1.

1 Introduction

Before business can develop marketing strategies, they must understand what
factors influence buyer’s behavior and how they make purchase decisions to satisfy their
needs and wants. Buyers are moved by a complex set of deep and subtle emotions.
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a product
or service. It studies characteristics of individual consumers such as demographics and
behavioral variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general.

Customer behavior study is based on consumer buying behavior, with the

customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behavior analysis as it has a keen interest in
the re-discovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer. A greater importance is also placed on consumer
retention, customer relationship management personalization, customization and one-to-
one marketing. Social functions can be categorized into social choice and welfare
functions. The project is research-based project done in accordance to find the consumer
perception about Aachi masala. Research based project focuses on exploratory research
where I tried to find out perception of consumers towards ice cream and determination of
market potential.

1.2 Statement of Problem

Today, a lot of masala products producing companies have started to

manufacturing masala products all over the world one of most popular was Aachi masala
products. This trading company produce masala products like masala, pickles, ghee, oil
etc, it is essential to study about retailer’s satisfaction of Aachi masala product, this
interest makes to take up the research study entitled.

1
1.3 Objectives of the study

i. To know about image of Aachi masala products on customer minds

ii. To understand the perception of customers towards Price, Service,

Quality, Availability of products and Accessibility of products in market

iii. To know about the interaction of Sales executive of Aachi masala

products, with the customer

iv. To study the customer preference of Aachi products.

v. To study the factor influencing the customers to purchase Aachi products

vi. To study the various marketing functions of Aachi masala.

1.4 Scope of the study

i. To study the customer purchase behavior activities.

ii. Satisfy the consumer and fulfill their expectations.

iii. Create awareness about Aachi products.

iv. To retain the consumer.

v. To make some improvement for consumer need.

As the customers are usually busy so the unwillingness of concerned person to

spend time for answering the questions.

1.5 Research Methodology

The purpose of the re-search methodology is to describe the research procedure.

They include the overall research design and date collection methods. The section is
important. Because it is hard to discuss methodology with using technical term. The
main terms are

2
 1.5.1 Research Design

The research design of the present study is descriptive research includes survey
and fact finding enquiries of different kinds. The major purpose of descriptive research is
description of the state of affairs, as it exists at present. The main characteristic of this
method is that the researchers have no control over the variable he can only report what
was happened or what is happening.

1.5.2 Data Collection

The main sources through which data collected are

1.5.2.1. Primary data

Information’s were collected from the respondents through questionnaires by

direct contact.

1.5.2.2. Secondary data

Secondary data was collected from the various books, records and interest.

1.5.3. Sampling Methodology

Sampling Methodology considered for the study is Simple Random Sampling. A

simple Random Sample is a sample of Size n drawn from a population of size N in such
a way that every possible sample of size n has the same chance of being selected.

1.6. Tools of analysis

Tools of analysis used for this project are:

i. Chi – Square Analysis

ii. Percentage analysis

3
1.6.1. Chi – Square Analysis

Chi – Square test are used by scientists test their hypotheses, there are a bunch of
Chi-square tests out there and they test things like scientific independences, continuity,
correlations, distribution and more.

A Chi – Square test is often used to measure a goodness of fit between an

observed and expected distribution of values. Knowing how to performing a Chi- square
test can be useful for testing probable to expected outcomes, fitting points to a curve, or
testing statistical hypotheses. This article will explain how the Chi- Square Test is
performed.

Formula

(O-E) 2
ᵡ2 = ∑ ------------------
E

And the degree of freedom = (R – 1) (C – 1)

Where E = Expected Frequency

O = Observed Frequency

R= Number of Rows

C = Number of Columns.

1.7 Chapter scheme

The present study consists of four Chapters.

The first chapter Introduction, statement of problem, Objectives of study,

Significance, Scope of the study, Research methodology.

4
 The second chapter deals with introduction, Profile of the Aachi masala foods (p)
ltd, corporate social responsibility, Strategy followed by the company, Vision and
mission of the company, Product available in Aachi Masala Company, Specialty of
Aachi masala foods, Aachi distribution network.

The third chapter presents the Introduction, descriptive analysis, and inferential
analysis of consumer perception and customer satisfaction on Aachi masala foods (p) ltd.

The fourth and final chapter provides the summary of findings, suggestions

5
2.1. Introduction

In this chapter discuss about the profile of Aachi masala foods (p) ltd, Strategy
followed by the company, vision and mission of the company, product available in Aachi
Masala Company, and Aachi distribution network.

2.2. Profile of Aachi Masala Foods Private Limited

Aachi Masala is a traditional Chettinad Masala - very famous in South India for
its unique food. 'Aachi' is a fond reference to 'Mother' in Chettinad. Little wonder
therefore that we drew Aachi brand name as 'Aachi Masala'.

Today Aachi Masala needs no introduction. The qualities of the products

themselves stand testimony to their credentials and Aachi has become a household name.
Simply because the product range is so wide and backed up by quality products that no
household can afford to miss Aachi products from their kitchen shelf. The upper most
reason for the success of the brand "Aachi" can be attributed to meeting the demand of
consumers from every walk of life by pricing the product competitively and in various
size packs which can be afforded by common man. The company has grown from
humble beginning and the sales turnover of the year 2008-2009 stands at 270 Crores.

