A STUDY ON THE LEVEL OF CONSUMER SATISFACTION WITH SPECIAL REFERENCE TO KAFEX FOODS LIMITED

A Summer project submitted to the SRM University In partial fulfillment for the requirement of the award of MASTERS OF BUSINESS ADMINISTRATION Submitted by Aishwarya Mohan ( 3511010019) UNDER THE GUIDANCE OF

ACKNOWLEDGEMENT First of all, I would like to thank almighty for the graceful benediction showered on me in finishing the project successfully. I sincerely thank SRM UNIVERSITYfor giving me this opportunity I owe my deepest gratitude to Mr.S.SUNDARARAJAN whose encouragement, guidance and support from the initial to the final level of the project enabled me to attain lot of knowledge. This project would not have been possible without his dedicated guidance. He has been a source of inspiration throughout. I would also like to show my gratitude to Mr. RAVI for having extended all facilities and valuable suggestions during the project work. .Last but not least I thank all the respondents for their co-operation.

TABLE OF CONTENT

INTRODUCTION OF THE STUDY:

The marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating; delivering communicating superior customer value to is chosen target markets. It has been expressed in many colorful ways. Find wants and fills them Love the customer not the product Putting people first. (British airways The marketing concept rests on four pillars target market, customer needs integrated marketing, profitability. The aim of marketing is to meet and satisfy customers needs and wants. Understanding the consumer satisfaction of the target market is the essential task of marketing managers.

OBJECTIVE OF THE STUDY :

PRIMARY OBJECTIVE : To find out the level of consumer satisfaction of the products of KAFEX

FOODS LIMITED in special reference to Chennai city.

SECONDARY OBJECTIVE: To ascertain the demand of each products

SCOPE OF THE STUDY :

The study is conducted only in Chennai metropolitan city The research pertains to the KAFEX FOODS LIMITED The study is carried out with a view to reflect the expectations , experience

and satisfaction level of the products The scope of study is to find the overall satisfaction of the consumers

LIMITATIONS OF THE STUDY:

Since the time period is limited the researcher has done the research for only one month

The sample is collected from 2 companies and one college and collected from 150 consumers

Due to the above limitations the researcher feels that generalization can not be made to a great extend

COMPANY PROFILE :

Established in the year 2004, we, Kafex Foods Private Limited, have emerged as one of the reliable processors, suppliers and exporters of INSTANT BEVERAGES & HEALTH CEREALS. We also manufacture and export Fresh Milk filter Coffee Machine to cater to

the various needs of our clients. In addition to this, we also provide Technical Services that include Customer and Corporate services. Ours is a client oriented organization, whose main aim is to meet the beverage requirements of individual organization. Considering the fact that coffee is more than just a drink and is cherished along with good moments, we strive to provide quality coffee through our coffee vending machines. Other variety of beverages served by us include fresh milk Tea, Masala Tea, Ellaichi tea, Ginger Tea, lemon Tea, flavoured milk like Badam milk, Hot chocolate, Ginger milk, Mango milk, Strawberry milk, Health drink like Activa Nutritious Cereal and variety of black tea and coffee. Keeping pace with the changing market scenario, we have developed state-of-the-art infrastructure that is facilitated with requisite amenities. All the machines are operated under technical supervision to ensure smooth and timely delivery of consignments. We facilitate our clients with easy payment modes that help us maintain cordial relations with them. We also provide prompt after sales supports to our clients.

