“A Study on the Factors Responsible for Customer Gratification towards

Inimai Food Industry Pvt. Ltd., Aruppukottai”

1. Introduction:
Customer gratification is a measure of how product and services supplied a
company can meet the customer expectations. Customer gratification is still one of the
single strongest predictors of customer retention. It’s considerably more expensive to
attract new customers than it is to keep old once happy. In a climate of decreasing brand
loyalties, understanding customer service and measuring customer gratification are very
crucial. There is obviously a strong link between customer gratification and customer
retention. Customer perception of service and quality of product will determine the
success of the product or service in the market.
With better understanding of customer perceptions, companies can determine the
customers need e actions required to meet the can customer’s needs. They can identify
their own strengths and weaknesses, where they stand in comparison to their competitors,
chart out path future progress and improvement. Customer gratification measurement
helps to promote an increased focus on customer outcomes and stimulate improvements
in the work practices and processes used within the company.

2. Objectives:
➢ To study the Gratification level of customers with regard to services offered by
Inimai Food Industry.
➢ To make suggestions for improvement of their products & their services from the
customer’s point of view based on this research to fulfill customer’s needs.
➢ To study the service quality offered by Inimai Food Industry in term of Reliability,
Assurance, Tangibility, Empathy, Responsiveness.

3. Scope:
This study covers the factors responsible for customer gratification level of Inimai
Food Industry in the area of Aruppukottai. It makes effort to ascertain the gratification
level of customer of Inimai Food Industry through survey so that company would be able
to come up to the expectation level of its customer. The company can come up to the
expectation only by finding out the problem that customer are facing during their
purchase. In short it is the level of gratification that is link between end-user and
company. As long as the company is able to satisfy its customer, customer would remain
in the bracket of loyal customer. Hence it is very essential to understand the customer
gratification and to measure the gratification level time to time as there is always scope of
improvement.

4. Company Name: Inimai Food Industry Pvt. Ltd., Aruppukottai.

5. Methodology:
Research Design: Descriptive Research.
Sample Design: Non – Probability sampling (Convenience sampling) .
Sample Size: 100
Research Apparatus: Survey Method.
Research Instruments: Observation, Questionnaire and Personal Interview.
Tools of Analysis: Percentile Analysis, Chi-Square Test, Simple Ranking Method.

6. Abstract:
This study focuses on the factors responsible for customer gratification towards
Inimai Food Industry Pvt. Ltd., Aruppukottai. A total of 100 consumers of departmental
stores were personally surveyed with a structured questionnaire. These consumers are
spread out throughout Aruppukottai city. Statistical analysis such as descriptive analysis,
Chi square and average percentage score were carried out. The preferences of the
consumers clearly indicate their importance of advertisement in influencing their
purchase, the additional facilities expected, improvement expected in handling defective
goods and many. The findings of the study states that customer gratification is linked
with various factors like product features, price, quality, variety, and services etc.,
Recommendations to improve customer gratification are suggested. It is concluded that
customer perception of retail outlets play a significant role to enhance the perception with
consumers and provide total consumer satisfaction.