A Project on

Customer Satisfaction of Mapro Foods Ltd.

By
Poonam.M.Deshmukh
Submitted to

University of Pune
In partial fulfillment of the requirement for the award of the degree of
Master of Business Administration (MBA)

Through
MBA Department
Progressive Education Societys
Modern College of Engineering, MBA
Department, Pune
(2013-2015)

ACKNOWLEDGEMENT

I am highly indebted to Mapro Products Ltd. for giving me this opportunity to do

my internship project in their esteemed organization. It has contributed immensely
to my learning.
I would like to thank my external guide, Mr.Ruturaj.Chavan for giving me
the required support in completing my project.
My profound gratitude towards our HOD, Prof. Dr. Shubhangi Walvekar for
giving me valuable guidance, suggestions and advice without which this project
could not have been completed.
I would also like to thank my internal guide Dr. Deepali Choudaki for giving
me the necessary insight into my study.

Poonam Deshmukh

INDEX

Sr. No.

Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Appendix I

Contents
Acknowledgement
Executive Summary
Introduction
Industry Profile
Company Profile
Research Methodology
Theoretical Background
Objectives ,scope and limitations
Data Analysis and Interpretation
Findings and Recommendations
Conclusion
Bibliography
Questionnaire

EXECUTIVE SUMMARY

Page No.
2
4
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11
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26
30
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41
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55
57
59

PROJECT TITLE :
A STUDY OF CUSTOMER SATISFACTION FOR MAPRO FOODS LTD IN
KOLHAPUR CITY.

OBJECTIVE:
1. To study the satisfaction level of customer for Mapro Food Products in
Kolhapur City.
2. To understand the customers expectations with respect to quality, taste and
preference for Mapro Food products.
3. To study the market share of Mapro Food Products at Kolhapur region.

Hypothesis:
1. Customer are satisfied with the quality, taste and price offered by Mapro Foods.
2. Mapro Foods have acquired maximum market share as compared to its
Competitors in the Kolhapur region.

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 the

company.
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 Mahableshwar (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 like
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.
5

Eye catching banners, hoardings, pamphlets, slogans should be introduced.

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.
The project was undertaken at MAPRO, the data was confidential so there
were certain barriers in accumulating the data.
The disclosure of data from their side was limited.

Learning through Project:

It has been great pleasure to work on this exciting and challenging project.
This project provide knowledge about the satisfactory level of customer for
Mapro Foods Products.
This will provide better opportunity and guidance in future project.
It has helped to conduct the research a scientific way. The researcher has
provided the inputs in designing, the questionnaire which is an important tool
of the research

UTILITY OF STUDY
This research help to know awareness about Mapro Foods Products in
Kolhapur City. The suggestion given by the researcher to organization to
focus more on the promotional tools to wide business in other areas.
Market penetration through promotional activities to expand market in other
parts of countries.
6

CHAPTER .1
INTRODUCTION

RATIONALE OF THE STUDY

To know the market for the growth and success of MAPRO PRODUCTS and to
understand the satisfaction level. The study was also conducted to know the market
share of Mapro products.
The actual project work consist of market research of customer satisfaction through
personal interview in selected shops and in selected residential areas of Kolhapur.
There

well

in

all

Mapro

products

assigned

to

me

market

study-

jams,Jellies,crusher,squash,restores,mazanna,falero,bars and jellies,toppings,lounge.

The area given to me was Kolhapur city and the duration of the project was 2 months.
I was design and questionnaire under the guidance of area manager.

CHAPTER 2
INDUSTRY PROFILE

10

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 sector in 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.

11

Leading FMCG companies.

Some of the well-known FMCG companies are COCA COLA, HUL, P & G,
GODREJ, DABUR, ITC, ETC.

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 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)

12

MAJOR 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:
Haldiram:
Manufacturing of Syrups & exports of the syrups have increased by 20% since 2003.
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.

