Proj

TITLE: A STUDY ON CUSTOMER AND RETAILER SATISFACTION
TOWARDS MAA FRUITS INDIA LTD WITH SPECIAL

REFERENCE TO SALEM CITY
CONTENTS
Chapter No. Title Page No.

Abstract i
List of Tables iii
List of Charts vi
1 Introduction 01
1.1 Indian fruit drinks industry 01
1.2 Company profile 07
2 Objectives 19
3 Research Methodology 20
3.1 Research Design 20
3.2 Sampling 20
3.3 Tools for research 22
3.4 Data Collection 22
3.5 Limitations 23
4 Data Analysis and Interpretation 24
5 Findings 104
6 Recommendations and suggestions 105
7 Conclusion 106
Bibliography 107
Appendix – I
Appendix - II
ABSTRACT
The Project title ‘A Study on Customer and Retailer Satisfaction towards Maa
Fruits Pvt. Ltd., With Special Reference to Salem City is focusing on the customer and
retailer satisfaction level about dealing with Maa Fruit Drinks. In this report the first chapter
gives a brief report on Indian fruit drinks industries and Maa Fruits India Limited. And discuss
about Indian beverages market, solid futures of soft drinks industry, market composition and
dynamics etc. Also the company profile has been discussed on manufacturing project,
management, product profile and market network.
In the second chapter objectives of the study is given.
The third chapter talks on research methodology. In this study descriptive research
methodology has been used where the customer and retailer satisfaction was studied through a
Questionnaire cum interview schedule. The total sample size of customers was 100 and a retailer
was 50. The samples were selected by cluster random sampling by considering the geographical
location of Salem city.
The fourth chapter describes the data Analysis and interpretation. Simple percentage
analysis, Weighted Average Method and Chi-Square Tests were used to analyze the observed
Data and interpret them accordingly. The observed data have been tabulated and analyzed by
using the above tools.
The fifth chapter gives the major Findings of the study. From the analysis, it is found that
Maa Mango and Maa Apple the two products ranges widely accepted by the customer and
retailer. Flavour and Taste are having high satisfaction with the customer and retailer. But
colour and package should be improved according to the Customer and Retailer satisfaction.
The Study also reveals that customer very much satisfied with the taste. And retailers are very
much satisfied the seasonal discount and credit terms. But they are highly dissatisfied on list
price. According to the survey the sales promotion efforts are good on Maa Product. But the
advertisement requires lots of improvement in all aspects.
The sixth chapter provides Suggestion and Recommendation.
Price and Quantity are the two factors to be improved by company as for as the customers
are concerned.
Colour and Package are the two factors to be improved by the company as for as the
retailers concern.
The Company should get opinion on payment period comparing with other brands in the
market.
The Company should concentrate on advertisements particularly with television

advertisement.
The last chapter gives a brief conclusion about the study.
LIST OF TABLES
Table no. TITLE page no.
4.2.1 Respondents age wise 26
4.2.2 Respondents sex wise 28
4.2.3 Marital status of the respondents 30
4.2.4 Respondents based on education wise 32
4.2.5 Respondents based on size of family 34
4.2.6 Variety of drink consumed by the respondents 36
4.2.7 Respondents based on brand of mango drink consumed 38
4.2.8 Respondents based on period of purchasing 40
4.2.9 Satisfaction level of Maa drinks among respondents 42
4.2.10 Respondents based on difference between maa and 44
other mango cool drinks
4.3.1 Association between variety of drink consumed and age 46
of respondent
4.3.2 Association between variety of drink consumed and sex 48
of respondents
4.3.3 Association between variety of drinks and education 50
level of respondents
4.3.4 Association between variety of drinks consumed and 52
monthly income of respondents
occupation of respondents
4.4.1 Association between brand of mango drink consumed 56
and age of respondents
and sex of respondents
and education level of respondents

and monthly income level of respondents

and occupation level of respondents
4.5.1 Association between frequency of purchase of Maa 66
drinks and age of respondents
drinks and sex of the respondents
drinks and educational level of respondents
drinks and monthly income level of respondents
drink and occupation level of respondents
4.6.1 Association between level of satisfaction towards Maa 76
drinks and age of the respondents
4.6.3 Association between educational level of respondents 80
and level of satisfaction towards Maa drinks.
4.6.4 Association between monthly income of respondents 82
4.6.5 The chart showing association between level of 84
satisfaction towards Maa drinks to and occupation of
the respondents
satisfaction of respondents and variety of drinks
drink and brand of mango drink consumed
4.6.8 Association between level of satisfaction of respondents 90
and the type of drink package
4.7.1 Association between type of the organization and level 92
of satisfaction among retailers
4.7.2 Association between nature of business and level of 94
satisfaction
4.7.3 Association between sales experience and level of 96
satisfaction among retailers
4.7.4 Association between mode of purchase and level of 98
4.8 Factor influencing customer satisfaction level for Maa 100
products
4.9 Factor influencing retailer satisfaction level for Maa 102
products
LIST OF CHARTS
Chart no. TITLE page no.
4.2.1 Respondents age wise 27
4.2.2 Respondents sex wise 29
4.2.3 Marital status of the respondents 31
4.2.4 Respondents based on education wise 33
4.2.5 Respondents based on size of family 35
4.2.6 Variety of drink consumed by the respondents 37
4.2.7 Respondents based on brand of mango drink consumed 39
4.2.8 Respondents based on period of purchasing 41
4.2.9 Satisfaction level of Maa drinks among respondents 43
4.2.10 Respondents based on difference between maa and 45
other mango cool drinks
4.3.1 Association between variety of drink consumed and age 47
of respondent
4.3.2 Association between variety of drink consumed and sex 49
of respondents
4.3.3 Association between variety of drinks and education 51
monthly income of respondents
occupation of respondents
and age of respondents
and sex of respondents
and education level of respondents

and monthly income level of respondents

and occupation level of respondents
drinks and age of respondents
drinks and educational level of respondents
drinks and monthly income level of respondents
drink and occupation level of respondents
drinks and age of the respondents
4.6.3 Association between educational level of respondents 81
4.6.4 Association between monthly income of respondents 83
satisfaction towards Maa drinks to and occupation of
the respondents
satisfaction of respondents and variety of drinks
drink and brand of mango drink consumed
4.6.8 Association between level of satisfaction of respondents 91
and the type of drink package
4.7.1 Association between type of the organization and level 93
of satisfaction among retailers
4.7.2 Association between nature of business and level of 95
satisfaction
4.7.3 Association between sales experience and level of 97
4.7.4 Association between mode of purchase and level of 99
4.8 Factor influencing customer satisfaction level for Maa 101
products
4.9 Factor influencing retailer satisfaction level for Maa 103
products
CHAPTER – 1
1. INTRODUCTION
In the first part of the report, an introduction about the Indian fruit drinks Industry has
been discussed. In the second part, company profile is briefly analyzed.
1.1. INDIAN FRUIT DRINKS INDUSTRY

For Indians drinking juice is not a new concept. Street corner vendors have been popular
for years. Fruit juices in the unorganized segment are considered cheaper and
Fresher by the consumers, even though they are relatively unhygienic.
The organized natural juice market is currently in a nascent stage-though it is growing at

a healthy 35-40 percent rate per annum. This market has had high entry barriers. Few customers
are convinced about packaged juices being preservative free, and therefore, as healthy as freshly
squeezed juice. The drinks market is relatively more mature and growing at 20-25 percent.
A thorough analysis of the juice consumer includes an evaluation of top concerns and
priorities when choosing juice beverages, a breakdown of flavor preferences by demographic
characteristics, and statistics of purchasing location and frequency.
This report gives industry marketers, manufacturers and retailers the information they
need to make informed decisions in tailoring marketing messages to varied consumers and
launching new products that are timely and on-trend. Discussed are retail strategies that could
help invigorate sales in this mature market. Such issues include:
• How the market is challenged from the increasing number of beverages, such as
energy drinks, sports drinks, fruit-flavored juices, bottled waters, and flavored
waters.
• Capitalizing on fruit juice’s inherent qualities and healthfulness through positive
media attention.
• Blending fruit juice flavors to maximize functional qualities while catering to the
demand for super-premium juices.
• Understanding how consumer demand for convenience instigates packaging
trends, helping manufacturers better position fruit juices against competing
beverages.
• The variables imposed by conditions beyond the market' s control-for example,
poor weather and disease to fruit crops-and their impact on the market.
• Which segments of the fruit juice market are growing sales and which are not-and
more imperatively, why?
• Which household members drink fruit juice and when.
• Why some consumers avoid fruit juice consumption and where opportunities lie
to bring them into the category.
• Attitudes and opinions of fruit juice consumers, including product interest, health
claims and beliefs.
The beverages market is major part of FMCG in the world. The global beverages market
is growing enormously for past few decades. The Globalization makes more on this effort and
world over investment in this sector is required an analysis.
Beverages are broadly classified under two categories -- alcoholic and non-alcoholic.
I. Alcoholic beverages:
Stay on top of industry trends and get detailed research and

analysis on your competition in the alcoholic beverages industry.
Uncover market trends, competitive analysis, opportunities, and
sales and marketing strategies in specific areas such as,
Alcohol
Beer
Distilleries
Spirits
Wine
II. Non – Alcoholic Beverages
• Bottled Water
• Castaic Soda Drinks
• Tea & Coffee
• Fruit Beverages
• Fruit fizz
• Milk
• Wine
• Vegetable juice and powders etc.
Indian consumers generally prefer artificially flavored, carbonated or non-carbonated

drinks to alcoholic beverages, as they suit the country’s climate. Although fresh beverages such
as coconut water, sugarcane juice, green mango pulp, cashew apple are commonplace in India,
these beverages have no fixed market size and have not been marketed due to their perishable
nature, mediocre packaging, and lack of quality standardization. There is no FPO registration,
testing and standardization of ingredients, laboratory analysis of the percentage of sugar bricks,
pH, or even standard quantities of ingredients.
THE GLOBAL TREND TO FRUIT INDUSTRY

Global Industry Guide is an essential resource for top-level data and analysis covering the
fruit & vegetables industry. It includes detailed data on market size and segmentation, textual
analysis of the key trends and competitive landscape, and profiles
of the leading companies.
The fruit & vegetables market reflects the sale of all types of fruit and vegetables,
regardless of whether they are sold as fresh, canned or frozen produce. Potatoes have been
included within the vegetables sector. Market values have been calculated at retail selling price
(RSP) and include all applicable taxes. Any currency conversions used to create this report have
been calculated at constant 2004 annual average exchange rates.
Market volumes show domestic demand for fruit and vegetables. While fruit &
vegetables used to produce beverages have been included within the market volumes, they have
not been considered when calculating market values. The players shown in the leading
companies section of this report are all fruit & vegetable retailers.
The retail fruit markets are not only selling to private individuals though, and often
supply to institutions and companies such as restaurants. This means that the retail market for
fruits and vegetables is often indistinguishable from the wholesale trade, especially when some
fruit wholesalers also sell retail. This report does not attempt to distinguish between wholesale
and retail sales, as this would be an exhaustive process to research, and would make little sense
in terms of how the market is structured.
Project mango:
India produces almost 50 per cent of the world’s mangoes and besides Alphonsoa there
are a number of varieties available in Andhra Pradesh, Tamil Nadu, Uttar Pradesh, Bihar,
Maharashtra and Gujarat. Agriculture institutes or non-governmental organizations could
develop special courses for fruit processing, generating jobs for rural youth and an increase in
processing units at the village level, finally leading to cheaper and more localized mango
pulp/juice supply. No doubt, costs would be the hurdle to overcome when compared to “still
drinks”. In addition, the market needs a diet-drink, which will cater to senior people having
serious health considerations. This is the most promising route to increased clientele.
Major parties in fruit juice:

