mapro final

8/10/2019 Mapro Final

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A project on

Customer Satisfaction of Mapro Foods Ltd.

A Project report submitted to Indira Institute of Management Pune in partialfulfillment of the requirement for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by:

RuturajS. Chavan

INDIRA INSTIUTE OF MANAGEMENT

PUNE UNIVERSITY

2012-2014


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Company certificate


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College certificate


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Acknowledgement

I would like to heartily thank Mapro Products Ltd.for giving me this opportunity to

display my skills and learn extensively about the corporate world. It was an extremely

rewarding experience for me both in terms of skills acquired and work attitudes

imbibed in my first exposure to the corporate world.

With deep gratitude and humble heart, I would like to thank Mr. Shivapratap

Jadhav of Mapro Foods Ltd. for providing me this opportunity and in giving basic

shape to this project without his help this project would not have materialized.

I express my sincere thanks toProf. D. K. Sakore and the Director Dr. Pandit Mali

for his invaluable suggestions and support provided during the course of the project.

I am extremely thankful for all those people who have helped me in completion of

this project.

Ruturaj S Chavan


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EXECUTIVE SUMMARY


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PROJECT TITLE :

CUSTOMER SATISFACTION FORMAPRO FOODS LTD.

OBJECTIVE:

1. To study the Level of Customer Satisfaction for Mapro food products.

2. To understand the customer requirements

3. To provide suggestions to the management regarding customer satisfaction.

4. To provide suggestion to improve service for Mapro products.

RESEARCH METHODOLOGY:

The study is based on primary as well as secondary data.

The primary data is collected through personal interviews of customers

visiting stores.

The Secondary is collected from residential areas and online samples.

Sampling Methods:-Non probability convenience sampling method.

Area: - KOLHAPUR

Sample Size: - Total sample size was 100

Research Instrument: - Questionnaire and observation

CONCLUSION:

Most of the customers were satisfied but changes are required according to

the changing scenario as advertisement has a great impact in the working

of thecompany.


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More advertising is required to increase the brand recognition which will

promote more selling of the products.

Most of the customers were satisfied with the taste of the Mapro products.

Mapro Company has to come up with new products so that company can

attract more customers and retain existing customers.

Price can be comparatively lowered making it feasible for the middle class

strata to purchase the products.

Promotions and promotional offers should be taken up in order to gain

customers attention.

Overall good review of all the products.

SUGGESTIONS:

Company should focus on the advertisement other than Mahabaleshwar

(which is its producing area) so that it helps to increase their sales.

Company should focus on the replacement policy .i.e. tampered; expired or

defective products should be replaced immediately.

Company should focus on the packaging of the product i.e. it can change its

packaging after certain period of time and come up with new attractive ideas. Promotional activities should be well planned and conducted in prominent

areas such as

Markets.

School and colleges.

Public places.

Outside super markets.

Introductory offers or promotional perks can be inculcated.

Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.),

and TV channels must be used.

Eye catching banners, hoardings, pamphlets, slogans should be introduced.


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LIMITATATIONS OF STUDY:

The sample size chosen is limited to 100 only because of time constraint.

This study was based purely in Kolhapur.

Information given by respondents may or may not be correct.

PROJECT BOUNDRIES:

The study was conducted

1. For a period of 2 months.

2. In certain stores of Kolhapur.

3. Few residential areas of Kolhapur.


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INDEX

12. BIBLIOGRAPHY 67-68

TOPIC PAGE NO

1. INTRODUCTION 11-12

2. INDUSTRY PROFILE 13-15

3. COMPANY PROFILE 16-27

4. LITERATURE SURVEY 28-36

5. OBJECTIVES, SCOPES AND

LIMITATIONS

37-38

6. RESEARCH METHODOLOGY 39-42

7. DATA ANALYSIS AND INTERPRETATION 43-57

8. OBSERVATION AND FINDINGS 58-59

9. CONCLUSION 60-61

10. SUGGETIONS 62-63

11. ANNEXURE 64-66


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1.

INTRODUCTION


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PURPOSE OF THE STUDY

To know the market for the growth and success of MAPRO PRODUCTS and tocalculate the satisfaction and other issues related.

MAPRO

Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri

KishoreVora. It came into existence in 1959 A. D. The company used to produce

jams from strawberries and raspberries when it was established but later it started

manufacturing various other products like crushes, squash, confectionaries, sweets,jellies and many more products. The company is one of the leading companies in

India. The Managing Director of the company at present isMayur Vora.

The company is situated at Chesson Road, Mahableshwar, Panchgani.

The plant isBVQIcertified and provided with facility of state of art food park andcold storage.Mapro Foods Private Limited is the flat organization where management

works along with their technical and sales functionaries to achieve the vision andmission of MFPL.

50 FRUITFULL YEARS

Founded in 1959, the Company had its humble beginnings in the Hill Town of

Panchgani, near Mahableshwar, when a businessman named KishorVora, a

pharmacist by profession, decided to make strawberry jam. He then went on to

develop innovative products such as jelly sweets, fruit cubes with fruit juice and rose

syrups with rose petalsall for the first time in the country. Today, his hobbyhas

borne fruit in the shape of Mapro, one of the most modern, hygienic, quality focusedfruit product manufacturing units in India. His vision has been taken forward, thereby

transforming the region around Mahableshwar and Panchgani, the erstwhile sleepy

Hill stations of Maharashtra, into a flourishing fruit processing zone.

