A project on Customer Satisfaction of Mapro Foods Ltd.
A Project report submitted to Indira Institute of Management Pune in partial fulfillment of the requirement for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by: RuturajS. Chavan
INDIRA INSTIUTE OF MANAGEMENT PUNE UNIVERSITY 2012-2014
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Company certificate
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College certificate
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Acknowledgement
I would like to heartily thank Mapro Products Ltd. for giving me this opportunity to display my skills and learn extensively about the corporate world. It was an extremely rewarding experience for me both in terms of skills acquired and work attitudes imbibed in my first exposure to the corporate world. With deep gratitude and humble heart, I would like to thank Mr. Shivapratap Jadhav of Mapro Foods Ltd. for providing me this opportunity and in giving basic
shape to this project without his help this project would not have materialized. I express my sincere thanks to Prof. D. K. Sakore and the Director Dr. Pandit Mali for his invaluable suggestions and support provided during the course of the project. I am extremely thankful for all those people who have helped me in completion of this project.
Ruturaj S Chavan
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EXECUTIVE SUMMARY
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PROJECT TITLE :
―CUSTOMER SATISFACTION FOR MAPRO FOODS LTD.‖
OBJECTIVE: 1. To study the Level of Customer Satisfaction for Mapro food products.
2. To understand the customer requirements 3. To provide suggestions to the management regarding customer satisfaction. 4. To provide suggestion to improve service for Mapro products.
RESEARCH METHODOLOGY:
The study is based on primary as well as secondary data.
The primary data is collected through personal interviews of customers visiting stores.
The Secondary is collected from residential areas and online samples.
Sampling Methods:-Non probability convenience sampling method.
Area: - KOLHAPUR
Sample Size: - Total sample size was 100
Research Instrument: - Questionnaire and observation
CONCLUSION:
Most of the customers were satisfied but changes are required according to the changing scenario as advertisement has a great impact in the working of thecompany. 7
More advertising is required to increase the brand recognition which will promote more selling of the products.
Most of the customers were satisfied with the taste of the Mapro products.
Mapro Company has to come up with new products so that company can attract more customers and retain existing customers.
Price can be comparatively lowered making it feasible for the middle class strata to purchase the products.
Promotions and promotional offers should be taken up in order to gain customers attention.
Overall good review of all the products.
SUGGESTIONS:
Company should focus on the advertisement other than Mahabaleshwar (which is its producing area) so that it helps to increase their sales.
Company should focus on the replacement policy .i.e. tampered; expired or defective products should be replaced immediately.
Company should focus on the packaging of the product i.e. it can change its packaging after certain period of time and come up with new attractive ideas.
Promotional activities should be well planned and conducted in prominent areas such as
Markets.
School and colleges. Public places.
Outside super markets.
Introductory offers or promotional perks can be inculcated.
Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.), and TV channels must be used.
Eye catching banners, hoardings, pamphlets, slogans should be introduced.
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LIMITATATIONS OF STUDY:
The sample size chosen is limited to 100 only because of time constraint.
This study was based purely in Kolhapur.
Information given by respondents may or may not be correct.
PROJECT BOUNDRIES:
The study was conducted 1. For a period of 2 months. 2. In certain stores of Kolhapur. 3. Few residential areas of Kolhapur.
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INDEX
TOPIC
PAGE NO
1. INTRODUCTION
11-12
2. INDUSTRY PROFILE
13-15
3. COMPANY PROFILE
16-27
4. LITERATURE SURVEY
28-36
5. OBJECTIVES, SCOPES AND
37-38
LIMITATIONS 6. RESEARCH METHODOLOGY
39-42
7. DATA ANALYSIS AND INTERPRETATION
43-57
8. OBSERVATION AND FINDINGS
58-59
9. CONCLUSION
60-61
10. SUGGETIONS
62-63
11. ANNEXURE
64-66
12. BIBLIOGRAPHY
67-68
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1. INTRODUCTION
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PURPOSE OF THE STUDY To know the market for the growth and success of MAPRO PRODUCTS and to calculate the satisfaction and other issues related. MAPRO
Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri KishoreVora. It came into existence in 1959 A. D. The company used to produce jams from strawberries and raspberries when it wassquash, established but later it started manufacturing various other products like crushes, confectionaries, sweets, jellies and many more products. The company is one of the leading companies in India. The Managing Director of the company at present isMayur Vora. The company is situated at Chesson Road, Mahableshwar, Panchgani. The plant isBVQIcertified and provided with facility of state of art food park and cold storage.Mapro Foods Private Limited is the flat organization where management works along with their technical and sales functionaries to achieve the vision and mission of MFPL.