The two major fruit juice makers in India Tropicana and Dabur are going all out to tease
Indian taste buds with ethnic flavors. PepsiCo terms these as flavors that are more relevant to
Indians.
Tropicana India:
Tropicana juices have 80 percent fruit pulp content. At present Tropicana has about seven
flavours in the market — apple, pineapple, orange, apple orange, grape and mixed fruit.
Tropicana is also looking at making India the sourcing hub for certain varieties of fruits mainly
mango.
Pepsi:
It is already exporting nearly 20,000 tones of mango pulp and concentrate predominantly
to west Asia and Europe from India. The company is now working on building the same
capacities for other fruits like guava, pineapple, papaya pulp, grapes and pomegranate.
It may be recalled that Pepsi had launched mango and litchi flavours earlier under its fruit
drink brand 'Slice' in returnable glass bottles. The new variants are expected to come for around
Rs 50/ liter as these come under the category of 'less than 20 percent fruit pulp' making them less
pricey than Tropicana fruit juices all of which retail at above Rs 70/litre.
Dabour:
Dabur Foods is a 100 per cent subsidiary of the Dabur group. Dabur Foods realised the
potential of the processed and packaged food industry and began operations as a separate
division in the year 1999. It has established a range of brands, which include Real Fruit Juice,
Coolers, Hommade, Lemoneez and Capsico. Dabur Foods also exports fruit juices and fruit
concentrates and pulp to Australia, Middle-East, south-east Asia and even Europe.
Coca-cola:
Coca-Cola had launched mango and litchi flavours earlier under its fruit drink brand
‘Mazza’ in returnable glass bottles. Coca-Cola has been studying the beverages scenario to
identify new areas with high potential for growth, keeping in mind the company’s strengths.
Frooti:
Frooti is brand of frooti beverages (A unit f Parle agro private ltd.) is available in tetra
packs and pet bottles. The product has captured most part of south Indian market and is
establishing its varieties in Mango, Apple, and Orange drinks.
1.2 COMPANY PROFILE
1.2.1 Maa Fruits India Private Limited
As per twenty first century unfolds, India will be one of the world’s largest economics
and will become an increasingly significant player in the global economy. With the changing life
style and urbanization of society, the food habit of people is also undergoing sea change. In this
background, the demand for processed food and ready to drink beverages is also increasing. With
the recent development in the soft drinks industry and perception of the people developing
against the aerated sort drinks, the fruit drinks market is witnessing a very healthy grown in the
past few years. In the coming years also, this trend is likely to continue and the market for the
fruit drinks in trend is likely to continue and the market for the fruit drinks in domestic market
and fruit pulp in the international market is set to grow in leaps and bounds. Maa Fruits India Pvt
Ltd is a Company Manufacturing and Marketing Mango Pulp. Guava Pulp, Pineapple Pulp,
Mango Juice, Guava Juice, Pineapple Juice, and Apple Juice. The Company Profile and the
Details of the Project are given below:
1.2.2 Objective of the Company

The following is a Main object of the company.
1. To carry on the business as manufactures, distributors, imports and exports of fresh
and /or processed/ frozen fruits, preparation of fruit pulps and fruit juices and processing
of fruit products, dry fruits, packed in cans, tins or any other forms suitable for wholesale
and /or retail trade.
2. To carry on the business as manufactures, distributors, imports and exporters of all types
of pickles, condiments, and fruit squashes, preserved juices, syrups, essences, and
sherbets.
The partners of M/s.Maa food Products, Dharmapuri, Promoted the above company.
Seven partners in 1996 constituted the Maa food Products as a partnership firm.
On 20.08.2003, Maa fruits India Pvt. Ltd., has taken over M/s. Maa Food Products
together with all the fixed assets. The immovable properties are transferred to the name of M/s.
Maa India Pvt. Ltd. The required stamp duties are paid.
In March 2002. M/s. Maa fruits India Pvt. Ltd. Has launched its products like mango,
guava and pineapple juices in Tetra Pack in the name and style of “Maa”. The packing was then
done at Aavin, Salem and Nadukkara Co-op, Kerala on job work basis. Due to the quality
standards and the commitment Company has decided to establish it’s own infrastructure for
bottling and packing. In this direction, the company has installed state-of-the –art machineries
for tetra packing and Pet Bottling in its own building. The erection was duly completed and the
production has started since May 2004. hence forth, the products are manufactured in company’s
own machineries in own machineries in own factory.
The promoters with their experience enter into new avenue of tetra pack juice market and
doing the business very successfully during the past two years. Sri.N.E. Kumar Managing
director and other directors of this company is young, eminent and very experienced person in
his business. They are the leading pulp manufacturer in this part of our Country. With
knowledge, reputation and business confidence, the promoters have already created a distinct
advantage in juice industry.
The Registered Office of the company is situated at 74, Ground floor, Akshaya
Apartments, New Fairlands, Alagapuram, Salem -636 016 the factory is situated at NH47,
Periyampatty, Dharmapuri.(Dt)
1.2.3 The management:
N.E.Kumar B.E - Managing Director
1. P.Rajkumar B.E. - Director

2. N. Ramesh B.E. - Director
3. P.Sadasivam B.E. - Director
4. T.Isac BrightB.E. -Director
5. D.S.Liaquat Ali B.A. - Director
6. P.Elvis Gnana Rajesh B.E. - Director
7. R.K.P.Elayarajan M.A. - Director
8. P.Chandrasekaran M.A.,BL - Director
The Managing Director Mr.N.E.Kumar (30 Years) is an Engineer turned first generation
Entrepreneur. He has the track record of establishing a fruit processing industry under the style
of “M/s. Maa Food products at Periyampatty, Dharmapuri which has started in 1996097. the unit
Maa Food Products, Periyampatty promoted with a capital of Rs.31.2 Lakhs, has reached a sales
turnover of Rs. 1983 Lakhs in 2005-2006, of which nearly 65% is by way of merchandise
exports.
The director Sri.P.Rajkumar is a Engineering Graduate having wide experience in the

field of business. He is doing the civil contract work under various government and semi
government departments for the last 10 years. He is takes care of administrative and civil
maintenance of the factory. Sri.P.Sadasivam is actively engaged in the field works.
The other Director Sri.T.Isac Bright is an Engineering Graduate having wide experience
in Human resources & Marketing Operations. Sri. N.Ramesh is an Engineering Graduate caring
Financial Operations, Sri. Elvis Gnana Rajesh is again an Engineering Graduate looking after
production and having much experience in the field of procurement of Raw materials for Maa
Food Products days. Sri. D.S.Liaquat Ali is a third generation industrialist having expertise in
MD in procuring the quality fruits in time. Sri.P.Chandasekar and Sri.R.K.P.Elayarajan assists
for the day to day routing and legal aspects of the company.
1.2.4 Track Record Of Promoters
All the promoters are well educated and most of them are Graduate in Engineering. They
are under 35years age group. They were formed the partnership firm under the name and style of
“Maa foods Products” at No.326, Palacode road, Periyampatty, Dharmapuri.Dt, Pin -635 205
during the year 1997. The main purpose of the firm is manufacturing the fruit pulp and exporting
the pulp to foreign countries.
That firm had erected the manufacturing plant by obtaining the term loan Rs.43 lakhs
from TIIC in 1996, Dharmapuri. During the year ended 31 st march 2003 the company completed
its successful eleventh year. During the span of seven years, with the first year spent for erection
and trial run the Company has registered a consistent growth and expanded its operation and
market base.
The result of the above firm and records of accomplishment exhibits the capability and
competence of the promoters. During the financial year 1999-2000, the company did the direct
export business consecutively for two years.
1.2.5 Range if products Being Packed:
1. Maa Mango Drink In Slim (200ml) Tetra Pak

2. Maa Pink Drink In Slim (200ml) Tetra Pak
3. Maa Pineapple Drink In Slim (200ml) Tetra Pak
4. Maa Apple Drink In Slim (200ml) Tetra Pak
5. Maa Mango Drink and PET Bottles
6. Maa Apple Drink in Hot fills 250ml, 500ml, & 1000ml.
Ingredients in the Product:

The Ingredients are Water, Natural Pulp, Sugar, Citric Acid & vitamin C and added
flavour.
1.2.6 Marketing Network
Domestic Market
We got a very good excellent marketing net work spread all over across India in the
following states.
Tamilnadu, Kerela, Karnataka, Andhra Pradesh, Goa, Orissa, Andaman & Nicobar
Islands.
Indian Railway Approval.
Our Products are approved by southern Railway, South Central Railway and South
Western Railway and is supplied to the following places:
1. Southern Railway, Chennai
2. Southern Railway, Madurai
3. South Central Railway, Hyderabad
4. South Western Railway, Hubli
Export Market of the Company

This company has grown to become one of the leading pulp manufacturing and exporter
in the Country. This company is exporting, directly Fruit Pulp to the following countries:
1. United Kingdom
2. United States of America
3. Malaysia
4. Singapore and
5. Entire Middle East.
Tetra & juice filled hot fill bottles are exported to the following countries:
• United States of America
• United Kingdom
• New Zealand &
• Maldives.
1.2.7 Certificates Obtained
Certificates are independent proof of compliance to prescribed standards accepted
worldwide. They serve as a mechanism for acceptance of goods & services in foreign trade,
especially in MRAS besides forming basis for compliance to Technical regulations. Due to its
stringent quality standards and continued commitment to quality, the company has achieved the
following certifications.
FPO(Food products order) – FPO Certification is issued by Ministry of food

Processing, India, the issuing authority is FA&AQCL which is a Central Food Laboratory of
India, an appellate centre under India’s Prevention of food Adulteration Act & Rules.
FS&AQCL is a leading food product analysis laboratory, equipped with state-of-art facilities,
and managed by competent, experienced scientists and professionals who keep constant tract of
validated methods for ensuring results with high levels of accuracy. It is ISO 9002 – certified and
is strongly committed to the pursuit of excellence in analytical quality testing.
FDA (Food & Drug Administration): This is a certification recognized by USA and
internationally accepted in the food processing industry.
ISO 9001 – The Company is under the process of implementing ISO – 9001
Certification.
1.2.8 Packaging Types

Tetra Pak:
Fruit drink (Mango, Pineapple, Pink guava) packed with slim design produced with most
modern aseptic technology is called TETRA Pack. Sweetness added some portion of citric
acid to enhance the taste.
Contains natural aroma, pleasant taste, attractive design and appearance of the packet.
 Brix - 15 deg
 Acidity - 0.28
 PH - 3.5
Pet Bottle:
Fruit Drink (Mango & Apple) packed with most modern Hot fill technology at approx 85
deg. C. Product sterilized at elevated temperature and then brought down to 85 deg for
filling. Keeping the product condition stay fresh without affecting the texture and integrity,
product filled with automated machine with pre rinsing and final capping.
Product with 18% fruit pulp and with other acceptable ingredients make the product
widely accepted by the consumers.
 Brix - 15 deg
 Acidity - 0.26
 PH - 3.5
Sterile product packed in a sterile container at sterile conditions make the product stay fresh
for 6 months until cut opened.
Product contains rich fruit pulp about 18% and required amount of Ingredients.
1.2.9 Ingredients
Water, Natural Mango Pulp, Natural apple pulp, sugar, citric Acid, Class II preservatives
& Ascorbic Acid, contains permitted Synthetic Food Colours, Stabilizers and added Flavors.
Land
The Company has its own factory at Periyampatty, Krishnagiri Main Road, Dharmapuri
Dt. The Total available area is about 9Acers. In which already the factory buildings are
available are Canning Division, Tetra Pack & Pet Bottles division. The construction of building
for finished goods has been completed. The site does not require any major developments since
all the required facilities like water, road etc., already exist.
Building
The existing Buildings are sufficient to Canning and Tetra Pack manufacture. It is
already constructed a separate building for aseptic plant. The Said building is highly sufficient to
accommodate for present and past level of operation.
1.2.10 List of Machineries Existing
Processing:
Name of Machinery Nos.
S.no Capacity
1. Sugar Syrup Jacked Tank 1000 Lit. 1
2. Sugar Syrup Stored Tank 1000 Lit. 1
3. De canning Tank 500 Lit. 1
4. Blending Tank 2000 Lit 2
5. Homogeniser 2000 Lit 1
6. Ready Beverage Tank 2000 Lit 2
Tetra pack filling:

