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CHAPTER 1
INTRODUCTION
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
1. INTRODUCTION
Customer satisfaction is a key and valued outcome of good marketing practice. According to
Drucker (1954), the principle purpose of a business is to create satisfied customers.
Increasing customer satisfaction has been found to lead to higher future profitability
(Anderson, Fornell, and Lehmann 1994), lower costs related to defective goods and services
(Anderson, Fornell, and Rust 1997), increased buyer willingness to pay price premiums,
provide referrals, and use more of the product (Reichheld 1996; Anderson and Mittal 2000),
and higher levels of customer retention and loyalty (Fornell 1992; Anderson and Sullivan
1993; Bolton 1998). Increasing loyalty, in turn, has been found to lead to increases in future
revenue (Fornell 1992; Anderson, Fornell, and Lehmann 1994) and reductions in the cost of
future transactions (Reichheld 1996; Srivastava, Shervani, and Fahey 1998). All of this
empirical evidence suggests that customer satisfaction is valuable from both a customer
goodwill perspective and an organization’s financial perspective.
A firm’s future profitability depends on satisfying customers in the present – retained
customers should be viewed as revenue producing assets for the firm (Anderson and Sullivan
1993; Reichheld 1996; Anderson and Mittal 2000). Empirical studies have found evidence
that improved customer satisfaction need not entail higher costs, in fact, improved customer
satisfaction may lower costs due to a reduction in defective goods, product re-work, etc.
(Fornell 1992; Anderson, Fornell, and Rust 1997). However, the key to building long-term
customer satisfaction and retention and reaping the benefits these efforts can offer is to focus
on the development of high quality products and services. Customer satisfaction and retention
that are bought through price promotions, rebates, switching barriers, and other such means
are unlikely to have the same long-run impact on profitability as when such attitudes and
behaviors are won through superior products and services (Anderson and Mittal 2000). Thus,
squeezing additional reliability out of a manufacturing or service delivery process may not
increase perceived quality and customer satisfaction as much as tailoring goods and services
to meet customer needs (Fornell, Johnson, Anderson, Cha, and Everitt 1996).
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
1.1 OBJECTIVES
This study was done to understand the customer satisfaction. The sample size is 100 the
source of the study is both primary and secondary data. The primary data are collected
through structured questionnaire.
To study the customer satisfaction of the company, Secondary data are collected from
newspapers, journals and magazines. Analysis and interpretation are done by using
percentage analysis. Based on the analysis and interpretation findings are made and
suggestions are given.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
CHAPTER 2
INDUSTRY PROFILE AND COMPANY
PROFILE
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
2. INDUSTRY PROFILE
Water is the most important necessity for life. The drinking-water needs for individuals vary
depending on the climate, physical activity and the body culture. But for average consumers
it is estimated to be about two to four litres per day. The growing number of cases of water
borne diseases, increasing water pollution, increasing urbanization, increasing scarcity of
pure and safe water etc. has made the bottled water business just like other consumer items.
Scarcity of potable and wholesome water at railway stations, tourist’s spots, and role of
tourism corp. etc. has also added to the growth. Indians currently spending about $330m a
year on bottled water, analysts estimate. The packaged water market constitutes 15 per cent
of the overall packaged beverage industry, which has annual sales of at least $2.6bn, Deepak
Jolly, a spokesperson for Coca-Cola India said.
Almost all the major international and national brands water bottles are available in Indian
market right from the malls to railway stations, bus stations, grocery stores and even at
panwala's shop. Before few years bottle water was considered as the rich people's choice, but
now it is penetrated even in rural areas. The growth and status of Indian Bottled Industry in
comparison with Western or Asian market, India is far behind in terms of quantum,
infrastructure, professionalism and standards implementation. The per capita consumption of
mineral water in India is a mere 0.5-liter compared to 111 liter in Europe and 45-liter in
USA. Also As per UN study conducted in 122 countries, in connection with water quality,
India's number was dismal 120.