During the data collection, the researcher needed to meet personally every retailer andconsumer and conduct the questionnaire based survey. Thus the result was that the

researcher had with him a pool of filled questionnaires at the end of this study. These

filled questionnaires were then put through Interpretation and Analysis, which

eventually resulted into tabular and chart representation of the collected and analyzed

data. Based on these representative outcomes, the Observations were made andConclusions thereafter.

The Suggestions stated in the latter part of the study were thus based on the

Objectives decided and Conclusions derived. The further project report is prepared on

the basis of above information in different chapters for the reference.


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2.

INDUSTRY PROFILE


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FMCG industry alternatively called asCPG (consumer packaged goods)

industry primarily deals with the production, distribution and marketing of consumer

packaged goods. The fast moving consumer goods (FMCG) is those consumables

which are normally consumed by the consumer at a regular interval.

FMCG industry economy.

The competition among FMCG manufacturers is also growing and as a result of this,

investment in FMCG industry is also increasing specifically in India, where FMCG

industry is regarded as the fourth largest sector with total market size of USD 13.1

billion. FMCG sectorin India is estimated to grow 60 % by 2010.

COMMON FMCG PRODUCT

Some common FMCG product category include food and dairy products, glass ware ,

paper products , pharmaceuticals, consumer electronics , packaged food products,

plastic goods, printing and stationery , household products, photography, drinks etc.

and some of the examples of FMCG products are coffee, tea, dry cells, greeting

cards, gifts,detergents, tobacco and cigarettes, watches, soaps etc.

Market potentiality of FMCG industry

Some of the merits of FMCG industry which made this industry as a potential one ,are low operational costs , strong distribution networks presence of renowned FMCG

companies.

Population growth is another factor which is responsible behind the success of the

industry.

Leading FMCG companies.

Some of the well known FMCG companies are COCA COLA, HUL, P & G,

GODREJ, DABUR, ITC, ETC.


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Market overview

Total market size.

Indian FMCG sector is the fourth largest sector in the economy worth a total

market size of USD 18 billion as of 2007.

By 2015, the sector is predicted to scale upto to USD 33.4 billion. The sector generates five percent of total factory employment in the country

and is creating employment for 3 million people especially in small town and

rural India,

INDIAS FMCG MARKET SIZE (IN USD BILLION)

MAJOR COMPETITORS:

Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growingbusiness & hasfew competitors also. Some of them are listed below:

Haldiram:Manufacturing of Syrups & exports of the syrups have increased by 20% since2003.

KISSAN:

In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share.

Malas:

It manufactures jam, crush, squash, cordials, syrups which is same as the

manufacturing of Mapro Foods Pvt Ltd.

Manama:

Their range of products consists of cordials, syrups, fruit and chocolate dessert

toppings.


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3. COMPANY PROFILE


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Introduction:

Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products.

It is one of the growing companies of India which is situated at

PanchganiMahabaleshwar Road. It produces jams, confectionaries, squashes, jellies

and many more fruit products.

It is the fruit processing business over more than forty years and it is known for the

innovation and quality in the industry. The Chief Executive Officer of the company is

Mayur Vora. It has its manufacturing units in Panchgani, Wai, and Gurgaon. It is

most likely to spread its operation in Delhi and Pathankot. There are more than 500

local employees in the company and about 100contract laborers.

Mapro Foods is a well-known brand in jams and squashes. It is a family business

started in 1959 by the Vora family, making jams from strawberries and

raspberries. Mapro was one of the first touse traditional ingredients to make plant-

based beverage concentrates such as strawberry crush and rose syrup. The

company was also the first in India to introduce pectin jellies and fruit sweets.

VISION AND MISSION OF THE ORGANIZATION:

The organization aims to be a global player in the food processing market.

Keeping this in mind, they have continuously growing market and are currently

prevalent in countries like FIJI, MAURITIUS, OMAN, RUSSIA,UGANDA and,

UAE,

Mapro, meanwhile ,is all set to significantly expand business, country . The

expansion will also see production capacities go up from the current 100 tones

perday to to 200 tones by the next fiscal the company, whose product are

available in West Asia , part of Africa and the US in a limited way , is planning to

capture the overseas markets with a range of fruit products , from frozen to ready-

to-eat . The idea is to become the least-cost producer of certain products in the

global market ,said the CEO of Mapro food limited.


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With the help of this research study, I would like to highlight the working of a

particular manufacturing concern. The company is called as MAPRO

INDUSTRIES. This industry was chosen because of its reputation and potential

For becoming a world class organization. Over 50 years ago, in 1959, the

Company had its humble beginnings in the hill-town of Panchgani, near

Mahabaleswar, when a businessman named Kishore Vora a pharmacist by

profession, decided to make some strawberry jam. He then went on to develop

innovative products such as jelly sweets, fruit cubes with fruit juice and rose

syrups with rose petalsall for the first time in country. His vision has been taken

forward, thereby transforming the region around Mahabaleshwar and Panchgani,

the erstwhile sleepy hill stations of Maharashtra, into a flourishing fruit processing

zone started with a capacity of 10MT of processed fruit products a year, the

Company today has a processing capacity of about 12,000MT per Year with its

factories in the Shendurjane village of Satara district, Panchgani town, Gureghar

village of Mahabaleshwar tehsil .I am deeply thankful to our college authorities for

giving us Opportunity to visit this company.


