as also the broader contours of the agricultural sectors. The research and

analysis wing of kanwal foods and spices is aiming to avail services of some of the most

prestigious and credible inspection, testing and certification institutes. The team of professionals

engaged with the R&D Division of kanwal foods and spices equipped with fully-automatic state-

of-the-art paraphernalia has a team of professionals working with it.

The company aims to expand its product base and has a setup a state-of-the-art packaged

drinking water processing and packaging plant, which is at par with the best in South Asia. Its

packaged drinking water is sold under the brand name TREISH (drinking water).Treish is an

outcome of dedicated and concerted 5-years –long R&D with involvement of leading names in

the “water world” across the globe, the national and international markets. Treish is BIS (Bureau

of Indian standards) certified and its quality and composition are almost at par with the world-

leading brand Evion. The plant is epoxy-coated and has fully automatic machines for processing

and packaging.

The company provides direct employment to around 500 people and indirect employment

more than 5000 people. This human resource base is also an efficient for dissemination and

collection of information and customer inputs. The distributor chain of the company is an efficient

medium for introduction 0f new products. The sales and marketing wing of the company is well-

networked with separate sales and marketing divisions which work in Pandem over calibrated

information webs. The marketing and sales staff personnel are equipped with mobile Paraphernalia

to stay in touch while they are out in the field. The sales and marketing personnel collect

information from the markets regarding the sales of own and other company products, which is

pooled in to a database that helps the company stay up-to-date on market trends and customer

satisfaction. The quality control cell is fully accessible to the marketing field personnel and any

problems faced by them in the market vis-a-vis the products are processed by the cell within the

shortest possible time. The accounts along with a fully equipped inventory section keep track of

cash and products inflows and outflows, enabling the greatest utilization of resources and proper

tracking of assets.

The company has been catering to the local market for the past 34 years and has earned sole

trust of the consumers. Today the brand itself, “KANWAL”, is synonymous with quality, purity and

aroma.

Products

Indian Spice Powder

They are the manufacturer and exporter of traditional spice powders like, Black Pepper

powder, Ginger powder, Jeera powder, Coriander powder, Pudina powder, Garlic powder. Indian

spices are the soul of Indian cuisine. They offer an extensive line of spices through our on-line

store. The spices contain natural and genuine ingredients, which enhance the flavor of the

delicacy.

Blended Spices Powder

They are reputed manufacturer and exporter of Blended Spice Powders, used for flavouring

like, Curry powder, Garam masala, Biryani masala, Rajma masala, Meat masala, Chaat masala

Chana masala, Sambhar masala.

Indian Whole Spices

They manufacture & export exclusive range of Indian whole spices that are rich in all the

required qualities of taste, fragrance & more.

Ready Mixes

They manufacture, process and export Ready Mix powders, like, shahi kheer, haleem,

Bombay biryani.

Kashmiri Honey

They manufacture and export edible components like, Honey and Saffron. These are

available in various packing denominations

Kashmiri Traditional Spice Mix

They are the manufacturer and exporter of comprehensive range of kashmiri traditional spice

mixes. Made of all natural ingredients, that are sure to provide the customer with the rich taste

and aroma associated with kashmiri spices

Kashmiri Kehwah Instant Mix

An herbal treat for the body, Kashmiri Kehwah instant mix is the master blend of traditional

Kashmiri Kehwah and 100% pure & genuine Kashmiri Saffron.

Vegetable Pickles

They manufacture, process and export vegetable pickles, which are made from farm-picked

fresh vegetables, authentic spices and oil.

Mineral Water

They process and export the purest bottled water, from Kashmir, registered under the name

Treish.

Company's Milestones

KANWAL FOODS AND SPICES (I) PVT LTD brand leader in the FMCG sector in

J&K, with a range of over 70 products has won many awards at the national level and the latest

feather in its cap is the ITID National Award for Quality Consciousness 2008. The award was

received by Farooq Amin, Director, Sales and Marketing, Kanwal Foods & Spices at the hands

of Union Minister of State for Water Resources and Ms. Kanti Singh, Minister of State for

Tourism & Culture at the National Seminar on Quality Consciousness titled "Quality Essential

for Survival" organized by the Institute of Trade and Industrial Development at New Delhi,

recently.

Commenting on the achievement, Farooq Amin, Director of the Company said, "We not

only follow but live the ideals of quality, purity and ultimate consumer satisfaction and this fact

is substantiated by our ever-growing loyal consumer base and a line of accolades conferred by

different organizations. This latest award is a milestone and a target standard for us, because we

believe that quality is never an accident but always the result of intelligent effort."

Worth mentioning this is for the second time the company has won the national quality

excellence award in its 32-year long history of consumer satisfaction.

In a short span of 30 years, Kanwal Spices have become synonymous with purity, aroma,

freshness and quality par excellence- a reality that has been acknowledged and confirmed via a

wide range of awards, earned over the years. Notable among them are: GEM OF INDIA

AWARD (1998) RASHTRIYA GAURAVA WARD (1998) “Business Initiative Development

Board Recognition with Quality Excellence.

In 1999, Mr. Mohammad Ameen managing director earned the prestigious UDYOG PATRA

AWARD for self made Industrialist, given to him by the “Hon’ble Union Minister of Commerce

Govt.of India”. RASHTRIYA UDYOG SHIROMINI AWARD 2000 in recognition with the

Contribution in the industrial Sector

QUALITY EXCELLENCE AWARD 2002 from ITID presented by Minister of Commerce &

Trade (Govt. Of India)

Quality Control

To maintain the quality of the products manufactured at National Masala Mills only

superior quality raw material is used. The finished spices are further put to test in-house quality

control laboratory. All the handling, filling, packing and weighing is done by automatic box

packing machines in order to avoid any infestation/ contamination. To satisfy quality

consciousness, NMM occasionally gets the products tested in accordance with specifications

prescribed by standard laboratories such as FICCI, SGS, and Shri Ram Institute for Industrial

Research.