In comparison to global standards India's bottle water
segment is largely unregulated. Former President Dr. A.P.J. Abdul Kalam has urged
youngsters on July 17, 2010 to be aware of water conservation techniques to avoid grave
water crisis in future. "It is so sad that today, people are forced to buy water in plastic bottles.
I am told that bottled water industry is worth nearly 10000 crore rupees and even big
companies like the Coke and Pepsi are involved in this bottling of water and making money.
So, it is imperative that we ought to save water," he added. Do not be surprise if today's
bottles water industry becomes next Oil industry by 2025.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
Water Shortage and Health Awareness Driving Bottled Water Consumption in India. The
Indian market is estimated at about Rs 1,000 Crore and is growing at whopping rate of 40 per
cent. By 2020, it will reach Rs 4,000 – Rs 5,000 Crore with 33 per cent market for natural
mineral water. According to a national-level study, there are more than 200 bottled water
brands in India and among them nearly 80 per cent are local brands. Leave alone the metros,
where a bottled-water manufacturer can be found even in a one-room shop, in every medium
and small city and even some prosperous rural areas there are bottled water
manufacturers. While India ranks in the top 10 largest bottled water consumers in the world,
its per capita per annum consumption of bottled water is estimated to be five litres which is
comparatively lower than the global average of 24 litres. Today it is one of India's fastest
growing industrial sectors. Between 2009 and 2014, the Indian bottled water market grew at a
compound annual growth rate (CAGR) of 36 per cent - the highest in the world. The total
annual bottled water consumption in India had tripled to 8 billion liters in 2014 from 3 billion
liters in 2010. Global consumption of bottled water was nearing 600 billion liters in 2016.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
Aiswarya Beverages Limited is a private limited company incorporated in 2000 with its plant
at Thiruvalla in Pathanamthitta District of Kerala. The company was promoted by Aby
Mathew, an NRI from UAE. The company’s registered office is located at Kerala.
The company bottles and sells natural mineral water under the brand name Classic, sources
its water directly from an underground aquifer located about 130 metres below the earth's
surface.
The company started its commercial production in April 2000. The company now proposes to
expand its retail distribution network by appointing consignee and distributors agents in
various parts of the country. The company’s existing clientele includes 5 Star Hotels,
Airlines, Embassies etc, and tie-ups with ‘A’ category retail outlets, modern retail (malls),
multiplexes, hyper marts, fine-dine restaurants are also in the offing.
The brand Classic, enjoys an aspirational equity amongst consumers and has the potential of
truly becoming an international and iconic brand, it is this potential that the new management
proposes to unlock through brand building and enhanced distribution.
The company’s principal activity is to manufacture packaged natural mineral water with in-
house facilities to manufacture PET bottles and caps. It markets its products under the brand
name Classic natural mineral water is available in four pack sizes namely 25 ltr, 2 ltr, 1.5 ltr,
1 ltr. And the company have soft drinks also.
Awards/Achievements
The company and the product enjoy the certification of various authorities like
HACCP, BIS and ISI in India.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
Still Water
Sparkling Water
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
Flavoured Waters
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
Kids Packs
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
PRODUC
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Fig.2.1
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
CHAPTER 3
REVIEW OF LITERATURE
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
3. REVIEW OF LITERATURE
Measuring satisfaction and building a satisfaction survey requires at least a basic knowledge
of the satisfaction measurement literature, combined with your own customer satisfaction
experiences. This brief tutorial provides such an introduction to the theoretical and
methodological underpinnings of satisfaction research.
Customer satisfaction is the most common of all marketing surveys and is part of the "big
three" research studies in marketing that include market segmentation and concept testing.
