CHAPTR I

INTRODUCTION

1.1 Background

The bakery industry today offers immense opportunities for bakers, decorators,
trainers, process, managers, distributors and many has increased the jobs for the
people. It provides vast employment opportunities for the youth also. Trained
professionals are getting high salaried jobs in India as well as abroad. India’s exports
of the bakery products have also risen which is helping in the growth of the economy
of the country. Bakery products have also given some relief to the women. In the early
days females had to prepare food all the time with no time to yet relief. But now-a-
days as women are also getting professionals, they have less time to give at home and
family. The growth of the bakery products has reduced the responsibilities of kitchen.
They can now easily prepare food with the readymade food items which need less
labour and time. Increased awareness of the bakery products has reduced the burden
of the females in the society. People going out of home can easily satisfy their food
needs. Thus the bakery products have solved many problems of the people.

Bakery products also solve the problem of preservation. These products can be stored
for few days and do not easily get spoiled. As other food items lose their taste when
stored for some time but the bakery products do not lose their taste. People living
away from home can easily store these food items. The bakery products have reduced
the dependence on females for satisfying their food requirements. Increased demand
for the bakery products has helped the primary sector of the country i.e. agriculture.
Almost all the bakery products are made from the wheat and dairy products. There is
a great demand of these agricultural items all over the world. Farming has become
now more commercial. Farmers grow the crop and sell at competitive prices in the
national as well as international market. These bakery products have brought
prosperity to the farmers all over the country. Likewise, the demand for the dairy
products has also experienced a hike all over the world. The cattle owners get
attractive prices for their products. Milk and milk products are in great demand from
the last few decades. Increased earning has improved the standard of living of the
people of rural areas which helped in the overall development of the country as more
than half of the population of our country is living in rural areas. The agricultural and

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dairy products have raised the quantity of exports of the country and thus contributed
in balancing the trade of the country. Bakery products have globalized the market
facilitating the producers to sell their products profitably.

Customer satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. It can be, and often is, measured along various
dimensions. A hotel, for example, might ask customers to rate their experience with its
front desk and check-in service, with the room, with the amenities in the room, with
the restaurants, and so on. Customer satisfaction is defined as "the number of
customers, or percentage of total customers, whose reported experience with a firm,
its products, or its services (ratings) exceeds specified satisfaction goals." Customer
satisfaction data are among the most frequently collected indicators of market
perceptions. Customer service is the provision of service to customers before, during
and after a purchase. Customer service is a series of activities designed to enhance the
level of customer satisfaction – that is, the feeling that a product or service has met
the customer expectation. Financial institutions generally believe that customers are
the aim behind their services and hence their activities depend on their customers.
This is why financial institutions are more concerned with customer satisfaction,
customer loyalty and their retention. In fact, customer loyalty stems from the
organization’s creation of benefit for customers so they will be retained and continue
doing business with the organization (Anderson, 2004).
1.2 Introduction to Suraj Bakery Udhyog

Suraj Bakery is a top running industry situated in Birendraanagar Municipality ward

no. 6 of Surkhet. Its proprietor is Mr. Ganesh Gautam. Bakery products in Surkhet are
in common use and are very important in Birendranagar of Surkhet. In modern days,
bakery products are becoming one of the most essential food items in human diet due
to readymade availability and high nutritive value. These are the most consumable
wheat based products. Wheat and other shortening agents are required as raw
materials to manufacture these products easily available in Surkhet. The plant and
machinery and the technology required to manufacturing these products are not
completely available in Nepal. Since the consumption of bakery products is increasing
rapidly day by day, the demand also is increasing enormously. So, though there are a
lot of organized as well as private sectors existing, but the demand will not meet
totally by them in near future. So far, new entrepreneurs, it may become very good
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sector for investment. Thus, the bakery products have great importance for our society
from all of these views. Suraj Bakery Udhyog is now one of the finest bakeries in
Birendranagar, Surkhet which has been providing quality bakery services to the
people. Its various products are satisfying the customers and the bakery products of
Suraj Bakery Udhyog are being demanded every day.

1.3 Objectives

This study has tried to analyze the satisfaction of customers towards the Suraj Bakery
Udhyog. The following are the main objectives of the study:

i. To determine the level of customer satisfaction towards Suraj Bakery Udhyog.