Infrastructure

The company has state-of-the-art infrastructure. The units underwent modernization in

view of substantial increase in plant and machinery and are now equipped with state-of-the-art

grinding plants, automatic box packing machines and FFS pouch filling machines and cool

grinding process.

Export Market

National Masala Mills catering the local markets exports its products to various countries

viz. Kingdom of Saudi Arabia, South Africa, Middle Eastern countries, UK, US and is in the

process of finalizing the process for Europe. The supply chain network consisting of customer,

retailer, distributor, manufacturer and supplier closely linked through an efficient flow of

information and finance to ensure smooth functionality and economic activities.

Career In the words of the Chairman and CEO, Mohammad Amin, KANWAL has always

prospered because of its people. Our employees are indeed our greatest assets and have played an

integral role in the growth and success of KANWAL. We value our employees' contributions and

empower them with the knowledge and skills to successfully do their jobs. If you have the desire

to work for a company where the expectations are great but the rewards are even greater and

where quality and customer satisfaction really mean something.

Packaging

Strict supervisory processes are employed in selecting the best food grade packaging

material to ensure complete safety of the final product. Each procured material is thoroughly

scrutinized and tested for quality. On-line inspection of the materials ensures that packaging is of

superior quality.

Distribution

They have an efficient and strong distribution system that caters to the market demands and

diligently. They have a technologically sound warehouse system in various crucial destinations

to ensure that their clients receive timely delivery of the consignments.

ABOUT THE TOPIC

MARKET

The term market is derived from Latin Word ‘Mercatus’, which means ‘to trade’ that is

purchasing and selling of goods. It also means merchandise truthic place of business.

According to Pyle, “Market includes both place and region in which buyers and sellers or

in free competition with one another”.

MARKETING

Marketing includes all the impacts involved in the exchange process of transferring the

possession and ownership of goods or services from the producer to the ultimate consumer’s.

MARKETING FORMULA The foremost step is business aims at profit.

For profit making he can sell the products.

For selling the product he should create customers.

For creating the customer’s, customer’s needs of preferences to be identified and

satisfied.

To satisfy the customer’s new product to be produced.

Marketing is trying to learn; Who buy the products or services?

How do they buy?

When do they buy?

Where do they buy?

Why do they buy?

How often they buy?

It is otherwise called understand and predict human actions in their buying role. A

marketer is act as consumers while them purchasing any goods /services, and try to market that

product to an ultimate consumer. So, marketing starts with consumer and ends with consumer.

So, today’s market is called on consumer market. It can be defined on, “All the individuals

and households who buy goods and services for personal consumption”.

So, the consumer satisfaction is getting more importance in the marketing functions.

Consumer A consumer is an individual who purchase or has the capacity to purchase goods and

services offered for sale by marketing institutions in order to satisfy personal or household needs,

wants or desires.

According to a statement made by Mahatma Gandhi, ‘consumer refers to the following,

“A consumer is the most important visitor on our premises. He is not dependent on us. We are

dependent on him. He is not an outsider to our business. He is part of it. We are not doing him a

favour by serving him. He is doing us a favour by giving us an opportunity to do so”.

So consumer is like the blood of our business and also a satisfied customer is a word of mouth

advertisement of a product / services.

Attitude

A mental position consisting of a feeling, emotion, or opinion evolved in response to an

external situation. An attitude can be momentary or can develop into a habitual position that has

a long-term influence on an individual's behavior. Attempts can be made to modify attitudes that

have a negative effect in the workplace, for example, through education and training. The

employee, the position of the body or way of carrying oneself.

Attitudes are evaluative statement favorable or unfavorable related to person, object or

event. They reflect that how one feel about something. For example if someone says that I like

my job. This statement expresses his attitude towards his job. Each and every person has

different attitude at different conditions.

There are three components of attitude.

1: Cognitive component:

It refers that's part of attitude which is related in general know how of a person, for

example, he says smoking is injurious to health. Such type of idea of a person is called cognitive

component of attitude.

2: Effective component:

This part of attitude is related to the statement which affects another person. For example,

in an organization a personal report is given to the general manager. In report he point out that

the sale staff is not performing their due responsibilities. The general manager forwards a written

notice to the marketing manager to negotiate with the sale staff.

3: Behavioural Component:

The behavioural component refers to that part of attitude which reflects the intension of a

person in short run or in long run.

For example, before the production and launching process the product. Report is prepared by the

production department which consists of their intention in near future and long run and this

report is handed over to top management for the decision.

Attitude is the state of mind with which you approach a task, a challenge, a person, love,

life in general. Where do I – the individual XYZ stand – in the cosmos, universe, in my society?

We take attitudes mostly unquestioned over from our parents, until puberty, when we start

questioning them and replacing them with our own. Best example: don't ever see that girl again,

she's a slut! Don't mix with those boys, they spell trouble! Even if you adjust your parents' view

while growing-up, attitude still has a lot to do with upbringing and self-esteem.

If you have grown up in a loving and supporting family, your attitude to life in general will

be positive and you will meet all people with respect, the support of your family also will make

you overcome all difficulties of life with ease. Positive thinking (attitude) is a strong motivator.

If the opposite happened, may turn out to be a mean and jealous person, holding most people in

low regard, not respecting laws of society or government, your negative attitude will draw

negative happenings to you.

A very sad state, indeed if your family failed, you can still turn to religion to discover why

nobody likes you – because of your attitude. All religions offer some answer, and the rest you

can figure out yourself!

Leading a happy life has to do with attitude: where do I really stand – and where has my family

put me to stand? Where and what is the place I should take and how much space is due to me –

depending on my merits?

Attitude is a reflection of your mind as the way it attends to a problem. This is a relative

term, because it changes as per situation. Whether it is positive or negative depends upon its

suitability to the attitude of the receiver, and the ultimate result of the decisions taken. All

relative! It is influenced by your formative strengths & weaknesses, grooming back-ground,

maturity, and thorough knowledge of the even

CONSUMER SATISFACTION

Every human being is a consumer of different produces. If there is no consumer,

there is no business. Therefore, consumer satisfaction is very important to every business person.