Year of Establishment : 1998

Nature of Business : Manufacturer, Exporter

Number of Employees : 101 to 500 People

Turnover : US$ 25-100 Million

(or Rs. 100-400 Crore Approx.)

Incepted in the year 1998, Aachi Masala Foods Private Limited is an ISO Certified
organization, engaged in the manufacturing, exporting and supplying of a wide
assortment of masala under the brand name of ‘Aachi’ like cooking paste, Indian
cooking paste, etc. The supreme quality of Aachi products, competitive pricing and their
availability in different sizes has helped us establish ourselves as a household name.

6
 Under the table guidance of Owner, Mr. A. Padmasingh Isaac, a niche was carved
for the company in the international arena and with an annual turnover of Rs. 207 Cr.

From ancient times, food has been the primary requirement of human beings.
Aachi pursuit to address this need for food forms the foundation of Aachi business. The
fast paced life and pressure to sustain have made us lay special emphasis to serve the
growing needs of the home makers in a better manner. We can be called the pioneers in
making Masala, pickle and other cons Namable available in one rupee packet, making
them within the reach of every household.

Moreover, we have plans in the near future, to initiate the export oriented unit
for manufacturing of Ready to Cook, Ready to Eat, Cooking Paste, Indian Cooking Paste
and Masala Products for the international market.

2.2.1 Corporate Social Responsibility

To whom much is given, much is expected. You can even do a Spiderman and
say that with great power comes great responsibility. The concept and practice of
corporate social responsibility or CSR is a form of corporate self-regulation integrated
into a business model. It calls upon companies to meet their role in uplifting the quality
of life in the communities where they operate.

In practical terms, the triple bottom line has taken precedence over more
traditional indices of operational performance. Where it previously had been exclusively
about the green stuff, the new trend and thinking has expanded the spectrum of values
and criteria for measuring organizational success. Economic, ecological, and social
impact are now all taken into consideration; people and planet now take precedence over
profit. The onus has been effectively put on management to draw up and enforce fair
labor practices and sustainable environmental policies – even as they reap economic
benefit with a more lasting impact to the organization.

Aachi has a genuine desire to help others, with policies and practices continually
evolving towards the attainment of true CSR, trying to give back to society. “If every
individual commits to work for public service… whatever happens, we’ll still make a
difference in this country,” So, public office or not, CSR or whatever, the Aachi

7
managing director will continue to see how he can be of service to those in need. To
augment this we have taken greater role in Women Empowerment, Rural Rejuvenation,
Education, Supporting Differently Able and Sports.

2.2.2 Women Empowerment:

Aachi is an Equal Opportunity Employer. Women are given opportunity in all

departments thus paving way to their excellence and financial viability. They are given
access to resources and services. They improve their own status, relative to men, by their
own work and organization arising from increased access to resources and services.
There is gender equality in decisions making over access to resources, so that women
achieve direct control over their access to resources. Due to this empowerment, women
achieve increased control and participation in decision making that leads to improved
socio-economic status.

2.2.3 Self Help Groups:

Self Help Groups are small homogenous groups consisting of 12-20 women from
BPL families voluntarily organized to promote savings. They are self managed groups of
poor women who primarily came into existence to mobilize financial resources through
their own savings and lend the same amongst themselves to meet the credit needs of their
members. Aachi provides great opportunity to SHG’s by involving them in
Entrepreneurship Development, Promotional campaigns, Exhibitions & Trade fairs,
Events and Model Shops, thus financially empowering them and helping their livelihood.

2.2.4 Rural Rejuvenation:

Isha foundation has a new and unique project that has been enlightening village
mothers this year. 'Aachi' a fond reference to 'Mother' in Chettinad is the brand name for
"Aachi Masala Foods" run by FMCG Award, Mr. A. Padmasingh Isaac. Mr. Isaac has
joined Isha’s Healthy Living project or "Arokiya Alai", to create awareness in 5000
villages across Tamil Nadu by 2009.

According to the World Bank, India has the largest number of malnourished
children, as one in three of the world’s malnourished.

8
Located in Chennai, the manufacturing unit stands out on account of the following:

a. Latest machinery.

b. Hygienic workplace.

c. Constant process & product up gradation.

d. Caution in using quality ingredients.

e. Packaging aimed at retaining freshness of product.

Aachi Masala today has inched its way to many a household. We fondly
remember that aachi spicy journey started in this factory premises and has successfully
traversed a difficult path with dedication and hard work and is all set to scale new peaks
of excellence.

2.2.5 Strategy followed by the company

Aachi consumer oriented approach is responsible for Aachi success. After

performing a survey of the needs of the consumers, Aachi R & D engages in the
development of products as per the requirements of the consumer. The products are
manufactured by the qualified manufacturing company through an exclusive partner
oriented programme, as per Aachi quality guidance and specifications.

2.2.6 Vision and Mission of the company

The Aachi masala foods (p) ltd, vision and mission are

a. Vision

Aachi vision is to continue with the manufacturing and marketing of Aachi

products on a basis of sustainable financial growth by increasing the profits and the value
for Aachi stakeholders and clients.

9
b. Mission

The mission of Aachi team is committed to provide Aachi clients with supreme,
top quality consumables that are hygienically packed and reasonably priced that helps us
constantly reach beyond the expectations of Aachi clients, producers and suppliers with a
mutual profitable relationship. We want to achieve all this maintaining ethical business
practices and with dignity and respect.