50 FRUITFULL YEARS Founded in 1959, the Company had its humble beginnings in the Hill Town of Panchgani, near Mahableshwar, when a businessman named KishorVora, a pharmacist by profession, decided to make strawberry jam. He then went on to develop innovative products such as jelly sweets, fruit cubes with fruit juice and rose syrups with rose petals – all for the first time in the country. Today, his ‗hobby‘ has borne fruit in the shape of Mapro, one of the most modern, hygienic, quality focused fruit product manufacturing units in India. His vision has been taken forward, thereby transforming the region around Mahableshwar and Panchgani, the erstwhile sleepy Hill stations of Maharashtra, into a flourishing fruit processing zone.
During the data collection, the researcher needed to meet personally every retailer and consumer and conduct the questionnaire based survey. Thus the result was that the researcher had with him a pool of filled questionnaires at the end of this study. These filled questionnaires were then put through Interpretation and Analysis, which eventually resulted into tabular and chart representation of the collected and analyzed data. Based on these representative outcomes, the Observations were made and Conclusions thereafter. The Suggestions stated in the latter part of the study were thus based on the Objectives decided and Conclusions derived. The further project report is prepared on the basis of above information in different chapters for the reference.
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2. INDUSTRY PROFILE
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FMCG industry alternatively called as CPG (consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The fast moving consumer goods (FMCG) is those consumables which are normally consumed by the consumer at a regular interval.
FMCG industry economy. The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing specifically in India, where FMCG industry is regarded as the fourth largest sector with total market size of USD 13.1 billion. FMCG sectorin India is estimated to grow 60 % by 2010.
COMMON FMCG PRODUCT Some common FMCG product category include food and dairy products, glass ware , paper products , pharmaceuticals, consumer electronics , packaged food products, plastic goods, printing and stationery , household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts,detergents, tobacco and cigarettes, watches, soaps etc.
Market potentiality of FMCG industry Some of the merits of FMCG industry which made this industry as a potential one , are low operational costs , strong distribution networks presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of the industry.
Leading FMCG companies. Some of the well known FMCG companies are COCA COLA, HUL, P & G, GODREJ, DABUR, ITC, ETC.
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Market overview Total market size.
Indian FMCG sector is the fourth largest sector in the economy worth a total market size of USD 18 billion as of 2007.
By 2015, the sector is predicted to scale upto to USD 33.4 billion.
The sector generates five percent of total factory employment in the country and is creating employment for 3 million people especially in small town and rural India,
INDIAS FMCG MARKET SIZE (IN USD BILLION)
MAJOR COMPETITORS: Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business & hasfew competitors also. Some of them are listed below: Haldiram: Manufacturing of Syrups & exports of the syrups have increased by 20% since2003. KISSAN: In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share. Malas: It manufactures jam, crush, squash, cordials, syrups which is same as the manufacturing of Mapro Foods Pvt Ltd. Manama: Their range of products consists of cordials, syrups, fruit and chocolate dessert toppings.
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3. COMPANY PROFILE
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Introduction:
Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products. It
is
one
of
the
growing
companies
of
India
which
is
situated
at
PanchganiMahabaleshwar Road. It produces jams, confectionaries, squashes, jellies and many more fruit products. It is the fruit processing business over more than forty years and it is known for the innovation and quality in the industry. The Chief Executive Officer of the company is Mayur Vora. It has its manufacturing units in Panchgani, Wai, and Gurgaon. It is most likely to spread its operation in Delhi and Pathankot. There are more than 500 local employees in the company and about 100contract laborers. Mapro Foods is a well-known brand in jams and squashes. It is a family business started in 1959 by the Vora family, making jams from strawberries and raspberries. Mapro was one of the first touse traditional ingredients to make plantbased beverage concentrates such as strawberry crush and rose syrup. The company was also the first in India to introduce pectin jellies and fruit sweets. VISION AND MISSION OF THE ORGANIZATION:
The organization aims to be a global player in the food processing market. Keeping this in mind, they have continuously growing market and are currently prevalent in countries like FIJI, MAURITIUS, OMAN, RUSSIA,UGANDA and, UAE,
Mapro, meanwhile ,is all set to significantly expand business, country . The expansion will also see production capacities go up from the current 100 tones perday to
to 200 tones by the next fiscal the company, whose product are
available in West Asia , part of Africa and the US in a limited way , is planning to capture the overseas markets with a range of fruit products , from frozen to readyto-eat . ―The idea is to become the least-cost producer of certain products in the global market ,‖said the CEO of Mapro food limited.