ii. To find out perceptions of customers towards the quality of products of Suraj
Bakery Udhyog.
iii. To find out the customers’ expectation towards the products of Suraj Bakery
Udhyog.
1.4 Rationale
The consumption of bakery products have increased so much, and have become one
of the popular food in Birendranagar, Surkhet. So, the bakery market has become
huge and consist of many variety of bakery brands. Over the last many years, the
bakery market is growing up every year. So, there is a room to increase the
consumption in bakery market by making the bakery market more creative and
attractiveness. There are many bakery industries in Birendranagar of Surkhet and it is
essential to know about the quality of services they provide. Quality of bakery
products can be identified only by analyzing the satisfaction of customers towards
bakery products. If the bakery products are not so good, the customers are unsatisfied
which leads to mis-advertisement of the products and causes a great loss to the bakery
company. It is very essential to evaluate the customer satisfaction towards Suraj
Bakery Udhyog in Birendranagar, Surkhet. It is essential to know about what is
purchasing behavior of people in Birendranagar, Surkhet? What are the factors
affecting and convince their bakery product purchasing behavior? What are the
expectations of people towards the products of Suraj Bakery Udhyog? So, the
rationale behind this study is to find out the satisfaction of customers towards Suraj
Bakery Udhyog.
1.5 Review
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Customer satisfaction, a term frequently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.
Johnson (2000) says that businesses need to attract and establish a customer market
and would need to retain it through satisfaction. That is the key to its business
performance. As per Cacippo (2000) basically, customer satisfaction is a
psychological state, carefulness should then be taken when measuring it. Competitors
that are prospering in the new global economy recognize that measuring customer
satisfaction is a key. This is because of doing so, industries can hold on to the
customers they have and understand how to better attract new customers.
Gustafsson (2005) defines customer satisfaction as “a customer’s overall evaluation of
the performance of an offering to date. This overall satisfaction has a strong positive
effect on customer loyalty intentions across a wide range of product and service
categories.
As per Kotler (2003), satisfactions is a person’s feelings of pleasure or disappointment
resulting from comparing a product’s perceived performance (or outcome) in relation
to his or her expectations. The satisfaction judgment is related to all the experiences
made with a certain business concerning its given products, the sales process, and the
after- sale service. Whether the customer is satisfied after purchase also depends on
the offer’s performance in relation to the customer’s expectation. Customers form
their expectation from past buying experience, friends’ and associates’ advice, and
marketers’ and competitors’ information and promises.
A significant level of customer satisfaction is among the most critical indicators of the
business’s future. Customers who are satisfied are also loyal and this ensures a
consistent cash-flow for the business in the future. In addition, satisfied customers are
often characterized as less-price sensitive and they are more partial to spend more on
the products they have tried and tested before. Moreover, stability in business
relations is also beneficial where the positive quality image minimizes the cost for a
cur-rent customer (Matzler, 1996).
Khanna (2014) stated that bakery products in India are in common use and are very
important for our society. In modern days bakery products are becoming one of the
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most essential food items in human diet due to readymade availability and high
nutritive value. Current study aims to measure the consumer behaviour towards the
bakery products. The study is based on the primary data collected from the 500
consumers. Researcher has developed a questionnaire to collect the primary data. It
was found from the study that among all the four components of the marketing mix,
pricing is the least affecting factor which causes problems in the marketing of the
bakery products, as per the consumers’ attitude towards marketing problems of bakery
products. Bakery products are taking place of necessary products instead of luxury
products, thus the price of the necessary products keep very less importance for the
consumers now a days in comparison to the remaining three components of the
marketing mix namely; place, promotion and product.
Knudsen (2014) conducted a study to measure the attitude of customers towards the
wholegrain bread. It was found from the study that consumers specially concern
towards the taste and ingredients of the bread. Bread with healthy and nutritious
ingredients attracts the consumers. The acceptability of food items by the consumers;
affected by the tastefulness, healthy and natural ingredients. Food products with some
logo which reflects the health are generally popular among the consumers.

Nagyova (2014) conducted a study to measure the behaviour of consumers towards

the food items like pastry and bread. Researchers have stated that bakery products are
an important part of our day to day life. They have always remained a part of our
culture. Behaviour of consumers towards the bakery products are changing due to
increase in consumer awareness and change in life style of the consumers. Earlier
these products were consumed for need now people look for taste, varieties and
perspective of health also. It was found from the study that three factors which affect
the consumer behaviour towards the purchase of pastry and breads items are
freshness, price and quality.

1.6 Methods

This study is purely an academic research. So, different methodologies were applied
in this report which are as follows:

1.6.1 Research Design

A research design is a master plan specifying the methods and procedures for
collecting and analyzing the needed information. This study followed descriptive and
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analytical research design in which information were collected from the customers of
Suraj Bakery Udhyog.

1.6.2 Population and Sample

There are many Bakeries in Surkhet like Suraj Bakery Udhyog, Krishna Bakery
Udhyog, Shiva Bakery Udhyog, Kishore Bakery Udhyog, Gangamala Bakery
Udhyog, etc. All these Bakery Industries constituted the population of this study
among which Suraj Bakery Udhyog was selected as sample. Among the customers of
Suraj Bakery Udhyog, 45 customers were selected as sample for the study.

1.6.3 Nature and Source of Data

This study is a field-based study. The nature of the data in the study were both
quantitative and qualitative. The sources of data were both primary and secondary. So,
both primary and secondary data were collected for the purpose of study. Primary data
were based on questionnaire with the customers of Suraj Bakery Udhyog. Secondary
data were collected from different books, websites, publications, etc.

1.6.4 Data Collection Procedure

For this study, Suraj Bakery Udhyog was purposively selected. The sample size was
determined on the basis of the total customers of the newspaper. From the customers,
all male and female customers were selected for the survey. The samples were drawn
from the population of customers who visited Suraj Bakery Udhyog on a simple
probability basis so that each population element has a known and equal chance of
selection. The relevant samples were the customers of Suraj Bakery Udhyog. An
attempt was made to get an equal distribution of males and females.

1.6.5 Tools and Techniques of Data Collection

Since this is descriptive study, the survey (primary data) and secondary data methods
were used to collect the needed information.

i. Primary Data

A survey is a research technique in which information is gathered from a sample of

people using a questionnaire. In this study, a questionnaire was used to solicit
responses from the customers of Suraj Bakery Udhyog. All questionnaires have open-
ended questions.

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ii. Secondary Data Technique

Secondary data sources were utilized to find theoretical information, for example,
books, published journals and articles, the internet as revealed in the literature review.

