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 Society’s
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

2
 INDEX

Sr. No. Contents Page No.

Acknowledgement 2
Executive Summary 4
Chapter 1 Introduction 9
Chapter 2 Industry Profile 11
Chapter 3 Company Profile 15
Chapter 4 Research Methodology 26
Chapter 5 Theoretical Background 30
Chapter 6 39
Objectives ,scope and limitations
Chapter 7 Data Analysis and Interpretation 41
Chapter 8 Findings and Recommendations 53
Chapter 9 Conclusion 55
Bibliography 57
Appendix I Questionnaire 59

3
EXECUTIVE SUMMARY

4
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

5
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

6
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.

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

7
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.

8
CHAPTER .1

INTRODUCTION

9
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.

10
 CHAPTER 2

INDUSTRY PROFILE

11
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.

12
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)

13
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.

14
 CHAPTER.3

COMPANY PROFILE

15
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 company is called as ‘MAPRO

16
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.

17
 PRODUCTS OF MAPRO:

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

18
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 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’s 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 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.

19
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.) 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 farmer’s 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. 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:

21
 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
COMPANY 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 customer’s expectations.

History of 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
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.

23
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.

Board of Directors

Chairman

Chief Executive Officer

Purchase Production Marketing Finance Human Resource Research and Development

Department Department Department Department Department Department

Purchase Production Marketing Finance Human Resource Research and Development

Manager Manager Manager Manager Manager Manager

Workmen

25
 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.”

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.

27
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 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.

28
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:

 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.

29
 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 doesn’t 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 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.

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.

32
"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

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:

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.

33
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 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

34
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 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 a part of a total

35
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 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

36
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 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.

37
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 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

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 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.

40
 CHAPTER.7

DATA INTERPRETATION AND ANALYSIS

41
1) Purchase of Mapro food products

Purchase Mapro People

Yes 54
No 46

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.

42
2) Quality of Mapro Products

Quality of Mapro People

Average 37
Good 42
Excellent 21

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 Products is good.

43
3) The price of the Mapro Product

Price rating People

Low 21
Moderate 62
High 17

The price of the mapro product

LOW MODERATE HIGH

17%
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.

44
4)The taste of Mapro products

Satisfaction People
Yes 70
No 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.

45
5) The packaging of the products

Packaging People
Average 21
Good 58
Excellent 21

The packaging of the products

EXCELLENT AVERAGE
21% 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.

46
6) Product of Mapro prefer the most

Product preference People

Jam 25
Fruit crush 31
Bars and jellies 27
Desert topping 17

Mapro Product like to prefer

JAM FRUITCRUSH BARS & JELLIES DESERT TOPPING

17% 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.

47
7) Satisfied with the promotion activities done by Mapro

Promotions satisfaction People

Yes 60
No 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.

48
8) Suggest other to buy the Mapro product

Will suggest others People

Yes 81
No 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.

49
9) Level of satisfaction for the Mapro product & service

Satisfaction People
Very satisfied 29
Satisfied 42
Dissatisfied 19
Very dissatisfied 10

Level of satisfaction for the Mapro product &

service
VERY SATISFIED SATISFIED DISSATISFIED VERY DISSATISFIED
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.

50
Q10)How satisfied are you with Mapro products with respective quality?

Very satisfied Satisfied

Dissatisfied Neither satisfied nor dissatisfied

Satisified Mapro products with respective quality

[] ,16

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.

51
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

Rank product as per preference

8
11

42

39

KISSAN MAPRO MALAS MANAMA

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

52
 CHAPTER .8

FINDINGS AND SUGGESTIONS

53
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.
8. 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.

54
CHAPTER.9

CONCLUSION

55
 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.
 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.

56
BIBLIOGRAPHY

57
Bibliography:

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 techniques)
, New age International(P) Limited Publisher New Delhi-110002 , No.114
4. Zikmund, Babin , (2007) , Essentials of Marketing Research, 3rd Edition, Thomson,
Australia. , Indian Publication, No.135, 143
5. http://www.mapro.com/mapro_history.html , Date:6/07/2014 , time:1.15pm
6. http://www.hospitalitybizindia.com/detailNews.aspx?aid=7833&sid=1 , Date:21/7/2014,
Time: 5.00pm
7. http://www.mapro.com/mapro_quality.html,Date:16/088/2014,Time:11.15
8. http://en.wikipedia.org/wiki/Mapro_Garden,Date:28/08/2014,Time:8.00pm
9. http://businesstoday.intoday.in/story/small-brands-in-india-mapro-foods/1/184742.html,
Date:5/09/2014, Time:12.40am

58
APPENDIX I

59
Questionnaire

Q1. Personal detail:

Name: ---------------------------------------------

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

60
Q.7).Which product of Mapro do you prefer the most? (Select any 1)

Jam Fruit crush Bars and jellies 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 Satisfied

Dissatisfied Neither satisfied nor dissatisfied

61
Q12.)Please rank the following as per your preference? (rank is from 1 to 4,where 4 stands for
better)

KISSAN

MAPRO

MALAS

MANAMA

62
63