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With the help of this research study, I would like to highlight the working of a particular manufacturing concern. The company is called as ‗MAPRO INDUSTRIES‘. This industry was chosen because of its reputation and potential For becoming a world class organization. Over 50 years ago, in 1959, the Company had its humble beginnings in the hill-town of Panchgani, near Mahabaleswar, when a businessman named Kishore Vora a pharmacist by profession, decided to make some strawberry jam. He then went on to develop innovative products such as jelly sweets, fruit cubes with fruit juice and rose syrups with rose petals – all for the first time in country. His vision has been taken forward, thereby transforming the region around Mahabaleshwar and Panchgani, the erstwhile sleepy hill stations of Maharashtra, into a flourishing fruit processing zone started with a capacity of 10MT of processed fruit products a year, the Company today has a processing capacity of about 12,000MT per Year with its factories in the Shendurjane village of Satara district, Panchgani town, Gureghar village of Mahabaleshwar tehsil .I am deeply thankful to our college authorities for giving us Opportunity to visit this company.
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PRODUCTS OF MAPRO :-
Crush
Jams
Restores
Toppings
Lounge
Mazaana
Squash
Falero
Coolz
Bars and jellies
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All these products are available at MAPRO owned parlors at various locations in india and through appointed distribution and retailing circuits very soon, MAPRO plans to introduce an online ordering system for its distributors/retailers and consumers.
Marketing strategies:1) Demand Drivers:-
MAPRO being a Jam producing company needs to concentrate on the demand of the consumers. The first thing which an industry should take care of is the demand of the
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consumers. Thus, MAPRO also sees to it that what actually consumers are demanding from them and production process is being carried out accordingly. Thus, because of demand of the various customer‘s the new products are been introduced by the industry. There is a high amount of competition which is there in the market, and if consumers‘ demands and wants are not taken into consideration, then growth of any of the industry can be very much affected out of it.
2) Issues and Concerns:-
The next step which they take for their marketing is that of issue and concerns. Here MAPRO sees that what actually is needed by the consumers and thus work accordingly. MAPRO is been concerned only with the demand of the consumer. MAPRO is the company which has to handle lots of the competition in the market, MAPRO being Maharashtra based, so there are various other companies also, which are from Maharashtra . And thus, because of this reason every company will try to fulfill the customer's wants as soon as possible.MAPRO being aware of it tries to see each and every customer‘s demand and works accordingly. The various different type of complaints are also been taken into account.
3) Focusing on the customers:-
The third step which is been taken by the MAPRO is that to focus on the consumers. In each and every field, the consumers are been given high importance. As it is known that customer'sare the King of the market. If the customers are not been satisfied, then there would be no profit to the firm and thus, because of this reason the goodwill of any of the industry is very much affected. Thus, because of this reason a complete attention is been given to the consumers. For the satisfaction of the consumers various new products are being introduced.
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4.) Social commitments:-
The industry has not forgotten that it is a part of the society and thus because of that reason various social activities are been taken into consideration. MAPRO sees to it that because of its production process no harm is been done to any of the other field. Thus, there are some of the marketing strategies which are been undertaken by the MAPRO industry. With the help of these strategies only they try to attract more consumers and tries to provide full satisfaction to them. They do not concentrate much on the marketing of their products, but still with this some marketing strategies only it tries to provide complete satisfaction to their consumers. SWOT ANALYSIS:1.) Strength:a.)
MAPRO with its three plants distribute its products all over India and also they are
exporting the products to foreign countries. b.)
The organization has a unique advantage of its strategic location as its strategic location
is based in Maharashtra state. c.) d.)
All products of MAPRO Foods are available all over India. Today MAPRO is a symbol of high quality products sold at reasonable prices, the
genesis of a vast co-operative network triumph of indigenous technology, the marketing savvy of a farmer‘s organization. e.)
In the near future they have planned to maximize their productivity by maximum
utilization of scarce resources. 2.) Weakness:a.)
MAPRO Foods does not export their products to all over the world.
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b.)
The price of MAPRO products is high. That‘s why the lower class of people can‘t buy it.
c.)
The raw material which they are using in their production process is perishable therefore
there may be spoilage of raw material
3.) Opportunities:a.) As it is being known that the products are not been sold throughout India, so efforts are
been made and instead of selling at local level, the products can be sold at national level also. b.)
Then more new products can be introduced , and thus , because of that their goodwill
can be increased in the market .If more new products are been introduced , then more new customers will get attracted towards it and thus it will help to increase more of their profits . c.)
If the marketing strategies are increased and some customer oriented strategies are
incorporated then it would be very much helpful for the industry. If the proper marketing of the product is done, then the customers will come to know about the different products. Thus it can be said that if the proper marketing is not done, then customers are not been attracted towards the new products which are produced. d.)
The various different type of research process should be carried out and efforts should be
made to produce new product, as per the research taking place. 4.) Threats:a.) competitors: -
Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business & has Few competitors also. Some of them are listed below: Manama: Their range of products consists of cordials, syrups, fruit and chocolate desser
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b.)
There are also many brands which are available in each and every city and thus, this
gives huge competition. c.)
