Introduction about study

Satisfaction is an important element in the evaluation stage. Satisfaction refers to the

buyer’s state of being adequately rewarded in a buying situation for the sacrifice he has made.

Once the customers purchase and use the product they may then either be satisfy or dissatisfied.

Today’s market is a highly competitive market with respect to all of its prospects like company

could not sell their products at an attractive price and sales promotion strategies. Today’s market

is buyer oriented where the customer is considered the king. He has full power to choose the

desired product according to his needs and wants. His preference is most important. Because of

the huge competition, every manufacturer wants to survive in the market and earn profit. This is

possible only when the products manufactured are according to the tastes and preferences of the

customers and meet their expectations. Different customers have different perceptions because

no two customers have similar wants and needs. Product with good features may attract a good

number of customers because good feature suits the requirement of the customers. They make

decisions based on their past experience and future contingencies. Hence the company needs to

analyze the customer perception, which helps them in determining the various factors

influencing consumers choice in buying.

Objectives of study

1.To find out customer satisfaction towards Aachi masala

2.To find out the factors influencing the customers satisfaction towards Aachi masala

3.To study the customer satisfaction level towards Aachi masala

Scope of the study

The study has a clear insight about the customer satisfaction level towards Aachi product

in kattalaipatti village. This study is totally relevant to the present day problems and needs of the

public. More people will get aware about Aachi masala that will increase profit level. This study

helps to identify the behavior of consumer

Needs for the study

The organization wants to find out customers satisfaction level towards the

company has to improve sales volume and maximizing profit level. The organization

wants to find out customers needs and wants about the company. It helps to improve the

service quality. To know the customer expectation level .

RESEARCH METHODOLOGY

This study is based on primary data and secondary data collected from respondent

RESEARCH DESIGN

Research design is purely based on simply the frame work or plan for a study that

the collection and analysis of data . research design describes something such as

demographic ,characters of respondents who are using washing powder .

NATURE OF DATA

Nature of data used in formulating the study is primary data and secondary data.

METHODS OF DATA COLLECTION

The data is collected by the help of the questionnaire administrated by the researchers

the questionnaire is a structured one. The above collection is follows two methods they are,

A) Primary data

B) Secondary data

PRIMARY DATA

The primary data are collected from the respondents through the questionnaire

method .This type of data collected original information from the users of washing

powder .

SECONDARY DATA

TOOLS OF ANALISIS

There are different types of statistical tools for analyzing. For these collected data, the

important tools used are; tables, Diagrams and percentage.

There are two types of sampling i.e.

Probability Sampling and Non – probability Sampling.

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Probability sampling

It means each unit of the universe has equal chance of getting selected. The most frequently

used probability sampling methods are as below:

a) Simple Random Sampling.

b) Stratified Random Sampling

c) Multi-stage Random Sampling

d) Cluster Sampling.

e) Multi – phase Sampling’s.

Non – Probability sampling

It contains following methods:-

a) Judgment Sampling.

b) Convenience Sampling.

c) Panel Sampling.

d) Quota Sampling

Sample size

It means limited numbers of respondents covered under the research study from a

population and the researcher has taken a survey of 40 respondents to know the satisfaction level

of customer.

Sampling area:

1. ALANGULAM (PILLIYAR KOVIL STREET)

Sampling unit:

Researcher to cover the ALANGULAM (PILLIYAR KOVIL STREET) area people

SAMPLING METHOD:

The sample is design through convenient sampling.

Introduction about the products:

AACHI GROUP was found in the year 1998 by Mr. A.D.Padmasingh Isaac, a first

generation Entrepreneur with BBA and hailing from Nazareth in Tirunelveli District of Tamil

Nadu. Mr. Isaac had earlier served for Godrej Soaps as Area Manager for over a decade.The

tamil word ‘Aachi’ is used for addressing women with respect. It has also been derived from the

word “Aatchi” which means ‘to rule’. In Silappathikaram, a Tamil epic, the AACHIYAR

FAMILY provided food and shelter to Kovalan and Kannaki, the legendary couple!

Undoubtedly, AACHI has come to rule the kitchen today!

The companies which are under the shadow of AACHI roof are:-

 AACHI MASALA FOODS (P) LTD

 AACHI SPICES & FOODS (P) LTD

 AACHI SPECIAL FOODS (P) LTD

AACHI has become a household name because of its excellent quality products and at the

same time catering to the common man at prices affordable by him. The product range is so wide

and backed up by quality products that no household can afford to miss Aachi products from

kitchen. The success of the brand “Aachi” may be attributed to meet the demand of consumer

from all walks of life at affordable price. AACHI Group, which started as a small proprietorship

concern in 1998, has enlarged its branches.The Sales turnover for the year 2010-11 has touched

Rs.448 Crores from Aachi Masala Foods (P) Ltd alone. The total turnover of the Group has

reached Rs 700 Crores during 2010-11.

Today’s pace and pressures on the time of home makers have made AACHI to sharpen focus and

cater better to customer’s increasing needs.

Vision

To manufacture and market food products on a sustainable basis catering to all segments

of the society at affordable prices and increase the intrinsic value for all stakeholders with the

highest Corporate Governance Standards.

Mission

We are dedicated to provide our customers with the finest, high-quality products,

hygienically prepared and competitively priced, living up to the expectations of our customers

and suppliers for achieving symbiotic relationship. We will achieve this with best business ethics

& practices.

A study on customer satisfaction towards Aachi masala