13

CHAPTER.3
COMPANY PROFILE

14

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 Panchgani
Mahableshwar 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 100 contract laborers.
Mapro Foods is a well-known brand in jams and squashes. It is a family business
started in 1959by the Vora family, making jams from strawberries and raspberries.
Mapro was one of the first to use traditional ingredients to make plant-based
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 tons per day 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 ready- to-eat. The idea is to become
the least-cost producer of certain products in the global market,said the CEO of
Mapro food limited.
With the help of this research study, I would like to highlight the working of a
particular

manufacturing

concern.

The
15

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 Mahableshwar, 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
Mahableshwar and Panchgani, the erstwhile sleepy hill stations of Maharashtra, into a
flourishing fruit processing zone started with a capacity of 10 MT of processed fruit
products a year, the Company today has a processing capacity of about 12,000 MT
per Year with its factories in the Shendurjane village of Satara district, Panchgani
town, Gureghar village of Mahableshwar tehsil .I am deeply thankful to our college
authorities for giving us Opportunity to visit this company.

16

PRODUCTS OF MAPRO:

17

 Crush
Jams
Restores
Toppings
Lounge
Mazaana
Squash
Falero
Coolz
Bars and jellies

 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
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 customers 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 customers 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
customers are 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
19

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.

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.)

a.)

Strength: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.) All products of MAPRO Foods are available all over India.

d.)

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 farmers organization.

e.)

In the near future they have planned to maximize their productivity by maximum

utilization of scarce resources.

20

2.)

Weakness:-

a.)

MAPRO Foods does not export their products to all over the world.

b.)

The price of MAPRO products is high. Thats why the lower class of people cant

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:21

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 dessert
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.

22

COMPAN Y PROFILE:

Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri
Kishore Vora. 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 is Mayur Vora.
The company is situated at Chesson Road, Mahableshwar, Panchgani.

The plant is BVQI certified 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.

Mission of 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.

History of MFPL:

23

 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 shape of Mapro one of the most modern, hygienic, quality- conscious Jamand
Fruit Products Manufacturing Concerns in Western India.

Mr. Vora could have rested easy on 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 in repeat
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, Gurgaon. 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 in expanding 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.

24

ORGANIZATION CHART.

Purchase
Production

Research
and
Development

Department
Department

Department

Board of Directors
Chairman

Chief Executive
Officer
Marketing

Finance

Department

Department

25

Human Resource
Department

Purchase
Production

Research and Development

Manager

Manager

Marketing

Finance

Manager

Manager

Human Resource
Manager

Workmen

CHAPTER. 4
RESEARCH METHODOLOGY

26

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.

27

 Research Methodology is original 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, analysing the facts and reaching certain conclusion
either in the form of solution towards the concerned problem or in generalization for some
theoretical formulation.

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 collected from the various books, magazine, reports, company manual,
company site, etc. The data was also collected from the organization and sales
representatives. The various information is taken out regarding that subject as well other

28

subject from various sources. The last years data stored is 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.

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: household customers and store walk-in customers Kolhapur District
Simple Random sampling:

Sample Size: Total 100 respondents were conveniently selected, who are the customers of
Mapro food products.

Learning through Project:

It has been great pleasure to work on this exciting and challenging project. This project
provide knowledge about the satisfactory level of customer for Mapro Foods Products.
This will provide better opportunity and guidance in future project.
It has helped to conduct the research a scientific way. The researcher has provided the
inputs in designing, the questionnaire which is an important tool of the research

Contribution to the Organization:

29

 This research help to know awareness about Mapro Foods Products in Kolhapur City.
The suggestion given by the researcher to organization to focus more on the promotional
tools to wide business in other areas.
Market penetration through promotional activities to expand market in other parts of
countries.

CHAPTER . 5
THEROTICAL BACKGROUND

30

 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 doesnt It mean that other age groups are not covered.

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 original customer satisfaction survey in the food & beverages
sector. The implemented methodology is based on the principles of multicriteria 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, in fact 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.