Price can be maintained by making affordable for the middle class and lower strata of
people. Mapro Foods Pvt. Ltd uses all types of employees i.e. Skilled, semi-skilled and unskilled labor . Skilled Labor Means the one who has higher level of qualifications as well as the experience. Semi-skilled labors Means they have less qualifications and the experience is also comparatively less and the Unskilled labor May not have any qualification or experience. In the higher level of management highly skilled people work and at the middle level there may be a combination of skilled as well as the semi skilled laborers is there and at the lower level management there are more number of unskilled laborers. However at all levels of the management there must be a minimum technical as well as conceptual knowledge about the field.
COMPANY PROF
ILE
Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri KishoreVora. It came into existence in 1959 A. D. The company used to produce jams from strawberries and raspberries when it was established but later it started manufacturing various other products like crushes, squash, confectionaries, sweets, jellies and many more products. The company is one of the leading companies in India. The Managing Director of the company at present isMayur Vora. The company is situated at Chesson Road, Mahableshwar, Panchgani. The plant is BVQIcertified and provided with facility of state of art food park and cold storage .Mapro Foods Private Limited is the flat organization where management works along with their technical and sales functionaries to achieve the vision and mission of MFPL. Mi ssionof MFPL:Mapro will develop, produce, package & sell food products, with high regards for safety, nutrition & taste, which we can confidently give to our customers by implementing and continually improving Quality Management system & food safety management system to meet & exceed customers expectations.
Historyof MFPL: Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a businessman named Kishor Vora decided to make some Strawberry Jam. Today his 'Hobby' has borne fruit in the
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shape of Mapro one of the most modern, hygienic, quality- conscious Jamand Fruit Products Manufacturing Concerns in Western India. Mr. Vora could have rested easyon success of his Fruit recipe. But he wanted to on develop innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and Rose Syrups with Rose Petals . All for the first time in country. Mapro does not use advertising medium like press, radio and television to propagate its product but the taste of product and nutritional value, and uniqueness result inrepeat sales. Today Mapro is leading supplier of tasty as well as nutritious fruit product to the International market. Mapro is known to care for its employees. Mapro is a home where there is mutual understanding between employee and employer like members in the family. It features a blend of hard work and dedication. It is now in the process of certification under ISO 9000.Most of Mapro's business is largely concentrated in the Western regions of India. Currently,Mapro exports its products to about 12 countries through merchant distributors; these account for less than 10 per cent of its total sales. It has its manufacturing units in Panchgani, Wai, Gurgoan. The company is going to open its manufacturing units in Delhi and Pathankot lately.The main market segment currently is in Maharashtra and Gujarat. It is also concentrating inexpanding its market to the other cities like Kanpur, Lucknow, and in Punjab. The annual growth rate of the company is more than 50%. It earns 40%-50% profits from the sales of its products. The leading product of Mapro is Rose syrup (made from the rose petals and their extracts).For the production of the products the company buys the fruits from both the sectors i.e. the local farmers and market and import from other countries as well. The machineries and other raw materials are imported from various countries like Egypt, China, New Zealand, Australia, etc
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ORGANIZATION CHART.
Board of Directors
Chairman
Chief Executive Officer
Purchase
Production
Department Department
Purchase
Production
Manager
Manager
Marketing
Finance
Department
Department
Marketing Manager
Finance Manager
Workmen
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Human Resource Department
Human Resource Manager
Research and Development Department
Research and Development Manager
CUSTOMERS
Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers of the company are children as the products of Mapro are targeted for this group only i.e. Mapro produces chocolates and jellies and jams and many more which is mostly liked by the children only. But this doesn‘t It mean that other age groups are not covered.
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4. LITERTURE SURVEY
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CONCEPT OF CUSTOMER: Customer satisfaction represents a modern approach for quality in enterprises and organisations and serves the development of a truly customer-focused management and culture. Measuring customer satisfaction offers an immediate, meaningful and objective feedback about client preferences and expectations. In this way, company performance may be evaluated in relation to a set of satisfaction dimensions that indicate the strong and the weak points of a business Organisation. This project presents an srcinal customer satisfaction survey in the food & beverages sector. The implemented methodology is based on the principles of multi criteria analysis and preference disaggregation modelling. The most important results are focused on the determination of the critical service dimensions and the segmentation to customer clusters with distinctive preferences and expectations. CUSTOMER:
A ―Customer‖ is one who purchases a product or service from a particular organization. One thing that we are all customer, infact everybody in this world is a customer. Every day in our life we buy and consume an incredible variety of goods and services. However, we all have different tasks, likes& dislikes and adopt different patterns while making purchase decision. Each customer is unique and this uniqueness is reflected in competitive behaviour and pattern and process of purchase.
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Customer satisfaction
Customer satisfaction is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers‘ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. "In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel —even though its facilities and service would be deemed superior in 'absolute' terms.
Purpose:
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold.