According to Philip Kotler consumer satisfaction is defined on, “personal feeling of

pleasure resulting from comparing a product’s pursued performance in relation to his /her

expectations”.

Consumer attitude measurements are taken on either potential buries or existing client’s

buries in order to identify their characteristics. Why should the competent market engineer

conduct consumer research? Consumer surveys can provide the researcher with a wealth of

information, valuable of the marketing function.

Detailed information regarding the customer in a market will provide the basic platform

for all marketing decisions. Marketing decision maker needs descriptive information about the

total potential unit and dollar sales in each segment. Perhaps the most important one is that a

seller needs to be aware of the relevant objective and need of consumer and how their objectives

might best be served by the products.

Importance of consumer satisfaction

The needs to satisfy customer for success in any commercial enterprise is very

obvious. The income of all commercial enterprise is derived from the payments received for the

products and services supplied to its customers. If there is no customer there is no income and

there is no business. Then the core activity of any company is to attract and retain customers. It is

therefore no surprise that Peter Drucker the renowned management Guru, has said “to satisfy the

customers is the mission and purpose of every business”.

Satisfaction of customer is essential for retention of customer’s and for continuous sales

of the products and services of the company to customers. This establishes the needs for and the

importance of customer satisfaction. The satisfaction of consumers is different from one to

another. Became, each consumer has the different behaviour in their life. So, the marketer

satisfies the consumer, he must very well know the behaviour of consumer.

SCOPE OF THE STUDY

The scope of this study was to know the consumers attitude about the various factors such

as company image, quality etc and also used to know their brand awareness. Further it also helps

to know the effective media to advertise the product. The study also used to know the customer

satisfaction level about price, discount basis; quality etc thus the main scope of the study was to

identify the Consumer satisfaction and consumer expectations about the company and its

products.

LIMITATIONS OF THE STUDY

Though the research has been properly planned and well executed, there are certain

limitations, which are inherent in nature and are out of the researcher’s control. The effectiveness of

the project is felt only when the results are read along with the limitations and constraints faced

during the course of the study. The following are the limitations.

The responses from the respondents could be casual in nature. This may be due to lack of

interest or time on their part.

The correctness of information provided by the respondents in the personal data could not be

established.

Some of the information provided by the respondents might not be correct.

Getting timely responses from the respondents was a difficult task.

CHAPTER IIREVIW OF LITERATURE

Liking towards the brand itself can influence liking for the brand (Hawkins, Best & Coney, 1992). However according to study by Biehal, Stephens and Curlo (1992) whether consumers like or dislike the product does not necessarily lead to brand acceptance or rejection. So, even though consumers may like the product that they see, it does not necessarily mean that they will go out and buy the brand. Usually the consumer uses their attitude towards the product in brand choice equaled that of attitude towards the brands.

SMITH MARSHAL (2000): Customer satisfaction measures the customer perceptions’ of how well the company delivers on the critical success factors and dimensions of the business. These usually include factors like services promptness, staff responsiveness, and understanding the customer’s problem.

ADRIAN THOMPSON (2002) that consumers feel valued wanted and loved when:

1. Encourage face to face dealings.

2. Respond to messages promptly and keep your customers informed.

MILSON (2003) found that several authors maintain that it is nothing short of folly to teach rules and marketing staffs the fewer points of quality control in the manufacturing process, forgetting that it is these very people who have the most direct contact with the companies’ customers.

ALVIN AB-RAHAN AND ANIL NAIN (2003) in their title “customer statement redesign” improving customer satisfaction and reducing cost. Utility companies always target to provide better services and solutions to their customers. Customer statements in the utilities industry act as direct interfaces with which the industry interacts with its customers. This paper provides how the customer statements were redesigned to provide customer satisfaction through a better look and feel while in the process providing cost savings to the company.

KELLY WHITNEY (2006): Customer advocacy and customer satisfaction the typical measurements around customer satisfaction of service delivery are customer advocacy or customer loyalty is typically very different and there are questions around willingness to repurchase and willingness to recommend you to others .You can make a customer satisfaction, but they will really recommend you to others, and will they really repurchase from you again? Unless you ask these questions, you won’t know. There is nothing like the voice of customers.

A SARINGAPANI (2006): It is a proven fact that cost of retaining customer is much lower than acquiring a new one and CRM helps the industry not only building relationship but also financial returns.

SREEKUMAR P (2007): Customer attitude and customer perceived value can be improved by managing customer interactions under the wider perspective of CEM. Understanding the various experience points especially under the complex environment of many outsourced functions, and managing them with the use of relevant IT TOOLS can ensure less customer attrition and long term profitability. The focus should shift from operations and service- based CRM to total CEM by analyzing the multipoint customer interactions and understanding that customer satisfaction needs a holistic approach covering all possible contact points through which customer experience is delivered.

CHAPTER III

RESEARCH METHODOLOGY

In this chapter, the methodology followed in conducting the research has been

described. Details regarding the research design, data collection questionnaire, sampling

plan, area of the study and statistical tools used have also been given.

Research – Research is common parlance refers to a search for knowledge. The Advanced

Learner’s Dictionary of Current English lays down the meaning of research as “A careful

investigation or inquiry especially through search for new facts in any branch of knowledge”

MARKETING RESEARCH

Definition of marketing research is approved by the board of the American Marketing

Association (AMA) is:

“Marketing research is the functions which links the customer and public .To marketer through

information used to identity and define marketing Opportunities and problems; generate define

and evaluate, marketing actions, monitor marketing performance, and improve understanding of

Marketing as a process”.

Simply, marketing research is the systematic design, collection, analysis and reporting of the

data findings relevant to a specific marketing situation facing the company. Careful planning

through all stages of the research is a necessity.

Objectivity in research is all- important. The heart of the scientific method is the objective

gathering and analysis of the information.

The function of marketing research within a company is to provide the Information and

analytical inputs necessary for effective.

Planning of future marketing activity.

Control of marketing operations in the present.