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PRODUCTS OF MAPRO :-

Crush

Jams

Restores

Toppings Lounge

Mazaana

Squash

Falero

Coolz

Bars and jellies


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All these products are available at MAPRO owned parlors at various locations in india and

through appointed distribution and retailing circuits very soon, MAPRO plans to introduce an

online ordering system for its distributors/retailers and consumers.

Marketing strategies:-

1) Demand Drivers:-

MAPRO being a Jam producing company needs to concentrate on the demand of the

consumers. The first thing which an industry should take care of is the demand of the


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consumers. Thus, MAPRO also sees to it that what actually consumers are demanding from

them and production process is being carried out accordingly. Thus, because of demand of the

various customers the new products are been introduced by the industry. There is a high

amount of competition which is there in the market, and if consumers demands and wants are

not taken into consideration, then growth of any of the industry can be very much affected out

of it.

2) Issues and Concerns:-

The next step which they take for their marketing is that of issue and concerns. Here

MAPRO sees that what actually is needed by the consumers and thus work accordingly.

MAPRO is been concerned only with the demand of the consumer. MAPRO is the company

which has to handle lots of the competition in the market, MAPRO being Maharashtra based,

so there are various other companies also, which are from Maharashtra . And thus, because of

this reason every company will try to fulfill the customer's wants as soon as possible.MAPRO

being aware of it tries to see each and every customers demand and works accordingly. The

various different type of complaints are also been taken into account.

3) Focusing on the customers:-

The third step which is been taken by the MAPRO is that to focus on the consumers.

In each and every field, the consumers are been given high importance. As it is known that

customer'sare the King of the market. If the customers are not been satisfied, then there would

be no profit to the firm and thus, because of this reason the goodwill of any of the industry is

very much affected. Thus, because of this reason a complete attention is been given to the

consumers. For the satisfaction of the consumers various new products are being introduced.


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4.) Social commitments:-

The industry has not forgotten that it is a part of the society and thus because of that

reason various social activities are been taken into consideration. MAPRO sees to it that

because of its production process no harm is been done to any of the other field.

Thus, there are some of the marketing strategies which are been undertaken by the MAPRO

industry. With the help of these strategies only they try to attract more consumers and tries to

provide full satisfaction to them. They do not concentrate much on the marketing of their

products, but still with this some marketing strategies only it tries to provide complete

satisfaction to their consumers.

SWOT ANALYSIS:-

1.) Strength:-

a.) MAPRO with its three plants distribute its products all over India and also they are

exporting the products to foreign countries.

b.) The organization has a unique advantage of its strategic location as its strategic location

is based in Maharashtra state.

c.) All products of MAPRO Foods are available all over India.

d.) Today MAPRO is a symbol of high quality products sold at reasonable prices, the

genesis of a vast co-operative network triumph of indigenous technology, the marketing savvy

of a farmers organization.

e.) In the near future they have planned to maximize their productivity by maximum

utilization of scarce resources.

2.) Weakness:-

a.) MAPRO Foods does not export their products to all over the world.


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b.) The price of MAPRO products is high. Thats whythe lower class of people cant buy it.

c.) The raw material which they are using in their production process is perishable therefore

there may be spoilage of raw material

3.) Opportunities:-

a.) Asit is being known that the products are not been sold throughout India, so efforts are

been made and instead of selling at local level, the products can be sold at national level also.

b.) Then more new products can be introduced , and thus , because of that their goodwill

can be increased in the market .If more new products are been introduced , then more new

customers will get attracted towards it and thus it will help to increase more of their profits .

c.) If the marketing strategies are increased and some customer oriented strategies are

incorporated then it would be very much helpful for the industry. If the proper marketing of

the product is done, then the customers will come to know about the different products. Thus

it can be said that if the proper marketing is not done, then customers are not been attracted

towards the new products which are produced.

d.) The various different type of research process should be carried out and efforts should be

made to produce new product, as per the research taking place.

4.) Threats:-

a.) competitors: -

Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business& has

Few competitors also. Some of them are listed below:

Manama:Their range of products consists of cordials, syrups, fruit and chocolate desser


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b.) There are also many brands which are available in each and every city and thus, this

gives huge competition.

c.) Price can be maintained by making affordable for the middle class and lower strata of

people.

Mapro Foods Pvt. Ltd uses all types of employees i.e. Skilled, semi-skilled and unskilled labor.

Skilled Labor

Means the one who has higher level of qualifications as well as the experience.

Semi-skilled labors

Means they have less qualifications and the experience is also comparatively less and the

Unskilled laborMay not have any qualification or experience. In the higher level of management highly skilled

people work and at the middle level there may be a combination of skilled as well as the semiskilled laborers is there and at the lower level management there are more number of unskilled

laborers. However at all levels of the management there must be a minimum technical as well as

conceptual knowledge about the field.