1.6.6 Presentation of Data

The collected data were presented in different tables and figures. Numerals and
percentage were used to elicit the data.

1.7 Limitations

Due to limited time and budget constraints, this study was delimited within the
following:

i. The sample consisted of 45 customers of Suraj Bakery Udhyog in Birendranagar,

Surkhet.

ii. The study was confined within Birendranagar municipality only.

iii. Generalizability of the results of the study are problematic as the study was
conducted in only one organization.

iv. Another contributing factor impacting on generalizability is the fact that only the
satisfaction of the customers of Suraj Bakery Udhyog were targeted in the study.

CHAPTER II

RESULTS AND ANALYSIS

2.1 Data Presentation

The data on customers' satisfaction towards the products of Suraj Bakery Udhyog
which were obtained from the customers are presented as follows:

2.1.1 Personal Information of the Customers

The personal information of the customers include gender, age, education, occupation
and the monthly income which are presented as follows:
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2.1.1.1 Age

Age is the length of time during which a being or thing has existed. It is the length of
life or existence to the time spoken of or referred to. In human beings, age is the
period of, measured by years from birth, usually marked by a certain stage or degree
of mental or physical development and involving legal responsibility and capacity.
The age of the customers of Suraj Bakery Udhyog is presented in the following table:

Table No. 1: Age of the Customers

Age No. of Customers Percent

15-24 years 18 40.00
25-34 years 11 24.44
35-44 years 9 20.00
45 years and above 7 15.56
Total 45 100.00
Source: Field Survey, 2074
Above table shows that 40 percent of the customers were 15-24 years of age, 24.44
percent were 25-34 years of age, 20 percent were 35-44 years of age and 15.56
percent were 45 years and above of age.
The above data can be presented in figure as follows:

Figure No. 1: Age of the Customers

2.1.1.2 Gender

Sex or gender is a socially constructed definition of women and men. It is not the
same as sex (biological characteristics of women and men) and it is not the same as

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women. Gender is determined by the conception of tasks, functions and roles
attributed to women and men in society and in public and private life.
The gender of the customers of Suraj Bakery Udhyog is shown in the following table:

Table No. 2: Gender of the Customers

Gender No. of Customers Percent
Males 24 53.33
Female 21 46.67
Total 45 100.00
Source: Field Survey, 2074
Table above shows that among the customers, 53.33 percent were males whereas
46.67 percent were females.
The above data is also presented in figure as follows:
Figure No. 2: Gender of the Customers

2.1.1.3 Education Level

Education is the process of facilitating learning, or the acquisition of knowledge,

skills, values, beliefs, and habits. Education can take place in formal or informal
settings and any experience that has a formative effect on the way one thinks, feels, or
acts may be considered educational. The methodology of getting education is called
pedagogy. Education is commonly divided formally into such stages as preschool or
kindergarten, primary school, secondary school and then college, university, or
apprenticeship

The educational status of the customers is presented in the following table:

Table No. 3: Educational Level of the Customers

Education No. of Customers Percent

SLC 10 22.22
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 Intermediate 18 40.00
Bachelor's degree 8 17.78
Master's degree 9 20.00
Total 45 100.00
Table above shows that 22.22 percent of the customers were SLC passed, 40 percent
were intermediate level educated, 17.78 percent were Bachelor's level educated and
20 percent of the customers were master's level educated.

The educational status of the customers can also be presented in the figure which is as
follows:

Figure No. 3: Educational Level of the Customers

2.1.1.4 Occupation

An occupation is a person's job or means of employment. It also means "to seize

control of" and "the act of being engaged in an activity." An occupation is a person's
role in society. More specifically, an occupation is an activity, often regular and
performed in exchange for payment or for a living. Many people have multiple jobs
(e.g., parent, homemaker, and employee).

The occupation of the customers of Suraj Bakery Udhyog is shown in the following
table:

Table No. 4: Occupation of the Customers

Occupation No. of Customers Percent

Students 21 46.67
Government 8 17.78
Business 11 24.44
Others 5 11.11

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 Total 45 100.00
Source: Field Survey, 2074
Table above shows that 46.67 percent of the customers were students, 17.18 percent
were government service holders, 24.44 percent were involved in business and 11.11
percent had other occupations.
The above data can be presented in figure as follows:
Figure No. 4: Occupation of the Customers

2.1.1.5 Monthly Income

Income is the amount of money earned by a person or business by in turn of his/its

services. The monthly income of the customers of Suraj Bakery Udhyog is shown in
the table below:

Table No. 5: Monthly Income of the Customers

Monthly Income No. of Women Percent

<Rs. 5,000 15 33.33
Rs. 5,000-Rs. 10,000 8 17.78
Rs. 10,000-Rs. 15,000 11 24.44
Rs. 15,000-Rs. 20,000 5 11.11
Rs. 20,000 and above 6 13.33
Total 45 100.00
Source: Field Survey, 2074
Table above shows that the monthly income of 33.33 percent of the customers was
below Rs. 5,000 whereas 17.78 percent of the customers' monthly income was Rs.
5,000 to Rs. 10,000 and the monthly income of 24.44 percent of the customers was
Rs. 10,000 to Rs. 15,000. Likewise, the monthly income of 11.11 percent of the

11
customers was Rs. 15,000 to Rs. 20,000 and the monthly income of 13.33 percent of
the customers was Rs. 20,000 and above.