Customer’s satisfaction influenced by specific product are service features and by perceptions
of quality. It is also influenced by specific service attributions, and their perceptions
The telling factor in the company’s long run fortunes will be the amount of customer
satisfaction that it managers to generate. But it doesn’t mean the company’s sole aim is to
maximize Customer Satisfaction. If that where the case, it should simply put out the best
product and service in the world and price is below cost. There by it would be creating
substantial customer satisfaction. But in the long run it would be also be out of business.
Customer Satisfaction like happiness bet achieved by rendering substantial forma of
assistance to others rather than by direct pursuit.
Companies that move towards adopting the market concept benefit themselves and the
society. It leads the society’s recourse to move in the direction of social needs, there by
bringing the interests of business firms and the interest of society in to harmonious
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
relationship. Thus the third pillory of the marketing concept aims to achieve good profits by
giving the customer genuine values in the satisfaction.
Customer satisfaction, a business term, is a measure of how products and services supplied by
a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and is part of the four perspectives of a Balanced Scorecard.
Organizations are increasingly interested in retaining existing customers while targeting non-
customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviours such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Brooder between 1990 and 1998defined ten 'Quality Values'
which influence satisfaction behavior, further expanded by Berry in 2002 and known as the
ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value,
Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front
line Service Behaviors, Commitment to the Customer and Innovation. These factors are
emphasized for continuous improvement and organizational change measurement and are
most often utilized to develop the architecture for satisfaction measurement as an integrated
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the
basis for the measurement of customer satisfaction with a service by using the gap between
the customer's expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction "gap" which is objective and quantitative in
nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory
of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different
measures (perception and expectation of performance) into a single measurement of
performance according to expectation. According to Garbrand, customer satisfaction equals
perception of performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of
their perception and expectation of the performance of the organization being measured.
Satisfaction measures involve three psychological elements for evaluation of the product or
service experience: cognitive (thinking/evaluation), affective (emotional-feeling/like-dislike)
and behavioural (current/future actions).
Customer satisfaction usually leads to customer loyalty and product repurchase. But
measuring satisfaction is not the same as measuring loyalty. Satisfaction measurement
questions typically include items like:
Satisfaction is a result of a product related experience and this question reflects the overall
opinion of a consumer's experience with the product's performance. Note that it is
meaningful to measure attitudes towards a product that a consumer has never used, but not
satisfaction for a product or brand that has never been used.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
1. A loyalty measure
2. A series of attribute satisfaction measures Satisfaction and attitude are closely related
concepts. The psychological concepts of attitude and satisfaction may both be defined as the
evaluation of an object and the individual's relationship to it. The distinction is that
satisfaction is a "post experience" evaluation of the satisfaction produced by the product's
quality or value.
3. Intentions to repurchase
Customer performance expectations for attributes, features and benefits of products and
services may be identified as both explicit and implicit expectation questions.
Explicit expectations are mental targets for product performance, such as well identified
performance standards. For example, if expectations for a colour printer were for 11 pages
per minute and high quality colour printing, but the product actually delivered 3 pages per
minute and good quality colour printing, then the cognitive evaluation comparing product
performance and expectations would be 11 PPM — 3 PPM + High — Good, with each item
weighted by their associated importance.
Implicit expectations represent the norms of performance that reflect accepted standards
established by business in general, other companies, industries, and even cultures.
Static performance expectations address how performance and quality for a specific
application are defined. Each system's performance measures are unique, though general
expectations relate to quality of outcome and may include those researched by Berry, or
others such as: accessibility, customization, dependability, timeliness, and accuracy, tangible
cues which augment the application, options, cutting edge technology, flexibility, and user
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
friendly interfaces. Static performance expectations are the visible part of the iceberg; they
are the performance we see and — often erroneously — assume are all that exist.
Dynamic performance expectations are about how the product or service evolves over time
and includes the changes in support and product or service enhancement needed to meet
future business or use environments. Dynamic performance expectations may help to "static"
performance expectations as new uses, integrations, or system requirements develop.