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1. "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company‘s goods and services. 2. "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm‘s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes." On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction
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Definition:
―Customer satisfaction, is defined as a businessterm, itis the measurement of how products and services supplied by a company meet or surpass customer expectation Measuring Customer satisfaction:
Managing customers‘ satisfaction efficiently is one the biggest challenge an organization face. The tools or methods to measure customer satisfaction needs to be defined sophisticatedly to fulfill the desired norms. There are following methods to measure customer satisfaction: 1. Direct Methods: Directly contacting customers and getting their valuable feedback is very important. Following are some of the ways by which customers could be directly tapped: a. Getting customer feedback through third party agencies. b. Direct marketing, in-house call centers, complaint handling department could be treated as first point of contact for getting customer feedback. These feedbacks are compiled to analyze customers‘ perception. c. Getting customer feedback through face to face conversation or meeting. d. Feedback through complaint or appreciation letter. e. Direct customer feedback through surveys and questionnaires.
Organizations mostly employ external agencies to listen to their customers and provide dedicated feedback to them. These feedbacks needs to be sophisticated and in structured format so that conclusive results could be fetched out. Face to face meetings and complaint or appreciation letter engages immediate issues. The feedback received in this is not uniformed as different types of customers are addressed with different domains of questions. This hinders the analysis process to be performed accurately and
consistently. Hence the best way is to implement a proper survey which consists of uniformed questionnaire to get customer feedback from well segmented customers. The 32
design of the prepared questionnaire is an important aspect and should enclose all the essential factors of business. The questions asked should be in a way that the customer is encouraged to respond in a obvious way/. These feedback could received by the organizations can be treated as one of the best way to measure customer satisfaction.
Apart from the above methods there is another very popular direct method which is surprise market visit. By this, information regarding different segment of products and services provided to the customers could be obtained in an efficient manner. It becomes easy for the supplier to know the weak and strong aspects of products and services. 2. Indirect Method: The major drawback of direct methods is that it turns out to be very costly and requires a lot of pre compiled preparations to implement. For getting the valuable feedbacks the supplier totally depends on the customer due to which they lose options and chances to take corrective measure at correct time. Hence there are other following indirect methods of getting feedback regarding customer satisfaction: a. Customer Complaints: Customer‘s complaints are the issues and problems reported by the customer to supplier with regards to any specific product or related service. These complaints can be classified under different segments according to the severity and department. If the complaints under a particular segment go high in a specific period of time then the performance of the organization is degrading in that specific area or segment. But if the complaints diminish in a specific period of time then that means the organization is performing well and customer satisfaction level is also higher. b. Customer Loyalty: It is necessarily required for an organization to interact and communicate with customers on a regular basis to increase customer loyalty. In these interactions and communications it is required to learn and determine all individual customer needs and respond accordingly. A customer is said to be loyal if he revisits supplier on regular basis for purchases. These loyal customers are the satisfied ones and hence they are bound with a relationship with the supplier. Hence by obtaining the customer loyalty index, suppliers can indirectly measure customer satisfaction.
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Customer Satisfaction:
As organizations become increasingly focused and driven by demand the need to get customers loyalty and retain their loyalty is critical. Customer satisfaction is the most effective way to achieve customer loyalty .Customer satisfaction and customer loyalty share many traits. Customer value is customer perception of the ratio of benefits to what he\she gives to obtain these benefits. The customer value trait is framework used to understand what is that customer wants. 1. Perceived product quality 2. Value based pricing 3. Perceived service quality Customers are satisfied when value satisfied meets or exceed expectations. If their exceptions of value are not met, there is no chance of satisfying them. Finding out what customer wants however difficult and complex process. To be able to create and deliver customer value, it is important to understand its components. The benefits customers expect are shaped primarily by how they perceive product and service quality and whether or not their perceptions are valid. Unfortunately customers don‘t know to draw a distinct line between product and service and quality. Customers tend to combine product and service attributes together as apart of a total package to which they attach some individual perceived value. Most companies products fall somewhere between pure product and pure service. Managers in charge decide which attributes or tangibles or more important than other according to the needs of their customers.On the risk side of the education, the customers perception and exceptions become the determining factors. Transaction price, life cycle costs and the actual degree of the risk being taken constitutes the three components involved in the risk of buying. The actual price being paid for the product or service at the time of purchase represents the transaction cost. Life cycle costs are the total cost of ownership, which includes operating and service expenses. 34
Importance of Customer Satisfaction in an Organization:
With the increase in customers demand and competition it has become lot more importance to base
your entire company on customer service. When doing this one must
first realize that every member of your organization plays an active role in customer service. This includes both external and internal customers within your company.