Tamil Nadu Karnataka Andrapradesh Pune Bombay

Some of our esteemed clients include leading IT Players like Cognizant Technology Solution Pvt Ltd , Ajuba Software Solutions, Siemens, The Hindu, EMRI- Emergency Medical Research Institute , Chettinad Hospital, Spencers Retail outlets and SSN Engineering College FACT SHEET:

Company Details Year of Establishment : Legal Status of Firm : 2004 Limited Liability/Corporation (PrivatelyHeld) Turnover : US$ 0.25-1 Million (or Rs. 1-4 Crore Approx.) Nature of Business : * Manufacturer * Exporter * Service provider Major market : Indian subcontinent

Company USP( unique selling points)

Provide aftersale services We have a sampling policy

: User Manual : Free samples available

Primary Competitive Advantage : * Large Product Line *Provide Customized Solutions

Quality Measures/Testing Facilities :Yes

Packaging/Payment and Shipment Details Customized Packaging Payment Terms Payment Mode : yes

: L/C : * Cash * Invoice * Online

Credit card *Lc Shipment Mode : * By road * By air * By sea Team & Staff

Total Number of Employees : 51 to 100 People

PRODUCT PROFILE We are one of the leading processors, suppliers and exporters of Beverages & Cereals. Our organization is also engaged in manufacturing and exporting Small Filter Coffee Machine. The range that we offer includes Fresh Milk filter coffee, Freshly Brewed Tea, Masala Tea, Ellaichi tea,

Ginger Tea, lemon Tea, flavoured milk like Badam milk, Hot chocolate, Ginger milk, Mango milk, Strawberry milk. In addition to these, we also offer Activa- Oats Cereal. Our beverages are processed using premium quality ingredients under utmost hygienic conditions. The coffee vending machine that we manufacture is widely used in various corporate offices and hospitals. In addition to the above mentioned products, we also provide Technical Services that include Customer Services and Corporate Services. Our clients can also avail from us: Premix Vending machines single option/ 2 Option / 3 Option Cold Vending m/c Filter Coffee and Tea Decoction machines Fresh MILK Filter Coffee Vending Machine Over the years, we have formed a team of professionals that helps us in running our business with ease & scale newer heights. The professionals of our team are highly experienced and hold immense expertise in the marketing of Beverages,Oats Cereal and Small office Coffee Machines. All the professionals work in close coordination with each other, thereby meeting the targets within the stipulated time frame. Our team includes the following members: Food experts Agro experts Vending Technicians Quality inspectors Sales and marketing Professionals Skilled and semi-skilled laborers for blending Vending machine operators Supervisors Operations executives and managers Administrative & finance professionals

Our Team

Over the years, we have formed a team of professionals that helps us in running our business with ease & scale newer heights. The professionals of our team are highly experienced and hold immense expertise in the marketing of Beverages, Cereals and Small office Machines. All the professionals work in close coordination with each other, thereby meeting the targets within the stipulated time frame. Our team includes the following members: * Food experts * Agro experts * Vending Technicians * Quality inspectors * Sales and marketing Professionals * Skilled and semi-skilled laborers for blending * Vending machine operators * Supervisors * Operations executives and managers Administrative & finance professionals

Quality Assurance

Being a client conscious firm, we always maintain the quality of all our products. We are assisted by a team of quality inspectors that rigorously checks quality of beverage blending, taste and packing. At our well equipped quality testing laboratory, our professionals conduct relevant tests and ensure that each & every product is in tandem with international standards. Our experts check our range of Beverages & Cereals for its freshness and quality, whereas, the vending Machines are tested on the parameters of design, durability and power consumption.

Our Infrastructure

We have a state-of-the-art infrastructure that is segregated into two different sections for processing Beverages & Cereals and for manufacturing of Small Filter Coffee Machine. Both the sections are equipped with sophisticated machines and facilities. At the processing unit, we maintain optimum level of hygiene to ensure the safety of our products. The manufacturing unit is installed with various machines that are operated by expert technicians. Following are some of the machines that are installed at our manufacturing unit: * Blending machine * Grinding machines * Packaging & Packing Machines * Labeling machines * Weighing machines etc

Cold Storage & Packaging

Hygienic storage plays a pivotal role in the preservation of our Beverages & Cereals. For the same, we are facilitated with a cold storage unit, wherein we keep our processed range of food items in a safe and secure manner. Following are some of the features of our cold storage: * Free from dust * Free from rodents and pests * Hygienic and clean * Equipped with fire fighting facilities Besides storage, we also emphasize on the packaging of our Beverages, Cereals and Small Filter Coffee Machine. For the same, we use premium quality, tamper proof packaging material that helps in the retention of the original quality and to avoid damages of the consignments during transit.