Aachi Process

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Aachi institute of management and entrepreneurial development.

2.2.7 Products Category Aachi

Masala Powders (Veg)

Masala Powders (Non-Veg)

Spice Powders

North Indian Masala

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 Veg Pickles

Thokku & Rice Paste Varieties

Cooking Paste

Ready to Cook

Ready to Eat

Flour Items

Ghee & Oil

Beverages

Ghee & Oil

Ghee

MASALA POWDER (FOR VEG)

KULAMBHU CHILLY POWDER VATHA KULAMBU

MASALA

TOMATO RICE CURRY MASALA

11
MADRAS SAMBAR POWDER SAMBAR POWDER

BUTTER MILK KULAMBU MASALA TAMARIND RICE POWDER

GARAM MASALA GOBI MANCHURIAN MIX

RASAM POWDER LEMON RICE POWDER

BIRYANI MASALA VEGETABLE MASALA

12
IDLI CHILLY POWDER

MASALA POWDER (FOR NON-VEG)

CHICKEN MASALA CHICKEN 65 MASALA

CHILLI CHICKEN MASALA MUTTON MASALA

FISH CURRY MASALA FISH FRY MASALA

13
MEAT MASALA EGG MASALA

MALVANI CHICKEN MASALA PEPPER CHICKEN MASALA

KADAI CHICKEN MASALA CHICKEN MASALA

CHICKEN 65 MASALA CHILLI CHICKEN MASALA

MUTTON MASALA FISH CURRY MASALA

14
FISH FRY MASALA MEAT MASALA

EGG MASALA MALVANI CHICKEN MASALA

KADAI CHICKEN MASALA

SPICE POWDERS

FENNEL POWDER CORIANDER POWDER

KASHMIRI CHILLI POWDER CUMIN POWDER

15
TURMERIC POWDER PEPPER POWDER

CHILLI POWDER GARLIC DHALL RICE POWDER

DHALL RICE POWDER

NORTH INDIAN MASALA

CHANA MASALA CHAAT MASALA

16
KITCHEN KING MASALA PAV BHAJI MASALA

PANI PURI MASALA RAJMA MASALA

SABJI MASALA DAILY DAL MASALA

VEGETABLE FRY MASALA TANDOORI CHICKEN MASALA

CRISPY FRIED CHICKEN MASALA

17
 VEG PICKLES

GARLIC PICKLE TOMATO PICKLE LIME PICKLE MIXED VEG

MANGO THOKKU AVAKKAI PICKLE CUT MANGO PICKLE TOMATO PICKLE

CITRON PICKLE GINGER PICKLE GONGURA PICKLE GINGER

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 THOKKU & RICE PASTE VARIETIES

CORIANDER THOKKU BRINJAL THOKKU LEMON RICE PASTE

PUDHINA THOKKU BRIYANI RICE PASTE CURRY LEAF

PULIYOTHARAI RICE TOMATO RICE VATHAKULAMBU

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 COOKING PASTE

RED CHILLI PASTE GARLIC PASTE GINGER PASTE

READY TO COOK

GULAB JAMUN MIX BAJJI BONDA MIX MASALA RICE FOR BRIYANI

READY TO EAT

BANSI KICHADI BISIBELABATH CARROT HALWA CHANAMASALA

ENNAI KATHIRIKKAI KESARI BHATH LEMON RICE VENPONGAL

20
RAGI MEAL RASAM RICE SAMBAR RICE TAMARIND

TOMATO RICE VADA CURRY VEGETABLE BIRYANI OAT

FLOUR ITEMS

WHEAT FLOUR (ATTA) RAGI FLOUR GRAM FLOUR PUTTU POWDER

CHEMBA PUTTU POWDER CHEMBA IDIYAPPAM

21
 GHEE & OIL

GHEE SUNFLOWER OIL GINGELLY OIL

BEVERAGES

BADAM DRINK CHUKKUMALLI POWDER TEA

JALJEERA HEALTH MIX POWDER

SPECIAL PRODUCTS

AACHI'S FESTIVAL GIFT PACK DIARICE VERMICELLI

22
DIAFOOD NUTRI MALT VADAGA

TOMATO SOUP CORN SOUP MIXED FRUIT JAM APPALAM

ASAFOETIDA SAMBA BROKEN WHEAT

23
 PRODUCTS CATEGORY SABASH

i. Rheuma 7 Oil

ii. Orrtho Oil

iii. Amrit Oil

iv. Strong Pain Balm

v. Herbal Hair Oil

vi. Face Pack

vii. Glow Night Face

viii. Body Pack

RHEUMA 7 OIL ORRTHO OIL

AMRIT OIL STRONG PAIN BALM

24
 HERBAL HAIR OIL FACE PACK

SHIKKAKAI PASTE BODY PACK

PRODUCTS CATEGORY BLESSO

I. Blesso Herbal Cough Syrup

II. Herbal Digestive Syrup

III. Coconut Oil

HERBAL COUGH SYRUP DIGESTIVE SYRUP COCONUT OIL

25
 PRODUCTS CATEGORY

I. Toilet Cleaner

II. Dishwash Liquid

III. Floor Cleaner

IV. Blue

V. Cleaning Powder

VI. Dishwash Bar

VII. Scrub Pad

VIII. Steel Scrubber

IX. Jumbo King Coil

X. Cockroach Killer Chalk

XI. Ant Killer

TOILET CLEANER FLOOR CLEANER HERBAL ANT KILLER

CLEANING POWDER DISHWASH BAR

26
 SCRUB PAD STEEL SCRUBBER

JUMBO KING COIL HERBAL ANT KILLER

27
2.2.8 Specialty of Aachi Masala foods (p) ltd

Owing to Aachi wide industry experience and quality products, we have been

able to garner an extensive and satisfied clientele. Some of the factors that have made us