In these
organizations, top management frequent contacts with external customers. The top management uses consultative participative and supportive management styles to get through the customers. The staff focuses on of its attention on satisfying the customers need. According to Michel N. Bamber CEO, of Marks and Associates Business Growth Specialist, there are six critical steps in establishing and maintaining quality customer service viz: 1) Senior management commitment 2) Measurement and feedback 3) Communication and training 4) Core standards 5) Customer friendly system 6) Reward and recognition These six stages can be applied to any company in growth stage at its life cycle. The process of building your company around customer service is on going and no matter and how good one quality of Customer Satisfaction and Loyalty Customer satisfaction is worthless; this statement was made by Jeffery Gitomer, in his recent book Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless. Gitomer researches and examines the differences between customer satisfaction and loyalty. According to him, loyal customers are happy with their purchase that, they will proactively refer someone to you. The customer walks away with feeling of WOW!! People everywhere in today business world are trying to figure out what is more important customer satisfaction or customerloyalty. Both, practitioners and academics understand that customer loyalty and satisfaction both are linked in extricable.
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Even through, loyal customer is most typically satisfied; satisfaction does not always translate into loyalty. Marketing concept has been designed by product and service providers in an effort to maximize customer satisfaction. Reported date in 1993 showed that customers satisfaction accounted for 1/3 of revenue received by largest US Research firms. Recently there has been a shift in a research dynasty from satisfaction to loyalty. People are starting to see satisfied customers as being only mediocre. Even through satisfaction and loyalty are linked together and loyal customers seen typically satisfied, satisfaction still represents and unreliable precursor to loyalty. As result of this, Oliver raises two questions. 1) What aspect of the satisfaction response has implications for loyalty? 2) What fraction of the loyalty response is due to this satisfaction component? For these question satisfaction and loyalty must be clearly defined in the post satisfaction study as an evaluation or the perceived discrepancy between prior expectations and actual performance of theproduct.Recentdefinition of satisfaction according to Oliver is, the consumer senses that consumption moves out comes again a standard of pleasure versus displeasure. Oliver defines loyalty as a deeply held commitment to re-by
or re-patronize preferred
product or service consistently in the future there by causing reputed some brand set purchasing despite situation influences and marketing effects having the potential to cause switching behavior.After extensive amount of research, Oliver concludes that satisfaction is necessary step in loyalty. However satisfaction becomes less significance as loyalty begins to set through other mechanisms. In the conclusion to these studies Oliver stakes, the disparity between the pursuit of satisfaction versus loyalty as well as the fundamental contents of the loyalty response, poses several investigates direction for the next wave of post consumption research. All these concepts combine provide the basic model customer value. Customers value the products or services more if the expected benefits seem greater than the expected risks being
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taken. Ifexpected benefits do not overweight the expected risks.This customer will perceive the product to have a low customer value.
4. OBJECTIVES, SCOPE AND LIMITATIONS 5. Objectives of the Study: 1. To study the Level of Customer Satisfaction for Mapro food products. 2. To understand the customer requirements 3. To provide suggestions to the management regarding customer satisfaction. 4. To provide suggestion to improve the service for Mapro products. Scope of the Study:
From this Study, the various reasons due to which customer buy or don‘t buy Mapro products can be identified. Customers Preferences towards Mapro products can be understood. The percentage of selling of Mapro products will increase. The customers buying tendency can be understood. Limitations of the Project:
1. The project was undertaken at MAPRO, the data was confidential so there were certain barriers in accumulating the data. 2. The disclosure of data from their side was limited.
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6. RESEARCH METHODOLOGY
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Definition:
―A Research is a careful investigation or inquiry, especially through search for new facts in any branch of knowledge”.
Meaning:
Research is an active, diligent, and systematic process of inquiry aimed at discovering, interpreting, and revising facts. This intellectual investigation produces a greater knowledge of events, behaviors, theories, and laws and makes practical application possible. The term research is also used to describe an entire collection of information about a particular subject, and is usually associated with the output of science and the scientific method.
Research Methodology is a systematic method of discovering new facts or verifying old facts, their sequence, inter-relationship, casual explanation and the natural laws which governs them. Research Methodology explained by Redman and Mory are as follows: ―systematized effort to gain new knowledge.‖ Research Methodology is srcinal contribution to the existing stock of knowledge making for its advancement. It is the purest of truth with the help of study, Observation, comparison and experiment. In short also covers the systematic method of finding solution to a problem is research. It also covers the systematic approach concerning generalization and the formulation of the theory. Different stages involved in research consists of enacting the problem, formulating a hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusion either in the form of solution towards the concerned problem or in generalization for some theoretical formulation.
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Sources of Data:
In Research Methodology mainly Data plays an important role. This study is conducted by collecting and analyzing the data from primary and secondary sources. a) Primary Data. b) Secondary Data. Primary Data: Primary Data is the data, which is collected with the help of typed
questionnaires. Primary data was collected by administering the questionnaire to the marketing advisors of Mapro Foods Ltd. Secondary Data: Secondary Data is the data, which is collected from the various books ,magazine and
material, reports, etc. The data which is stored in the organization and provide by the marketing people are also secondary data. The various informationis taken out regarding that subject as well other subject from various sources and stored. The last years data stored can also be secondary data. This data is kept for the internal use of the organization..