Our USP

We are counted among the reputable processors, manufacturers, suppliers and exporters of a wide range of Beverages, Cereals and Small Filter Coffee Machine. Following are some of the factors that help us in getting an edge over our competitors:

* Large product line * High quality * Provide customized solutions * Timely delivery * Transparent business dealings * Easy payment modes * Machine & product support * Operator support * Free demo provided * Health concious product * Quality check

Kafex Corporate Services

Coffee Fresh: Rich Aroma...Rich coffee

Kafex Promotes freshly brewed filter coffee with fresh milk under brand name"Coffee Fresh" and the same are dispensed through a feather touch Kafex Vending machines. These vending machines are indigenously built by Kafex. The fresh milk filter coffee machine follow HOME MADE decoction technology. Provides highly consisten soluble coffee. that exceeds traditional standards with rich aroma and taste. Exclusively designed for operational integrity Fully automated digital controllers, Sleek body feature and auto cleaning facility Digital counters -making beverage consumption count possible Ideally suited for large pantries and corporates. Our clients can avail from us Coffee Fresh, which is a high quality grounded coffee. With each & every sip, our product rejuvenates and refreshes the mind & body. Our product is widely appreciated for its rich taste and irresistible flavor. Available in proper packaging, our product can be stored for longer period of time, while retaining its flavor.

Hot Chocolate

Hot chocolate fine mixture of best cocoa and chocolate used to make the tasty hot chocolate or cold chocolate milk shake. Available in 1kg vending purpose refil pack and for Domestic use it is available in 200gms and 500gms . For small offices it is available in sachet form like 20's and 50's .

Lemon Tea

Our clients can avail from us tangy lemon tea , which is reckoned widely as a chilled drink that energizes instantly.

Kafex- One Stop Pantry Solution

Kafex offers a one stop pantry solution to major Corporates to serve individual floor meticulously. The Pantry solution will include kafex hot & cold beverage served with snacks counter as an added feature. Freshly Prepared Sandwiches, Burgers, Puffs, Cutlets etc. will be offered in snacks counter at an affordable cost. In addition branded Biscuits, Cakes and Savories will be provided at M.R.P. rates

Kafex Cold Vending Solutions

Kafex cold dispensers are simple and versatile units designed to cool and dispense any

beverage.Some of the cold beverages offered by Kafex are Juices

* Mango * Lemon * Pineapple * Orange

Milk shake * Chocolate * Mango * Strawberry * Vanilla * Butterscotch * Pista

Hot Tomato Soup

Hot tomato soup

Badam milk

Finely grounded badam,is used to prepare the kafex badam mix which in turn gives you the best badam milk shake with milk. Available in 200 gm, 500gms refil pack and 1 kg vending pack

GINGER MIX

Ginger Mix is one of the kafex product which gives a tradional drink with milk and can be prepared a ginger milk tea also.available in 200gms ,500gms and 1 kg vending pack

Small Office Coffee Service

For the convenience of small office KAFEX has designed a small fresh milk coffee vending machine caf liL MASTER for providing a one stop beverage solution. caf liL MASTER will be a small , light and easy to carry vending machine that will provide fresh milk beverages like filter coffee, tea, badam milk etc. Beverages can be self prepared at any point of time and consumables like milk, sugar & cups can be self procured. Kafex caf liL MASTER are low cost machines that offer a self based beverage solution. Kafex will provide product support like fresh coffee bean / powder, tea, Oats cereal, Badam & other flavoured milk in refill packs. Kafex also offers flavours in easy to carry sachets. Kafex caf liL MASTER can be used in small offices, hospitals, restaurants, school & college canteens and other small commercial establishments. Features :

Fresh milk beverage vending machine Light weight and easy to carry Highly Durable