a preferred choice of Aachi clients are:

a. Employees

b. Loyal customers

c. Continuous market analysis and study

d. Strong resources & Network

e. Quality service

f. Standardization & gradation of products as per international standards

g. International business standard ethics

Over the past two years, Aachi turnover has been increasing at a rate of 50% and

we are convinced that it will keep growing at this rate only. At present, we have 105

ranges of products that are available in packing of different size to suit the needs of every

household.

28
 The gamut of Aachi products covering items such as Masala, cooking paste,
Indian cooking paste, dals, instant mixes, asafoetida, pickles, spices and appalam are
manufactured by Nazareth Foods.

The manufacturing process comprises of various steps as mentioned below:

a. Procurement and selection of different ingredients from their places of origin-

Chilies from Guntur, Coriander from Rajasthan, Turmeric from Salem / Erode,
Cumin seeds, Mustard, Fenugreek from Madhya Pradesh, Pepper, Ginger and
Cardamom from Kerala and so on.

b. The purchased raw material is then cleaned using sieving and sorter machines.

c. After cleaning, the material is roasted in semi-automatic machines in a

temperature of 120-130 degrees centigrade, which enhances the taste of the
spices.

d. The roasted spices are pulverized and passed on to hammer mills through
conveyors to finely ground the powder and cool it to room temperature.

e. The cooled powder is then put into blending machines to form a homogenous
mixture of the Masala. The Masala is ready for packing.

f. The Masala is then packed in semi –automatic and automatic machines in

packing of 10g, 50g, 100g, 200g and 500g pouches, on which the complete
specifications of manufacture are computer coded. Thereafter, the packets are
bundled together and stored for dispatch in Aachi warehouses.

29
2.2.9 Quality assurance

At Aachi Masala, we follow the saying, “Quantity is what you count; Quality is
what you can count on!” We maintain an efficient team of quality controllers who
maintain a strict vigil throughout the various stages of production, beginning from the
production of raw material up to the packaging and storing of the end-product.

Throughout the production activities, Aachi quality experts ensure that HACCP
procedures are followed. The quality of eatables having a direct consequence on one’s
health, we take extra precautions while packaging Aachi products by using top-grade
packaging material, so that the quality and the aroma of the product remain intact. Some
of the quality parameters on which we check Aachi consumables are:

a. Calorie Count

b. Flavor

c. Shelf Life

d. Packaging

e. Presentation

Moreover, ISO 9001 Certification speaks of the supreme quality of products

offered by Aachi Masala.

2.2.10 Aachi teams

Aachi Masala is a professionally managed organization run by a group of

experts having considerable experience in the agro industry. Aachi Company nurtures a
workforce of highly qualified professionals divided into separate teams of nutritionists,
quality controllers, packaging experts, storekeepers and sales and marketing
professionals.

Aachi nutritionists keep a check on the calorie count of the eatables offered by us
to ensure that they are healthy and nutritious. The quality controllers supervise the

30
various stages of production to ensure that there isn’t the slightest flaw in the quality of
products offered to Aachi clients.

The team of packaging experts and storekeepers ensure that the consumables are
properly packed and safely stored, in order to retain their taste and maintain higher shelf
life. We have a sales and marketing team that engages in regular conversation with the
clients to ensure that the products provided by us are as per their specifications that helps
garner client satisfaction. The sales team is personally monitored on regular basis by
Aachi Founder, Mr.A.Padmasingh Isaac.

2.2.11 Client satisfaction

A customer centric organization and thus, all Aachi endeavors are directed
towards providing Aachi customers with utmost satisfaction by offering premium quality
products. Owing to Aachi in-depth product knowledge and vast experience, we have
been able to comprehend the exact needs and taste preferences of the consumers and
offer eatable that are in accordance with the same.

To effectively cater to the demands of the bulk buyers, we offer customized

packaging option as per the requirements of the individual clients. We stringently follow
the time deadlines and ensure that each product is strictly aligned with the expectations
of the client.

The flawless quality of Aachi products has helped us establish ourselves among
the reputed names in the agro industry and garnered us an exhaustive and loyal clientele
in India as well as various parts of the world.

2.2.12 Aachi distribution network

The company possess an incredible distribution network that comprises of 2000

Agents and 4 Lakh Retailers. To further expand Aachi network and with an intention of
contributing to the society, we have channeled Aachi efforts to distribute Aachi products
with the aid of "Women Self Help Group", where at present, 3000 women are engaged.
And very shortly, this number is expected to rise to 1 Lakh. After adopting this method,

31
we have witnessed an increased visibility and sales of Aachi products, and also, have
been able to achieve the contentment of providing employment to the deprived.

In order to increase the visibility of Aachi wide range of products, we have

come up with the idea of "MODEL SHOPS". These shops are primarily a franchise that
will display the entire gamut of products offered by Aachi. We also plan to provide
doorstep delivery services in these shops.