Secondary data was collected from the books ,websites and through the interaction with the individuals in the organization.
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Sampling:A sample is a part of population. The sample should be representative of the population and the information obtained must be reliable. In any survey where reliability is desired, the errors and variances have to be controlled, measured and interpreted.
Sample Unit: Mapro Product Customers Sample Frame: Kolhapur District Sampling Method: Convenient sampling Method was Used as it was suitable for the survey
carried out to calculate certain number of samples (people/ customers) and this method was easy to understand the percentage of satisfaction and other data.
Sample Size:Total 104 respondents were conveniently selected, who are the customers of Mapro
food products.
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7. DATA INTERPRETATION AND ANALYSIS
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Q.1) Do you purchase Mapro food products?
Purchase Mapro Yes No
People 100 4
DO YOU PURCHASE MAPRO PRODUCTS YES
NO
4%
96%
Interpretation: From this pie chart it is observed that majority people purchases Mapro products over other products. As we can see that MAPRO is widely consumed and known.
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Q2)How will you rate quality of Mapro products? Quality of mapro Average Good Excellent
People 37 42 21
How to Determine quality of Mapro product? AVERAGE
GOOD
EXCELLENT
21% 37%
42%
Interpretation: 42% respondents says that the quality of Mapro products is Good, while 37% respondents say that it is average, while 21 % say that its excellent. Here in general the review of quality of MAPRO GOODS is good.
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Q3). How would you rate the price of the mapro product?
Price rating Low Moderate High
People 21 62 17
. How would you rate the price of the mapro product? LOW
MODERATE
17%
HIGH
21%
62%
Interpretation: 62% respondents say that the price of the mapro products is moderate, while 21% say it is low and 17% say its high. Hence this helps in price controlling.
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Q4).Are you satisfied with the taste of mapro products?
Satisfaction Yes No
People 70 30
40 35 30 25 20 70 15 10 30
5 0 YES
NO
Are you satisfied with the taste of mapro products?
Interpretation: 70% people are satisfied with the taste of Mapro products, while 30% are not satisfied. By this result steps should be taken in order to improvise the taste and meet consumers expectations.
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Q5).How will you rate the packaging of the products?
Packaging Average Good Excellent
People 21 58 21
How will you rate the packaging of the products?
EXCELLENT 21%
AVERAGE 21%
GOOD 58%
Interpretation: 58% respondents say that the packaging of the Mapro product is good and 21% agree that its excellent. Measures can be taken to develop innovative and more attractive packaging or packaging can be changed every four months to attract consumer.
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Q6).Do you find any defect in the packing?
Defects in packaging Yes No
People 10 90
Do you find any defect in the packing? YES
NO
10%
90%
Interpretation: 10% respondents say that they find defect in the packing. Packaging can be modified as per customers expectations and market needs.
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Q7).Which product of Mapro do you prefer the most? (Select any 1)
Product preference Jam Fruitcrush Bars and jellies Desert topping
People 25 31 27 17
Which product of mapro you like to prefer? JAM
FRUITCRUSH
BARS & JELLIES
17%
DESERT TOPPING
25%
27%
31%
Interpretation: Fruitcrush is the most preferred product in the mapro product range.Where as 27% people prefer bars and jellies. It is observed that 25 % consumers use jams and 17% prefer dessert topping.
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Q8).Are you satisfied with the different range of Mapro product?
Range satisfaction Yes No
People 92 8
Are you satisfied with the different range of Mapro product?
YES
NO 8%
92%
Interpretation: 92% respondents are satisfied with the different range of products and would continue using them due to the quality and taste of the product.
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Q9).Are you satisfied with the promotion activities done by Mapro?
Promotions satisfaction Yes No
People 60 40
Are you satisfied with the promotion activities done by Mapro? YES
NO
40%
60%
Interpretation: 60% respondents are satisfied with the promotion activities done by the mapro.Improvisation in the marketing and promotion strategies in order to make the product known to customer and capture majority market.
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Q10). How will you rate the advertisement done by the Mapro?
Advertisement Average Good
52 31
Excellent
17
. How will you rate the advertisement done by the Mapro? AVERAGE
GOOD
EXCELLENT
17%
52% 31%
Interpretation: 52% respondents say that the advertisement of Mapro products is average. This can be changed by making innovations in the marketing and promotion of the product. Local mass medias should be used widely.
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Q11).Are the products replaced if they are damage or expired?
Replacement Yes no
94 6
Are the products replaced if they are damage or expired? NO 6%
YES 94%
Interpretation: 94% respondents say that the product is replaced if there is any damage. Replacement should be specifically taken care of as it may affect the consumption of goods and damage customers mind.