Self-operated system Hygienic and easy to clean mechanism Consumes less power Easy to handle Serves MIN 10 AND MAX 80 people at one preparation Product offerings ( in refill packs / sachets form ):

Fresh filter coffee 200gms Tea 200gms Activa oats cereal 15gms * 20s and 50s Badam milk 15gms * 20s and 50s Strawberry milk 15gms * 20s and 50s Choco milk 15gms * 20s and 50s Lemon tea 10gms * 20s and 50s Ginger milk 10gms * 20s and 50s Diet cereal 10gms * 20s and 50s Masala tea 10gms *20s and 50s Specifications:

Machine weighs less than 10 kgs Decoction capacity 70 to 80cups /preparation One touch dispensing 7 to 8 cups /minute

Size : Ht : 400mm, Br : 300mm, Lt : 450mm

CAF LIL MASTER: Small office solution - Cafe LiL Master For the convenience of small office Kafex has designed the small fresh milk filter coffee machine . These are low cost mchines where you can procure your own milk ,sugar and cups. which in turn will reduce your beverage cost. Filter coffee powder and other flavors will be supplied by us at any reqiured quantity at competitive price.

Food Kiosk

Kafex kiosks are small counter set-up mainly established outside leading super markets, hospitals, schools etc.These kiosks serve fresh milk beverages and Fresh juices. Freshly prepared sandwiches, Hotdogs, burgers , French fries, Veg rolls, Noodles etc are also offered in such kiosks.They are mostly a cash and carry type of stalls and come with minimal space utilisaton.

Kafex Smoothies
Wide range of mocktails are prepared by our experts with variety of Fresh Fruits. Health connoisseur - is the star hit in hospitals. Health conscious drink made with appropriate combination of fruits for people suffering from acidity or anaemia. A special drink is brewed for pregnant women.Rice kanji and Oats kanji available. We can setup our Bite n Boire kiosk in leading malls ,hospitals .IT corporate and institutions At present installation can happen only in chennai and bangalore

Nutritious Cereal Beverage

Activa Nutritious Cereal:Right Taste...Right Energy
Activa is an Instant Health Beverage Contains imported cereals & healthy nutrients Activa cereal ingredients include a blend of Natural Oats, Whole Wheat, Maize, Rice and Malt extract. A health drink rich in dietary fibre & complex Carbohydrates Low on fat, Cholestrol & free from lactose Activa is slowly absorbed into blood stream and thereby keeps one energetic for a longer time Provides more mental staying power and complete cognitive task at work A complete nutritional supply for the whole family Contains no synthetic colours or chemical preservative: Sugarless Diet Cereal also available Common health drink for age group 2 to 65 years Overall a tasty & satisfying drink

Activa Retail Sales

Available in: Activa Nutritious Cereal with sugar 200 gms Activa Nutritious Cereal with sugar 500 gms Diet Activa without Sugar 200gms Diet Activa without Sugar 500gms

Activa Instant Nutritious oats cereal

Activa Nutritious Cereal Satisfying energetic drink Rich in protien, dietary fibre and Carbohydrates Activa contains whole wheat, maize, oats, malt extract and rice No chemical preservative and No artificial color Zero cholestral Available in Activa oats cereal 200gms and 500gms Diet cereal 200gms and 500gms

Bite N Boire
Freshly Prepared Sandwiches made in continental and South Indian style. Hot dogs made with branded quality (Halal) sausages. Wide range of burgers include egg burger, chicken Burger and double deckers Chinese cheese omellete

standard veg rolls - special rolls with panneer, cheese, mushroom etc.