Evaluation of marketing results.

Research methods: Those methods which are used by the researcher during the course of studying are research

problem are termed on research methods.

Research methodology: The research methodology, not only the research methods are but also consider the logic

behind the methods. They are in the contest of our research studied. And explain why we are

using a particular method or techniques and we are not using others.

Descriptive research design: In includes surveys, and facts finding enquires of different kinds. The manor purpose of

descriptive research is description of state of affairs on it exists at present. The main character of

this method is that the researcher has no control threw over the variables. He can report what has

happen or what is happening.

Nature of data: In this study primary data are used.

Collection of data:

The data were collected from the respondents through the distribution of questionnaire.

Area of the study: This study covers ANANTNAG city only.

Sample size: The sample size of this study is 100.

Tools for analysis:

With the usual statistical tools such as tables, percentages, bar charts, ANOVA were used for

analyzing the data and arriving at the conclusion.

Questionnaire Design

A standardized questionnaire to collect data on beliefs, feelings and attitudes from the

respondents is being used and also the researchers have contributed this effort in framing the

questionnaire. The purpose of the study is explained clearly to the respondents. So, nothing about the

purpose of study is concealed from the respondents.

CLOSED ENDED QUESTIONS

In these questions, the respondents are given choices in which he/ she has to select one. For these

questions, we can apply statistical tool like ANOVA in order to relate the results to the universe.

ANALYSIS OF THE DATA

The data collected through questionnaires have been tabulated. By using the above mentioned

statistical tools, the data have been analyzed. Interpretations have been drawn based on the analysis.

The findings and observations are the result and outcome of the interpretations made during the

course of analysis.

PRESENTATION OF THE REPORT

Tables and figures have been used wherever necessary to facilitate the analysis and interpretation.

Explanations for the tables were given wherever necessary.

OBJECTIVES OF THE STUDY

To study the consumer attitude towards Kanwal spices.

To know influencing factor to buy Kanwal spices.

To know the satisfaction level of consumers.

To know the customer opinion about Kanwal spices.

Analysis and Interpretation

Table 1: Distribution of Respondents on the basis of Age.

Inference: It is clear from above table that majority of respondents fall in the age group of 30-

45 i.e. 46.0%, 39.0% falls in the age group of 15-30, 13.0% falls in the age group of 45-60 and

02.0% falls under the age group of 60-75.

S. NO. Age frequency Percentage

01 15-30 39 39.0

02 30-45 46 46.0

03 45-60 13 13.0

04 60-75 02 02.0

Total 100 100.0

Distribution of Respondents on the basis of Age.

60-7545-6030-45 15-30

50

40

30

10

0

20

Age

Fre

qu

ency

Table 2: Distribution of Respondents on the basis of Qualification.

S.NO. qualification Frequency Percentage

01 Below Matric 06 06.0

02 10+2 19 19.0

03 Graduate 33 33.0

04 P.G.or above 38 38.0

05 illiterate 04 04.0

Total 100 100.0

Inference: It is clear from the above table that among the respondents 38.0% of them are P. G.

and above, 33.0% of them are Graduates, 19.0% of them are 10+2,06.0% are below matric and

only 04.0% of them are Illiterate.

Distribution of Respondents on the basis of Qualification

BelowMatric

10+2

Graduate

P.G, orabove

illiterate

0 5 10 15 20 25 30 35 40Frequency

Table 3: Distribution of Respondents on the basis of Occupation.

S.NO. Occupation Frequency Percentage

01 Student 17 17.0

02 Govt.employee 41 41.0

03 Farmer 06 06.0

04 Self employee 36 36.0

Total 100 100.0

Inference: From the above table it is clear that 41.0% are coming under Govt. employee 36.0

%are coming under Self employee category, 17.0% are coming under Student category and only

06.0% of them are coming under Farmer level.

Distribution of Respondents on the basis of Occupation.

Student

Govt.employee

Farmer

Self employee

0 5 10 15 20 25 30 35 40 45Frequency

Frequency

Table 4: Distribution of Respondents on the basis of Marital status.

S.NO. MARITAL STATUS

FREQUENCY PERCENTAGE

01 Married 68 68.0

02 Unmarried 32 32.0

Total 100 100.0

Inference: It is clear from the above table that 68.0% of the respondents fall under the category

of married and rest 32.0% of the respondents are coming under unmarried.

Distribution of Respondents on the basis of Marital status.

68

32

marital status

marriedunmarried

Table 5: Distribution of Respondents on the basis of Family structure.

S.NO Family structure

frequency Percentage

01 Joint 79 79.0

02 Nuclear 21 21.0

Total 100 100.0

Inference: It is clear from the above table that 79.0% of the respondents fall under the category

of joint family and rest 21.0% of the respondents are coming under the category of nuclear

family.

Distribution of Respondents on the basis of Family structure.

79

21

family structure

jointnuclear

Table 6: Distribution of Respondents on the basis of Family income per month.

S. NO. FAMILY INCOME PER MONTH

frequency Percentage

01 Rs 2000-5000 13 13.0

02 Rs 5000-10000 23 23.0

03 Rs 10000-15000 40 40.0

04 Above Rs 15000 24 24.0

Total 100 100.0

Inference: The above table shows that 40.0% of the respondents having income of 10000-

15000, 24.0% of them are having above Rs. 15000, 23.0% of them are having 5000-10000 and

only 13.0% of them have 2000-5000 family income.

Distribution of Respondents on the basis of Family income per month.

Above -150000 10000-15000 5000-10000 2000-5000

40

30

20

10

0

Family income per month.

Fre

qu

ency

Table 7: Distribution of Respondents on the basis of information.

S.NO. INFORMATION FREQUENCY PERCENTAGE

01 Friends 08 08.0

02 Relatives 14 14.0

03 Advertisement 73 73.0

04 Others 05 05.0

TOTAL 100 100.0

Inference: The above table shows that 73.0% of respondents came to know about kanwal

spices through advertisement, 14.0% through relatives, 08.0% through friends and 05.0%

through others.