These Model Shops have lately been gaining a lot of momentum and we are
planning to set up around 10,000 Model Shops by the end of this year in Tamil Nadu
alone. Having achieved a formidable position in Tamil Nadu, we are progressing towards
other Southern States and also exporting to global markets.

Aachi have gained accolades across the globe for time stipulated delivery of
finished agro products. This has been possible due to Aachi excellent logistic facilities
that have marked us among the leaders in the concerned sphere. The delivery of Aachi
agro products takes place in Aachi Company owned trucks that enable prompt supply to
Aachi distributors.

Aachi gamut of products is classified into seven different divisions that make
distribution an easy and systematic process. Moreover, Aachi distribution is actively
supported by a hard working sales force

2.3 Summary

This chapter deals with introduction of Aachi masala profile, corporate social
responsibility, Women empowerment, Strategy followed by the company, Vision and
mission of the company, Product available in Aachi Masala Company, Specialty of
Aachi masala foods, and Aachi distribution network.

32
3.1 Introduction

In this chapter deals with the brief explanation of consumer perception, and
customer satisfaction towards Aachi masala product.

3.2 Customer perception-an overview

Perception is the process of attaining awareness or understanding of sensory

information. It is a psychological process by which consumers derives certain meanings
to what has been sensed by different sensory organs It explains how a person recognizes,
selects, organizes and interprets each stimulus based on his/her needs, values and
expectations. It describes “how we see the world around us”.

Theories of perception mainly suggest that people make their own picture of the
world. Similarly, shoppers/customers perceive brands or products in their own ways and
take decision based on their perception about them rather than objective reality.
Perception in marketing influences our acquisition and consumption of goods and
services through our tendency to assign meaning to such things as color, symbols, tastes
and packaging. Culture, tradition, and our overall upbringing determine our perception of
the world. Thus, perception is precisely the reason behind the differences in like and
dislikes, preferences and non-preferences about a product, a brand, a place, and people.

3.3 The Nature and Elements of Perception

Information processing is a series of activities by which stimuli are perceived,

transformed into information and stored.

Perception

a. Exposure

b. Attention

c. Interpretation

d. Memory

33
 e. Purchase and Consumption Decision

3.3.1 Information processing for Consumer Decision Making

Thus, the perceptual process includes; Exposure occurs when a stimulus comes
within range of our sensory receptor nerves. Attention occurs when the stimulus activates
one or more sensory receptor nerves, and the resulting sensation go to the brain for
processing and Interpretations the assignment of meaning to sensations.

3.3.2 Elements of perception

i. Sensation is the immediate and direct response of the sensory organs to

stimuli. Sensitivity of a stimulus depends on the quality of sensory
receptors, the amount of stimulus to which the individual is exposed,
and the environment within which the perception takes place.

ii. The Absolute Threshold is the lowest level at which an individual can
experience a sensation. The point at which one can detect a difference
between “something” and “nothing” is that person’s absolute threshold
for that stimulus.

iii. Just Noticeable Difference (JND) It is the minimal apparent difference

between two similar stimuli as observed by the consumer. It is also
known as the differential threshold. Weber’s Law states that the stronger
the stimulus, the greater the change required for the stimulus to be seen
as different.

iv. Subliminal Perception occurs whenever the stimuli presented below the
threshold for awareness are found to influence thoughts, feelings or
actions. A subliminal message is a signal or message embedded in
another medium designed to pass below the normal limits of the human
mind’s perception. These messages are unrecognizable by the conscious
mind, but, in certain situations can affect the subconscious mind and can
influence subsequent thoughts, behaviors, attitudes, beliefs and value
systems. Subliminal messages are often found to be very effective to
influence consumption behavior.

34
 v. Perceptual Selection Consumers subconsciously exercise a great deal of
selectivity as to which aspects of the environment they perceive. An
individual may look at some things, ignore others, and turn away from
still others. In actuality, people perceive only a small fraction of the
stimuli to which they are exposed. This is called as perceptual selection.
The selection of the stimuli depends on two major factors in addition to
the nature of the stimulus itself: (1) consumer’s previous experiences it
affects their expectations and (2) their buying motivate the time. Each of
these factors can serve to increase or decrease the probability that a
stimulus will be perceived.

vi. Perceptual Organization People do not experience the numerous stimuli

they select from the environment as separate and discrete sensations;
rather they tend to organize them into groups and perceive them as
unified whole objects. Thus, the perceived characteristics of even the
simplest stimulus are viewed as a function of whole to which the
stimulus appears to belong.

vii. Perceptual Interpretation the interpretation of the stimuli is also

uniquely individual, because it is based on what individual expect to see
in light of their previous experiences, the number of plausible
explanations they can envision, and their motives and interests at the
time of perception.

3.4 Customer satisfaction

The concept of satisfaction can be divided into four categories. First, satisfaction
is viewed as a cognitive concept to be rewarded for the consumer’s payment Secondly; it
is regarded as an evaluation on the accord of prior expectation with alternatives of the
selection. Third, satisfaction is defined as an affective response after purchase. Fourth,
consumer satisfaction demonstrates that satisfaction judgments are influenced by both
emotional responses and cognitive disconfirmation.