INDUSTRY PROFILE

Industry Profile: Marketing

Marketing is an excellent subject in which to earn your degree because there are an infinite number of products currently on the market and in development that need to be appropriately packaged, promoted, and sold to consumers. However, determining that marketing is the right career path for you is only the first decision you'll have to make. Many people don't realize that there are several specialties within the marketing field to choose from. So, once you get your degree, you'll need to decide which aspect of marketing you want to focus on. Some of

your options include: ADVERTISING -consists of a combination of planning, fact-gathering, and creativity -involves all aspects of marketing -opportunities for advancement are usually greater here than in other fields because age and level of experience is less important NEED: people skills, presentation skills, self-motivation, creativity BRAND MANAGEMENT -in most consumer goods companies and some industrial goods companies, each brand or product within that company is operated as a separate business within this type of company, the brand group members are the only ones who deal with all aspects of the company's business -consists of planning, developing, and directing marketing efforts NEED: result-orientation; creativity; strong interpersonal, communication, and analytical skills; entrepreneurial leanings DIRECT RESPONSE MARKETING -from marketer directly to consumer -fastest growing marketing channel in U.S.-it is expected to double in sales volume over the next four years NEED: creativity, drive, perseverance, quantitative competence BUSINESS-TO-BUSINESS MARKETING -industrial marketing involves the planning, sale, and service of products used for commercial or business purposes -consists of getting products for your client from one of several acceptable suppliers -based on customer requirements you will propose the purchase of the product that best fits the customer's needs, which means acting like a consultant to the buyers to help them determine the most suitable products NEED: to develop and maintain continuing relationships between supplier, customer, and yourself; energy; self-motivation; an interest in products and customers; good basic work habits; human relations skills; ability to acquire product and industry knowledge

SALES & SALES MANAGEMENT -deal with market directly and personally since you actually see the consumers that you influence -deal with wide range of people in both employing and client organizations in an effort to understand client needs -personal selling involves persuasive two-way communication with potential buyers -consists of understanding buyers' wants and desires, matching them with the organizations' products, and explaining advantages and disadvantages of a particular purchase by a given customer NEED: to enjoy people, get along well with them, know products you represent, believe in those products, high motivation, good organizational skills INTERNATIONAL MARKETING -opportunities in international marketing arise because of a wide variety of social, economic, and political conditions confronting the industry and are based on the responsibility that decentralized decision-making and greater distances from headquarters usually bring -domestic sales position with international firm may be the best first step towards and international career -consists of research, planning, coordinating activities NEED: fluency in appropriate language, long-term residence in another trading partner country (useful, not necessary)

MARKETING RESEARCH -provide management with information needed for decisionmaking about consumers, market environment, and competition -consists of formulating problem (sometimes) and identifying information needed to solve it; designing research project and data collection methods; data tabulation; analysis; report preparation; presentation of findings to management NEED: strong analytical, methodological, and communications skills

NEW PRODUCT PLANNING -determine how to plan and implement new products and

services -opportunities in marketing consumer products, consumer services, hospital and medical services, and public service programs -consists of understanding market research, sales forecasting, and promotional planning NEED: combination of creative and analytical talents, ability to conceptualize new ideas, research new ideas, evaluate new ideas objectively for market and financial standpoint, high degree of tolerance for uncertainty (it's an ever-changing market)

SERVICES MARKETING -much of the economy's vigorous growth is occurring within the service sector (including banking and financial service institutions, health care organizations, leisure oriented businesses, etc.) -consists of coordinating the activities of specialists in sales management, advertising, promotion, and market research to sell intangible (compared to packaged goods) products

MARKETING
Marketing shapes consumer needs and wants versus marketing merely reflects the needs and wants of consumers. Marketings needs to influence these other departments to co-operate in delivering customer satisfaction marketing is the art of attracting and keeping profitable customers.

MARKETING RESEARCH
Marketing research is a part and parcel of the most important function of the most important of marketing via; marketing intelligence but it does not play a sub-ordinate role in the modern framework of the whole marketing system. It can be applied in the solution of different marketing problems that are forced in carrying out the business.

DEFINITION OF CONSUMER
Peter F . Drucker was apt in saying, It is the consumer who determines what a business is what the customer thinks he is buying what he considers and value is decisive it determines what a business is what it producers and whether it will prosper.