2.1.2 Customer Satisfaction

The different aspects of customer satisfaction towards Suraj Bakery Café are
presented in different sub-sections presented below:

2.1.2.1 Source of Information on Suraj Bakery Udhyog

The customers had got information on Suraj Bakery Udhyog from various sources
which are presented below in the table:

Table No. 6: Source of Information on Suraj Bakery Udhyog

Source No. of Customers Percent

Friends 18 40.00
Family 11 24.44
Advertisement 7 15.56
Others 9 20.00
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 40 percent of the customers had received information
about Suraj Bakery Udhyog from friends whereas 24.44 percent of the
customers had received information about Suraj Bakery Udhyog from
family. Likewise, 15.56 percent of the customers had received
information about Suraj Bakery Udhyog from the advertisement and 20
percent of the customers had received information about Suraj Bakery
Udhyog from the other sources.

The above data can also be presented in figure as follows:

Figure No. 5: Source of Information on Suraj Bakery Udhyog

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2.1.2.2 Duration of Being Customer of Suraj Bakery Udhyog

The customers were asked for how long they have been using the products of Suraj
Bakery Udhyog and the responses from the customers are shown in the following
table:

Table No. 7: Duration of Being Customer of Suraj Bakery Udhyog

Response No. of Customers Percent

Less than a year 16 35.56
More than a year 29 64.44
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 35.56 percent of the customers have been using the products
of Suraj Bakery Udhyog from less than a year whereas 64.44 percent of the customers
have been using the products of Suraj Bakery Udhyog for more than a year.

The above data is also presented in figure as follows:

Figure No. 6: Duration of Being Customer of Suraj Bakery Udhyog

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2.1.2.3 Use of Products of Suraj Bakery Udhyog in the Future

The customers were asked whether they would like to use the products of Suraj
Bakery Udhyog in the future and the responses of the customers are presented in the
table given below:

Table No. 8: Use of Products of Suraj Bakery Udhyog in the Future

Response No. of Customers Percent
Yes 36 80.00
No 9 20.00
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 80 percent of the customers would like to use the products of
Suraj Bakery Udhyog in the future but 20 percent of the customers would not like to
use the products of Suraj Bakery Udhyog in the future.
The above data is also presented in figure as follows:
Figure No. 7: Use of Products of Suraj Bakery Udhyog in the Future

2.1.2.4 Use of Products of Suraj Bakery Udhyog

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The customers were using the products of Suraj Bakery Udhyog for a period of time.
The customers were asked about the use of the products and the responses obtained on
the use of products of Suraj Bakery Udhyog are shown in the following table:

Table No. 9: Use of Products of Suraj Bakery Udhyog

Response No. of Customers Percent
Once a week 16 35.56
Once a month 7 15.56
Once in six months 12 26.67
Once a year 10 22.22
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 35.56 percent of the customers use the products of Suraj
Bakery Udhyog once a week whereas 15.56 percent of the customers use the products
of Suraj Bakery Udhyog once a month and 26.67 percent of the customers use the
products of Suraj Bakery Udhyog once in six months. Finally, 22.22 percent of the
customers use the products of Suraj Bakery Udhyog once a year.
The above data can also be presented in the figure as follows:
Figure No. 8: Use of Products of Suraj Bakery Udhyog

2.1.2.5 Buying One or More Products at Suraj Bakery Udhyog

The customers who entered into Suraj Bakery Udhyog to buy products were asked
whether they buy only one or more product and the responses are shown in the
following table:
Table No. 10: Buying One or More Products at Suraj Bakery Udhyog
Response No. of Customers Percent
Only one item 14 31.11

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 More than one item 31 68.89
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 31.11 percent of the customers buy only one item when they
enter into Suraj Bakery Udhyog but 68.89 percent of the customers buy more than one
item when they enter into Suraj Bakery Udhyog.
The above data can also be presented in figure as follows:
Figure No. 9: Buying One or More Products at Suraj Bakery Udhyog

2.1.2.6 Frequently Used Products of Suraj Bakery Udhyog

The products of Suraj Bakery Udhyog which are frequently used by the customers are
shown in the following table:
Table No. 11: Frequently Used Products of Suraj Bakery Udhyog
Products No. of Women Percent
Breads 32 71.11
Cakes 10 22.22
Others 3 6.67
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 71.11 percent of the customers frequently use bread products
of Suraj Bakery Udhyog whereas 22.22 percent of the customers frequently use cakes
and 6.67 percent of the customers frequently use other products of Suraj Bakery
Udhyog.
The above data can also be presented in figure as follows:
Figure No. 10: Frequently Used Products of Suraj Bakery Udhyog

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2.1.2.7 Factors Attracting Customers towards Suraj Bakery Udhyog
There are various factors which attract customers towards bakery. The quality, price,
environment of the bakery, behaviour of the employees, etc. are some of the factors
that attract customers in any institution. The customers of Suraj Bakery Udhyog were
asked about the factors that attract them to Suraj Bakery Udhyog and the responses
obtained from them are shown in the following table:
Table No. 12: Factors Attracting Customers towards Suraj Bakery Udhyog

Factors No. of Customers Percent

Good service 13 28.89
Quality products 12 26.67
Taste of the products 9 20.00
Family's choice 11 24.44
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 28.89 percent of the customers are attracted towards Suraj
Bakery Udhyog because of good service whereas 26.67 percent of the customers are
attracted towards Suraj Bakery Udhyog because of quality of the products. Likewise,
20 percent of the customers are attracted towards Suraj Bakery Udhyog because of
taste of the products and 24.44 percent of the customers are attracted towards Suraj
Bakery Udhyog because of family's choice.
The data on factors attracting customers towards Suraj Bakery Udhyog are also shown
in the following figure:
Figure No. 11: Factors Attracting Customers towards Suraj Bakery Udhyog