Another approach to define the concept of satisfaction derives from two factors;
‘outcome’ and ‘processes. The former approach emphasizes the results from the

35
consuming experience. The latter one extended to the notion that satisfaction involves
states that are not limited to mere satisfaction and can be describes as process.

The customer satisfaction research has been performed, based on two points of
view. The first view is the transaction-specific customer satisfaction, which judges
satisfaction by comparing the performance and expectation of each transaction. The
second view is the cumulative customer satisfaction, which determines satisfaction by
the comprehensive evaluation on the cumulative experience of the specific transaction.

From these several points of view, customer satisfaction with a retail

establishment may be viewed as an individual’s emotional and cognitive reaction to his
or her evaluation of the total set of experiences realized from patronizing the retailer. The
varied customer experiences in connection with retail patronage may be usefully
categorized into two broad types: (1) experiences related to consuming the products and
services obtained from retailer and (2) experiences related to being in the store itself and
dealing with the organization (Westbrook 1981). Customers derive satisfaction both from
the experiences in the store and use of each product and service purchased from the
store. Thus, overall sentiment of satisfaction is composed of several evaluation items on
their experiences. As for evaluating the former type experiences, the literature suggests
that perceived service quality, perceived product quality and perceived product price are
antecedents of customer satisfaction For the latter type, store environment and
merchandising are regarded as components to measure retail satisfaction. Thus it
includes both consumers’ perception of retail store characteristics and subjective
evaluation of those characteristics, which is broader concept than store image. Previous
research efforts have identified store characteristics which affect the store patronage
suggested nine items as a store characteristics as follows: merchandising, service,
clientele, physical facilities, convenience, promotion, store atmosphere, institutional
factors and past transaction. Among these, product related considerations appeared to be
the most important areas.

3.5 Factors to measure customer satisfaction

To contextually fit the retail industry, Dabholkar developed Retail Service

Quality Scale (RSQS). Based on SERVPERF, RSQS includes-28 item scale, of which 17

36
items are from SERVPERF and 11 items are developed by qualitative research. It
composes of 5 factors, namely (1) Physical aspects (2) Reliability (3) Personnel
interaction (4) Problem solving (5) Policy.

In this research we include 8 factors based on RSQS and suggestions received

from customers while conducting a pilot survey to examine the customer satisfaction
with organized retail industry.

3.5.1 Merchandise

One of the main elements of retail marketing mix is the products that the store
offers to the customers. Products are also termed as merchandise. To examine the
customer satisfaction with merchandises offered by different organized retail outlets, six
variables are explored: quality of products, good value for money, variety of products,
unique and trendy products, branded products, good packaging.

3.5.2 Price

Price is the amount that a person has to pay for the products/services, he
purchased. Regarding the price, one variable is explored: reasonable price when
compared with the product quality and quantity to examine the customer satisfaction.

3.5.3 Physical Surroundings

Physical surrounding is the most readily apparent feature of a situation. Store

atmosphere does influence purchasing behavior in such a way that pleasant store
atmosphere stimulates approach behavior, extra time spent inside the store and
unplanned purchasing, while unpleasant store atmosphere leads to avoidance behavior.
To examine the customer satisfaction with physical aspects six variables are explored:
location, parking space, atmosphere and decoration, lighting arrangement, shelf system,
product information indicators.

3.5.4 Promotional Schemes

Customer all over the world love promotions as they share a general feeling that
they get more value for money during such promotions. Customers thus make it a point

37
to specially visit to a particular outlet. To examine the customer satisfaction with
promotional schemes following variables: free gifts, special discount, effective
advertisement and special event are explored.

3.5.5 Employees Interaction

The people who work at the front-end of a retail organization are very
important, as they are the face of the organization for the customers. Their attitude,
behavior, manners and product knowledge plays a very important role in building long
term relations with the customers. The employee’s interaction includes knowledge of
store policies, willing to respond to customer’s request, etiquette staff, helpfulness of
staff, individual attention to customers, providing prompt services and sound knowledge
of merchandise.

3.5.6 After Sales Services

After sale services are gaining very crucial importance in these days. To
differentiate themselves and to build brand image organized retailers provide after sale
services. It includes refund/replacement of goods, free home delivery, repair of goods,
installation of electronic goods and service of electronic goods.

3.5.7 Service Support

The service support that organized retailers offer, have become very important
today. It includes special order, free gift wrapping facilities, honoring credit cards,
demonstration of merchandise, have sufficient stock and easy billing system.

3.5.8 Other miscellaneous factors

These factors include toll free number, entertainment means, child care
facilities, alteration of merchandise and security arrangement.

3.6 Data Analysis and Interpretation

Data analysis and interpretation deals with simple percentage methods, the
following information shows the consumer perception can be analyzed to be used the 21

38
different characters. The data analysis and interpretation starts from Table 3.1 to
Table 3.21

3.6.1 Age of Respondents

Table 3.1 represents the Age of respondents. There are totally 110 respondents
and they are divided into four types of age categories.

Table 3.1

AGE OF RESPONDENTS

S.
Age No of respondents Percentage
No.

1 Under 25 44 40

2 25-35 37 33.6

3 35-45 15 13.6

4 45 & above 14 12.8

Total 110 100

Table 3.1 is inferred that majority of respondent’s age group is under 25, and the
chart 3.1 shows the age of respondents

Chart 3.1

Age of Respondents

50%

40%

30%

20% 40%
33.60%
10%
13.60% 12.80%
0%
under 25 25 to 35 35 to 45 above 45

39
3.6.2 Based on Gender

Table 3.2 represents Based on Gender. There are totally 110 respondents and they are
divided into two types of gender categories.