COMPANY PROFILE

Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri

KishoreVora. It came into existence in 1959 A. D. The company used to produce jams from

strawberries and raspberries when it was established but later it started manufacturing variousother products like crushes, squash, confectionaries, sweets, jellies and many more products. The

company is one of the leading companies in India. The Managing Director of the company at

present isMayur Vora.The company is situated at Chesson Road, Mahableshwar, Panchgani.

The plant is BVQIcertified and provided with facility of state of art food park and cold storage.Mapro Foods Private Limited is the flat organization where management works along with

their technical and sales functionaries to achieve the vision and mission of MFPL.

Mi ssion of MFPL:Mapro will develop, produce, package & sell food products, with high regardsfor safety, nutrition & taste, which we can confidently give to our customers by implementing

and continually improving Quality Management system & food safety management system to

meet & exceed customers expectations.

History of MFPL:Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a businessman namedKishor Vora decided to make some Strawberry Jam. Today his 'Hobby' has borne fruit in the


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shape of Mapro one of the most modern, hygienic, quality- conscious Jamand Fruit Products

Manufacturing Concerns in Western India.

Mr. Vora could have rested easyon success of his Fruit recipe. But he wanted to on develop

innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and Rose Syrups

with Rose Petals . All for the first time in country.

Mapro does not use advertising medium like press, radio and television to propagate its product

but the taste of product and nutritional value, and uniqueness result inrepeat sales. Today Mapro

is leading supplier of tasty as well as nutritious fruit product to the International market. Maprois known to care for its employees. Mapro is a home where there is mutual understanding

between employee and employer like members in the family. It features a blend of hard

work and dedication. It is now in the process of certification under ISO 9000.Most of Mapro's

business is largely concentrated in the Western regions of India. Currently,Mapro exports itsproducts to about 12 countries through merchant distributors; these account for less than 10 per

cent of its total sales. It has its manufacturing units in Panchgani, Wai, Gurgoan. The company is

going to open its manufacturing units in Delhi and Pathankot lately.The main market segmentcurrently is in Maharashtra and Gujarat. It is also concentrating inexpanding its market to the

other cities like Kanpur, Lucknow, and in Punjab. The annual growth rate of the company is

more than 50%. It earns 40%-50% profits from the sales of its products. The leading product of

Mapro is Rose syrup (made from the rose petals and their extracts).For the production of theproducts the company buys the fruits from both the sectors i.e. the local farmers and market and

import from other countries as well. The machineries and other raw materials are imported from

various countries like Egypt, China, New Zealand, Australia, etc


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ORGANIZATION CHART.

Board of Directors

Chairman

Chief Executive Officer

Purchase Production Marketing Finance Human Resource Research and Development

Department Department Department Department Department Department

Purchase Production Marketing Finance Human Resource Research and Development

Manager Manager Manager Manager Manager Manager

Workmen


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CUSTOMERS

Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers of thecompany are children as the products of Mapro are targeted for this group only i.e.

Mapro produces chocolates and jellies and jams and many more which is mostly liked by the

children only. But this doesnt It mean that other age groups are not covered.


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4. LITERTURE SURVEY


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CONCEPT OF CUSTOMER:

Customer satisfaction represents a modern approach for quality in enterprises and organisations

and serves the development of a truly customer-focused management and culture. Measuring

customer satisfaction offers an immediate, meaningful and objective feedback about client

preferences and expectations. In this way, company performance may be evaluated in relation to

a set of satisfaction dimensions that indicate the strong and the weak points of a business

Organisation.

This project presents an original customer satisfaction survey in the food & beverages sector.

The implemented methodology is based on the principles of multi criteria analysis and

preference disaggregation modelling. The most important results are focused on the

determination of the critical service dimensions and the segmentation to customer clusters with

distinctive preferences and expectations.

CUSTOMER:

A Customer is one who purchases a product or service from a particular organization. One

thing that we are all customer, infact everybody in this world is a customer. Every day in our life

we buy and consume an incredible variety of goods and services. However, we all have different

tasks, likes& dislikes and adopt different patterns while making purchase decision. Eachcustomer is unique and this uniqueness is reflected in competitive behaviour and pattern and

process of purchase.


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Customer satisfaction

Customer satisfaction is seen as a key performance indicator within business and is often part of

a Balanced Scorecard. In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key element

of business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus

employees on the importance of fulfilling customers expectations. Furthermore, when these

ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics

quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able

do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service has

met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When

customers have high expectations and the reality falls short, they will be disappointed and willlikely rate their experience as less than satisfying. For this reason, a luxury resort, for example,

might receive a lower satisfaction rating than a budget moteleven though its facilities and

service would be deemed superior in 'absolute' terms.

Purpose:

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.Customer satisfaction data are among the most frequently collected indicators of market

perceptions. Their principal use is twofold.


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1. "Within organizations, the collection, analysis and dissemination of these data send a

message about the importance of tending to customers and ensuring that they have a

positive experience with the companys goods and services.