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2.1.2.8 Importance of Location
Location is an important aspect in case of customer satisfaction. Customers like to
visit the stores which are easily accessible and are nearest to their location. The
customers of Suraj Bakery Udhyog were asked whether the location is important for
them to reach Suraj Bakery Udhyog and the responses obtained from them are
presented in the following table:
Table No. 13: Importance of Location

Response No. of Customers Percent

Yes 36 80.00
No 9 20.00
Total 45 100.00
Source: Field Survey, 2074
Table above shows that according to 80 percent of the customers, location is
important for Suraj Bakery Udhyog whereas 20 percent of the customers said that
location is not so important for Suraj Bakery Udhyog.
The above data is also presented in figure which is as follows:
Figure No. 12: Importance of Location

2.1.2.9 Facilities of Home Delivery System

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The customers were asked whether Suraj Bakery Udhyog has home delivery system
and the responses are presented in the following table:
Table No. 14: Facilities of Home Delivery System

Response No. of Customers Percent

Yes 26 57.78
No 19 42.22
Total 45 100.00
Source: Field Survey, 2074
Table above shows that according to 57.78 percent of the customers, Suraj Bakery
Udhyog has the facilities of home delivery system but 42.22 percent of the customers
said that Suraj Bakery Udhyog has no facilities of home delivery system.
The above data is also presented in figure which is as follows:
Figure No. 13: Facilities of Home Delivery System

2.1.2.10 Satisfaction with the Prices of Baker Products of Suraj Bakery Udhyog
The customers were asked whether they were satisfied with the price of products of
Suraj Bakery Udhyog and the responses obtained from the customers on the
satisfaction level towards the price of products of Suraj Bakery Udhyog are show in
the following table:
Table No. 15: Satisfaction with the Prices of Baker Products of Suraj Bakery
Udhyog

Satisfaction with Price No. of Customers Percent

Highly satisfied 28 62.22
Satisfied 11 24.44
Dissatisfied 6 13.33

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 Total 45 100.00
Source: Field Survey, 2074
Table above shows that 62.22 percent of the customers were highly satisfied, 24.44
percent were satisfied and 13.33 percent of the customers were dissatisfied with the
price of the products of Suraj Bakery Udhyog.
The above data is also presented in figure which is as follows:
Figure No. 14: Satisfaction with the Prices of Baker Products of Suraj Bakery
Udhyog

2.1.2.11 Satisfaction with Services of Suraj Bakery Udhyog

The customers were asked whether they were satisfied with the services of Suraj
Bakery Udhyog and the responses obtained from the customers on the satisfaction
level towards the services of Suraj Bakery Udhyog are show in the following table:
Table No. 16: Satisfaction with Services of Suraj Bakery Udhyog

Satisfaction with Price No. of Customers Percent

Highly satisfied 35 77.78
Satisfied 6 13.33
Dissatisfied 4 8.89
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 77.78 percent of the customers were highly satisfied, 13.33
percent were satisfied and 8.89 percent of the customers were dissatisfied with the
services of Suraj Bakery Udhyog.
The data on customer satisfaction towards the services of Suraj Bakery Udhyog are
also presented in the figure which is as follows:

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Figure No. 15: Satisfaction with Services of Suraj Bakery Udhyog

2.1.2.12 Satisfaction with Behaviour of the Employees at Suraj Bakery Udhyog

The customers were asked whether they were satisfied with the behaviours of the
employees at Suraj Bakery Udhyog and the responses obtained from the customers on
the satisfaction level towards the behaviours of employees at Suraj Bakery Udhyog
are show in the following table:
Table No. 17: Satisfaction with Behaviour of the Employees at Suraj Bakery Udhyog

Satisfaction with Price No. of Customers Percent

Highly satisfied 38 84.44
Satisfied 4 8.89
Dissatisfied 3 6.67
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 84.44 percent of the customers were highly satisfied, 8.89
percent were satisfied and 6.67 percent of the customers were dissatisfied with the
behaviours of the employees at Suraj Bakery Udhyog.
The above data is also presented in figure which is as follows:

Figure No. 16: Satisfaction with Behaviour of the Employees at Suraj Bakery
Udhyog
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2.1.2.13 Perceptions about the Quality of Products of Suraj Bakery Udhyog
The perceptions of customers about the quality of products of Suraj Bakery Udhyog
are show in the following table:
Table No. 18: Perceptions about the Quality of Products of Suraj Bakery Udhyog

Reasons No. of Customers Percent

High quality 28 62.22
Normal quality 9 20.00
Less quality 8 17.78
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 62.22 percent of the customers perceive that the products of
Suraj Bakery Udhyog have high quality whereas 20 percent of the customers perceive
that the products of Suraj Bakery Udhyog have normal quality and 17.78 percent of
the customers perceive that the products of Suraj Bakery Udhyog have less quality.
The perceptions of the customers about the quality of products of Suraj Bakery
Udhyog are also presented in the figure which is as follows:

Figure No. 17: Perceptions about the Quality of Products of Suraj Bakery
Udhyog

22
2.1.2.14 Expectations from Suraj Bakery Udhyog regarding its Products
The customers were asked about their expectations from Suraj Bakery Udhyog and
the responses are shown in the following table:
Table No. 19: Expectations from Suraj Bakery Udhyog regarding its Products