Technological expectations focus on the evolving state of the product category. For
example, mobile phones are continually evolving. Mobile service providers, in an effort to
deal with the desire to switch to new technology phones, market rate plans with high
cancellation penalties. The availability of low profile phones with email, camera, MP3, email,
and blue tooth technology changes technology expectations as well as the static and dynamic
performance expectations of the product. These highly involving products enhance
perceptions of status, ego, self-image, and can even invoke fear when the product is not
available.
Interpersonal expectations involve the relationship between the customer and the product or
service provider. Person to person relationships are increasingly important, especially where
products require support for proper use and functioning. Expectations for interpersonal
support include technical knowledge and ability to solve the problem, ability to communicate,
time to problem resolution, courtesy, patience, enthusiasm, helpfulness, understood my
situation and problem, communication skills, and customer perceptions regarding
professionalism of conduct, often including image, appearance.
For each of these types of expectations that when fulfilled result in customer satisfaction (or
when not delivered, result in dissatisfaction and complaining behaviour), the perceived
quality and value are critical and directly influence intention to repurchase and loyalty.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
CHAPTER 4
RESEARCH METHODOLOGY
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
4. RESEARCH METHODOLOGY
Research methodology is the systematic way to solve the research problem. It gives an idea
about various steps adopted by the researcher in a systematic manner with an objective to
A research design is considered as the framework or plan for a study that guides as
well as helps the data collection and analysis of data. The research design may be
exploratory, descriptive and experimental for the present study. The descriptive research
Research Approach
the study. Direct contract is used for survey, i.e., contacting customers directly in order to
collect data.
Population
Sample size
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
The researcher has used probability sampling in which simple random sampling is
used.
Collection of Data
Most of the data collected by the researcher is primary data through personal
interview, where the researcher and the respondent operate face – to – face.
Research Instrument
which consists of open ended questions, multiple choice and dichotomous questions in order
to get data. Thus, Questionnaire is the data collection instrument used in the study. All the
questions in the questionnaire are organized in such a way that elicit all the relevant
Statistical Tools
The statistical tools used for analysing the data collected are percentage method, bar
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
CHAPTER 5
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 1
SL NO OF PERCENTAGE OF
NO CRITERIA RESPONDENTS RESPONDENTS
1 Below 20 25 25
2 20-30 26 26
3 30-40 36 36
4 Above 40 13 13
Total 100 100
Graph NO: 1. Fig.5.1
Graph showing classification on the basis of age
40
36 36
35
30
25 25 26 26
25
20
15 13 13
10
0
Below 20 20-30 30-40 Above 40
INTERPRETATION
From the above table it is clear that majority 36% are from the age group 30-40, about 25%
are below 20, about 26% are from 20-30group and the remaining 13% are above 40.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 2
SL NO OF RESPONDENTS PERCENTAGE OF
NO CRITERIA RESPONDENTS
1 Male 76 76
2 Female 24 24
Total 100 100
80 76 76
70
60
50
40
30 24 24
20
10
0
Male Female
INTERPRETATION
From the above table it is clear that 76% are male and remaining 24% are female
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 3
Occupation
3
10 12 Student
Professional
Self employed
30
Home maker
45
Retired
INTERPRETATION
From the above table it is clear that 45% are professional, 30% are self-employed, 12% are
students, 10% are retired peoples and about 3 % are home makers.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 4
Marital Status
44
56 Single
Married
INTERPRETATION
From the above table it is clear that 56 % users are single and 44 % users are married.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 5
NO OF PERCENTAGE OF
SL NO CRITERIA RESPONDENTS RESPONDENTS
1 Classic 35 35
2 Aquafina 29 29
3 Kinley 20 20
4 Bisleri 10 10
5 Others 6 6
6 Total 100 100
40
35
35
29
30
25
20
20
15
10
10 6
5
0
Classic Aquafina Kinley Bisleri Others
INTERPRETATION