CUSTOMER
Is the ultimate user Kotler says, The most important thing to satisfy customer is to forecast where customer are moving and to be in front of them It is no longer enough to satisfy customer you must delight them. Kotler

who is consumer? A customer is the most important person ever in this office in Person or by mail. A customer is not dependent on us we are dependent on him. A customer is not an interruption of our work he is purpose of it we are not doing a favour by serving him he is doing us a favour by giving us the opportunity to do so. A customer is not someone to argue or match wits with nobody ever won an argument with a customer. A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.

HOW TO MAKE EVERY CUSTOMER A SPECIAL CUSTOMER?

S peed P ersonalise E seed expectations C ompetence and courtesy I nformation A ttitude can do L ong term relationship

VALUE CHAIN
A major tool for identifying ways to create more value.

CUSTOMER DELIVERED VALUE

The consumers assessment of the products over all capacity to satisfy his or her needs. The difference between total customer value and total customer cost of a marketing offer-profit to the customer.

CUSTOMER DELIVERED VALUE:

Total consumer value ( Product , services , personal and image value)

Minus Equals

Total customer cost Customer delivery value

(Monetary, 0..Time, Energy & Psychic Costs)

Factors influencing (customers) Buyer behaviors:

Cultural Social Personal and Psychological.

Research in to all these factors can provide clues to reach and serve consumers more effective.

FOUR TYPES BUYING BEHAVIOUR:

Significant difference between brands buying behaviour Few difference between brands Dissonance- Reducing buyer behaviour seeking buyer behaviour Habitual buying behaviour High involvement complex Low involvement variety

Five stages model of the customer buying process:

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behavior

Customer satisfaction depends on the products perceived performance in delivering value relative to a buyers expectations. If the products performance falls short of the customer expectations the buyer is dissatisfied.

The extent to which a products perceived performance matches a buyers expectations. If the products performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted.

CUSTOMER SATISFACTION

Customer satisfaction is both a goal and marketing tool. Cometes that achieve high customer satisfaction stings make sure that their target market knows it. Customer satisfaction is the outcome felt by buyers who experience a company performance that fulfills expectations. Customer is satisfied when their expectations are met and delighted when their expectations are exceeded. Satisfied customer tend to remain loyal buy more and less price sensitive and talk favourably about the company. To deliver customer value and satisfaction, companies must manage their own value chains and the entire value delivery system in a customer centered way: the companys goal is not only to get customer but, even more importantly, to retain customers. There is a very high cost from lost customers.

Customer relationship marketing provides to key to retaining customer and involutes building financial and social benefits as well as structural ties to customers. Companies must decide the level at which decide the level at which they want to build relationship with different market.

CUSTOMER SATISFACTION TOOLS FOR TRACKING AND MEASURING

Complaint and suggestion system Customer satisfaction surveys Ghost shopping Lost customer analysis.

CUSTOMER CONCEPT

Starting Point

Focus

Means

Ends

Individual customer needs Profitable growth thro capturing Consumer loyalty and values

one to one Marketing integra throught -tion &value chain customer share,

& lifetime value A news paper subscription replaces the need to buy a news paper each day to create long term contracts.

BUILDING PROFITABLE CUSTOMER RELATIONSHIPS:

A companys demand comes from two groups new customers and repeat customers. Traditional marketing theory and practice have focused on attracting new customers and making the sale. Today, however the emphasis is shifting. Beyond designing strategies to attract new customers and create transactions with them, companies now are going all out to retain current customers and build lasting customer relationship Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or complied needs. Todays companies have no choice but to implement total quality management programs if they are to remain solvent and profitable. Total quality is the key to value creation and customer satisfaction

The companys assets have little value without the existence of customers. Customer are attracted through competitively superior offerings and retained through satisfaction Tom peters calls it : A customer that goes WOW when they deal with your organization. This kind of customer will come back to you, will tell their experience and will become an advocate for your business an unpaid salesperson. It is vital that to achieve customer satisfaction quickly if you get the opportunity to fix a problem.. you do it quickly!