Sl. No. Name of Machinery Capacity Nos.
1. Tetra Therm Aseptic Sterilizer PLC 1500 Lit. 1
Based, Module type Compact System.
2. Tetra Brik Aseptic Filling M/c (TBA- 6000 Packs Per 1
9) SLIM Hour
3. Shrink Wrapper - 1
4. Injecting Printing - 1
Pet bottle filling:

Sl.No. Name of Machinery Capacity Nos.
1. Hot Fill Pasteurizing system skid 2000 Lit. 1
mounted. PHE baed Holding Coil
inbuilt to deliver 30-95-85 deg.C.
processing set up.
2. Automatic Pet Bottle filling machine 1800 Lit per Hour 1
Rinser – Filler – Capper inbuilt
System.
3. Cooling Tunnel conveyor system with - 1
cooling tower water spray system.
4. Injecting Printing - 1
5. Shrink Tunnel for Label shrinking - 1
6. Automatic strapping Machine - 1
Utility section:
Sl.No Name of Machinery Capacity Nos.
1. Reverse Osmosis Plant 5000 Lit/Hr 1
2. Non Lubricated type Air compressor 154 CFM 1
3. Vapor compression Refrigeration 10 TR 1
System
4. Water tube boiler 1 tone 1
5. Cooling Tower 14000 Lit 2
6. Water softening Plant 5000 LPH 1
1.2.11Quality Control Procedures:
1. Type of Sampling
(a) Aimed Sampling
(b) Random Sampling
2. Product Quality Checks

(a) Product Acidity
(b) Brix
(c) PH
(d) Viscosity
(e) Filling Temperature
(f) Organoleptic test
(g) Quality of filtration
(h) Quality of homogenization
3. Integrity Checks of Packet & Bottle:

(a) Sealing Quality
(b) Volume
(c) Conductivity Test
(d) Dye Test
(e) Volumetric & Weigh metric test
(f) Shape & Design
(g) Date & Batch Coding
(h) Torque test for PET Bottle cap tightness
(i) Vacuum test for Hot fill PET Bottle
4. Microbiological Test:
(i) Plating for yeast & Mould for product
(ii) Plating for Bacterial growth for product
(iii) Plating for Bacterial growth in pulp
(iv) Water Analysis
(v) Air Count check for bacterial growth in production premises
(vi) Sugar syrup plate count test for Yeast & mould
(vii) Age analysis for shelf life study of finished product
(viii) Culture test for micro organism for finished product
1.2.12 other factors
Power
The factory already having required power connection.
Existing - 130 HP
PROPOSED - 130 HP
Existing Gen Set - 1) 62.5 KVA
2) 165 KVA
Water
The factory consists of two wells and two bore wells, which will supply the required water.
If any scarcity arises at the time of season, It will purchased from near by area.
Man Power
In this trade the manpower will purchase from contractors, who have amble of employees for
all type of Labour work.
1. Office Staff - 30 Employees
2. Marketing Staff - 150 Employees
3. Production Staff - 20 Employees
4. Labour - 60 Employee &Contract Labour250Nos.
Transport
As the location is situated in National Highways the transportation in convenient to anybody.

All the facilities of Road etc., are available and no difficulties is envisaged for transportation
of peoples and vehicles.
1.2.13 Banking Operations
Maa Fruits India Private Limited operates with State Bank of India, Dharmapuri Branch.
CHAPTER - 2
OBJECTIVES
۩ To study about the existing satisfaction level of the customer consuming Maa products.
۩ To study about the customer opinion towards Maa products.
۩ To assess the requirements of the customer consuming Maa cool drinks.
۩ To study about the current satisfaction level of retailers selling Maa cool drinks.
۩ To study about the retailers preference towards Maa cool drinks.
CHAPTER - 3
3. RESEARCH METHODOLOGY
Research is an intensive study in a particular field to achieve a better conclusion of a
problem. Research Methodology is a systematic way of solving the problem. The methodologies
followed for this study are as follows.
3.1 RESEARCH DESIGN
The research design is the basic framework or a plan for a study that guides the collection
of data and analysis of data. In this survey the design used Descriptive Research Design. It
includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive
research is description of state of affairs, as it exists at present.
The information are collected from the individuals and analyzed with the help of different
statistical tools, for describing the relationship between various variables, pertaining to customer
and retailer satisfaction level towards mango drinks.
3.2 SAMPLING
A sample is a smaller representation of a larger whole. When some of the elements are
selected with the intention of finding out something about the population from which they are
taken, that group of elements is referred as a sample, and the process of selection is called
Sampling.
3.2.1. Population
The total population of the customer is residents in salem city. The total population is the
retail outlets of Maa products in Salem city. It comprises 1210 outlets.
3.2.2 Sampling Unit

The respondents of the study are part of population of Salem City. Each person and each
outlet is equally considered to be the sampling unit
3.2.3 Sample Size

The size of the customer sample is 100 out of the total population. The size of the retailer
sample is 50 out of the 1210.
3.2.4 Sampling Method
Non-Probability Convenience Sampling is used in the study. The total population is
large and hence it is very difficult to cover the entire population. The respondents are selected as
they arrive to the stores and selling points.
3.2.5 Sampling Area

Probability - Cluster Random sampling is used in this study. The Salem City is divided
into six parts according to Geographical location.
1. Ammapet ( Kamarajar colony, Gandhi maidhanam, Siddheswara)
2. New Bus stand Area (New Bus Stand, Lee bazhar , Four Roads, Meyyanur)
3. Kondalampatty Bye-Pass (thathagapatty, seelanaikenpatty, prabath)
4. Old Bus stand area (Old Bus stand, Gugai, Shevapet)
5. Junction Area ( Azhagapuram ,Suramangalam, Five Roads, Sona College)
6. Hasthampatti area (Hasthampatti, Arts college, Saradha college)
The retail outlets were listed in each area and numbers were given to each shop.
The respondents were selected using simple random number tables.
3.3 TOOLS FOR RESEARCH

The tools used for collecting the Primary data are:
 Structured Questionnaire.
 Personal interview schedule.
The secondary data have been collected from the following sources
• Company Website
• Industrial Reports
• News Papers
• Magazines
3.4 DATA COLLECTION
The data collected can be categorized into two types.
a) Primary data
b) Secondary data
The Primary data are those, which are collected fresh for the first time, and thus
happens to be original in character.
Among the various methods, which can be used to collect the primary data, the researcher
has adopted two methods which are Personal Interview method and Structural Questionnaire
method. The researcher has prepared structured questionnaires, which contained predominantly
multiple choice questions. The respondent’s opinions are gathered with regard to the problem
with the help of the questionnaires.
The Secondary data are those which have already been collected by someone else and
which have already passed through the statistical process. The secondary data is collected with
the help of Company Website, Magazines, Industrial Reports, and News Papers.
Both primary and secondary data have been taken for this research study.
3.5 LIMITATIONS
 The validity and reliability of the data obtained depends on the responses from the
consumer and retailers.
 Time and cost at the disposal for the research was limited.
 The study was limited to a specific number of respondents, which did not cover
the entire population. Therefore, the results may not be generalized.
 There may be personal bias of the respondents, which affect the results of the
study.
CHAPTER – 4
4. DATA ANALYSIS AND INTERPRETATION
The collected data were analyzed with the help of Simple Percentage analysis, Weighted
Average Method, and Chi-square Analysis.
4.1.1. Simple Percentage Analysis
Percentage refers to a special kind of ratio in making comparison between two or more
data and to describe relationships. Percentage can also be used to compare the relation terms the
distribution of two or more sources of data.
Number of Respondents
Percentage of Respondents = --------------------------------- X 100
Total Respondents
4.1.2 Weighted Average Method
Xw = ΣWiXi
------------
ΣWi
Where
Xw - Weighted Arithmetic mean

W - Weights attached to variable values
X - Variable values
The weighted average method is used to estimate the value of the feedback for answers
which contain point scales (Likert’s scale). The weights are attached to the degrees of different
variable answers. The final value will be calculated by a cross tabulation technique.
4.1.3. Chi-square analysis
Chi square test is applied in statics to test the goodness of fit to verify the distribution of
observed data with assumed theoretical and expected frequencies. It has great use in statics,
especially in sampling studies, where we expect a doubted coincidence between actual and
expected frequencies, and the extent to which the difference can be ignored, because of
fluctuation in sampling. If there is no difference between actual and expected frequencies, X2 is
zero. Thus the chi square test describes the discrepancy between theory and observation.
DATA ANALYSIS AND INTERPRETATION
DISTRIBUTION SHOWING RESPONDENTS AGE WISE:
The following table describes the distribution of the respondent based on the age. It is classified
as young, middle, and old.
Table 4.2.1
TABLE SHOWING RESPONDENTS AGE WISE CLASSIFICATION
Age No of respondents %
Young 57 61.29
Middle 25 26.88
Old 11 11.83
Total 93 100
INFERENCE:
It is clear from the table no.4.2.1 the 61.29 percent of the respondent belong to the age
group of young, 26.88 percent of the respondents belong to the age group of middle and 11.83
percent of the respondent belong to the age group of old.
CHART 4.2.1
CHART SHOWING RESPONDENTS AGE WISE
70
61.29
60
responde
Percenta
50
ge of
nts
40
30 26.88
20
11.83
10
Young Middle Old
Age group
DISTRIBUTION SHOWING RESPONDENTS BASED ON SEX

The following table describes the distribution of the respondents based on the sex. It is classified
as male and female.
Table 4.2.2
TABLE SHOWING RESPONDENTS SEX WISE CLASSIFICATION
Sex No of respondents %
Male 69 74.19
Female 24 25.81
Total 93 100
INFERENCE:
It is clear from the Table No.4.2.2 the 74.19 percent of the respondent belong to the sex
group of male, and 25.81 percent of the respondents belong to the sex group of female.
CHART 4.2.2
THE CHART SHOWING RESPONDENTS SEX WISE
25.81
Female
Se
x
74.19
Male
0 10 20 30 40 50 60 70 80
Percentage of respondents
DISTRIBUTION SHOWING RESPONDENTS BASED ON MARITAL

STATUS
The following table describes the distribution of the respondent based on the marital
sStatus. It is classified as married and unmarried.
Table 4.2.3
TABLE SHOWING MARITAL STATUS OF THE RESPONDENTS
Marital status No of respondents %
Married 37 39.78
Unmarried 56 60.22
Total 93 100
INFERENCE:
It is clear from the table no.4.2.3 the 60.22 percent of the respondent belong to unmarried
and 39.78 percent of the respondent belongs to married.
CHART 4.2.3
CHART SHOWING RESPONDENTS MARITAL STATUS
40%
Married
Unmarried
60%
DISTRIBUTION SHOWING RESPONDENTS BASED ON EDUCATION