Frequency

Distribution of Respondents on the basis of information.

Others Advertisement Relatives Friends

80

0

20

40

60

Information

Fre

qu

ency

Table 8: Distribution of Respondents on the basis of Factor of attraction.

S.N0. ATTRACTION FREQUENCY PERCENTAGE

01 Price 05 05.0

02 Package 10 10.0

03 Quality 67 67.0

04 Taste 12 12.0

05 Company image 06 06.0

TOTAL 100 100.0

Inference: It is clear from the above table that 67.0% of respondents have attracted by the

quality of this product, 12.0% of them are attracted by taste, 10.0% of the respondents are

attracted by means of packing, 06.0 of them are attracted by the image of the company and only

05.0% of are attracted by means of price.

Company image Taste Quality Package Price

Attraction

70

60

50

40

30

20

10

0

Distribution of Respondents on the basis of Factor of attraction.

Fre

qu

ency

S.NO. LOYALTY FREQUENCY PERCENTAGE

01 Strongly disagree 10 10.0

02 Disagree 09 09.0

03 Indifferent 20 20.0

04 Agree 49 49.0

05 Strongly agree 12 12.0

TOTAL 100 100.0

Table 9: Distribution of Respondents on the basis of Factor of loyalty.

Inference: It is clear from the above table that 49.0% of respondents are agree, 20.0% are

indifferent, 12.0% strongly agree, 10.0% strongly disagree and 09.0% disagree with the

statement of loyalty.

Distribution of Respondents on the basis of Factor of loyalty.

Table 10: Distribution of Respondents on the basis of Quality

INFERENCE: It is clear from the above table that 38.0% of respondents fall in the category

of excellent, 34.0% under very good, 25.0% under good, 03.0%under fair and 00.0% fall under

the poor.

S. NO. Quality Frequency Percentage

01 Excellent 38 38.0

02 Very good 34 34.0

03 Good 25 25.0

04 Fair 03 03.0

05 Poor 00 00.0

Total 100 100.0

Distribution of Respondents on the basis of Quality

38

34

25 3

ExcellentVery goodGoodFairPoor

Quality

Table 11: Distribution of Respondents on the basis of Price.

S.NO PRICE FREQUENCY PERCENTAGE

01 Very high 28 28.0

02 High 44 44.0

03 Normal 25 25.0

04 Low 02 02.0

05 Very low 01 01.0

TOTAL 100 100.0

INFERENCE: It is clear from the above table that 44.0% of respondents think that price is

high, 28.0% very high, 25.0% normal, 02.0% low and 01.0% of respondents think the price is

very low.

Distribution of Respondents on the basis of Price.

28

44

25

2 1

Very high

High

Normal

Low

Very low

Price

Table 12: Distribution of Respondents on the basis of Package.

S.NO PACKAGE FREQUENCY PERCENTAGE


02 Disagree 06 06.0


04 Agree 60 60.0


TOTAL 100 100.0

INFERENCE: The above table shows that 60.0% agree with the packaging, 22.0% are

indifferent ,06.0% are strongly agree,06.0% disagree and 06.0% strongly disagree with the

packaging.

Distribution of Respondents on the basis of Package

Stronglydisagree

Disagree

Indifferent

Agree

Strongly agree

0 10 20 30 40 50 60FREQUENCY

Table 13: Distribution of Respondents on the basis of Promotional tools.

S.N0 PROMOTIONAL TOOLS

FREQUENCY PERCENTAGE


02 Disagree 18 18.0


04 Agree 45 45.0


TOTAL 100 100.0

INFERNCE: The above table shows that 45.0% agree with the promotional tools used, 26.0%

are indifferent, 18.0% disagree, 08.0 % strongly disagree and 03.0 % strongly agree.

Distribution of Respondents on the basis of Promotional tools.

818

26

45

3

Strongly disagreeDisagreeIndifferentAgreeStrongly agree

Promotional tools.

Table 14: Distribution of Respondents on the basis of Quality.

Inference: It is shown from the above table that 35.0% of the respondents are having good

attitude towards the quality of this product, 34.0% having excellent attitude of the quality

towards this product, 28.0% of them says as a very good quality and only 03.0% have a fair

about the quality of this product.

S.NO. QUALITY PERCENTAGE FREQUENCY

01 Excellent 34 34.0

02 Very Good 28 28.0

03 Good 35 35.0

04 Fair 03 03.0

05 Poor 00 00.0

TOTAL 100 100.0

Distribution of Respondents on the basis of Quality.

Fair Good Very good Excellent

40

30

20

10

0

Quality

Fre

qu

ency

Table 15: Distribution of Respondents on the basis of availability.

S.NO. AVAILABILITY frequency Percentage


02 Disagree 16 16.0


04 Agree 49 49.0


TOTAL 100 100.0

Inference: This is clear from the above table that 49.0% of the respondents are agree with the

availability of this product, 24.0% says indifferent availability of this product, 06.0% of them are

strongly disagree with the availability and 05.0% of them are strongly agree with the availability

of this product.

Distribution of Respondents on the basis of Availability.

Strongly agree Agree Indifferent Disagree Strongly disagree

50

40

30

20

10

0

Availability

Fre

qu

ency

Table 16: Distribution of Respondents on the basis of Brand Image.

S.NO. BRAND IMAGE FREQUENCY PERCENTAGE


02 Disagree 07 07.0


04 Agree 52 52.0


TOTAL 100 100

Inference: The above table shows that 52.0% are agree ,24.0% are indifferent , 09.0% are

strongly agree, 08.0% are strongly disagree and 07.0% are disagree.

Distribution of Respondents on the basis of Brand Image.

Strongly agree Agree Indifferent DisagreeStrongly disagree

60

50

40

30

20

10

0

Brand Image

Fre

qu

ency

Table 17: Distribution of Respondents on the basis of Attitude.