RESEARCH METHODOLOGY:
A careful investigation or inquiry specially through search for new facts in any branch of knowledge.

RESEARCH DESIGN:
A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.

THERE ARE SIX DIFFERENT TYPES OF RESEARCH, THEY ARE

Descriptive Research. Analytical Research. Applied Research.

 Fundamental Research. Quantitative Research. Qualitative Research.

DESCRIPTIVE RESEARCH:
Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.

ANALYTICAL RESEARCH:
In Analytical research, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material.

APPLIED RESEARCH:
Applied research aims at finding a solution for an immediate problem facing a society or an industrial / business organization. Applied research aims at certain conclusion facing a concrete social or business problem is an example of Applied research. Thus , the central aim of Applied research is to discover a solution for some pressing practical problem.

FUNDAMENTAL RESEARCH:
Fundamental research is mainly concerned with generalizations and with the formulation of a theory. Research concerning some natural phenomenon or relating to pure mathematics or examples of fundamental research. Fundamental research is directed towards finding information that has broad base

applications.

QUANTITATIVE RESEARCH:
Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity.

QUALITATIVE RESEARCH:
Qualitative research is concerned with qualitative phenomenon, i.e., phenomena relating to or involving quality or kind. For instance, when we are interested in investigating the reasons for human behaviour or motivation research are all important examples of qualitative research. The projects titled A STUDY ON CONSUMERS SATISFACTION WITH SPECIAL REFERENCE TO KAFEX FOODS LIMITED. For this project descriptive research design was adopted keeping in view about the objectives of the research with accurate description of variables in the problems method.

DATA COLLECTION Methods:

The task of data collection begins after a research problem has been defined and research design/plan chalked out. While deciding about the method of data collection to be used for the study, the researcher should keep in mind about the two types of data namely, Primary Data. Secondary Data.

PRIMARY DATA:

The primary data are those which are collected afresh and for the first time, and thus happen to be original in character.

SECONDARY DATA:
The secondary data are those which have already been collected by someone else and which have already been passed through the statistical process.

RESEARCH INSTRUMENT:
The research instrument used for collecting data is Questionnaire. The survey was carried out using structured questionnaire. The questionnaire is prepared by using close ended and open ended questions.

SAMPLING:
A sample is a smaller representation of the larger whole. Sampling is the easiest method of social investigation. A sample contains primary sampling units and a slice of the population representing the universe. The purpose of sampling is to draw inferences concerning the universe.

TYPES OF SAMPLING:
Simple Random Sampling. Systematic Sampling. Stratified Random Sampling. Cluster Random Sampling.

SIMPLE RANDOM SAMPLING:

Random sampling is applied when the method of selection assures each individual element in the universe an equal chance of being chosen. This method is more suitable when the universe is homogeneous and large. If the universe is heterogeneous this method cannot be used.

Systematic sampling:
Systematic sampling is the most practical way of sampling is to select every Nth item on a list. An element of randomness is introduced into this kind of sampling by using random numbers to pick up the unit with which to start.

STRATIFIED RANDOM SAMPLING:

Under Stratified random sampling system the universe is first divided into a number of stratas or groups based on a single criterion. Then from each group member of items are selected randomly.

CLUSTER SAMPLING:
Cluster sampling refers to the method of dividing the population into groups called clusters and drawing a sample of clusters to represent the population. The sampling method adopted for this study is simple random sampling.

METHOD USED FOR ANALYSIS: PERCENTAGE ANALYSIS:

Percentage refers to special kind of ratio. They are used in making comparison between two or more series of data and they are used to describe relationship. It can also be used to compare the relative terms, the distillation of two or more series of data.

DATA COLLECTION METHODS:

Observation. Schedule. Questionnaire. The data collection method adopted for this project was Observation.

SURVEY TECHNIQUES:
There are three types of survey techniques, they are Personal Interview. Telephone Interview. Mail Survey. The survey technique adopted for this project was Personal Interview.