Table 3.2

Based on Gender

S. No. Gender No of respondents Percentage

1 Male 57 51.8

2 Female 53 48.2

Total 110 100

Table 3.2 is inferred that majority of respondents are male, and the chart 3.2
shows based on gender.

Chart 3.2

Based on Gender

48.20%
51.80%

40
3.6.3 Based on Occupation

Table 3.3 represents Based on Occupation. There are totally 110 respondents
and they are divided into five types of occupation categories.

Table 3.3

Number of respondents based on occupation

S. No Occupation No of respondents Percentage

1 Student 40 36.4

2 Self employee 32 29.1

3 Professional 16 14.5

4 Service 6 5.5

5 House wife 16 14.5

Total 110 100

Table 3.3 is inferred that majority of respondents are students, chart 3.3 shows
based on occupation

Chart 3.3

Number of respondents based on occupation

40 36.4
35
29.1
30
25
20
14.5 14.5
15
10 5.5
5
0
student self employee professional service House wife

41
3.6.4 Marital Status

Table 3.4 represents marital status. There are totally 110 respondents and they are
divided into two types of occupation categories.

Table 3.4

Marital status

S. No. Marital status No of respondents Percentage

1 Single 65 59.1

2 Married 45 30.9

Total 110 100

Table 3.4 is inferred that majority of respondents are single, chart 3.4 shows
based on marital status.

Chart 3.4

Marital status

70
59.1
60
50
40
30.9
30
20
10
0
Single Married

42
3.6.5 Monthly Income

Table 3.5 represents monthly income. There are totally 110 respondents and they are
divided into four types of monthly income categories.

Table 3.5

Monthly Income

S. No. Monthly income No of respondents Percentage

1 Below Rs 10000 48 43.7

2 Rs 10000-20000 36 32.7

3 Rs. 200000-40000 21 19.1

4 Rs. 40000 & Above 5 4.5

Total 110 100

Table 3.5 is inferred that majority of respondents are in below Rs.10000 income
group, chart 3.5 shows based on monthly income.

Chart 3.5

Monthly Income

50
40
30 43.7
20 32.7
19.1
10 4.5
0
below 10000 10000 to 20000 to above 40000
20000 40000

43
3.6.6 Popularity of Product

Table 3.6 represents popularity of product. There are totally 110 respondents and
they are divided into four types of popularity of product categories.

Table 3.6

Popularity of Product

S. No. Particulars No of respondent Percentage

1 Good 56 51

2 Bad 14 13

3 Excellent 21 19

4 Satisfactory 19 17

Total 110 100

Table 3.6 is inferred that majority of respondents feel good on using Aachi
product, chart 3.6 shows based on popularity of product.

Chart 3.6

Popularity of Product

44
3.6.7 Level of Satisfaction

Table 3.7 represents level of satisfaction. There are totally 110 respondents and they
are divided into four types of levels of satisfaction categories.

Table 3.7

Level of Satisfaction

S. No. Particulars No of respondent Percentage

1 Low 9 8.2

2 High 26 23.6

3 Very high 11 10

4 Better 64 58.2

Total 110 100

Table 3.7 is inferred that majority no of respondents to feel better, chart 3.7
shows based on level of satisfaction.

Chart 3.7

Number of respondent based on level of satisfaction

58.2
60

40 23.6
8.2 10
20

0
Low High Very high Better

45
3.6.8 Favor of Aachi Product

Table 3.8 represents marital status. There are totally 110 respondents and they are
divided into two types of favor of Aachi products categories.

Table 3.8

Favor of Aachi products

S. No. Particulars No of respondent Percentage

1 Yes 77 70

2 No 33 30

Total 110 100

Table 3.8 is inferred that majority of people like Aachi products, chart 3.8shows
based on favor of Aachi products

Chart 3.8

Favor of Aachi products

70
80

60
30
40

20

0
Yes No

46
3.6.9 Most Prefer Product in Aachi

Table 3.9 represents most prefer product in Aachi. There are totally 110 respondents
and they are divided into four types of Most prefer products in Aachi categories.

Table 3.9

Most Prefer Product in Aachi

S.
No. Particulars No of respondent Percentage

1 Masala powder 79 72

2 Pickles 17 15.4

3 Ready to cook 8 7.2

4 Ghee oil 6 5.4

Total 110 100

Table 3.9 is inferred that majority of respondents prefer are masala powder,
chart 3.9 shows based on most prefer product in Aachi

Chart 3.9

Most Prefer Product in Aachi

100 72

50 15.4
0 7.2
5.4
Masala
Pickles
powder Ready to
cook Ghee oil

47
3.6.10 Usage of Aachi product

Table 3.10 represents usage of Aachi product. There are totally 110 respondents and
they are divided into four types of usage of Aachi products categories.

Table 3.10

Usage of Aachi products

S. No. Particulars No of respondent Percentage

1 0 - 3 years 13 12

2 3 - 4 years 8 7

3 4 - 5 years 32 29

4 More than 5 years 57 52

Total 110 100

Table 3.10 inferred that majority of respondents are using will be more than five
years of Aachi, chart 3.10 shows based on usage of Aachi product.