S.NO. ATTITUDE FREQUENCY PERCENTAGE

01 Highly Positive 20 20.0

02 Positive 42 42.0

03 Neutral 27 27.0

04 Negative 11 11.0

05 Highly Negative 00 00.0

TOTAL 100 100.0

INFERNCE: The above table shows that 42.0% are having positive attitude, 27.0% are

neutral, 20.0% are highly positive and 11.0% are having negative attitude towards spices.

Distribution of Respondents on the basis of Attitude.

Negative Neutral Positive Highly positive

50

40

30

20

10

0

Attitude

Fre

qu

ency

Table 18: Distribution of Respondents on the basis of change.

S.NO. CHANGE PERCENTAGE FREQUENCY

01 Price 21 21.0

02 Package 13 13.0

03 Quality 49 49.0

04 Taste 15 15.0

05 Company image 02 02.0

TOTAL 100 100.0

INFERENCE: The above table shows that 49.0% will change to other products if there is any

change in quality, 21.0% fall in price category, 15.0% fall in taste category, 13.0% fall in

package category and 02.0% fall in company image category

Distribution of Respondents on the basis of change.

Company imageTasteQualityPackagePrice

50

40

30

20

10

0

Change

Fre

qu

ency

Table 19 : Distribution of Respondents on the basis of Satisfaction.

S.NO. SATISFACTION FREQUENCY PERCENTAGE

01 Highly Dissatisfied

03 03.0

02 Dissatisfied 08 08.0


04 Satisfied 62 62.0

05 Highly Satisfied 08 08.0

TOTAL 100 100.0

INFERENCE: The above table shows that 62.0% agree ,19.0% are indifferent, 08.0% are strongly agree , 08.0% are disagree and 03.0% are strongly disagree .

Distribution of Respondents on the basis of Satisfaction.

Strongly agree Agree Indifferent Disagree Strongly disagree

70

60

50

30

20

0

Satisfaction

10

40

Fre

qu

ency

Table 20: Distribution of Respondents on the basis of Information about new products.

S.NO. INFORMATION ABOUT

NEWPRODUCTS

FREQUNCY PERCENTAGE

01 Always 37 37.0

02 Usually 16 16.0

03 Sometimes 32 32.0

04 Never 15 15.0

TOTAL 100 100.0

INFERENCE: The above table shows that 32.0% are sometimes informed about new products 37.0% very often, 16.0% often and 15.0% never.

Distribution of Respondents on the basis of Information about new products.

37

16

32

15

Always

Usually

Sometimes

Never

Information about new products

Table 21: Showing One Way ANOVA for factor of Attraction on the basis of Age.

Age N Mean S. D. F-Value Sig.

15-30 39 3.08 0.900

1.709 0.362

30-45 46 3.00 0.667

45-60 13 2.92 1.038

60-75 02 4.00 0.000

Total 100 3.04 0.816

Ho: There is no significant difference of opinion about the factor of attraction to buy kanwal

spices on the basis of Age.

Interpretation: The calculated F- value 1.709 is lesser than table value 2.70 for the 0.05 level

of significance. Therefore we accept the null hypothesis that the respondents do not differ in their

opinion about the factor attracted to buy kanwal spices. So it is concluded that there is no

difference of opinion among the consumers on the basis of age.

Table22: Showing One Way ANOVA for Price on the basis of Age.


15-30 39 1.97 0.707

1.299 0.279

30-45 46 2.13 0.833

45-60 13 2.08 1.188

60-75 02 1.00 0.000

Total 100 2.04 0.840

Ho: There is no significant difference of opinion about the factor of price to buy kanwal spices

on the basis of Age.



opinion about the price of kanwal spices. So it is concluded that there is no difference of opinion

among the consumers on the basis of age

Table 23: Showing One Way ANOVA for factor of Attitude on the basis of Age.


15-30 39 2.10 0.821

1.346 0.264

30-45 46 2.35 0.924

45-60 13 2.54 1.050

60-75 02 3.00 1.414

Total 100 2.29 0.913

Ho: There is no significant difference of opinion about the factor of attitude to buy kanwal




opinion about the Attitude towards kanwal spices. So it is concluded that there is no difference of

opinion among the consumers on the basis of age.

Table 24: Showing One Way ANOVA for factor of Satisfaction on the basis of Age.


15-30 39 3.87 0.695

1.830 0.147

30-45 46 3.50 0.960

45-60 13 3.54 0.877

60-75 02 3.00 0.000

Total 100 3.64 0.859

Ho: There is no significant difference of opinion about the factor of satisfaction to buy kanwal




opinion about the Satisfaction level towards kanwal spices. So it is concluded that there is no

difference of opinion among the consumers on the basis of age.

Table 25: Showing One Way ANOVA for Loyalty on the basis of Qualification.

Qualification N Mean S.D F-Value Sig

Below Matric 06 3.17 1.049

2.838 0.029

10+2 19 3.11 1.116

Graduate 38 3.52 1.093

P G. or Above 33 3.68 1.118

Illiterate 04 2.25 0.500

Total 100 3.44 1.131

Ho: There is no significant difference of opinion about the factor of loyalty to buy kanwal

spices on the basis of Qualification.

Interpretation: The calculated F- value 2.838 is greater than table value 2.70 for the 0.05

level of significance. Therefore we reject the null hypothesis that the respondents do not differ in

their opinion about the loyalty to kanwal brand spices. So it is concluded that there is difference

of opinion among the consumers on the basis of Qualification.

Table 26: Showing One Way ANOVA for Quality on the basis of Qualification.



1.350 0.257

10+2 19 2.42 0.902

Graduate 38 2.03 0.984

PG. or Above 33 1.89 0.831


Total 100 2.07 0.902

Ho: There is no significant difference of opinion about the quality to buy kanwal spices on the

basis of Qualification.



opinion about the quality of kanwal brand spices. So it is concluded that there is no difference of

opinion among the consumers on the basis of Qualification.

Table 27: Showing One Way ANOVA for factor Brand image on the basis of Qualification.