2. "Although sales or market share can indicate how well a firm is performing currently,

satisfaction is perhaps the best indicator of how likely it is that the firms customers will

make further purchases in the future. Much research has focused on the relationship

between customer satisfaction and retention. Studies indicate that the ramifications of

satisfaction are most strongly realized at the extremes." On a five-point scale,

"individuals who rate their satisfaction level as '5' are likely to become return customers

and might even evangelize for the firm. (A second important metric related to satisfaction

is willingness to recommend. This metric is defined as "The percentage of surveyed

customers who indicate that they would recommend a brand to friends." When a

customer is satisfied with a product, he or she might recommend it to friends, relatives

and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their

satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm

by making negative comments about it to prospective customers. Willingness to

recommend is a key metric relating to customer satisfaction
http://en.wikipedia.org/wiki/Willingness_to_recommendhttp://en.wikipedia.org/wiki/Willingness_to_recommendhttp://en.wikipedia.org/wiki/Willingness_to_recommendhttp://en.wikipedia.org/wiki/Willingness_to_recommend


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Definition:

Customer satisfaction, is defined as abusinessterm, itis the measurement of how products

and services supplied by a company meet or surpass customer expectation

Measuring Customer satisfaction:

Managing customers satisfaction efficiently is one the biggest challenge an organization face.

The tools or methods to measure customer satisfaction needs to be defined sophisticatedly to

fulfill the desired norms. There are following methods to measure customer satisfaction:

1. Direct Methods: Directly contacting customers and getting their valuable feedback is

very important. Following are some of the ways by which customers could be directly

tapped:

a. Getting customer feedback through third party agencies.

b. Direct marketing, in-house call centers, complaint handling department could be

treated as first point of contact for getting customer feedback. These feedbacks

are compiled to analyze customers perception.

c. Getting customer feedback through face to face conversation or meeting.

d. Feedback through complaint or appreciation letter.

e. Direct customer feedback through surveys and questionnaires.

Organizations mostly employ external agencies to listen to their customers and provide

dedicated feedback to them. These feedbacks needs to be sophisticated and in structured

format so that conclusive results could be fetched out. Face to face meetings and

complaint or appreciation letter engages immediate issues. The feedback received in this

is not uniformed as different types of customers are addressed with different domains of

questions. This hinders the analysis process to be performed accurately and

consistently. Hence the best way is to implement a proper survey which consists of

uniformed questionnaire to get customer feedback from well segmented customers. The
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design of the prepared questionnaire is an important aspect and should enclose all the

essential factors of business. The questions asked should be in a way that the customer is

encouraged to respond in a obvious way/. These feedback could received by the

organizations can be treated as one of the best way to measure customer satisfaction.

Apart from the above methods there is another very popular direct method which is

surprise market visit. By this, information regarding different segment of products and

services provided to the customers could be obtained in an efficient manner. It becomes

easy for the supplier to know the weak and strong aspects of products and services.

2. Indirect Method:The major drawback of direct methods is that it turns out to be very

costly and requires a lot of pre compiled preparations to implement. For getting the

valuable feedbacks the supplier totally depends on the customer due to which they lose

options and chances to take corrective measure at correct time. Hence there are other

following indirect methods of getting feedback regarding customer satisfaction:

a. Customer Complaints: Customers complaints are the issues and problems

reported by the customer to supplier with regards to any specific product or

related service. These complaints can be classified under different segments

according to the severity and department. If the complaints under a particular

segment go high in a specific period of time then the performance of the

organization is degrading in that specific area or segment. But if the complaints

diminish in a specific period of time then that means the organization is

performing well and customer satisfaction level is also higher.

b. Customer Loyalty:It is necessarily required for an organization to interact and

communicate with customers on a regular basis to increase customer loyalty. In

these interactions and communications it is required to learn and determine all

individual customer needs and respond accordingly. A customer is said to be loyal

if he revisits supplier on regular basis for purchases. These loyal customers are the

satisfied ones and hence they are bound with a relationship with the supplier.

Hence by obtaining the customer loyalty index, suppliers can indirectly measure

customer satisfaction.


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Customer Satisfaction:

As organizations become increasingly focused and driven by demand the need to get

customers loyalty and retain their loyalty is critical. Customer satisfaction is the most

effective way to achieve customer loyalty .Customer satisfaction and customer loyalty

share many traits. Customer value is customer perception of the ratio of benefits to what

he\she gives to obtain these benefits. The customer value trait is framework used to

understand what is that customer wants.

1. Perceived product quality

2. Value based pricing

3. Perceived service quality

Customers are satisfied when value satisfied meets or exceed expectations. If their exceptions

of value are not met, there is no chance of satisfying them. Finding out what customer wants

however difficult and complex process. To be able to create and deliver customer value, it is

important to understand its components. The benefits customers expect are shaped primarily

by how they perceive product and service quality and whether or not their perceptions are

valid. Unfortunately customers dont know to draw a distinct line between product and

service and quality. Customers tend to combine product and service attributes together as

apart of a total package to which they attach some individual perceived value. Most

companies products fall somewhere between pure product and pure service. Managers in

charge decide which attributes or tangibles or more important than other according to the

needs of their customers.On the risk side of the education, the customers perception and

exceptions become the determining factors. Transaction price, life cycle costs and the actual

degree of the risk being taken constitutes the three components involved in the risk of

buying. The actual price being paid for the product or service at the time of purchase

represents the transaction cost. Life cycle costs are the total cost of ownership, which

includes operating and service expenses.