The following table describes the distribution of the respondent based on the education.
It is classified as Illiterates, Up to HSc, UG Degree, and PG Degree.
Table 4.2.4
TABLE SHOWING RESPONDENTS BASED ON EDUCATION LEVEL
Education No of respondents %
Illiterates 12 12.90
Up to HSc 24 25.81
UG degree 44 47.31
PG degree 13 13.98
Total 93 100
INFERENCE:
It is clear from the table no.4.2.4 the 47.31 percent of the respondent belong to the UG
Degree, 25.81 percent of the respondents belong to the HSc, 13.98 percent of respondent belong
to PG Degree and 12.90 percent of the respondent belong to the illiterates.
CHART 4.2.4
CHART SHOWING RESPONDENTS BASED ON THE EDUCATION LEVEL
14% 13%
Illiterates
Up to HSc
UG degree
26%
PG degree
47%
DISTRIBUTION SHOWING RESPONDENTS BASED ON SIZE OF FAMILY

The following table describes the distribution of the respondent based on the size of
family. It is classified as upto 3, 4 - 6, Above 6.
Table 4.2.5
TABLE SHOWING SIZE OF THE FAMILY OF RESPONDENTS
Size of family No of respondents %
Upto 3 25 26.88
4-6 54 58.06
Above 6 14 15.05
Total 93 100
INFERENCE:
It is clear from the table no.4.2.5 the 58.06 percent of the respondent belong to the 4-6
group, 26.88 percent of the respondent belong to the upto 3 group and 15.05 percent of the
respondent belong to the Above 6.
CHART 4.2.5
CHART SHOWING SIZE OF THE FAMILY OF RESPONDENTS
58.06
60
50
40
26.88
Percentage of 30
respondents
15.05
20
10
0
Up to 3 4-6 Above 6
Size of the family

DISTRIBUTION SHOWING RESPONDENTS BASED ON VARITY OF DRINKS
COSUMED
The following table describes the distribution of the respondent based on the variety of
drink consumed. It is classified as Mango drinks, Apple drinks, Orange drinks and Cola drinks.
Table 4.2.6
TABLE SHOWING VARITY OF DRINK CONSUMED BY RESPONDENTS
Variety of drinks No of respondents %
Mango drinks 51 54.84
Apple drinks 17 18.28
Orange drinks 14 15.05
Cola drinks 11 11.83
Total 93 100
INFERENCE:
It is clear from the table no.4.2.6 the 54.84 percent of the respondent belong to Mango
drinks, 18.28 percent of the respondents belong to Apple drinks, 15.05 percent of the respondents
belong to Orange drinks and 11.83 percent of the respondents belong to Cola drinks.
CHART 4.2.6
THA CHART SHOWING RESPONDENTS BASED ON VARIETY OF DRINK

CONSUMED
60
54.84
50
40
Of respondents
Percentage
30
18.28
20
15.05
11.83
10
Mango drinks Apple drinks Orange drinks Cola drinks
Variety of drink
DISTRIBUTION SHOWING RESPONDENTS BASED ON BRAND OF MANGO DRINK
CONSUMED
The following table describes the distribution of the respondent based on the brand of
mango drink consumed. It is classified as Maa, Mazza, Slice and Frooti.
Table 4.2.7
TABLE SHOWING RESPONDENTS BASED ON BRAND OF MANGO DRINK

CONSUMED
Brand of mango Drink No of respondents %
Maa 44 47.31
Mazza 25 26.88
Slice 16 17.20
Frooti 8 8.60
Total 93 100
INFERENCE:
It is clear from the table no.4.2.7 the 47.31 percent of the respondent consumed by Maa,
26.88 percent of the respondent consumed by Mazza, 17.20 percent of the respondent consumed
by slice and 8.60 percent of the respondents consumed by Frooti.
CHART 4.2.7
THE CHART SHOWING RESPONDENTS BASED ON BRAND OF MANGO DRINK

CONSUMED
Frooti 8.6
drink
Mango
of Slice 17.2
Brand
Series1
Mazza 26.88
Maa 47.31
0
10 20 30 40 50
Percentage of respondents
DISTRIBUTION SHOWING RESPONDENTS BASED ON PERIOD OF PURCHASING

The following table describes the distribution of the respondent based on the period of
purchasing. It is classified as below 1 year, 1 to 3 years, and 3 to 5 years.
Table 4.2.8
TABLE SHOWING RESPONDENTS BASED ON PERIOD OF PURCHASING
Period of purchasing No of respondents %
Below 1 year 34 36.55
1 to 3 years 45 48.38
3 to 5 years 14 15.05
Total 93 100
INFERENCE:
It is clear from the table no.4.2.8 the 48.38 percent of the respondent have been
purchasing to the 1-3 years, 36.56 percent of the respondents have been purchasing below 1 year
and 15.05 percent of the respondents have been purchasing 3-5years.
CHART 4.2.8
THE CHART SHOWING RESPONDENTS BASED ON PERIOD OF PURCHASING
15.05
Below 1 year
36.55
1 to 3 years
3 to 5 years
48.38
DISTRIBUTION SHOWING THE SATISFACTION LEVEL OF MAA DRINKS

AMONG RESPONDENTS
The following table describes the distribution of the satisfaction level of Maa drinks
among respondents. It is classified as Highly Satisfied, Satisfied and Some what.
Table 4.2.9
TABLE SHOWING SATISFACTION LEVEL OF MAA DRINKS AMONG

RESPONDENTS
level of satisfaction No of respondents %
Highly satisfied 25 26.88
Satisfied 55 59.13
Some what 13 13.97
Total 93 100
INFERENCE:
It is clear from the table no.4.2.9 the 59.14 percent of the respondent belong to Satisfied,
26.88 percent of the respondents belong to Highly Satisfied and 13.98 percent of the respondents
belong to the Some What.
CHART 4.2.9
THE CHART SHOWING SATISFACTION LEVEL OF MAA DRINKS AMONG
RESPONDENTS
59.13
60
50
40
Percentage of 26.88
30
Respondents
20 13.97
10
0
Some what
Highly satisfied Satisfied
Level of satisfaction
DISTRIBUTION SHOWING RESPONDENTS BASED ON DIFFERENCE

BETWEEN MAA AND OTHER MANGO COOL DRINKS
The following table describes the distribution of the respondent based on the difference
between Maa and other mango cool drinks. It is classified as good quality, taste, MRP rate,
package, and flavor.
Table 4.2.10
Table showing respondents based on difference between Maa and other mango cool drinks
Difference between Maa and other mango cool

Drinks No.of respondents %
Good quality 31 33.33
Taste 46 49.46
MRP rate 6 6.45
Package 5 5.37
Flavor 5 5.37
Total 93 100
INFERENCE:
It is clear from the table no.4.2.10states that 49.46% of respondents are consuming Maa
drinks due to the taste, 33.33% of the respondents are consuming the Maa drinks due to it’s
quality, 6.45% of he respondents are consuming due to the MRP rate, 5.37% of he respondents
are consuming due to it’s package and flavor.
Chart 4.2.10
THE CHART SHOWING RESPONDENTS BASED ON DIFFERENCE BETWEEN MAA
AND OTHER MANGO COOL DRINKS
60
49.46
50
40
33.33
Respondents
30
of
Percentage
20
10 6.45 5.37 5.37
0
Taste Package Flavour
Good quality MRP rate
Difference between Maa and other Mano drink
4.3 ASSOCIATION BETWEEN PERSONAL PROFILE FACTERS AND

VARIETY OF DRINKS CONSUMED
The association between variety of drink consumed and the personal profile factors
namely age, sex, education, monthly income, and occupation was analyzed in this section. The
chi square test is used at 5% level of significance.
4.3.1 Association between variety of drink consumed and age of the respondent
The association between age and variety of drink consumed is analyzed and the results
were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between age and Varity of drink

Consumed
Table 4.3.1
Age* variety of drink consumed
Age Variety of drink consumed Total
Young 29.00 14.00 7.00 7.00 57.00
% 31.18 15.05 7.53 7.53 61.29
Middle 16.00 3.00 3.00 3.00 25.00
% 17.20 3.23 3.23 3.23 26.88
Old 6.00 0.00 4.00 1.00 11.00
% 6.45 0.00 4.30 1.08 11.83
Total 51.00 17.00 14.00 11.00 93.00
% 54.84 18.28 15.05 11.83 100.00
In order to find the relationship between the age of the respondents and the variety of drink
consumed the result of the test is shown in the following table.4.3.1.1
Chi-square test
Age Valu df P value Remark
e
Pearson Chi- 8.17 6.0 0.23 Not Significant
Square 0
It is noted from the above table that the ‘p; value is greater than 0.05 and hence
the result is not significant at 1% level and 5% level. Hence the hypothesis’ age
of the respondents and variety of drink consume used are not associated’ does hold
well. From the analysis it is concluded that there is no close relationship
between the age of the respondents and variety of drink consumed
4.3.1 The chart showing Association between variety of drink consumed and age of
respondent
4.3.2 Association between variety of drink consumed and sex of the respondent
The association between sex and variety of drinks consumed is analyzed and the results
Null Hypothesis: H 0 : There is no association between sex and variety of drink

Consumed
Table 4.3.1
Sex* Variety of drink consumed
Sex Variety of drink consumed Total
Male 40.00 9.00 12.00 8.00 69.00
% 43.01 9.68 12.90 8.60 74.19
Female 11.00 8.00 2.00 3.00 24.00
% 11.83 8.60 2.15 3.23 25.81
Total 51.00 17.00 14.00 11.00 93.00
% 54.84 18.28 15.05 11.83 100.00
In order to find the relationship between the sex of the respondents and the variety of drink
consumed the result of the test is shown in the following table.4.3.2.1.
Chi-square test
Sex Valu df P value Remark
e
Square 0
The table shows that the Chi square calculated value is 5.47
Degrees of freedom = 3
“P” value = 0.14
Since the P value is greater than 0.05 we accept the null hypothesis. Hence there is no
association between sex and variety of drink consumed.
4.3.2 The chart showing Association between variety of drink consumed and sex of
respondents
4.3.3 Association between variety of drink consumed and education level of respondents
The association between education and variety of drink consumed is analyzed and the
results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between education level of respondents

and variety of drink consumed
Table 4.3.3
Education * variety of drink consumed
Education variety of drink consumed Total
Illiterate 7.00 2.00 1.00 2.00 12.00
% 7.53 2.15 1.08 2.15 12.90
Up to HSc 15.00 3.00 4.00 2.00 24.00
% 16.13 3.23 4.30 2.15 25.81
UG degree 23.00 9.00 8.00 4.00 44.00
% 24.73 9.68 8.60 4.30 47.31
PG degree 6.00 3.00 1.00 3.00 13.00
% 6.45 3.23 1.08 3.23 13.98
Total 51.00 17.00 14.00 11.00 93.00
% 54.84 18.28 15.05 11.83 100.00
In order to find the relationship between the education level of the respondents and the variety of
drink consumed is test the result of the test is shown in the following table.4.3.3.1
Chi-square test
Education Valu df P value Remark
e
Square 0
Degrees of freedom = 9.0
“P” value = 0.87
association between education and variety of drink consumed
4.3.3 The chart showing Association between variety of drinks and education level of
respondents
4.3.4 Association between and variety of drink consumed and Monthly Income level of
respondents
The association between Monthly Income and variety of drink consumed is analyzed and
the results were given in the following bivariate table .
Null Hypothesis: H 0 : There is no association between Monthly Income and variety of drink
consumed Table 4.3.4
Monthly Income * Variety of drink consumed
Monthly Variety of drink consumed Total
income Mango Apple Orange Cola
drinks drinks drinks drinks
Below 5000 28.00 8.00 4.00 2.00 42.00
% 30.11 8.60 4.30 2.15 45.16
5000 to 1000 16.00 5.00 3.00 3.00 27.00
% 17.20 5.38 3.23 3.23 29.03
10000 to 15000 3.00 2.00 5.00 4.00 14.00
% 3.23 2.15 5.38 4.30 15.05
15000 to 20000 4.00 2.00 2.00 2.00 10.00
% 4.30 2.15 2.15 2.15 10.75
Total 51.00 17.00 14.00 11.00 93.00
% 54.84 18.28 15.05 11.83 100.00
In order to find the relationship between the Monthly Income level of the respondents and the
variety of drinks consumed the result of the test is shown in the following table.4.3.4.1
Chi-Square Tests
Monthly Income Valu df P value Remark