3.533 0.010

10+2 19 2.89 1.150

Graduate 38 3.70 0.951

PG. or Above 33 3.71 0.984


Total 100 3.47 1.029

Ho: There is no significant difference of opinion about the factor of brand image to buy kanwal

spices on the basis of Qualification.



their opinion about the brand image of kanwal brand spices. So it is concluded that there is

difference of opinion among the consumers on the basis of Qualification.

Table 28: Showing One Way ANOVA for factor of Loyalty on the basis of Occupation.

Occupation N Mean S. D. F-Value Sig.

Student 17 3.35 1.222

1.831 0.147

Govt. employee 41 3.44 1.050

Farmer 06 2.50 0.837

Self employee 36 3.64 1.175

Total 100 3.44 1.131


spices on the basis of Occupation.



opinion about the Loyalty for kanwal spices. So it is concluded that there is no difference of

opinion among the consumers on the basis of occupation.

Table 29: Showing One Way ANOVA for Price on the basis of Occupation.


Student 17 1.88 0.781

3.004 0.034


Farmer 06 1.17 0.408


Total 100 2.04 0.840

Ho: There is no significant difference of opinion about the price to buy kanwal spices on the

basis of Occupation.



their opinion about the Price to buy kanwal spices. So it is concluded that there is difference of

opinion among the consumers on the basis of occupation.

Table 30: Showing One Way ANOVA for Quality on the basis of Occupation.


Student 17 2.47 0.874

2.518 0.063


Farmer 06 2.50 0.548


Total 100 2.07 0.902

Ho: There is no significant difference of opinion about the quality to buy kanwal spices on the

basis of Occupation.



opinion about the Quality to buy kanwal brand spices. So it is concluded that there is no

difference of opinion among the consumers on the basis of occupation.

Table 31: Showing One Way ANOVA for Satisfaction on the basis of Occupation.


Student 17 3.76 0.752

2.839 0.042


Farmer 06 2.83 0.753


Total 100 3.64 0.859

Ho: There is no significant difference of opinion about the satisfaction to buy kanwal spices on

the basis of Occupation.



their opinion about the Satisfaction level towards kanwal brand spices. So it is concluded that

there is difference of opinion among the consumers on the basis of occupation.

Table 32: Showing One Way ANOVA for Loyalty on the basis of Family

income/month.

Family income/month

N Mean S. D. F-Value Sig.

Rs 2000-5000 13 3.15 1.068

0.716 0.545

Rs 5000-10000 23 3.30 1.063

Rs 10000-15000 40 3.48 1.154

Above Rs15000 24 3.67 1.204

Total 100 3.44 1.131


spices on the basis of Family income/month.



opinion about the Loyalty towards kanwal brand spices. So it is concluded that there is no

difference of opinion among the consumers on the basis of occupation.

Table 33: Showing One Way ANOVA for Price on the basis of Family income/month.

Family income/month


Rs 2000-5000 13 1.38 0.650

5.475 0.002

Rs 5000-10000 23 1.91 0.668

Rs 10000-15000 40 2.08 0.730

Above Rs15000 24 2.46 1.021

Total 100 2.04 0.840

Ho: There is no significant difference of opinion about the price to buy kanwal spices on the




their opinion about the Price to buy kanwal brand spices. So it is concluded that there is

difference of opinion among the consumers on the basis of Family income.

Table 34: Showing One Way ANOVA for Attitude on the basis of Family income/month.

Family income/month


Rs 2000-5000 13 2.92 0.954

7.868 0.000

Rs 5000-10000 23 2.74 0.752

Rs 10000-15000 40 2.10 0.900

Above Rs15000 24 1.83 0.702

Total 100 2.29 0.913

Ho: There is no significant difference of opinion about the attitude to buy kanwal spices on the




their opinion about the Attitude towards kanwal brand spices. So it is concluded that there is

difference of opinion among the consumers on the basis of family income.

Table 35: Showing One Way ANOVA for Satisfaction on the basis of Family income/month.

Family income/month


Rs 2000-5000 13 3.08 1.115

2.622 0.055

Rs 5000-10000 23 3.57 0.662

Rs 10000-15000 40 3.78 0.660

Above Rs15000 24 3.79 1.062

Total 100 3.64 0.859

Ho: There is no significant difference of opinion about the satisfaction to buy kanwal spices on

the basis of Family income/month.



opinion about the level of satisfaction towards kanwal brand spices. So it is concluded that there

is no difference of opinion among the consumers on the basis of family income.

Findings suggestions and conclusion

FINDINGS

It is inferred from the analysis that maximum of the respondents belongs to 30-45 years

of age group.

It is noted from the analysis that maximum no of the respondents are having P.G. or

above level of education.

It is noted from the analysis that maximum no of the respondents are govt employee.

It is noted from the analysis that maximum no of the respondents are married.

It is inferred from the analysis that maximum of the respondents are having Rs10000-

15000 family income per month.

From the survey I found that the consumers came to know about the kanwal brand spices

through advertisement this means that they have strong medium of advertisement.

Through my survey, I came to know that most of the customers buy spices because of

quality.

It was observed that most of the customers expressed their unhappiness over the price of

spices despite this the consumers prefer the spices because of the quality and it shows

that customers are very loyal towards the kanwal brand spices.

During the study it is found that packaging of products is excellent, so we can say that

packaging is at its best level, which is also an influencing factor to attract the customers.

It is inferred from the analysis that maximum no respondents agree that promotional tools

used by company are good and attractive.

During the study it is found that the brand image of spices is good as compared to other

spice products in the market.

During the study it is found that consumers have positive attitude towards the kanwal

brand spices.

Through my survey, I came to know that most of the customers are satisfied with the

kanwal brand spices.

Consumers do not differ in their opinion about the factor attracted to buy kanwal brand

spices on the basis of age.

Consumers do not differ in their opinion about the price of kanwal brand spices on the

basis of age.

Consumers do not differ in their opinion about the attitude towards kanwal brand spices

on the basis of age.

Consumers do not differ in their opinion about the satisfaction level towards kanwal

brand spices on the basis of age.