Response No. of Customers Percent

To be more qualitative in the future 12 26.67
Provide better and affordable products
11 24.44
to the customers
To provide fresh and hygienic products 13 28.89
All of the above 9 20.00
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 26.67 percent of the customers expect the products of Suraj
Bakery Udhyog to be more qualitative in the future whereas 24.44 percent of the
customers expect Suraj Bakery Udhyog to provide better and affordable products to
the customers. Likewise, 28.89 percent of the customers expect Suraj Bakery Udhyog
to provide fresh and hygienic products. Finally, 20 percent of the customers expect the
products of Suraj Bakery Udhyog to be more qualitative in the future, Suraj Bakery
Udhyog should provide better and affordable products to the customers and should
provide fresh and hygienic products.
2.1.2.15 Suggestions for the Improvement of Better Quality Product of Suraj
Bakery Udhyog
The suggestions provided by the customers for the improvement of products of Suraj
Bakery Udhyog are presented in the following table:
Table No. 20: Suggestions for the Improvement of Better Quality Product of Suraj Bakery
Udhyog
23
 Response No. of Customers Percent
More attention should be paid towards
9 20.00
sanitation
Home delivery system should be utilized 12 26.67
More fresh products should be provided to
8 17.78
the customers
Coffee shop should be established nearby 9 20.00
Branches should be established all over
7 15.56
Birendranagar Valley.
Total 45 100.00
Source: Field Survey, 2074
Table above shows that 20 percent of the customers suggested that more attention
should be give towards sanitation whereas 26.67 percent of the customers suggested
that home delivery system should be utilized and 17.78 percent of the customers
suggested that more fresh products should be provided to the customers. Likewise, 20
percent of the customers suggested that coffee shop should be established nearby and
45.56 percent of the customers suggested that branches should be established all over
Birendranagar Valley.
3.2 Analysis of Results
The study on customers' satisfaction towards Suraj Bakery Udhyog is conducted to
analyze the satisfaction of customers towards the products of Suraj Bakery Udhyog.
The customers of all age groups visit the bakery to buy bakery products. The
customers have different perceptions towards the products of Suraj Bakery Udhyog.
Some customers are satisfied with the products but some of the customers are not
satisfied. Customers suggested that sanitation should be maintained, branches should
be available and the behaviour of the employees at the bakery should be improved.
3.3 Findings
On the basis of the presentation of data, the following findings are drawn:
 Among the customers, 53.33 percent were males whereas 46.67 percent were
females.
 The study found that 40 percent of the customers were 15-24 years of age, 24.44
percent were 25-34 years of age, 20 percent were 35-44 years of age and 15.56
percent were 45 years and above of age.

24
 The study found that 22.22 percent of the customers were SLC passed, 40 percent
were intermediate level educated, 17.78 percent were Bachelor's level educated
and 20 percent of the customers were master's level educated.

 Among the customers, 46.67 percent of the customers were students, 17.18
percent were government service holders, 24.44 percent were involved in business
and 11.11 percent had other occupations.
3.3.2 Customer Satisfaction towards Suraj Bakery Udhyog
 The monthly income of 33.33 percent of the customers was below Rs. 5,000, the
monthly income of 17.78 percent was Rs. 5,000 to Rs. 10,000, the monthly
income of 24.44 percent was Rs. 10,000 to Rs. 15,000, the monthly income of
11.11 percent was Rs. 15,000 to Rs. 20,000 and the monthly income of 13.33
percent of the customers was Rs. 20,000 and above.

 The study found that 40 percent of the customers had received information
about Suraj Bakery Udhyog from friends, 24.44 percent had received
information from family, 15.56 percent had received information from the
advertisement and 20 percent of the customers had received information
about Suraj Bakery Udhyog from the other sources.

 The study found that 35.56 percent of the customers have been using the products
of Suraj Bakery Udhyog for less than a year whereas 64.44 percent of the
customers have been using the products of Suraj Bakery Udhyog for more than a
year.

 In this study, that 80 percent of the customers would like to use the products of
Suraj Bakery Udhyog in the future but 20 percent of the customers would not like
to use the products of Suraj Bakery Udhyog in the future.
 The study found that 35.56 percent of the customers use the products of Suraj
Bakery Udhyog once a week, 15.56 percent use the products once a month, 26.67
percent use the products of Suraj Bakery Udhyog once in six months and 22.22
percent of the customers use the products of Suraj Bakery Udhyog once a year.
 The study found that 31.11 percent of the customers buy only one item when they
enter into Suraj Bakery Udhyog but 68.89 percent of the customers buy more
than one item when they enter into Suraj Bakery Udhyog.