DATA ANALYSIS AND INTERPRETATION

Table -1

AGE OF THE RESPONDENTS

Age 15-25 years 26-35 years 36-45 years Above 45 years

NO OF RESPONDENTS 60 30 30 30

PERCENTAGE 40% 20% 20% 20%

Total

150

100%

CHART -1 ( IN PERCENTAGE )

AGE OF THE RESPONDENTS

SEX Male Female Total

No of respondents 95 55 150

percentage 63% 37% 100%

TABLE 2

GENDER OF THE RESPONDENTS

CHART -2

GENDER OF THE RESPONDENTS

TABLE 3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

EDUCATIONAL QUALIFICATIONS

NO OF RESPONDENTS

PERCENTAGE

GRADUATE POST GRADUATE OTHERS TOTAL

30 30 90 150

20% 20% 60% 100%

CHART 3 EDUCATIONAL QUALIFICATION

CHART -4

OCCUPATION OF THE RESPONDENTS

OCCUPATION

NO OF RESPONDENTS 33

PERCENTAGE

EXECUTIVES & PROFESSIONALS SALARIED STUDENT OTHERS TOTAL

22%

57 60 0 150

38% 40% 0 100%

CHART 4 OCCUPATION OF THE RESPONDENTS

TABLE 5 OPINION OF THE CONSUMERS ABOUT THE PRICE OF THE PRODUCT

CRETERIA HIGHLY SATISFIED SATISFIED NEUTRAL TOTAL

NO OF RESPONDENTS 84

PERCENTAGE 56%

40 26 150

27% 17% 100%

CHART- 3 OPINION OF THE CONSUMERS ABOUT THE PRICE OF THE PRODUCT.

TABLE -6 OPINION OF THE CONSUMER ABOUT THE FRESHNESS AND TASTE OF THE PRODUCT

CRETERIA

NO OF RESPONDENTS 120 27

PERCENTAGE

HIGHLY SATISFIED SATISFIED

80% 18%

NEUTRAL TOTAL

3 150

2% 100%

CHART- 6 OPINION OF THE CONSUMERS ABOUT THE FRESHNESS AND THE TASTE OF THE PRODUCT

TABLE - 6 OPINION OF THE CONSUMER ABOUT THE HEALTH CONSCIOUSNESS

CRETERIA

NO OF RESPONDENTS 135

PERCENTAGE

YES

90

NO CANT SAY

15 0

10 0

CHART 6 OPINION OF CONSUMERS ABOUT THE HEALTH CONSCIOUSNESS OF THE PRODUCT

HIGHLY DEMANDED PRODUCT:

PRODUCTS LEVEL OF CUSTOMER DEMAND 147

PREMIUM COFFEE

PREMIUM TEA LEMON TEA BADAM MILK CHOCO MILK STRAWBERRY MILK MANGO MILK PLAIN MILK MASALA MILK

113 45 56 67 95

96 56 67

FINDINGS:

From the data analysis , we can infer that Premium coffee and tea are demanded the most . About 56% of the customers are highly satisfied and about 27 % of the consumers are satisfied with the price of the product.

About 80 %of the respondents are highly satisfied with the freshness and taste of the product About 82 % of the respondents are highly satisfied with the health consciousness of the product.

SUGGESTIONS: From the data analysis , we infer that the consumers are not satisfied with the price of the products as such the demand of the products such

lemon tea and the badam milk has come down The company should reduce the prices of the lemon tea and badam milk. Either the quality and quantity should be improved, or to reduce the prices

SUMMARY: The research work conducted and analysed so far has yielded us rich information regarding the consumers overall satisfaction of the KAFEX FOODS LIMITED. From the analysis we conclude that overall satisfication is GOOD. As per the research many recommendations have been suggested of which the major ones are to reduce the price of Lemon tea and badam milk. The research has to be considered with the scope and limitations

which are already discussed.

BIBLIOGRAPGHY
MARKETING MANAGEMENT PHILIP KOTLER.

PRINCIPLES OF MARKETING -

PHILIP KOTLER

GARY ARMSTRONG