31

 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-of-mouth 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 moteleven 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.

32

 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 companys goods and services.
"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 firms 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

Definition:
Customer

satisfaction,

is

defined

as

a business

term,

it

is

the

measurement of how product 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:

33

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 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 an 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

34

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: Customers 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.

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

35

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 dont know to draw a distinct
line between product and service and quality. Customers tend to combine product and
service attributes together as a part 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.

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
36

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
customer loyalty. Both, practitioners and academics understand that customer loyalty and
satisfaction both are linked in extricable. 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
37

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 the product. Recent definition 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
taken. If expected benefits do not overweight the expected risks. This customer will perceive
the product to have a low customer value.

38

CHAPTER . 6
OBJECTIVES, SCOPE AND LIMITATIONS

39

Objectives of the Study:

1. To study the satisfaction level of customer for Mapro Food Products in Kolhapur City.
2. To understand the customersexpectations with respect to quality, taste and preference
for Mapro Food products.
3. To study the market share of Mapro Food Products at Kolhapur region

40

 Scope of the Study:

From this Study, the various reasons due to which customer buy or dont 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 sample size chosen is limited to 100 only because of time constraint.
2. This study was based purely in Kolhapur.
3. Information given by respondents may or may not be correct.
4. The project was undertaken at MAPRO, the data was confidential so there were certain
barriers in accumulating the data.
5. The disclosure of data from their side was limited.

CHAPTER.7

DATA INTERPRETATION AND ANALYSIS

41

1) Purchase of Mapro food products

Purchase Mapro

People
42

 Yes
No

54
46

PURCHASE MAPRO PRODUCTS

4%

YES

NO

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.

43

 2) Quality of Mapro Products

Quality of Mapro
Average
Good
Excellent

People
37
42
21

Quality of Mapro product

AVERAGE

GOOD

EXCELLENT

21%
38%

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 Products is good.

44

3) The price of the Mapro Product

Price rating
Low
Moderate
High

People
21
62
17

The price of the mapro product

LOW

MODERATE

17%

HIGH

21%

63%

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.

45

4)The taste of Mapro products

Satisfaction
Yes
No

People
70
30

40
35
30
25
20
35
15
10
13

5
0

YES

NO

Are you satisfied with the taste of mapro products?

46

 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.

5) The packaging of the products

Packaging
Average
Good
Excellent

47

People
21
58
21

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.

6) Product of Mapro prefer the most

Product preference
Jam
Fruit crush

People
25
31
48

 Bars and jellies

Desert topping

27
17

Mapro Product like to prefer

JAM

FRUITCRUSH

BARS & JELLIES

17%

DESERT TOPPING

25%

27%
31%

Interpretation: Fruit crush is the most preferred product in the Mapro product range.
Whereas 27% people prefer bars and jellies. It is observed that 25 % consumers use jams
and 17% prefer dessert topping.

7) Satisfied with the promotion activities done by Mapro

49


Promotions satisfaction
Yes
No

People
60
40

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.

50


8) Suggest other to buy the Mapro product

Will suggest others

Yes
No

People
81
19

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.

51

9) Level of satisfaction for the Mapro product & service

Satisfaction
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied

People
29
42
19
10

Level of satisfaction for the Mapro product & service

VERY SATISFIED

SATISFIED

DISSATISFIED

10%
29%

19%

42%

52

VERY DISSATISFIED

 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.

Q10)How satisfied are you with Mapro products with respective quality?
Very satisfied

Satisfied

Dissatisfied

Neither satisfied nor dissatisfied

53

Satisified Mapro products with respective quality

Dissatisfied; 7

Very Satisfied; 40

Satisifed; 37

Very Satisfied

Satisifed

Dissatisfied

Neither satisfied nor dissatisfied

Interpretation: 40% respondents are very satisfied with the quality of Mapro products
while 37% are satisfied with the quality of Mapro products.7% are dissatisfied with the
quality of Mapro products and 12% neither satisfied nor dissatisfied with the quality of
Mapro products Here in general the review of quality of MAPRO Products is good.