From the above table it is inferred that 88% of the respondents will prefer a specific brand,
about 10 will prefer sometimes and the remaining not.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 6
60
50
40
30
20
Column1
10
0
INTERPRETATION
From the above table it is clear that 60 % are strongly agree, 30 % are agree, 10% are neutral
and no one is disagreeing with the purity of the water.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 7
100 100
100 88 88
90
80
70
60
50
40
30
20 10 10
10 2 2
0
Highly satisfied Satisfied Dissatisfied Total
INTERPRETATION
From the above table it is clear that 88% satisfied with the quality of classic drinking water
and about 10% are not that much aware about it. There is a 2% of dissatisfaction also exist
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 8
100 100
100
90
80
70
60
45 45
50
35 35
40
30
20 10 10 10 10
10
0
Quality Availability Price Brand Total
INTERPRETATION
From the above table it is clear that 45% considers quality of the product, while 35% aims the
availability of the product. Price and brand which is of same percentage of opinioned by 10%
of the total respondents
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 9
120
100 100
100
88 88
80
60
40
20 12 12
0
Yes No Total
INTERPRETATION
From the above table it is clear that 88% agreeing with the size of bottle is available as per
their requirements and about 12% are not that much aware about it or not available
accordingly in the case of size of bottle.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 10
12
Soft drinks
Energy drinks
Both
80
INTERPRETATION
From the above table it is clear that 80% are using soft drinks and 12% are using energy
drinks and only 8% are using both the soft drinks and energy drinks.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 11
100 100
100
85 85
90
80
70
60
50
40
30
20 10 10
5 5
10
0
Highly satisfied Satisfied Dissatisfied Total
INTERPRETATION
From the above table it is inferred that 85% of the respondents are highly satisfied with the
sealed packing of the drinking water. 10% is rates it as satisfied. Still 5% is there with the
dissatisfaction rating also.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 12
70
60
50
40
30
20
10
0
Strongly Agree Neutral Disagree Strongly
Agree Disagree
INTERPRETATION
From the above table it is clear that 60% are strongly agreed, 24% are agreed, 8% are neutral,
2% are disagreed and no one is strongly disagreed with the price.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 13
60 60
60
50
40
30 30
30
20
10 10
10
0
Advertisement Magazine Reference by others
1 2 3
INTERPRETATION
From the above table it is inferred that 30% came to know about the product from
advertisement given by the company, about 10% from magazines, about 60% from other
people references comes to know about the product.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 14
SL NO CRITERIA NO OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
1 Yes 90 90
2 No 10 10
Total 100 100
10
90
INTERPRETATION
From the above table it is clear that 90% regularly buying the company product and about
10% also relies on other company products also.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 15
100
100 90
90
80
70
60 50
45
50 38.8
35
40
30
20
5 5.5 5 5.5
10
0
Quality Availability Price Brand Total
INTERPRETATION
From the above table it is clear that 50% considers quality of the product for repeated
purchase, while 38.8% aims the availability of the product. Price and brand which is of same
percentage of opinioned by 5.5% of the total respondents
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 16
SL NO CRITERIA NO OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
1 Strongly Agree 75 75
2 Agree 15 15
3 Neutral 5 5
4 Disagree 5 5
5 Strongly Disagree 0 0
6 Total 100 100
Strongly disagree
Disagree
Neutal
Agree
Strongly agree
0 10 20 30 40 50 60 70 80
INTERPRETATION
From the above table it is clear that 75% will strongly suggest the product to others and
remaining 15%, 5% are agreeing and neutral and only 5% are disagree to suggest the product
to others.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 17
SL NO CRITERIA NO OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
1 Taste 20 20
2 Advertisement 30 30
3 Easily Available 40 40
4 People’s like 10 10
5 Total 100 100
45
40
35
30
25
20
15
10
5
0
Taste Advertisment Easily People's Like
Available
INTERPRETATION
From the above table it is clear that 40% have choose the brand because of the availability of
the product, 30% are choose the brand because of the advertisement, 20% are choose the
brand because of the taste and about 10% are choose because of the people’s like.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 18 A