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Importance of Customer Satisfaction in an Organization:

With the increase in customers demand and competition it has become lot more

importance to base your entire company on customer service. When doing this one must

first realize that every member of your organization plays an active role in customer service.

This includes both external and internal customers within your company. In these

organizations, top management frequent contacts with external customers. The top

management uses consultative participative and supportive management styles to get through

the customers. The staff focuses on of its attention on satisfying the customers need.

According to Michel N. Bamber CEO, of Marks and Associates Business Growth Specialist,

there are six critical steps in establishing and maintaining quality customer service viz:

1) Senior management commitment

2) Measurement and feedback

3) Communication and training

4) Core standards

5) Customer friendly system

6) Reward and recognition

These six stages can be applied to any company in growth stage at its life cycle. The process

of building your company around customer service is on going and no matter and how good

one quality of Customer Satisfaction and Loyalty Customer satisfaction is worthless; this

statement was made by Jeffery Gitomer, in his recent book Customer Satisfaction Is

Worthless, Customer Loyalty Is Priceless. Gitomer researches and examines the differences

between customer satisfaction and loyalty. According to him, loyal customers are happy with

their purchase that, they will proactively refer someone to you. The customer walks away

with feeling of WOW!! People everywhere in today business world are trying to figure out

what is more important customer satisfaction or customerloyalty. Both, practitioners and

academics understand that customer loyalty and satisfaction both are linked in extricable.


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Even through, loyal customer is most typically satisfied; satisfaction does not always

translate into loyalty.

Marketing concept has been designed by product and service providers in an effort to

maximize customer satisfaction. Reported date in 1993 showed that customers satisfaction

accounted for 1/3 of revenue received by largest US Research firms. Recently there has been

a shift in a research dynasty from satisfaction to loyalty. People are starting to see satisfied

customers as being only mediocre. Even through satisfaction and loyalty are linked together

and loyal customers seen typically satisfied, satisfaction still represents and unreliable

precursor to loyalty. As result of this, Oliver raises two questions.

1) What aspect of the satisfaction response has implications for loyalty?

2) What fraction of the loyalty response is due to this satisfaction component?

For these question satisfaction and loyalty must be clearly defined in the post satisfaction

study as an evaluation or the perceived discrepancy between prior expectations and actual

performance of theproduct.Recentdefinition of satisfaction according to Oliver is, the

consumer senses that consumption moves out comes again a standard of pleasure versus

displeasure.

Oliver defines loyalty as a deeply held commitment to re-by or re-patronize preferred

product or service consistently in the future there by causing reputed some brand set

purchasing despite situation influences and marketing effects having the potential to cause

switching behavior.After extensive amount of research, Oliver concludes that satisfaction is

necessary step in loyalty. However satisfaction becomes less significance as loyalty begins to

set through other mechanisms. In the conclusion to these studies Oliver stakes, the disparity

between the pursuit of satisfaction versus loyalty as well as the fundamental contents of the

loyalty response, poses several investigates direction for the next wave of post consumptionresearch.

All these concepts combine provide the basic model customer value. Customers value the

products or services more if the expected benefits seem greater than the expected risks being


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taken. Ifexpected benefits do not overweight the expected risks.This customer will perceive

the product to have a low customer value.

4. OBJECTIVES, SCOPE AND LIMITATIONS

5. Objectives of the Study:

1. To study the Level of Customer Satisfaction for Mapro food products.

2. To understand the customer requirements

3. To provide suggestions to the management regarding customer satisfaction.

4. To provide suggestion to improve the service for Mapro products.

Scope of the Study:

From this Study, the various reasons due to which customer buy or dontbuy Mapro products

can be identified. Customers Preferences towards Mapro products can be understood. The

percentage of selling of Mapro products will increase. The customers buying tendency can be

understood.

Limitations of the Project:

1. The project was undertaken at MAPRO, the data was

confidential so there were certain barriers in accumulating the

data.

2. The disclosure of data from their side was limited.


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6. RESEARCH METHODOLOGY


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Definition:

A Research is a careful investigation or inquiry, especially through search for new facts in any

branch of knowledge.

Meaning:

Research is an active, diligent, and systematic process of inquiry aimed at discovering,

interpreting, and revising facts. This intellectual investigation produces a greater knowledge of

events, behaviors, theories, and laws and makes practical application possible. The term research

is also used to describe an entire collection of information about a particular subject, and is

usually associated with the output of science and the scientific method.

Research Methodology is a systematic method of discovering new facts or verifying old facts,

their sequence, inter-relationship, casual explanation and the natural laws which governs them.

Research Methodology explained by Redman and Mory are as follows: systematized effort to

gain new knowledge.

Research Methodology is original contribution to the existing stock of knowledge making

for its advancement. It is the purest of truth with the help of study, Observation, comparison and

experiment. In short also covers the systematic method of finding solution to a problem is

research. It also covers the systematic approach concerning generalization and the formulation of

the theory.