54


Q.11)Please rank the following as per your preference?( (rank is from 1 to 4,where 4
stands for better)
KISSAN
MAPRO
MALAS
MANAMA

55

Rank product as per preference

11
42

39

KISSAN

MAPRO

MALAS

MANAMA

Interpretation: 42% respondents are rank Kissans products while 39% are preferred
Mapros products.11% are preferred Malas products and 8% preferred Manamas
products.Company should focus on market shares to earn a profit in order to make the
product known to customer and capture majority market.

CHAPTER .8
56

FINDINGS AND SUGGESTIONS

57

 Findings:
1.
2.
3.
4.
5.
6.
7.
8.

71% respondents are satisfied with the different range of products.

81% people say that they will suggest Mapro products to others to buy.
63% respondents says that the quality of Mapro products is good.
10% respondents say that they find defect in the packing.
Fruit crush is the most preferred product in the Mapro product range.
70% people are satisfied with the taste of Mapro products
94% people are not satisfied with the replacement policy of the Mapro products.
Company should focus on the market shares to earn profit.

Suggestions:

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.

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.

CHAPTER.9
CONCLUSION

58

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 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.
59

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 based on satisfaction scale.

BIBLIOGRAPHY

60

Bibliography:

61

1. Kotler P. , (2012) , Marketing Management by, Pearson education, 14th edition , New
Delhi , No.106
2. Kotler P. , (2007), Marketing Management, Pearson Publication, 11th edition, New
Delhi. No. 59, 72
3. Kothari. C. R , Garg Gaurav , (2004), Research Methodology (Methods and
4.

5.
6.

7.
8.
9.

techniques) , New age International(P) Limited Publisher New Delhi-110002 , No.114

Zikmund, Babin , (2007) , Essentials of Marketing Research, 3rd Edition, Thomson,
Australia. , Indian Publication, No.135, 143
http://www.mapro.com/mapro_history.html , Date:6/07/2014 , time:1.15pm
http://www.hospitalitybizindia.com/detailNews.aspx?aid=7833&sid=1 , Date:21/7/2014,
Time: 5.00pm
http://www.mapro.com/mapro_quality.html,Date:16/088/2014,Time:11.15
http://en.wikipedia.org/wiki/Mapro_Garden,Date:28/08/2014,Time:8.00pm
http://businesstoday.intoday.in/story/small-brands-in-india-mapro-foods/1/184742.html,
Date:5/09/2014, Time:12.40am

APPENDIX I

62

Questionnaire
Q1.

Personal detail:
Name:

---------------------------------------------

63

 Age:
Address:

Q.2) Do you purchase Mapro food products?

Yes

No

Q.3) How will you rate quality of Mapro products?

Average

Good

Excellent

Q.4). How would you rate the price of the Mapro product?
Low

Moderate

High

Q 5).Are you satisfied with the taste of Mapro products?

Yes

No

Q6).How will you rate the packaging of the products?

Average

Good

Excellent

Q.7).Which product of Mapro do you prefer the most? (Select any 1)

Jam

Fruit crush

Bars and jellies

64

Desert topping


Q8).Are you satisfied with the promotion activities done by Mapro?
Yes

No

Q9).Will you suggest other to buy the Mapro product?

Yes

No

Q10). Please rate your level of satisfaction for the Mapro product & service?
Very satisfied

Satisfied

Dissatisfied

Very Dissatisfied

Q11.)How satisfied are you with Mapro products with respective quality?
Very satisfied
Dissatisfied

Satisfied
Neither satisfied nor dissatisfied

Q12.)Please rank the following as per your preference? (rank is from 1 to 4,where 4 stands
for better)
KISSAN
65

 MAPRO
MALAS
MANAMA

66

67