e
Pearson Chi- 15.50 9.0 0.08 Significant
Square 0
“P” value = 0.08
Since the P value is greater than 0.05 we accept the null hypothesis. Hence there is association
between Monthly Income level of respondents and variety of drinks consumed.
4.3.4 The chart showing Association between variety of drinks consumed and Monthly
Income of respondents
4.3.5 Association between variety of drinks consumed and Occupation of respondents
The association between Occupation and variety of drinks consumed is analyzed and the
results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between Occupation and variety of drinks

consumed.
Table 4.3.5
Occupation * Variety of drinks consumed
Occupation Variety of drinks consumed Total
Employee 11.00 5.00 4.00 3.00 23.00
% 11.83 5.38 4.30 3.23 24.73
Business man 17.00 5.00 2.00 3.00 27.00
% 18.28 5.38 2.15 3.23 29.03
Professional 6.00 0.00 4.00 0.00 10.00
% 6.45 0.00 4.30 0.00 10.75
Student 17.00 7.00 4.00 5.00 33.00
% 18.28 7.53 4.30 5.38 35.48
Total 51.00 17.00 14.00 11.00 93.00
% 54.84 18.28 15.05 11.83 100.00
In order to find the relationship between the Occupation of the respondents and the Variety of
drinks consumed test the result of the test is shown in the following table.4.3.5.1
Chi-Square Tests
Occupation Valu Df P value Remark

e
Square 0
“P” value = 0.37
association between Occupation and Variety of drinks consumed.
4.3.5 The chart showing Association between variety of drinks consumed and Occupation
of respondents
4.4 ASSOCIATION BETWEEN PERSONAL PROFILE FACTORS AND
BRAND OF MANGO DRINK CONSUMED
The association between brand of Mango drink and the personal profile factors namely
age, sex, education, monthly income, and occupation was analyzed in this section. The chi
square test is used at 5% level of significance.
4.4.1 Association between brand of mango drink consumed and Age

The association between age and brand of mango drink consumed is analyzed and the
results were given in the following bivariate table .
Null Hypothesis: H 0 : There is no association between age and brand of Mango drink
consumed
Table 4.4.1
Age* Brand of Mango drink consumed
Age Brand of mango drink consumed Total
Maa Mazza Slice Frooti
Young 25.00 14.00 12.00 6.00 57.00
% 26.88 15.05 12.90 6.45 61.29
Middle 17.00 7.00 1.00 0.00 25.00
% 18.28 7.53 1.08 0.00 26.88
Old 2.00 4.00 3.00 2.00 11.00
% 2.15 4.30 3.23 2.15 11.83
Total 44.00 25.00 16.00 8.00 93.00
% 47.31 26.88 17.20 8.60 100.00
In order to find the relationship between the age of the respondents and the Brand of Mango
drink consumed and the result of the test is shown in the following table.4.4.1.1
Chi-Square Tests
e
Square 0
of the respondents and the brand of mango drink consumed are not associated’
does hold well. From the analysis, it is concluded that there is no close
relationship between the age of the respondents and Brand of Mango drink
consumed.
4.4.1 The chart showing Association between Brands of Mango drink consumed and Age of
respondents
4.4.2 Association between brand of mango drink consumed and Sex of the respondents
The association between sex of the respondents and brand of mango drink consumed is
analyzed and the results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between sex and brand of mango drink
consumed
Table 4.4.2
Sex * Brand of Mango drink consumed
Sex Brand of mango drink consumed Total
Male 34.00 19.00 11.00 5.00 69.00
% 36.56 20.43 11.83 5.38 74.19
Female 10.00 6.00 5.00 3.00 24.00
% 10.75 6.45 5.38 3.23 25.81
Total 44.00 25.00 16.00 8.00 93.00
% 47.31 26.88 17.20 8.60 100
In order to find the relationship between the sex of the respondents and the brand of mango drink
consumed and the result of the test is shown in the following table.4.4.2.1.
Chi-Square Tests
Sex Valu df P value Remark
e
Square 0
“P” value = 0.78
Since the P value is greater than 0.05 we accept the null hypothesis. Hence, there is no
association between Sex of the respondents and brand of mango drink consumed.
4.4.2 The chart showing Association between Brand of Mango drink consumed and Sex of
respondents
4.4.3 Association between brand of mango drink consumed and education level of
respondents
The association between Education level of respondents and Brand of Mango drink
consumed is analyzed and the results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between education level and brand of

mango drink consumed
Table 4.4.3
Education level * Brand of Mango drink consumed
Education Brand of mango drink consumed Total
Illiterate 2 3 5 2 12
% 2.15 3.23 5.38 2.15 12.90
Up to HSC 14.00 6.00 3.00 1.00 24.00
% 15.05 6.45 3.23 1.08 25.81
UG degree 18.00 16.00 6.00 4.00 44.00
% 19.35 17.20 6.45 4.30 47.31
PG degree 10.00 0.00 2.00 1.00 13.00
% 10.75 0.00 2.15 1.08 13.98
Total 44.00 25.00 16.00 8.00 93.00
% 47.31 26.88 17.20 8.60 100.00
In order to find the relationship between the Education level of the respondents and the Brand of
Mango drink consumed and the result of the test is shown in the following table.4.4.3.1
Chi-Square Tests
Education Valu df P value Remark
e
Square 0
“P” value = 0.05
Since the P value is equal to 0.05 we accept the alternative hypothesis. Hence there is
association between education level and brand of mango drink consumed.
4.4.3 The chart showing Association between Brand of Mango drink consumed and
Education level of respondents
4.4.4 Association between brand of mango drink consumed and monthly income level of
respondents
The association between Monthly Income level of respondents and Brand of Mango drink
consumed is analyzed and the results were given in the following bivariate Table.
Null Hypothesis: H 0 : There is no association between monthly income level and
brand of mango drink consumed
Table 4.4.4
Monthly Income * Brand of Mango drink consumed
Monthly income Brand of mango drink consumed Total
Below 5000 17.00 12.00 10.00 3.00 42.00
% 18.28 12.90 10.75 3.23 45.16
5000 to 1000 17.00 6.00 2.00 2.00 27.00
% 18.28 6.45 2.15 2.15 29.03
10000 to 15000 5.00 3.00 4.00 2.00 14.00
% 5.38 3.23 4.30 2.15 15.05
15000 to 20000 5.00 4.00 0.00 1.00 10.00
% 5.38 4.30 0.00 1.08 10.75
Total 44.00 25.00 16.00 8.00 93.00
% 47.31 26.88 17.20 8.60 100
In order to find the relationship between the monthly income of the respondents and the brand of
mango drink consumed and the result of the test is shown in the following table4.4.4.1
Chi-Square Tests
Monthly Income Valu df P value Remark
e
Square 0
“P” value = 0.41
association between monthly income level of respondents and brand of mango drink
consumed.
Monthly Income level of respondents
4.4.5 Association between brand of mango drink consumed and occupation level of
respondents
The association between occupation and brand of mango drink consumed is analyzed and
the results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between occupation level and brand of

mango drink consumed
Table 4.4.5
Occupation level * Brand of Mango drink consumed
Occupation Brand of mango drink consumed Total
Employee 13.00 7.00 2.00 1.00 23.00
% 13.98 7.53 2.15 1.08 24.73
Business man 22.00 4.00 1.00 0.00 27.00
% 23.66 4.30 1.08 0.00 29.03
Professional 1.00 5.00 2.00 2.00 10.00
% 1.08 5.38 2.15 2.15 10.75
Student 8.00 9.00 11.00 5.00 33.00
% 8.60 9.68 11.83 5.38 35.48
Total 44.00 25.00 16.00 8.00 93.00
% 47.31 26.88 17.20 8.60 100.00
In order to find the relationship between the occupation level of the respondents and the brand of
mango drink consumed test the result of the test is shown in the following table.4.4.5.1
Chi-Square Tests
Occupation Valu df P value Remark
e
Pearson Chi- 32.12 9.0 0.00 Highly Significant
Square 0
“P” value = 0.00
Since the P value is less than 0.05 we accept the Alternative hypothesis. Hence there is
association between occupation level and brand of mango drink consumed.
Occupation level of respondents
FREQUENCY OF PURCHASE
The association between frequency of purchase and the personal profile factors namely
age, sex, education, monthly income and occupation was analyzed in this section. The Chi-
square test is used at 5% level of significance.
4.5.1 Association between Frequency of Purchase and Age of the respondents

The association between age of respondents and frequency of purchase is analyzed and
the results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between age of respondents and

frequency of purchase.
Table 4.5.1
Age * Frequency of Purchase
Age Frequency of purchase of Maa drinks Total
Daily Weekly twice Weekly once Thirsty time Occasionally
Young 13.00 15.00 14.00 7.00 8.00 57
% 13.98 16.13 15.05 7.53 8.60 61.29
Middle 3.00 17.00 1.00 2.00 2.00 25
% 3.23 18.28 1.08 2.15 2.15 26.88
Old 1.00 5.00 2.00 3.00 0.00 11
% 1.08 5.38 2.15 3.23 0.00 11.82
Total 17.00 37.00 17.00 12.00 10.00 93
% 18.28 39.78 18.28 12.90 10.75 100
In order to find the relationship between the age of the respondents and the Frequency of
Purchase of Maa drinks and test the result of the test is shown in the following table 4.5.1.1
Chi-Square Tests
e
Square 0
of the respondents and the frequency of purchase used are not associated’ does
hold well. From the analysis, it is concluded that there is no close relationship
between the age of the respondents and Frequency of Purchase.
4.5.1 The chart showing Association between Frequency of Purchase of Maa drinks and
Age of respondents
4.5.2 Association between Frequency of Purchase of Maa drinks and Sex
The association between sex and frequency of purchase is analyzed and the results were
given in the following bivariate Table.
Null Hypothesis: H 0 : There is no association between sex and frequency of