Different stages involved in research consists of enacting the problem, formulating a

hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusion either

in the form of solution towards the concerned problem or in generalization for some theoretical

formulation.


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Sources of Data:

In Research Methodology mainly Data plays an important role.

This study is conducted by collecting and analyzing the data from primary and secondary

sources.

a) Primary Data.

b) Secondary Data.

Primary Data:

Primary Data is the data, which is collected with the help of typed

questionnaires.

Primary data was collected by administering the questionnaire to the marketing advisors of

Mapro Foods Ltd.

Secondary Data:

Secondary Data is the data, which is collected from the various books ,magazine and

material, reports, etc. The data which is stored in the organization and provide by the marketing

people are also secondary data. The various informationis taken out regarding that subject as

well other subject from various sources and stored. The last years data stored can also be

secondary data. This data is kept for the internal use of the organization..

Secondary data was collected from the books ,websites and through the interaction with

the individuals in the organization.


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Sampling:-

A sample is a part of population. The sample should be representative of the population and theinformation obtained must be reliable. In any survey where reliability is desired, the errors and

variances have to be controlled, measured and interpreted.

Sample Unit: Mapro Product Customers

Sample Frame: Kolhapur District

Sampling Method: Convenient sampling Method was Used as it was suitable for the survey

carried out to calculate certain number of samples (people/ customers) and this method was easy

to understand the percentage of satisfaction and other data.

Sample Size:Total 104 respondents were conveniently selected, who are the customers of Mapro

food products.


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7. DATA INTERPRETATION AND ANALYSIS


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Q.1) Do you purchase Mapro food products?

Purchase Mapro People

Yes 100

No 4

Interpretation: From this pie chart it is observed that majority people purchases Mapro products

over other products. As we can see that MAPRO is widely consumed and known.

96%

4%

DO YOU PURCHASE MAPRO PRODUCTS

YES NO


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Q2)How will you rate quality of Mapro products?

Quality of mapro People

Average 37

Good 42

Excellent 21

Interpretation: 42% respondents says that the quality of Mapro products is Good, while 37%

respondents say that it is average, while 21 % say that its excellent. Here in general the review of

quality of MAPRO GOODS is good.

37%

42%

21%

How to Determine quality of Mapro product?

AVERAGE GOOD EXCELLENT


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Q3). How would you rate the price of the mapro product?

Price rating People

Low 21

Moderate 62

High 17

Interpretation: 62% respondents say that the price of the mapro products is moderate, while 21%

say it is low and 17% say its high. Hence this helps in price controlling.

21%

62%

17%

. How would you rate the price of the maproproduct?

LOW MODERATE HIGH


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Q4).Are you satisfied with the taste of mapro products?

Satisfaction People

Yes 70

No 30

Interpretation: 70% people are satisfied with the taste of Mapro products, while 30% are not

satisfied. By this result steps should be taken in order to improvise the taste and meet consumers

expectations.

70

30

0

5

10

15

20

25

30

35

40

YES NO

Are you satisfied with the taste of mapro products?


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Q5).How will you rate the packaging of the products?

Packaging People

Average 21

Good 58

Excellent 21

Interpretation: 58% respondents say that the packaging of the Mapro product is good and 21%

agree that its excellent. Measures can be taken to develop innovative and more attractive

packaging or packaging can be changed every four months to attract consumer.

AVERAGE

21%

GOOD

58%

EXCELLENT

21%

How will you rate the packaging of the products?


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Q6).Do you find any defect in the packing?

Defects in packaging People

Yes 10

No 90

Interpretation: 10% respondents say that they find defect in the packing. Packaging can be

modified as per customers expectations and market needs.

10%

90%

Do you find any defect in the packing?YES NO


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Q7).Which product of Mapro do you prefer the most? (Select any 1)

Product preference People

Jam 25

Fruitcrush 31

Bars and jellies 27

Desert topping 17

Interpretation: Fruitcrush is the most preferred product in the mapro product range.Where as

27% people prefer bars and jellies. It is observed that 25 % consumers use jams and 17% prefer

dessert topping.

25%

31%

27%

17%

Which product of mapro you like to prefer?

JAM FRUITCRUSH BARS & JELLIES DESERT TOPPING


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Q8).Are you satisfied with the different range of Mapro product?

Range satisfaction People

Yes 92

No 8

Interpretation: 92% respondents are satisfied with the different range of products and would

continue using them due to the quality and taste of the product.

92%

8%

Are you satisfied with the different range of

Mapro product?

YES NO


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Q9).Are you satisfied with the promotion activities done by Mapro?

Promotions satisfaction People

Yes 60

No 40

Interpretation: 60% respondents are satisfied with the promotion activities done by the

mapro.Improvisation in the marketing and promotion strategies in order to make the product

known to customer and capture majority market.

60%

40%

Are you satisfied with the promotion activities

done by Mapro?

YES NO


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Q10). How will you rate the advertisement done by the Mapro?

Advertisement

Average 52

Good 31

Excellent 17

Interpretation: 52% respondents say that the advertisement of Mapro products is average. This

can be changed by making innovations in the marketing and promotion of the product. Local

mass medias should be used widely.