Table showing the respondents have feel difference in using classic drinking water and other
substitutes
SL NO CRITERIA NO OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
1 Strongly Agree 75 75
2 Agree 15 15
3 Neutral 5 5
4 Disagree 5 5
5 Strongly Disagree 0 0
6 Total 100 100
Graph NO: 18 A. Fig: 5.18 A
Graph showing the respondents have feel difference in using classic drinking water and other
substitutes
0
5
5
Strongly Agree
15
Agree
Neutral
Disagree
Strongly disagree
75
INTERPRETATION
From the above table it is clear that about 75% are showing difference when using classic
products, and about 5% are showing neutral in using classic products. And only 5% is
showing Disagree.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 18 B
Table showing, what are the differences while using Classic products other than the
substitutes
SL NO CRITERIA NO OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
1 Quality 75 75
2 Price 2 2
3 Availability 15 15
4 Brand 8 8
Total 100 100
Graph NO: 18. Fig: 18 B
Graph showing, what are the differences while using Classic products other than the
substitutes
2
8
15 Quality
Availability
Brand
Price
75
INTERPRETATION
From the above table it is clear that about 75% are highly satisfied with the quality, about 2%
are satisfied with price, about 15% are satisfied with the product availability and about 8%
are satisfied with the brand name of the Classic.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 19
SL NO CRITERIA NO OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
1 Strongly Agree 40 40
2 Agree 45 45
3 Neutral 10 10
4 Disagree 5 5
5 Strongly Disagree 0 0
6 Total 100 100
Graph NO: 19. Fig: 5.19
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 10 20 30 40 50
INTERPRETATION
From the above table it is clear that about 40% are strongly agree with the price of the
product and agrees that it is affordable, about 44% are agree with the price, 5% are neutral
about the price and 5% are disagree with the price.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
TABLE NO: 20
SL NO CRITERIA NO OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
1 Highly satisfied 70 70
2 Satisfied 20 20
3 Dissatisfied 10 10
Total 100 100
Total
Dissatisfied
Satisfied
Highly satisfied
0 20 40 60 80 100 120
INTERPRETATION
From the above table it is clear that about 70% are highly satisfied with the availability of the
product, about 20% are satisfied with it, about 10% are dissatisfied with it.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
CHAPTER 6
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
FINDINGS
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
18. 40% are highly satisfied and 45% are satisfied with the price of the product and the
rest are not satisfied with the price of the product.
19. Majority 70% are highly satisfied with the availability of the product.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
SUGGESTIONS
1. Certain dissatisfaction with the company product and its availability. So certain steps
to be taken to overcome it.
2. More effective promotional measures of the company try to change the promotional
measures
3. Product should be availed worth value of the price and also can try on the buyback
policies to improve customer satisfaction
4. Majority does not know about the various standards kept for production try to give
more advertisement regarding this in order to make every one aware of the same
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
CONCLUSION
The main objective of the study is to find out the customer satisfaction of Aiswarya
beverages and to study about various factors affecting customer satisfaction
The factors affecting customer satisfaction are, Price, Quality, in this study all these factors
are analysed and found that the customers are satisfied on all basis. The customers are aware
of the product very well. The customers are giving preference to the products of Aiswarya
beverages.
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
BIBLIOGRAPHY
Books
WEBSITES
http://google.com
http://wikipedia.com
http://answers.com
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Karunya School of Management, Coimbatore
Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
ANNEXURE
1. Name
Age group
Below 20 ( ) 20 – 30 ( ) 30 – 40 ( ) Above 40 ( )
2. Gender
Male ( ) Female ( )
3. Occupation
Student ( ) Self Employed ( ) Professional ( ) Retired ( ) Home maker ( )
4. Marital Status
Single ( ) Married ( )
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Karunya School of Management, Coimbatore
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Karunya School of Management, Coimbatore