purchase.
Table 4.5.2
Sex * Frequency of Purchase
Sex Frequency of purchase of Maa drinks Total
Daily Weekly Weekly Thirsty Occasionally
twice once time
Male 15.00 27.00 10.00 10.00 7.00 69.00
% 16.13 29.03 10.75 10.75 7.53 74.19
Female 2.00 10.00 7.00 2.00 3.00 24.00
% 2.15 10.75 7.53 2.15 3.23 25.81
Total 17.00 37.00 17.00 12.00 10.00 93.00
% 18.27 39.78 18.27 12.90 10.75 100
In order to find the relationship between the sex of the respondents and the frequency of
purchase of Maa drinks and the result of the test is shown in the following table.4.5.2.1
Chi-Square Tests
Sex Value df P value Remark
Pearson Chi-Square 4.49 4.00 0.34 Not Significant
“P” value = 0.34
association between sex and frequency of purchase of Maa drinks.
Sex of the respondents
4.5.3 Association between Frequency of Purchase and Educational level of respondents
The association between educational level of respondents and frequency of purchase of
Maa drink is analyzed and the results were given in the following bivariate Table.
Null Hypothesis: H 0 : There is no association between educational level and
frequency of purchase.
Table 4.5.3
Educational level * Frequency of Purchase
Education Frequency of purchase Total
twice once time
Illiterate 1 2 5 4 0 12
% 1.08 2.15 5.38 4.30 0.00 12.90
Up to HSC 5.00 12.00 2.00 2.00 3.00 24.00
% 5.38 12.90 2.15 2.15 3.23 25.81
UG degree 7.00 19.00 10.00 2.00 6.00 44.00
% 7.53 20.43 10.75 2.15 6.45 47.31
PG degree 4.00 4.00 0.00 4.00 1.00 13.00
% 4.30 4.30 0.00 4.30 1.08 13.98
Total 17.00 37.00 17.00 12.00 10.00 93.00
% 18.28 39.78 18.28 12.90 10.75 100.00
In order to find the relationship between the education of the respondents and the frequency of
purchase of Maa drink and the result of the test is shown in the following table.4.5.3.1.
Chi-Square Tests
Education Value df P value Remark
Pearson Chi-Square 24.04 12.00 0.02 Significant
“P” value = 0.02
Since the P value is less than 0.05 we accept the alternative hypothesis. Hence there is
association between educational level of respondents and frequency of purchase of Maa
drinks.
Educational level of respondents
4.5.4 Association between Frequency of Purchase of Maa drinks and Monthly Income level
of respondents
The association between Monthly Income and frequency of purchase of Maa drink is
Null Hypothesis: H 0 : There is no association between monthly income level of
respondents and frequency of purchase of Maa drinks.
Table 4.5.4
Monthly Income * Frequency of Purchase
Monthly Frequency of purchase of Maa drink Total
income Daily Weekly Weekly Thirsty Occasionally
twice once time
Below 5000 9.00 12.00 9.00 5.00 7.00 42.00
% 9.68 12.90 9.68 5.38 7.53 45.16
5000 to 1000 5.00 15.00 4.00 1.00 2.00 27.00
% 5.38 16.13 4.30 1.08 2.15 29.03
10000 to 15000 0.00 6.00 4.00 3.00 1.00 14.00
% 0.00 6.45 4.30 3.23 1.08 15.05
15000 to 20000 3.00 4.00 0.00 3.00 0.00 10.00
% 3.23 4.30 0.00 3.23 0.00 10.75
Total 17.00 37.00 17.00 12.00 10.00 93.00
% 18.27 39.78 18.27 12.90 10.75 100
In order to find the relationship between the monthly income of the respondents and the
frequency of purchase of Maa drink test the result of the test is shown in the following
table.4.5.4.1.
Chi-Square Tests
Monthly Income Value df P value Remark
“P” value = 0.14
association between monthly income level of respondents and frequency of purchase of
Maa drinks
Monthly Income level of respondents
4.5.5 Association between Frequency of Purchase of Maa drink and Occupation level of
respondents
The association between occupation level of respondents and frequency of purchase of
Maa drink is analyzed and the results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between occupation level of respondent
and frequency of purchase of Maa drink
Table 4.5.5
Occupation * Frequency of Purchase
Occupation Frequency of purchase of Maa drink Total
twice once time
Employee 7.00 9.00 3.00 0.00 4.00 23.00
% 7.53 9.68 3.23 0.00 4.30 24.73
Business man 4.00 17.00 0.00 4.00 2.00 27.00
% 4.30 18.28 0.00 4.30 2.15 29.03
Professional 2.00 4.00 2.00 2.00 0.00 10.00
% 2.15 4.30 2.15 2.15 0.00 10.75
Student 4.00 7.00 12.00 6.00 4.00 33.00
% 4.30 7.53 12.90 6.45 4.30 35.48
Total 17.00 37.00 17.00 12.00 10.00 93.00
% 18.28 39.78 18.28 12.90 10.75 100.00
In order to find the relationship between the occupation of the respondents and the frequency of
purchase of Maa drink test the result of the test is shown in the following table.4.5.5.1.
Chi-Square Tests
Occupation Value df P value Remark

Pearson Chi-Square 26.95 12.00 0.01 Significant
“P” value = 0.01
Since the P value is less than 0.05, we accept the alternative hypothesis. Hence, there is
association between occupation level and frequency of purchase of Maa drink.
4.5.5 The chart showing Association between Frequency of Purchase of Maa drink and
Occupation level of respondents
LEVEL OF SATISFACTION TOWARDS MAA DRINKS
The association between level of satisfaction towards Maa drinks and the personal profile
factors namely age, sex, education, monthly income, and occupation was analyzed in this
section. The chi-square test is used at 5% level of significance.
4.6.1 Association between Level of satisfaction towards Maa drinks and Age of the
respondents
The association between age and level of satisfaction of the respondents is analyzed and
the results were given in the following bivariate table .
Null Hypothesis: H 0 : There is no association between age of the respondents and

level of satisfaction towards Maa drinks
Table 4.6.1
Age * Level of Satisfaction towards Maa drinks
Age Level of Satisfaction towards Maa drinks Total
Highly Satisfied Some what
satisfied
Young 14 34 9 57
% 15.05 36.55 9.67 61.29
Middle 7 14 4 25
% 7.52 15.05 4.30 26.88
Old 4 7 0 11
% 4.30 7.52 0 11.82
Total 25 55 13 93
% 26.88 59.13 13.97 100
In order to find the relationship between the age of the respondents and the level of satisfaction
towards Maa drinks and the result of the test is shown in the following table.4.6.1.1.
Chi-Square Tests
Age Value df P value Remark
of the respondents and the level of satisfaction towards Maa drinks used are not
associated’ does hold well. From the analysis it is concluded that there is no
close relationship between the age of the respondents and level of
satisfaction towards Maa drinks.
4.6.1 The chart showing Association between Level of satisfaction towards Maa drinks and
Age of the respondents
4.6.2 Association between Level of Satisfaction towards Maa drinks and Sex of the
respondents
The association between sex of the respondents and level of satisfaction of Maa drinks is
analyzed and the results were given in the following bivariate Table.
Null Hypothesis: H 0 : There is no association between sex and level of satisfaction
towards Maa drinks
Table 4.6.2
Sex * Level of Satisfaction towards Maa drinks
Sex Level of Satisfaction towards Maa drinks Total
satisfied
Male 18.00 40.00 11.00 69.00
% 19.35 43.01 11.83 74.19
Female 7.00 15.00 2.00 24.00
% 7.53 16.13 2.15 25.81
Total 25.00 55.00 13.00 93.00
% 26.88 59.13 13.97 100
In order to find the relationship between the sex of the respondents and the level of satisfaction
towards Maa drinks and the result of the test is shown in the following table4.6.2.1.
Chi-Square Tests
Sex Value df P value Remark
“P” value = 0.65
association between sex of respondents and level of satisfaction towards Maa drinks.
4.6.2 The chart showing Association between Level of Satisfaction towards Maa drinks and
Sex of the respondents
4.6.3 Association between Level of Satisfaction towards Maa drinks and Educational level
of respondents
The association between educational level of respondents and level of satisfaction
towards Maa drinks is analyzed and the results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between educational level of
respondents and level of satisfaction towards Maa drinks
Table 4.6.3
Education * Level of Satisfaction towards Maa drinks
Education Level of Satisfaction towards Maa drinks Total
satisfied
Illiterate 2 8 2 12
% 2.15 8.60 2.15 12.90
Up to HSC 5.00 16 3 24
% 5.38 17.20 3.22 25.80
UG degree 12.00 26 6 44
% 12.90 27.95 6.45 47.31
PG degree 6.00 5 2 13
% 6.45 5.37 2.15 13.97
Total 25.00 55 13 93
% 26.88 59.13 13.97 100
In order to find the relationship between the Education of the respondents and the level of
satisfaction towards Maa drinks and the result of the test is shown in the following table.4.6.3.1.
Chi-Square Tests
Education Value df P value Remark

“P” value = 0.68
association between educational level of respondents and level of satisfaction towards Maa
drinks.
4.6.3 The chart showing Association between Educational level of respondents and Level of
Satisfaction towards Maa drinks.
4.6.4 Association between Level of Satisfaction towards Maa drinks and Monthly Income
The association between monthly income of respondents and level of satisfaction towards
Maa drinks is analyzed and the results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between monthly income of
respondents and level of satisfaction towards Maa drinks
Table 4.6.4
Monthly Income * Level of Satisfaction towards Maa drinks
Monthly Level of Satisfaction towards Maa drinks Total
income Highly Satisfied Some what
satisfied
Below 5000 9.00 28.00 5.00 42.00
% 9.68 30.11 5.38 45.16
5000 to 1000 7.00 14.00 6.00 27.00
% 7.53 15.05 6.45 29.03
10000 to 15000 4.00 10.00 0.00 14.00
% 4.30 10.75 0.00 15.05
15000 to 20000 5.00 3.00 2.00 10.00
% 5.38 3.23 2.15 10.75
Total 25.00 55.00 13.00 93.00
% 26.88 59.13 13.97 100
In order to find the relationship between the monthly income of the respondents and the level of
Chi-Square Tests
Monthly Income Value df P value Remark

“P” value = 0.20
association between monthly income of respondents and level of satisfaction towards Maa
drinks.
4.6.4 The chart showing Association between Monthly Income of respondents and Level of
Satisfaction towards Maa drinks.
4.6.5 Association between Level of Satisfaction towards Maa drinks and Occupation of the
respondents
The association between occupation and level of satisfaction is analyzed and the results
Null Hypothesis: H 0 : There is no association between occupation of the respondents
and level of satisfaction towards Maa drinks
Table 4.6.5 Occupation * Level of Satisfaction

Occupation Level of Satisfaction towards Maa drinks Total
satisfied
Employee 4.00 17.00 2.00 23.00
% 4.30 18.28 2.15 24.73
Business man 11.00 11.00 5.00 27.00
% 11.83 11.83 5.38 29.03
Professional 2.00 8.00 0.00 10.00
% 2.15 8.60 0.00 10.75
Student 8.00 19.00 6.00 33.00
% 8.60 20.43 6.45 35.48
Total 25.00 55.00 13.00 93.00
% 26.88 59.14 13.98 100.00
In order to find the relationship between the occupation of the respondents and the level of
Chi-Square Tests
Occupation Value df P value Remark
“P” value = 0.19
association between occupation of respondents and level of satisfaction towards Maa
drinks.
4.6.5 The chart showing Association between Level of Satisfaction towards Maa drinks
and Occupation of the respondents
4.6.6 Association between Level of Satisfaction of respondents and Variety of Drink

The association between variety of drink and level of satisfaction towards Maa drinks is
analyzed and the results were given in the following bivariate table .
Null Hypothesis: H 0 : There is no association between Variety of Drink and Level of