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Q12). If yes then in how many days the product is been replaced?
Replacement days On the spot 5days
People 15 46
10days
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. If yes then in how many days the product is been replaced? ON THE SPOT
5 DAYS
10 DAYS
15%
39%
46%
Interpretation: Only 15% respondents say that the product is being replaced on the spot. The percentage of on the spot replacement should be increased as a customer is the main component to whom we provide the goods.
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Q13).Please rate your level of satisfaction for the Mapro product & service?
Satisfaction Very satisfied Satisfied
People 29 42
Dissatisfied Very dissatisfied
19 10
Please rate your level of satisfaction for the Mapro product & service? VERYSATISFIED
SATISFIED
DISSATISFIED
VERYDISSATISFIED
10% 29% 19%
42%
Interpretation: 42% respondents are satisfied with the level of satisfaction while 19% are dissatisfied with the level of satisfaction. The percentage of dissatisfaction should be reduced as it might leaned in degrading of the brand name.
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Q14).Will you suggest other to buy the Mapro product?
Will suggest others Yes No
People 81 19
you suggest other to buy the Mapro product? YES
NO
19%
81%
Interpretation: 81% people say that they will suggest mapro products to others to buy. Steps should be taken to make the product and brand name more famous and prominent in the market.
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8.FINDINGS
Findings: 1. 71% respondents are satisfied with the different range of products. 2. 81% people say that they will suggest mapro products to others to buy. 3. 63% respondents says that the quality of Mapro products is Good. 4. 10% respondents say that they find defect in the packing. 5. Fruit crush is the most preferred product in the Mapro product range. 6. 70% people are satisfied with the taste of Mapro products 7. 94% people are not satisfied with the replacement policy of the mapro products.
9.CONCLUSION Conclusion:
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Most of the customers were satisfied but changes are required according to the changing scenario as advertisement has a great impact in the working of the company .
More advertising is required to increase the brand recognition which will intern promote more selling of the products.
Most of the customers were satisfied with the taste of the mapro products.
Maprocompany has to come up with new products so that company can attract more customers and retain existing customers.
Price can be comparatively lowered making it feasible for the middle class strata to purchase the products.
Promotions and promotional offers should be taken up in order to gain customers attention.
Overall good review of all the products based on satisfaction scale.
10.SUGGESTIONS Suggestions:
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Company should focus on the advertisement other than Mahabaleshwar (which is its producing are) so that it helps to increase their sales.
Company should focus on the replacement policy .i.e. tampered , expired or defective products should be replaced immediately.
Company should focus on the packaging of the product i.e. it can change its packaging after certain period of time and come up with new attractive ideas.
Promotional activities should be well planed and conducted in prominent areas such as
Markets.
School and colleges.
Public places.
Outside super markets.
Introductory offers or promotional perks can be inculcated.
Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.), and TV
channels must be used. Eye catching banners, hoardings, pamphlets, slogans should be introduced.
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11. ANNEXURE
Questionnaire Q1.
Personal detail:
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Name:
---------------------------------------------
Age : Address : Q2. Do you purchase Mapro food products? YES
NO
Q3. How will you rate quality of Mapro product? AVERAGE
GOOD
EXCELLENT
Q4. How would you rate the price of the mapro product? LOW
MODERATE
HIGH
Q5. Are you satisfied with the taste of mapro products? YES
NO
Q6. How will you rate the packaging of the products? AVERAGE
GOOD
EXCELLENT
Q7. Do you find any defect in the packing? YES
NO
Q8. Which product of mapro do you prefer the most? (Select any 1) JAM
FRUITCRUSH
BARS & JELLIES
Q9. Are you satisfied with the different range of Mapro product? YES
NO
Q10. Are you satisfied with the promotion activities done by Mapro? YES
NO
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DESSERT TOPPING
Q11. How will you rate the advertisement done by the Mapro? AVERAGE
GOOD
EXCELLENT
Q12. Are the products replaced if they are damage or expired? YES
NO
Q13. If yes then in how many days the product has been replaced? ON THE SPOT
5Days
10 DAYS
Q14. Please rate your level of satisfaction for the Mapro product & service? VERY SATISFIED SATISFIED DISSATISFIED VERY DISSATISFIED Q15. Will you suggest other to buy the Mapro product? YES
NO
Q16. Any suggestions? ________________________________ ________________________________
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12.BIBLIOGRAPHY
Bibliography:
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1. www.mapro.com 2. www.wikipedia.com 3. Research Methodology by C.R. Kothari, Tata McGraw– Hill, New – Delhi, 2000, rd
3 Edition. 4. Marketing Management by Philip Kotler, Pearson education, New– Delhi, 2009, 13th Edition. 5. Business Todaymonth. 6. Business Standard.
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