25
 The study found that 71.11 percent of the customers frequently use bread
products of Suraj Bakery Udhyog whereas 22.22 percent of the customers
frequently use cakes and 6.67 percent of the customers frequently use other
products of Suraj Bakery Udhyog.
 The study found that 28.89 percent of the customers are attracted towards Suraj
Bakery Udhyog because of good service, 26.67 percent are attracted because of
quality of the products, 20 percent are attracted because of taste of the products
and 24.44 percent of the customers are attracted towards Suraj Bakery Udhyog
because of family's choice.
 According to 80 percent of the customers, location is important for Suraj Bakery
Udhyog whereas 20 percent of the customers said that location is not so
important for Suraj Bakery Udhyog.
 According to 57.78 percent of the customers, Suraj Bakery Udhyog has the
facilities of home delivery system but 42.22 percent of the customers said that
Suraj Bakery Udhyog has no facilities of home delivery system.
 He study found that 62.22 percent of the customers were highly satisfied, 24.44
percent were satisfied and 13.33 percent of the customers were dissatisfied with
the price of the products of Suraj Bakery Udhyog.
 The study found that 77.78 percent of the customers were highly satisfied, 13.33
percent were satisfied and 8.89 percent of the customers were dissatisfied with
the services of Suraj Bakery Udhyog.
 Among the customers, 84.44 percent were highly satisfied, 8.89 percent were
satisfied and 6.67 percent were dissatisfied with the behaviours of the employees
at Suraj Bakery Udhyog.
 Among the customers, 62.22 percent perceive that the products of Suraj Bakery
Udhyog have high quality, 20 percent of the customers perceive that the products
of Suraj Bakery Udhyog have normal quality and 17.78 percent of the customers
perceive that the products of Suraj Bakery Udhyog have less quality.
 Among the customers, 26.67 percent expect the products of Suraj Bakery
Udhyog to be more qualitative in the future and 24.44 percent expect Suraj
Bakery Udhyog to provide better and affordable products to the customers.

26
 In the same way, 28.89 percent of the customers expect Suraj Bakery Udhyog to
provide fresh and hygienic products and 20 percent of the customers expect the
products of Suraj Bakery Udhyog to be more qualitative in the future, Suraj
Bakery Udhyog should provide better and affordable products to the customers
and should provide fresh and hygienic products.
 Among the customers, 20 percent of the customers suggested that more attention
should be give towards sanitation whereas 26.67 percent of the customers
suggested that home delivery system should be utilized.
 In the same way, 17.78 percent of the customers suggested that more fresh
products should be provided to the customers, 20 percent of the customers
suggested that coffee shop should be established nearby and 45.56 percent of the
customers suggested that branches should be established all over Birendranagar
Valley.

CHAPTER III
SUMMARY AND CONCLUSION
3.1 Summary
The bakery industry today offers immense opportunities for bakers, decorators,
trainers, process, managers, distributors and many has increased the jobs for the
people. It provides vast employment opportunities for the youth also. Trained
professionals are getting high salaried jobs in India as well as abroad. India’s exports
of the bakery products have also risen which is helping in the growth of the economy
of the country. Bakery products have also given some relief to the women. In the early
days females had to prepare food all the time with no time to yet relief. But now-a-
days as women are also getting professionals, they have less time to give at home and
27
family. The growth of the bakery products has reduced the responsibilities of kitchen.
They can now easily prepare food with the readymade food items which need less
labour and time. Increased awareness of the bakery products has reduced the burden
of the females in the society. People going out of home can easily satisfy their food
needs. Thus the bakery products have solved many problems of the people. For each
method of measuring customer satisfaction are the most important information
provided by customers themselves.

Bakeries are innovating and adapting their production process and trade every year by
diversification of products and services to meet the customers' wishes. With a rich
history that spans centuries of existence, bakeries attract consumers of different ages,
genders, social classes and cultures so far. The existing competition in the bakery
market, along with society’s demands for healthy and varied food, increases the
importance of understanding consumer behavior and their purchasing decision
process at bakeries, being such understanding important to promote the perception of
trends and opportunities for the bakery sector. Results obtained in this study support
the conclusion that reasons that encourage consumers to attend bakeries are mainly to
buy fresh and quality products. However, it is also found that the purchase of bakery
products which can be consumed in a longer period, as well as buying products for
immediate consumption can motivate consumers to go often to this kind of
establishments.

The study on customers' satisfaction towards Suraj Bakery Udhyog is conducted to

analyze the satisfaction of customers towards the products of Suraj Bakery Udhyog.
The customers of all age groups visit the bakery to buy bakery products. The
customers have different perceptions towards the products of Suraj Bakery Udhyog.
Some customers are satisfied with the products but some of the customers are not
satisfied. Customers suggested that sanitation should be maintained, branches should
be available and the behaviour of the employees at the bakery should be improved.
With regard to different roles of the customers' satisfaction towards Suraj Bakery
Udhyog, there was a convergence with the roles of the bakery products. However,
bakery consumers are influenced by their friends, families and by several people,
among which are listed other relatives, friends and co-workers. In addition, there was
a predominance of males in compliance with various stages of the purchasing decision
process. In fact, associations related to products from Suraj Bakery are predominantly
28
related to the products like breads, cakes, ghee, cheese bread, cookies and pastries. In
general, customers perceive few differences between products produced and marketed
in bakeries and those from other companies and sold in bakeries.

3.2 Conclusions and Implications

The results also allow us to conclude that among attributes considered by customers
in their buying decision, some of them may be described as basic or minimum, also
considered mandatory for bakeries, in order to keep competing in the market. Besides,
some attributes were identified. These can be used to differentiate bakeries from their
competitors, offering features valued by the general public (eg. infrastructure,
location, variety of products, market reputation, parking space availability, etc.) or to
meet specific market niches (e.g. availability of whole grain and/or functional
products, offer of products in various size packages, offer of products targeted to
specific audiences such as diet, light, gluten free, and many others).

Although customers have shown preference for products from Suraj Baker rather than
for products industrialized in other companies, they have not shown willingness to
pay higher prices for those products. Thus, this study lead us to conclude that bakeries
should differ with regard to industries, manufacturing a variety of products, always
offering fresh and healthy products, providing extra services and a differentiated
services to the customers. The preference for goods from bakeries in comparison to
those from other industries can be considered a competitive advantage, although it is
not generating a greater willingness of consumers to pay an extra value under
comparable quality conditions.