Satisfaction towards Maa drinks
Table 4.6.6
Variety Maa of Drinks * Level of Satisfaction towards Maa drinks
Variety of Level of Satisfaction towards Maa drinks Total
drinks Highly Satisfied Some what
satisfied
Mango drinks 15.00 28.00 8.00 51.00
% 16.13 30.11 8.60 54.84
Apple drinks 5.00 10.00 2.00 17.00
% 5.38 10.75 2.15 18.28
Orange drinks 3.00 10.00 1.00 14.00
% 3.23 10.75 1.08 15.05
Cola drinks 2.00 7.00 2.00 11.00
% 2.15 7.53 2.15 11.83
Total 25.00 55.00 13.00 93.00
In order to find the relationship between the variety of Drinks of the respondents and the Level
of Satisfaction towards Maa drinks the result of the test is shown in the following table.4.6.6.1.
Chi-Square Tests
Variety of Drinks Value df P value Remark
“P” value = 0.92
association between variety of drinks and level of satisfaction towards Maa drinks
4.6.6 The chart showing Association between Level of Satisfaction of respondents and
Variety of Drinks
4.6.7 Association between Level of Satisfaction of respondents and Brand of Mango drink
consumed
The association between brand of mango drink consumed and level of satisfaction is
Null Hypothesis: H 0 : There is no association between brand of mango drink

consumed and level of satisfaction of respondents
Table 4.6.7
Brand of Mango drink consumed* Level of Satisfaction
Brand of mango drik Level of Satisfaction Total
Highly Satisfied Some
satisfied what
Maa 13.00 25.00 6.00 44.00
% 13.98 26.88 6.45 47.31
Mazza 8.00 14.00 3.00 25.00
% 8.60 15.05 3.23 26.88
Slice 2.00 10.00 4.00 16.00
% 2.15 10.75 4.30 17.20
Frooti 2.00 6.00 0.00 8.00
% 2.15 6.45 0.00 8.60
Total 25.00 55.00 13.00 93.00
In order to find the relationship between the brand of mango of the respondents and the level of
satisfaction of Maa drink and the result of the test is shown in the following table.4.6.7.1
Chi-Square Tests
Brand of Mangodrink Value df P value Remark
“P” value = 0.59
Since the P value is greater than 0.05 we accept the null hypothesis. Hence, there is no
association between brand of mango consumed and level of satisfaction towards Maa drink
4.6.7 The chart showing Association between Level of Satisfaction towards Maa drink and
Brand of Mango drink consumed
4.6.8 Association between Level of Satisfaction of respondents and the type of drink
Package
The association between the type of drink Package and level of satisfaction of
respondents is analyzed and the results were given in the following bivariate table.
Null Hypothesis: H 0 : There is no association between the type of package and
level of satisfaction
Table 4.6.8
The type of package * level of satisfaction of respondents
Type of Level of Satisfaction Total
package Highly Satisfied Some
satisfied what
Tetra 1.00 13.00 4.00 18.00
% 1.08 13.98 4.30 19.35
Pet 24.00 42.00 9.00 75.00
% 25.81 45.16 9.68 80.65
Total 25.00 55.00 13.00 93.00
In order to find the relationship between The type of drink package of the respondents and the
level of satisfaction of respondents test the result of the test is shown in the following
table.4.6.8.1
Chi-Square Tests
The type of pack Value df P value Remark
“P” value = 0.06
association between The type of drink package and level of satisfaction of respondents.
4.6.8 The chart showing Association between Level of Satisfaction of respondents and the
type of drink Package
4.7 ASSOCIATION BETWEEN PERSONAL PROFILE FACTERS AND
LEVEL OF SATISFACTION AMONG RETAILERS
The association between level of satisfaction and the personal profile factors namely type
of organization, nature of business, sales experience, mode of purchase, was analyzed in this
section. The Chi-square test is used at 5% level of significance.
4.7.1 Association between Type of the organization and Level of satisfaction among
retailers
The association between type of the organization and level of satisfaction
of drinks is analyzed and the results were given in the following bivariate tTable .
Null Hypothesis: H 0 : There is no association between type of organization and level

of satisfaction
Table 4.7.1
Type of the organization * Level of satisfaction
Level of satisfaction
Type of the Medium High Total
organization
6 25 31
Sole trading 14.6% 61.0% 75.6%
Partnership 2 8 10
4.9% 19.5% 24.4%
Total 8 33 41
19.5% 80.5% 100.0%
In order to find the relationship between the type of organization and the level of satisfaction of
the respondents and the result of the test is shown in the following table 4.7.1.1
Chi-Square Tests
Type of organization Value df P value Remark
Pearson Chi-Square .002 1 .964 Not Significant
the result is not significant at 1% level and 5% level. Hence the hypothesis’
level of satisfaction and type of organization of the respondents used are not
associated’ does hold well. From the analysis it is concluded that there is no
close relationship between the level of satisfaction among retailers and type
of the organization of the respondent.
4.7.1 The chart showing Association between Type of the organization and Level of
4.7.2 Association between Nature of business and Level of satisfaction among retailers
The association between nature of business and level of satisfaction among retailers is
Null Hypothesis: H 0 : There is no association between nature of business and level of
satisfaction
Table 4.7.2
Nature of business * Level of satisfaction
Nature of business Level of satisfaction Total
Medium High
Petty shop 7 21 28
17.1% 51.2% 68.3%
Bakery 0 10 10
.0% 24.4% 24.4%
Dept.store 1 2 3
2.4% 4.9% 7.3%
Total 8 33 41
19.5% 80.5% 100.0%
In order to find the relationship between nature of business and level of satisfaction of the
respondents and the result of the test is shown in the following table.4.7.2.1
Chi-Square Tests
Nature of business Value df P value Remark
Pearson Chi-Square 3.326 2 .190 Not Significant
“P” value = 0.190
association between nature of business and level of satisfaction among retailers.
4.7.2 The chart showing Association between Nature of business and Level of satisfaction
4.7.3 Association between Sales experience and Level of satisfaction among retailers
The association between sales experience and level of satisfaction among retailers is
Null Hypothesis: H 0 : There is no association between sales experience and level of
Table 4.7.3
sales experience * Level of satisfaction
Sales experience Level of satisfaction Total
Medium High
Less than 1 year 1 5 6
2.4% 12.2% 14.6%
1 to 3 years 4 11 15
9.8% 26.8% 36.6%
3 to 5 years 1 11 12
2.4% 26.8% 29.3%
Above 5 years 2 6 8
4.9% 14.6% 19.5%
Total 8 33 41
19.5% 80.5% 100.0%
In order to find the relationship between sales experience and level of satisfaction of the
respondents and the result of the test is shown in the following table.4.7.3.1
Chi-Square Tests
Sales experience Value df P value Remark
Pearson Chi-Square 1.628 3 .653 Not Significant
“P” value = 0.653
association between sales experience and level of satisfaction among retailers.
4.7.3 The chart showing Association between Sales experience and Level of satisfaction
among retailers
4.7.4 Association between Mode of purchase and Level of satisfaction among retailers
The association between mode of purchase and level of satisfaction among retailers is
analyzed and the results were given in the following bivariate Table.
Null Hypothesis: H 0 : There is no association between mode of purchase and level of

Table 4.7.4
mode of purchase * Level of satisfaction
Mode of purchase Level of satisfaction
Medium High Total
1 5 6
Cash 2.4% 12.2% 14.6%
7 28 35
Credit 17.1% 68.3% 85.4%
8 33 41
Total 19.5% 80.5% 100.0%
In order to find the relationship between mode of purchase and level of satisfaction of
the respondents and the result of the test is shown in the following table.4.7.4.1.
Chi-Square Tests
Mode of purchase Value df P value Remark
Pearson Chi-Square .036 1 .849 Not Significant
The table shows that the Chi square calculated value is .036
“P” value = 0.849
association between mode of purchase and level of satisfaction among retailers.
4.7.4 The chart showing Association between Mode of purchase and Level of satisfaction
among retailers
AVERAGE SCORE ANALYSIS
4.8 FACTORS INFLUENCING CUSTOMER SATISFACTION LEVEL FOR MAA
PRODUCTS
To identify the factor which is more influencing the respondent towards customer
satisfaction level of maa products the weighted average score analysis was used and the results
were given in table
Table 4.8
Customer Satisfaction Level for Maa Products
Factors/ 1 2 3 4 5 6 Weighted
Rank Mean
Price 31 22 15 12 5 8 2.59
Quality 46 18 16 10 3 1.99
Flavor 11 14 22 22 19 5 3.42
Colour 5 20 16 14 23 15 3.81
Package 7 6 7 17 23 33 4.53
Quantity 9 10 13 15 19 27 4.14
INFERENCE:
The table shows that the factor quality is highly influencing the respondent and it was
followed by price. Flavor was ranked as third factor and it was followed by colour. Further
package was ranked as last influencing f
4.8 The chart showing factors influencing customer satisfaction level for Maa Products
4.9 FACTORS INFLUENCING RETAILER SATISFACTION LEVEL FOR MAA
PRODUCTS
To identify the factor which is more influencing the retailer satisfaction level of maa
products the weighted average score analysis was used and the results were given in Table.
Table 4.9
Retailer satisfaction level for Maa products
Factors\Rank 1 2 3 4 5 6 Weighted Average
1 1
It is cheaper 7 9 8 0 3 3 2.64
1 1
Margin rate of product 0 6 6 5 9 4 2.98
1 1
Brand image 5 0 8 8 6 3 2.78
1 1
Supply is regular 5 7 5 6 5 2 3.30
Good relationship with 2
salesman 3 6 8 8 0 5 4.02
3
Others 2 2 4 3 6 3 5.16
The table shows that the factor it is cheaper is highly influencing the respondent and it
was followed by brand image. Margin rate of the product was ranked as third factor and it was
followed by supply is regular. Further good relationship with salesman was ranked as last
influencing factor.
Retailer
4.9 The chart showing factors satisfaction
Influencing level
retailer Satisfaction Level for Maa Products
It is cheaper
35
30 Margin rate of product

s
n
o 25
s
r
e Brand image
p 20
d
e
t
o 15
u Supply –is 5regular
q
10
CHAPTER
5 Good relationship with salesman
0
1 2 3 4 5 6 7 Others
Influencing factor
FINDINGS
 From the analysis it is found the majority (61.29%) of respondent belongs to

the age group of young.
 The majority (74.19%) of respondent belongs to male.
 From this analysis the majority (35.48%) of respondent are student.
 The majority (60.22%) of respondent belongs to unmarried and the most
(47.31%) of respondent belongs to Under Graduate.
 The mango drinks occupies the highest (54.84%) respondent.
 Majority(47.31%) of respondents like Maa cool drinks.
 The majority (59.14%) of respondent belongs to satisfy about dealing Maa
cool drinks.
 Maa cool drinks category occupies the highest (47.31%) sales. And it was
followed by Maaza (26.88%).
 From the analysis it is found that majority (75.6%) of retailers are sole
trading in selling of Maa cool drinks.
 Majority (68.3%) of retailers are petty shopper.
 Most(36.63%) of the retailers having 1 to 3 years experience.
 From this study it is concluded that the sales promotion efforts taken by Maa
were good. But the retailers are dissatisfied with advertisement efforts taken by the
company.
 Maa fruit mango drinks category occupies the highest (54.84%) sales in there
products and it was followed by Maa apple drink (21.5%).
 Most (85.4%) of the purchase is having credit mode.
 From the study, it is concluded that the customer and retailer satisfaction is
high.
CHAPTER – 6
RECOMMENDATIONS AND SUGGESTIONS

