A STUDY ON CUSTOMER SATISFACTION AT KERAFED PRODUCTS

Project report

Chapter 1

INTRODUCTION

Customer satisfaction is the most discussed subject in today's world of competitive

market .for the success of running of a product or service customer satisfaction is important.
Customer satisfaction measures architecture any product or service company because customers
action is the strong predictor of customer customers retention, customer loyalty and product
repurchase.

For products customer satisfaction is influenced by perceived quality of product

attributes , peaches and benefits and is motivated bike customer expectations regarding the
product. Outstanding companies go out of there way to keep their customer satisfied.

Customer satisfaction is a marketing tool and a definite value added benefit . It is often
perceived by customers as important as the primary product or service your organisation offers
it looks at what is in world from three different angles, the first is from the view of an
organisation wishing to understand and measures how satisfied its customers if with the product
and services they receive from it. The second is from the perspective of a research agency that
has been asked to obtain feedback from customers and about their experience when dealing
with companies. Finally it considers the issue from the perspective ok customers who participate
in service , including both business customer and members of general public

KERAFED is apex cooperative federation of coconut farmers in kerala and is the largest
producer of coconut oil in India . The federation started commercial production in 1993. The
head office of KERAFED is located in Thiruvananthapuram. KERAFED is the single largest
producers of coconut produced in Kerala from 900 societies all over the state. KERAFED as a
good distribution consisting of stockist , dealers and suppliers

1.2 REVIEW OF LITERATURE

* Maaz Ahammed Khan(2016) has taken a study on customer satisfaction with respect of
Kohinoor Mechanical Electrical and Engineering works. From the available data the Scholar
came into conclusion that customer relay on heavily on quality and also reasonable price affect
the buying process of Indian customers as they want good quality in lesser price .He concluded
that customer satisfaction depend upon packages and services that are offered to them

* Amita khanna (2005) "customer attittude and perception towards brand of edible oil :an
empirial study" review about the opening of Indian economies enhanced the brand consecious
of customers .Customers have specific preferences and choice and they evaluated them the basis
of aspects like quality ,price,packaging ,etc .The research has extablished relationship between
product quality with customer satisfaction and brand loyalty

* Dr.TJ .Ilyas , Imran.N.Siddique,Jay K. Devangan(2003 April) study that when the customer
purchase cooking oil fire importance is he went to safety aspect, and brand image of the cooking
oil then the sales promotional schemes offered by the companies. Cooking oil marketers could
take maximum effort in designing the advertisement in such a way that the advertisement
provide reliable and maximum information about the nutrition and health aspects, price of the
oil

* R Prerna (2013) in their study says that packages is always important for the purchase of
a product. Customers also analysis the price, quality, aspects,etc before they were the product
and hence it is up to the the difference branch of sunflower and groundnut oil manufacturer to
concentrate on those aspects and a workout better strategy to to extract more consumers for
their brand

1.3 STATEMENT OF THE PROBLEM

The first in research is formulating a research problem it is the important stage in in

applied research problem , as poorly define the problems causes confusion and don't allow the
research to develop a good research design. The problem identified from the study is find out
level of awareness of KERAFED products. It also find out the attitude and preception of the
consumers satisfaction towards KERAFED PRODUCTS in THIRUVANANTHAPURAM district.

1.4 SCOPE OF THE STUDY

The study is conducted to find out the the customers preference and attitude of coconut
products with reference to KERAFED . The study analysis the present position of KERAFED. This
study is is restricted to information regarding the customers likes and dislikes, personal decisions
and family decisions and loyalty of customers. The study has been carried out for a period of 2
months and has focused on all type of customers. This project work is a study on the customers
satisfaction of KERAFED products in Thiruvananthapuram district

1.5 Significance of the study

The importance of customer satisfaction is apparent when you realise that, without
customers you don't have business. Its worth it to focus on customer satisfaction strategies , no
matter how large or small your company is

1 Understanding the needs of the customer is critical

A business relationship is just like any other relationship, relies on both people get their needs
met. They want to feel welcomed and appreciated by you and your staff. Small interactions like
thank you and nice smile can go a long way Toward customer satisfaction
2 satisfaction is the foundation of a good business

A big part of customer satisfaction is reliability. If customers come to expect a certain mode of
behaviour from you and your employees, you should deliver rif to them each and every time.
They expect consistent delivery times and support.

3 make sure your employees operate with the same principles

Customer satisfaction is at its most important when something goes wrong in the chain of
delivery.whether a customer was double charged aur didn't receive what she ordered, your
employees need to handle the situation with the almost care your employees should apologize
and take steps to to rectify the situation.

1.6 objectives of the study

* To find out the customer satisfaction level about KERAFED products

* To find out the methods to measure the customer satisfaction

* To find out the the perception of customers about KERAFED products

* To determine the customers awareness of KERAFED products

* To study about promotional strategies adopted by KERAFED

1.7 research methodology

Metrology is a way to systematically solve research problems. It explain the various steps that
are generally adopted by a researcher in studying the research problems with the logic behind
them.

1.7.1 source of data collection

The collection of data is considered to be one of the most important aspects in the the research
methodology. Both primary and secondary data is used in this study in order to meet the
requirements of the purpose

* Primary data

Primary data are the data which are collected for the the first time and thus first in nature. They
are first handed information

Under this study primary data was collected by using structured questionnaire. The structured
questionnaire consist of of both open ended and closed ended questions.
* Secondary data

Secondary data are the data which are collected from the the second time. They are collected
from other sources. Secondary data second hand information

Under this study secondary data are are collected from articles, magazines, journals, KERAFED
website.

* Sample size

The respondents of the study comprise of customers of Thiruvananthapuram district. The

sample taken for the study is 100

* Sample techniques

Sample method used for the study is random sampling technique

1.8 Limitations of the study

*The time allowed for the study is not sufficient

*Some of the customers where busy comment

*Lack of knowledge is the respondents regarding in different products of KERAFED

* The answers of the respondents may be based

1.9 Chapterisation

Chapter 1 introduction

Chapter 2 industrial profile

Chapter 3 company profiles

Chapter 4 data analysis and interpretation

Chapter 5 findings suggestions and conclusions