On the basis of the analysis of data and the summary of results, the following
recommendations are made for the improvement of products in Suraj Bakery Udhyog:

 It is recommended that Suraj Bakery Udhyog focus on its end customers and their
satisfaction, even though it is a complicated and lengthy process (due to the
distribution method used).

 Satisfaction of end consumers can be measured and evaluated with the use of the
Internet or via interviews (upon an agreement with an intermediary) conducted in
POS’s where the products in question are purchased.

29
 The research shows that a satisfied customer is one whose needs have been
fulfilled. Hence, if Suraj Bakery wants to be successful (in terms of performance
and competitiveness), it must be aware of the needs of its customers.

 Customers can be convinced (at least partially) of the quality of a product – if the
quality of a product improves, customers often tend to believe it has become even
better than competing products (regardless of whether or not the competition has
improved the quality of its product(s) as well).

 Suraj Bakery Udhyog should apply intensive marketing strategies to advertise its
products.

 Employees at Suraj Bakery Udhyog should be polite and courteous towards the
customers.

 Home delivery system should be utilized promptly.

 The price of the product should be somewhat low.

BIBLIOGRAPHY

Anderson, E. W. (2004). Customer satisfaction, market share and profitability:

Findings from Sweden. Journal of Marketing, pp. 53-66.

Cacippo, K. (2000). Measuring and Managing customer satisfaction. Retrieved from

http://www.qualitydigest.com/sept00/html/satisfaction.html on July 10, 2008.
Gustafsson, A. (2005). The Effects of Customer Satisfaction, Relationship
Commitment Dimensions, and Triggers on Customer Retention. American
Marketing Association, pp. 1547-7185 (electronic).
Johnson, M.D. (2000). Improving Customer Satisfaction, Loyalty, and Profit: An
Integrated Measurement and Management System. San Francisco: Jossey-
Bass.
30
Khanna, V. (2014). A Study on Consumers' Behaviour towards Bakery Products in
Delhi/NCR Region. International Journal of Advanced Technology in
Engineering and Science, vol. 02, no. 01, pp. 2348 – 7550.
Knudsen, B. (2014). Consumer attitude towards the bread with wholegrain logo.
Aarhus University, Business and Social Sciences, pp. 1-42
Matzler, K. (1996). How to delight your customers. Journal of Product & Brand
Management, vol. 5, no. 2, pp. 6-18.

Nagyova, L. (2014). Behavioral studies of external attributes of bread and pastry in

Slovak Republic. Finance and Marketing, vol. 12, no. 61, pp. 142-153.

APPENDIX

Interview Schedule

A. Personal Information of the Customer

Name of the Customer: ………………………….

Gender: a. Male b. Female

Address: ……………………………………..

Age: a. <20 years b. 20 – 29 years c. 33 – 39 years d. 40-49 years e. >50 years

Education level:

a. SLC b. Intermediate c. Bachelor Degree d. Master Degree

Type of occupation:

a. Student b. Government employee c. Own business

31
 d. Others

Monthly income:

a. <Rs. 5,000 b. 5,000-Rs. 10,000 c. Rs. 10,000-Rs. 15,000

d. Rs. 15,000-Rs. 20,000 e. Rs. 20,000 and above

B. Customer Satisfaction

1. How did you know about Suraj Bakery Udhyog?

a. Friends b. Family c. Advertisement d. Others

2. How long have you been customer of this bakery?

a. <1 year b. More than a year

3. Do you like to get products from Suraj Bakery Udhyog in the

future?
a. Yes b. No
4. How often do you use Suraj Bakery Products?
a. Once a week b. Once a month
c. Once in 6 months d. Once in a year
5. Once you enter the bakery, do you like to buy just one item or
others too?
a. Only one item b. More than one item
6. What products do you frequently use from Suraj Bakery Udhyog?
a. Breads b. Cakes d. Others
7. What are the factors that could attract you to enter Suraj Bakery
Udhyog?
a. Good service b. Quality products
c. Taste of the products d. Family's choice
8. For the location side, is it important for Suraj Bakery Udhyog to
locate in urban area?
a. Yes b. No
9. Does Suraj Bakery Udhyog have home delivery system?
a. Yes b. No
32
10. Are you satisfied with the prices of bakery products of Suraj
Bakery Udhyog?
a. Highly satisfiedb. Satisfied c. Dissatisfied
11. Are you satisfied with the services of Suraj Bakery Udhyog?
a. Highly satisfiedb. Satisfied c. Dissatisfied
12. Are you satisfied with behavior of the employees at Suraj Bakery
Udhyog?
a. Highly satisfiedb. Satisfied c. Dissatisfied
13. What are your perceptions about the quality of bakery products
of Suraj Bakery Udhyog?
a. High quality b. Normal quality c. Less quality
14. What do you expect from Suraj Bakery Udhyog regarding its
products?
a. To be more qualitative in the future
b. Provide better and affordable products to the customers
c. To provide fresh and hygienic products
d. All of the above
15. What suggestions would you like to give for the better product
quality of Suraj Bakery Udhyog?
a. More attention should be paid towards sanitation
b. Home delivery system should be utilized
c. More fresh products should be provided to the customers
d. Coffee shop should be established nearby
e. Branches should be established all over Birendranagar
Valley.

33