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Introduction
"Satisfaction is a kind of stepping away
from an experience and evaluating it".
Consumer satisfaction with a
purchase depends upon the product
performance relative to his expectations.
A consumer might experience various
degrees of satisfaction. If the product
performances fall short of expectations,
the customer is dissatisfied. If the
performance matches the expectations,
the customer is satisfied. If the
performance exceeds expectations, the
customer is highly satisfied or delighted.
Consumer satisfaction with a
product/service
refers
to
the
favourability
of the
individual's
subjective evaluation of the various
outcome and experiences associated with
using or consuming the product service.
The extent to which expectations are
realized is assumed to be directly related
to the level of satisfaction experienced.
If the actual product outcome meets with
or exceed these expected level of
satisfaction results. If the product
outcomes are judged below the
expectation dissatisfaction occurs.
Importance of Consume rs
Satisfaction
Every consumer has certain
expectations and needs and a strong
Page 67 of 14
Page 68 of 14
* 100
Maximum Score
Based on Satisfaction Index, the respondents are classified as highly satisfied, satisfied
and dissatisfied as follows:
Mean Score + Standard deviation
Between (Mean Score - Standard deviation)
and (Mean Score + Standard deviation)
=
=
Highly Satisfied
Satisfied
Page 69 of 14
Dissatisfied
Satisfaction Factors
The
satisfaction
level of
individual is influenced by many
independent factors such as: (1) Age (2)
Formal education (3) Occupation (4)
Page 70 of 14
Table-2
Age and Level of Satisfaction
Age
Level of Satisfaction
Group
Total
Highly Satisfied
Satisfied Dissatisfied
Young
30 (32)
54 (57)
10 (11)
94 (100)
Middle aged
16 (24)
44 (66)
7 (10)
67 (100)
Old
11 (28)
23 (59)
5 (13)
39 (100)
Total
57 (28)
121 (61)
22 (11)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 4
Calculated value of = 1.49
Table value at 5% level = 9.49
Out of the 200 respondents, 121
respondents (61 percent) are satisfied
and 57 respondents (28 percent) are
highly satisfied with the eagle food
products. Only 11 percent (22) of the
total respondents are dissatisfied with
the food products. More number of
respondents are identified as satisfied
respondents in all three age groups
namely middle age (66 percent), old (59
percent) and young (57 percent). In both
highly satisfied and satisfied level of
Page 71 of 14
Table-3
Education Level and Level of Satisfaction
Level of Satisfaction
Education
level
Highly Satisfied
Satisfied
Dissatisfied
Total
Illiterate
10 (25)
22 (55)
8 (20)
40 (100)
School
21 (26)
52 (63)
9 (11)
82 (100)
UG
19 (32)
36 (60)
5 (8)
60 (100)
PG
6 (33)
10 (56)
2 (11)
18 (100)
Total
56 (28)
120 (60)
24 (12)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 6
Calculated value of = 4.04
Table value at 5% level = 12.59
Among the 200 respondents, 120
respondents (60 percent) are satisfied
and 56 respondents (28 percent) are
highly satisfied. Maximum numbers of
respondents are found as satisfied in all
four education levels i.e. school (63
percent), UG (60 percent), PG (56
percent) and illiterate (55 percent).
Hence it is concluded that there is no
significant
relationship
between
education level and level of satisfaction
expressed by the respondents. The result
of the Chi-square test also in support of
the findings as the hypothesis is accepted
because the calculated value is less than
the table value.
Page 72 of 14
Total
55 (27)
120 (60)
25 (13)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 8
Calculated value of = 9.49
Table value at 5% level = 15.51
In
all
four
occupational
calculated value of the chi-square test is
categories more people are satisfied,
less than the table value, the hypothesis
some people are highly satisfied and
is accepted. Hence it is inferred that
only few respondents are dissatisfied
there is no significant relationship
with the processed spices product. From
between occupation and level of
the analysis, Housewives are more
satisfaction.
satisfied than other categories. Since the
Type of Family and Level of
Satisfaction
The development of individuals
proceeds under the influences of many
Table-5
Type of Family and Level of Satisfaction
Type of
Level of Satisfaction
Family
Total
Highly Satisfied
Satisfied
Dissatisfied
Nuclear
43 (28)
105 (69)
5 (3)
153 (100)
Joint
10 (27)
19 (51)
18 (22)
47 (100)
Total
53 (26)
124 (62)
23 (12)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 2
Calculated value of = 4.88
Table value at 5% level = 5.99
As per the above table, a
majority of the satisfied (62 percent) and
highly satisfied (26 percent) respondents
belong to both nuclear family and joint
family type. When compare the
satisfaction level of nuclear family with
joint family, nuclear families were
dominating during the period of analysis.
Page 73 of 14
income
group
(above
Rs.20,000).