Consumers differ in their opinion about the loyalty towards kanwal brand spices on the

basis of qualification.

Consumers do not differ in their opinion about the quality of kanwal brand spices on the


Consumers differ in their opinion about the brand image of kanwal brand spices on the


Consumers do not differ in their opinion about the loyalty towards kanwal brand spices

on the basis of occupation.

Consumers differ in their opinion about the price of kanwal brand spices on the basis of

occupation.

Consumers do not differ in their opinion about the quality of kanwal brand spices on the

basis of occupation.

Consumers differ in their opinion about the satisfaction level towards kanwal brand

spices on the basis of occupation.

Consumers differ in their opinion about the loyalty towards kanwal brand spices on the

basis of family income/month.

Consumers differ in their opinion about the price of kanwal brand spices on the basis of

family income/month.

Consumers differ in their opinion about the attitude towards kanwal brand spices on the

basis of family income/month.

Consumers do not differ in their opinion about the satisfaction level towards kanwal

brand spices on the basis of family income/month.

SUGGETIONS

From the survey of consumers it is clear that not only brand positioning, brand image and

consumer demands are not only controlling factors of the sale of product of the company

but the attitude and satisfaction also play a major role. Kanwal foods and spices should

thus focus on the following points:

During the analysis I found that company is having brand image and people love the

products they offer so I suggest them to enter into the production of soft drinks and dairy

products

To retain existing customers means offering the best scheme. This would automatically

attract new customers. Kanwal foods and spices need not spend on advertisement to

attract new customers.

Know the customer needs and understand them thoroughly before they know them

themselves.

There should be no compromise in quality and the availability of spices.

Let the customers define what attributes are important. Know the customer’s

requirements, expectations, and wants.

Benchmark the data against competitors, and identify competitive Strengths and

weaknesses.

To use technology to improve customer service and enable a greater degree of customer

differentiation in order to deliver unique customer interactions.

Be committed to getting better and better and better.

Conclusion

It is concluded that brand equity might be influenced by attribute knowledge more than

consumer preference. This may be due to consumer biasness and prejudice, Consumers’ product

evaluations are influenced by memory. The biasness can be reduced by having current

information, experience and knowledge. Therefore, it’s not surprising that brands that consumers

believe offer superior value are most preferred brands chosen often. Brands with higher equity

resulted in greater preferences and high market shares.

Price is one of the attribute used by consumers to evaluate a product. Price can sometimes be an

indicator of quality; with a higher price indicating higher quality. Consumers perceive that a

higher price can be attributed to the higher cost of quality control. Some consumers are highly

price sensitive; where by a high prices may shift consumers to Competitive brands. Therefore

price can have a positive or negative influence on customers.

BIBLIOGRAPHY

C.R.Kothari Research Methodology, 2nd edition, New Age International

Publishers.

Philip Kotler Principles of Marketing, 11th edition, Prentice-Hall, New Delhi.

Stephen P. Robbins Organizational Behavior, New Age International Publishers.

Suja Nair Consumer behavior and Marketing Himalaya Mumbai.

Philip Kotler and Principles of Marketing, 12th edition, Prentice-Hall,

Gery Armstrong New Delhi.

QUESTIONNAIRE

1. Age:

(a) 15-30 [ ] (b) 30-45 [ ]

(c) 45-60 [ ] (d) 60-75 [ ]

2. Educational background:

(a) Below Matric [ ] (b) 10+2 [ ]

(c) Graduate [ ] (d) P.G. or Above [ ]

(e) Illiterate [ ]

3. Occupation:

(a) Student [ ] (b) Govt. employee [ ]

(c) Farmer [ ] (d) Self employee [ ]

4. Marital status:

(a) Married [ ] (b) Unmarried [ ]

5. Family structure:

(a) Joint [ ] (b) Nuclear [ ]

6. Family income:

(a) Rs. 2000-5000 [ ] (b) Rs. 5000-10000 [ ]

(c) Rs. 10000-15000 [ ] (d) Above Rs. 15000 [ ]

7. You came to know about kanwal spices through:

(a) Friends [ ] (b) Relatives [ ]

(c) Advertisement [ ] (d) others (Pl specify_____________________)

8. Which factor attracted you to buy kanwal spices?

(a) Price [ ] (b) Package [ ]

(c) Quality [ ] (d) Taste [ ]

(e) Company image [ ]

9. You are loyal to kanwal brand spices?

(a) Strongly disagree [ ] (b) Disagree [ ]

(c) Indifferent [ ] (d) Agree [ ]

(e) Strongly agree [ ]

10. Kanwal spices are:

(a) Excellent [ ] (b) Very Good [ ]

(c) Good [ ] (e) Fair [ ]

(f) Poor [ ]

11. Price of kanwal spices is:

(a) Very high [ ] (b) High [ ]

(c) Normal [ ] (e) Low [ ]

(f) Very low [ ]

12. Package of kanwal spices is good and attractive:




13. Promotional tools used by kanwal spices are good and modern:




14. What do you feel about quality of Kanwal spices?

(a) Excellent [ ] (b) Very Good [ ]

(c) Good [ ] (e) Fair [ ]

(f) Poor [ ]

15. Kanwal spices are available everywhere any time:




16. Brand image of Kanwal spices is good as compared to other products:




17. Your attitude towards Kanwal spices is:

(a) Highly positive [ ] (b) Positive [ ]

(c) Negative [ ] (d) Highly negative [ ]

18. You will change to other products in case there is any change in:

(a) Price [ ] (b) Package [ ]

(c) Quality [ ] (d) Taste [ ]

(e) Company image [ ]

19. You are satisfied With Kanwal spices?

(a) Highly Dissatisfied [ ] (b) Dissatisfied [ ]

(c) Indifferent [ ] (d) Satisfied [ ]

(e) Highly Satisfied [ ]

20. You are informed about the new products of Kanwal spices:

(a) Usually [ ] (b) Always [ ]

(c) Sometimes [ ] (d) Never [ ]

customer satisfaction towards kanwal spices anantnag kashmir

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