 The price of the Maa cool drinks is high. Hence the company should reduce the existing
price at least 20%.
 The retailers are stocking Maa cool drinks in large quantities. Therefore, they are in need
of refrigerators, so company has to provide refrigerators on (monthly) installment basis.
 The customer and retailer survey revealed that the Maa cool drinks advertisement is very
low. The company should concentrate on advertisements of Maa cool drinks. The retailer
felt that television advertisement will be helpful to increase sales. So the company has to
give the advertisement in local channels.
 The demand of Maa cool drinks is very high. But the level of supply is low. So the
company stockiest points/ distributor points should also increased to get the products in
time. So the company should appoint stockists/distributors in order to increase the supply
to meet out the demand.
 The customers need mini tetra packets. So the company should introduce the mini tetra
packets at Rs.5 price point. It will be helpful to meet out the competitor’s product.
CHAPTER – 7
CONCLUSION
The performance of the company based on customer-oriented process. It also depends on

the performance of the retailers. The customer can be satisfied only when the right products with
the right quality and quantity reach them in the right time with right price from the company. The
study has been successful in knowing customer and retailer satisfaction level of Maa fruits India
limited.
Maa fruits India limited is a new entrant in this segment of the product which has to
compete with MNCs like Pepsi and Coke. Particularly the availability and advertisement
feedback should be given importance at the immediate future.
By having this project done at Maa Fruits India limited, the researcher has understood the
real life business situation. The project also helped the researcher to have practical experience on
the problems faced by the retailers which will be helpful to his specialization in marketing. The
researcher also exposed to the sampling methods and analytical tools related to this study.
BIBLIOGRAPHY
1. C.R.Kothari, ‘Research Methodology’, 10th Edition (2002), Wiley Eastern Publication.
2. O.R.Krishnaswami, M.Ranganathan, ‘Methodology of Research in Social Sciences’, 2nd

Revised Edition, 2005, Himalaya Publishing House.
3. David M.Levine, Timothy C.Krehbiel, Mark L.Berenson, ‘Business Staistics First

Course’, First Edition Reprint 2001, Pearson Education Asia.
4. Philip Kotler, ‘ Marketing Management’, 2004, Prentice Hall of India.
5. S.P.Gupta, ‘Staistical Methods’, 9th Edition, Sultan Chand Publications.
6. Ramasamy. ’Marketing Research’, 6th Edition Tata maGraw Hill Publications.
7. V.S. Ramaswamy, S.Namakumary, ’ Marketing Management’, 3rd Edition Macmillan

Publications.
8. Mr.Ranjit devaraj, ‘A juicy opportunity ‘, September 2003, Global Information Network,

http://www.beveragemarketing.com
QUESTIONAIRE
A STUDY ON CUSTOMER SATISFACTION

TOWARDS
“MAA FRUITS INDIA LTD” WITH SPECIAL
REFERENCE AT SALEM CITY.
Dear sir/madam,
I am N.RATHINAVEL student of Vinayaka Missions university. As a partial
fulfillment of M.PHILcurriculum requirements, I am doing a project on a study on
customer satisfaction towards “maa fruits India ltd” with special reference at Salem city
1.Name:
2. Address:
3. Age:
4. Sex:
Male Female
5. Marital status:
Married Unmarried
6. Educational qualification:
Illiterate Up to HSc U.G degree
P.G degree Others (specify) _____________
7. Monthly income level………..

Below Rs 5000 Rs 5000 to 10000 Rs 10000 to 15000
Rs 15000 to 20000 Above Rs 20000
8. Occupational status………
Employee Businessman professionals
Student Others (specify) ___________
9. How many members are there in your family?

Below 3 3 to 5 5 to 7 Above 7
10. Are you consuming soft drinks……….

Yes No
11. What kind of drinks you prefer mostly?

Mango drinks Apple drinks Orange drinks
Cola drinks Others (specify)____________
12. If mango, which brand of mango drinks do you buy?

Maa Mazza Slice
Frooti Others (specify)___________
13. If Maa, which flavour of Maa cool drinks do you buy?

Maa mango Maa apple Maa pineapple
Maa guava
14. Who influenced you to buy the Maa cool drinks……

Friends Relatives Shopper
Advertisement Others(specify)____________
15. How often you will purchase Maa cool drinks………

Daily Weekly twice Weekly once
Thirsty time Occasionally Others (specify)___________
16. Which quantity of Maa cool drinks do you buy (please tick)…….
S. no Product Quantity
1 Maa mango 200 ml 250 ml 500 ml 1000 ml
2 Maa apple 200 ml 250 ml 500 ml
3 Maa pineapple 200 ml
4 Maa guava 200 ml
17. What type of pack do you prefer……….

Tetra Pet
18. State the reason for purchase of Maa cool drinks…………

Colour Taste Quality
Price Brand name Others(specify)_____________
19. How long have you been purchasing Maa products………….
Below 1yr. 1yr to 3yr 3yr to 5yr Above 5y
20. Please rank the factors towards satisfaction level of Maa products………
S. no Factors Rank
1 Price
2 Quality
3 Flavour
4 Colour
5 Package
6 Quantity
21. State your level of satisfaction in Maa cool drinks…………

Highly satisfied Satisfied Some what
Dissatisfied
22. According to your opinion state the difference between consuming Maa
products and other mango cool drinks…………
Good quality Taste MRP rate
Package Flavour Others(specify)__________
23. When do you buy Maa cool drinks……………

Traveling time With friends Thirsty
Celebration/ Party Others (specify)___________
24. Do you have any health problem when you are using Maa products……….
Yes No
If yes,
Please state the reason……..
Expiry date Change flavour Seasons change
Others (specify)______________
25. Please, Give your feedback & opinion to develop taste and increase sales of Maa cool
drinks________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_______________________________________________
QUESTIONAIRE
A STUDY ON RETAILER SATISFACTION TOWARDS

“MAA FRUITS INDIA LTD” WITH SPECIAL
REFERENCE AT SALEM CITY
Dear sir/madam,
I am N.RATHINAVEL student of Vinayaka Missions university. As a partial
fulfillment of M.PHIL curriculum requirements, I am doing a project on a study on
customer satisfaction towards “maa fruits India ltd” with special reference at Salem city
1. Name & address of the shop:_______________________
2. Type of the Organization;

Sole trading Partnership Company
3. Nature of “business”
Petty shop Bakery Dept. store Others
4. No. of employees in your shop?

1 2 More than 2 Nil
5. How many years you have been dealing with cool drinks?
Less than 1yr. 1yr. to 3yr. 3yr. to 5 yr. Above 5yr.
6. Which brand of mango drinks do you stock……

Maa Mazza Frooti Slice others……….
7. Rank the factors that influence you to sell mango drinks?

S. no Factors Rank
1 It is cheaper
2 Margin rate of the product
3 Brand image
4 Supply is regular
5 Good relationship with salesman
6 Others
8. Are you dealing with the following Maa cool drinks?
Maa cool drinks Yes No Tetra Pet Pet Bottle

Maa Mango 200 ml 250 ml 500 ml 1000 ml
Maa Apple 200 ml 250 ml 500 ml
Maa Pineapple 200 ml
Maa Guava 200 ml
9. According to your preference please rank the following Maa products

(Rank 1 to 4)
S. no Name of the product Rank

1 Maa Mango
2 Maa Apple
3 Maa Guava
4 Maa Pineapple
10. Where do you place order..………..

Manufacturer Wholesaler Dealers Others
11. Mode of purchase………

Cash Credit
12. Have you paid any initial Deposit for credit purchase?
Yes No
13. In your opinion what are the material that should be used to increase Sales
Posters Banners Stickers Banners Others
14. Are you satisfied the schemes& offers?

Yes No
15. Average daily sales……….

Up to 3ltr 3ltr to 5ltr 5ltr to 8ltr Above 8ltr
16. Your relationship with your supplier………

Very cordial Cordial Normal Some what
17. Ranking the season where sales is more……..
S. no Season Rank
1 Summer
2 Winter
3 Autumn
4 Spring
18. Rate your satisfaction level on following factors with regard to Maa Products…….
Particulars Highly Satisfied Some what Dissatisfied Highly

satisfied Dissatisfied
Sales
Colour
Taste
Flavour
Quality
Package
19. Rate your satisfaction level on the following factors with regard to Maa Products……
Particulars Highly Satisfied Some what Dissatisfied Highly

satisfied Dissatisfied
MRP price
Seasonal
Discount
payment
period
Damage
allowance
20. Do you have the complaints from your customer in any Maa products……..
Yes No
If Yes,
Please, state the reason,
Expired Date poor quality/taste Improper Package
Over the MRP rate Others______________________
21. Please, Give your Suggestion & Opinion to Improve the Maa cool
drinks________________________________________________________________________
_____________________________________________________________________________
_______________________________________________________
THANK YOU!!!...

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TITLE: A STUDY ON CUSTOMER AND RETAILER SATISFACTION

TOWARDS MAA FRUITS INDIA LTD WITH SPECIAL

Chapter No. Title Page No.

In the second chapter objectives of the study is given.

The sixth chapter provides Suggestion and Recommendation.

The Company should concentrate on advertisements particularly with television

The last chapter gives a brief conclusion about the study.

4.4.4 Association between brand of mango drink consumed 62

4.4.5 Association between brand of mango drink consumed 64

4.4.4 Association between brand of mango drink consumed 63

4.4.5 Association between brand of mango drink consumed 65

1.1. INDIAN FRUIT DRINKS INDUSTRY

The organized natural juice market is currently in a nascent stage-though it is growing at

Stay on top of industry trends and get detailed research and

Indian consumers generally prefer artificially flavored, carbonated or non-carbonated

THE GLOBAL TREND TO FRUIT INDUSTRY

Major parties in fruit juice:

1.2.1 Maa Fruits India Private Limited

1.2.2 Objective of the Company

1. P.Rajkumar B.E. - Director

The director Sri.P.Rajkumar is a Engineering Graduate having wide experience in the

1.2.5 Range if products Being Packed:

1. Maa Mango Drink In Slim (200ml) Tetra Pak

Ingredients in the Product:

Export Market of the Company

FPO(Food products order) – FPO Certification is issued by Ministry of food

1.2.8 Packaging Types

1.2.10 List of Machineries Existing

Tetra pack filling:

Pet bottle filling:

1.2.11Quality Control Procedures:

2. Product Quality Checks

3. Integrity Checks of Packet & Bottle:

1.2.12 other factors

The factory already having required power connection.

Existing Gen Set - 1) 62.5 KVA

1. Office Staff - 30 Employees

2. Marketing Staff - 150 Employees

3. Production Staff - 20 Employees

4. Labour - 60 Employee &Contract Labour250Nos.

As the location is situated in National Highways the transportation in convenient to anybody.

1.2.13 Banking Operations

3.1 RESEARCH DESIGN

3.2.2 Sampling Unit

3.2.3 Sample Size

3.2.5 Sampling Area

3.3 TOOLS FOR RESEARCH

4. DATA ANALYSIS AND INTERPRETATION

4.1.1. Simple Percentage Analysis

4.1.2 Weighted Average Method

Xw - Weighted Arithmetic mean

DISTRIBUTION SHOWING RESPONDENTS AGE WISE:

TABLE SHOWING RESPONDENTS AGE WISE CLASSIFICATION

Young Middle Old

DISTRIBUTION SHOWING RESPONDENTS BASED ON SEX

TABLE SHOWING RESPONDENTS SEX WISE CLASSIFICATION

THE CHART SHOWING RESPONDENTS SEX WISE

DISTRIBUTION SHOWING RESPONDENTS BASED ON MARITAL

TABLE SHOWING MARITAL STATUS OF THE RESPONDENTS

Marital status No of respondents %

DISTRIBUTION SHOWING RESPONDENTS BASED ON EDUCATION

TABLE SHOWING RESPONDENTS BASED ON EDUCATION LEVEL