Table-6
Income and Level of Satisfaction
Level of Satisfaction
Income
Level
Highly Satisfied
Satisfied Dissatisfied
Total
Low
24 (21)
70 (60)
23 (19)
117 (100)
Moderate
25 (37)
36 (53)
7 (10)
68 (100)
High
3 (20)
11 (73)
1 (7)
15 (100)
Total
52 (26)
117 (59)
31 (15)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 4
Calculated value of = 54.81
Table value at 5% level = 9.49
Table-6 indicates that the highincome category has more satisfied
respondents (93 percent) and only one
respondent has the dissatisfaction with
the product. Both high and moderate
income groups are achieved more level
of satisfaction than the low income
group. Hence the level of satisfaction is
Table-7
Residential Status and Level of Satisfaction
Level of Satisfaction
Place of
Residence
Highly Satisfied
Satisfied
Dissatisfied
Total
Rural
17 (24)
43 (62)
10 (14)
70 (100)
Urban
39 (30)
76 (58)
15 (12)
130 (100)
Total
56 (28)
119 (59)
25 (13)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 2
Calculated value of = 0.87
Table value at 5% level = 5.99
Page 74 of 14
Table-8
Size of the Family and Level of Satisfaction
Level of Satisfaction
Size of the
Family
Highly Satisfied
Satisfied
Dissatisfied
Total
Small
17 (31)
28 (52)
9 (17)
54 (100)
Medium
28 (25)
67 (59)
18 (16)
113 (100)
Large
8 (25)
60 (48)
9 (27)
33 (100)
Total
53 (27)
111 (55)
36 (18)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 4
Calculated value of = 3.31
Table value at 5% level = 9.49
It is witnessed from the Table-8
that both small and medium size families
have more satisfaction than the large size
family. More respondents as per the
percentage are dissatisfied with the
processed spices product in the large size
family. It is a strong support for
diversification patterns because medium
Page 75 of 14
Table-9
Food Habits and Level of Satisfaction
Food
Level of Satisfaction
Habits
Total
Highly Satisfied
Satisfied
Dissatisfied
Vegetarian
11 (24)
27 (60)
7 (16)
45 (100)
Non-Vegetarian
44 (28)
90 (58)
21 (14)
155 (100)
Total
58 (28)
117 (58)
28 (14)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 2
Calculated value of = 0.32
Table value at 5% level = 5.99
It is evident from Table-9 that the
number of respondents of the nonvegetarian category is higher than the
vegetarian category regarding the level
of satisfaction. In general, most of the
respondents of both groups are satisfied
with the eagle branded processed spices
Page 76 of 14
Table-11
Frequency of Purchase and Level of Satisfaction
Frequency of
Level of Satisfaction
Purchase
Highly Satisfied
Satisfied
Dissatisfied
Total
Monthly
14 (30)
23 (50)
9 (20)
46 (100)
Weekly
18 (26)
43 (61)
9 (13)
70 (100)
As and
24 (29)
49 (58)
11 (13)
84 (100)
when required
Total
56 (28)
115 (58)
29 (14)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 4
Calculated value of = 1.94
Table value at 5% level = 9.49
The Table-11 envisages that in
the different frequency of purchase,
nearly same amount of respondents are
satisfied with the processed spices
products. Hence satisfaction level is not
influenced by frequency of purchase. It
is also proved by the result of chi-square
analysis. The calculated value is less
than the table value and hence the null
hypothesis is accepted. A conclusion is
so derived that there is no significant
relationship between frequency of
purchase and the level of satisfaction of
the respondents.
Page 77 of 14
Table-12
Awareness about Ingredients and Level of Satisfaction
Awareness
Level of Satisfaction
about
Total
Highly Satisfied
Satisfied
Dissatisfied
Ingredients
Aware
40 (32)
70 (56)
16 (12)
126 (100)
Not Aware
16 (22)
46 (62)
12 (16)
74 (100)
Total
56 (28)
116 (58)
28 (14)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 2
Calculated value of = 45.37
Table value at 5% level = 5.99
Awareness
about
Total
Highly Satisfied
Satisfied
Dissatisfied
Expiry Date
Aware
37 (33)
58 (52)
17 (15)
112 (100)
Not Aware
19 (22)
45 (51)
24 (27)
88 (100)
Total
56 (28)
103 (51)
41 (21)
200
Note: Numbers in Parentheses are Percentage
Degrees of Freedom = 2
Calculated value of = 6.01
Table value at 5% level = 5.99
Page 78 of 14
Conclusion
From the analysis it is evident that out of 200 respondents, 34 percent are highly
satisfied, 52 percent are satisfied and only 14 percent are dissatisfied with t he Eagle
brand processed spices products. Further the research from analysis shows that there is a
significant relationship between level of satisfaction and following factors: (1) Income
(2) Awareness about ingredients and (3) Expiry date. However no significant relationship
is proved between level of satisfaction and following factors: (1) Age (2) Education (3)
Occupation (4) Family type (5) Residential status (6) Size of the family (7) Food habits
(8) Period of usage and (9) Frequency of purchase. However the overall analysis of the
study indicates that majority of the respondents has been satisfied with the Eagle brand
processed spices products. It is a strong evidence to improve the market in the processed
spices products.
Suggestions
The followings are the suggestions made on the findings of the analysis and
collected informations from respondents.
1) The Eagle Food Products Company may introduce some variants of
processed spices products in vegetarian category.
2) People like to buy small size pouch packs for every day purpose. This kind of
pouch packs will reach people easily.
3) The present advertisement covered by Eagle Food Products is inadequate.
Television advertisement is effective one. So that company may consider this
to promote the market size in rural areas.
4) Some of respondents feel to change the brand because of non-availability of
eagle products in all shops. So the managements will take steps to make the
availability of products in all shops. .
5) The company may consider avoiding the artificial colour in some products.
Page 79 of 14
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