52%

31%

17%

. How will you rate the advertisement done by the

Mapro?



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Q11).Are the products replaced if they are damage or expired?

Replacement

Yes 94

no 6

Interpretation: 94% respondents say that the product is replaced if there is any damage.

Replacement should be specifically taken care of as it may affect the consumption of goods and

damage customers mind.

YES

94%

NO

6%

Are the products replaced if they are damage or

expired?


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Q12). If yes then in how many days the product is been replaced?

Replacement days People

On the spot 15

5days 46

10days 39

Interpretation: Only 15% respondents say that the product is being replaced on the spot. The

percentage of on the spot replacement should be increased as a customer is the main component

to whom we provide the goods.

15%

46%

39%

. If yes then in how many days the product is been

replaced?

ON THE SPOT 5 DAYS 10 DAYS


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Q13).Please rate your level of satisfaction for the Mapro product & service?

Satisfaction People

Very satisfied 29

Satisfied 42

Dissatisfied 19

Very dissatisfied 10

Interpretation: 42% respondents are satisfied with the level of satisfaction while 19% are

dissatisfied with the level of satisfaction. The percentage of dissatisfaction should be reduced asit might leaned in degrading of the brand name.

29%

42%

19%

10%

Please rate your level of satisfaction for the Mapro

product & service?

VERY SATISFIED SATISFIED DISSATISFIED VERY DISSATISFIED


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Q14).Will you suggest other to buy the Mapro product?

Will suggest others People

Yes 81

No 19

Interpretation: 81% people say that they will suggest mapro products to others to buy. Stepsshould be taken to make the product and brand name more famous and prominent in the market.

81%

19%

you suggest other to buy the Mapro product?

YES NO


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8.FINDINGS

Findings:

1. 71% respondents are satisfied with the different range of products.

2. 81% people say that they will suggest mapro products to others to buy.

3. 63% respondents says that the quality of Mapro products is Good.

4. 10% respondents say that they find defect in the packing.

5. Fruit crush is the most preferred product in the Mapro product range.

6. 70% people are satisfied with the taste of Mapro products

7. 94% people are not satisfied with the replacement policy of the mapro products.

9.CONCLUSION

Conclusion:


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Most of the customers were satisfied but changes are required according to the

changing scenario as advertisement has a great impact in the working of

the company .

More advertising is required to increase the brand recognition which will intern

promote more selling of the products.

Most of the customers were satisfied with the taste of the mapro products.

Maprocompany has to come up with new products so that company can attract more

customers and retain existing customers.

Price can be comparatively lowered making it feasible for the middle class strata to

purchase the products.

Promotions and promotional offers should be taken up in order to gain customers

attention.

Overall good review of all the products based on satisfaction scale.

10.SUGGESTIONS

Suggestions:


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Company should focus on the advertisement other than Mahabaleshwar (which is its

producing are) so that it helps to increase their sales.

Company should focus on the replacement policy .i.e. tampered , expired or defective

products should be replaced immediately.

Company should focus on the packaging of the product i.e. it can change its packaging

after certain period of time and come up with new attractive ideas.

Promotional activities should be well planed and conducted in prominent areas such as

Markets.

School and colleges.

Public places.

Outside super markets.

Introductory offers or promotional perks can be inculcated.

Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.), and TV

channels must be used.

Eye catching banners, hoardings, pamphlets, slogans should be introduced.


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11. ANNEXURE

Questionnaire

Q1. Personal detail:


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Name: ---------------------------------------------

Age :

Address :

Q2. Do you purchase Mapro food products?

YES NO

Q3. How will you rate quality of Mapro product?


Q4. How would you rate the price of the mapro product?

LOW MODERATE HIGH

Q5. Are you satisfied with the taste of mapro products?

YES NO

Q6. How will you rate the packaging of the products?


Q7. Do you find any defect in the packing?

YES NO

Q8. Which product of mapro do you prefer the most? (Select any 1)

JAM FRUITCRUSH BARS & JELLIES DESSERT TOPPING

Q9. Are you satisfied with the different range of Mapro product?

YES NO

Q10. Are you satisfied with the promotion activities done by Mapro?

YES NO


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Q11. How will you rate the advertisement done by the Mapro?


Q12. Are the products replaced if they are damage or expired?

YES NO

Q13. If yes then in how many days the product has been replaced?

ON THE SPOT 5Days 10 DAYS

Q14. Please rate your level of satisfaction for the Mapro product & service?

VERY SATISFIED

SATISFIED

DISSATISFIED

VERY DISSATISFIED

Q15. Will you suggest other to buy the Mapro product?

YES NO

Q16. Any suggestions?

________________________________

________________________________


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12.BIBLIOGRAPHY

Bibliography:


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1. www.mapro.com

2. www.wikipedia.com

3. Research Methodology by C.R. Kothari, Tata McGraw Hill, New Delhi, 2000,

3rd

Edition.

4. Marketing Management by Philip Kotler, Pearson education, New Delhi, 2009,

13th

Edition.

5. Business Todaymonth.

6. Business Standard.
http://www.mapro.com/http://www.mapro.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.mapro.com/

mapro final

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