Chart 3.10

Usage of Aachi Product

60

50

40

30
52
20
29
10
12
7
0
0 - 3 years 3-4years 4-5years more than 5 years

48
3.6.11 Target Audience of Aachi Product

Table 3.11 represents target audience of Aachi product. There are totally 110
respondents and they are divided into four types of Target audience of Aachi products
categories

Table 3.11

Target Audience of Aachi product

S. No. Particulars No of respondent Percentage

1 Children 16 15

2 Adolescence 7 6

3 Adults 34 30

4 Old age 53 48

Total 110 100

Table 3.11 inferred that majority of respondents are old age peoples, chart 3.11
shows based on target audiences of Aachi product

Chart 3.11

Target Audience of Aachi product

48
50
40 30
30 15
20 6
10
0
Children Adolesence Adult Old age

49
3.6.12 Source of Attraction

Table 3.12 represents source of attraction. There are totally 110 respondents and
they are divided into four types of sources of attraction categories.

Table 3.12

Source of Attraction

S. No. Particulars No of respondent Percentage

1 Television 81 74

2 Newspaper 6 5.4

3 Fm radio 19 17.2

4 Friends & others 4 4

Total 110 100

Table 3.12 is inferred that majority of respondents are said television made to buy
Aachi products, chart 3.12 shows based on sources of attraction.

Chart 3.12

Source of Attraction

74
80
60
40
20 5 17.2
0 4

Television
Newspaper
Fm radio
Friends &
others

50
3.6.13 Rating Level to Aachi product

Table 3.13 represents rating level of Aachi product. There are totally 110
respondents and they are divided into four types of rating level of Aachi product
categories.

Table 3.13

Rating Level to Aachi Product

S. No. Particulars No of respondent Percentage

1 1 to 2 7 6

2 2 to 3 21 19

3 3 to 4 67 61

4 4 to 5 15 14

Total 110 100

Table 3.2.13 inferred that majority of respondents are said 3 to 4 rating levels in Aachi
family, chart 3.13 shows based on rating level of Aachi product

Chart 3.13

Rating level of Aachi Product

70
60
50
40
30
20
10
0
1 to 2 2 to 3 3 to 4 4 to 5

51
3.6.14 Factor Influencing of Buyers

Table 3.14 represents factor influencing of buyer. There are totally 110 respondents
and they are divided into four types of rating level of Aachi product categories.

Table 3.14

Factors Influencing of Buyers

S. No. Particulars No of respondent Percentage

1 Innovation 15 13.6

2 Quality 27 24.5

3 Quantity 24 21.9

4 product price 44 40

Total 110 100

Table 3.14 is inferred that majority of respondents are said product price is best,
chart 3.14 shows based on factors influencing of buyers.

Table 3.14

Factors Influencing of Buyers

40
30
40
20
24.5 21.9
10 13.6
0
Innovation Quality Quantity Product price

52
3.6.15. Repurchase of Aachi Product

Table 3.15 represents repurchase of Aachi product. There are totally 110
respondents and they are divided into four types of rating level of Aachi product
categories.

Table 3.15

Repurchase of Aachi Products

S. No. Particulars No of respondent Percentage

1 Product quality 68 62

2 Offers & discounts 12 11

3 Low price 4 4

4 Availability 26 24

Total 110 100

Table 3.15 is inferred that majority of respondents are said to product quality, chart
3.15 shows based on repurchase of Aachi product

Chart 3.15

Repurchase of Aachi Products

80
60
40 62
20 24
11 4
0
Product Offers & Low price Availability
quality discounts

53
 3.6.16 Comparison with Other Product

Table 3.16 represents comparison with product. There are totally 110 respondents
and they are divided into four types of comparison with other product categories.

Table 3.2.16

Comparison with Other Product

S. No. Particulars No of respondent Percentage

1 Normal 64 58

2 Good 23 21

3 Not good 12 11

4 Bad 11 10

Total 110 100

Table 3.16 is inferred that majority of respondent are said Aachi maintaining
product quality and quantity compare with other product is normal, chart 3.16 shows
based on comparison with other product

Table 3.16

Comparison with other product

Bad 10

Not good 11

Good 21

Normal 58

0 10 20 30 40 50 60

54
3.6.17 Availability of Product in nearby Retail Store

Table 3.17 represents availability of product nearby retail store. There are totally
110 respondents and they are divided into four types of availability product categories.

Table 3.17

Availability of product in nearby Retail Store

S. No. Particulars No of respondent Percentage

1 Sufficient 83 75.4

2 Pulsing 19 17.2

3 Rare 5 4.5

4 None of these 3 2.7

Total 110 100

Table 3.17 is inferred that majority of respondent are said Aachi are sufficiently
available in nearby retail store, chart 3.17 shows based on availability of products in
nearby retail store.

Chart 3.17

Availability of Product in nearby Retail Store

75.4
80
60
40 17.2
20 4.5 2.7
0
Sufficient Pulsing Rare None of
these

55
 3.6.18 Frequency of Purchasing Aachi Products

Table 3.18 represents frequency of purchase of Aachi product. There are totally
110 respondents and they are divided into four types of purchasing categories.

Table 3.18

Frequency of purchasing Aachi products

S. No.
Particulars No of respondent Percentage

1 Daily 6 5

2 Weekly once 59 54

3 15 days once 28 26

4 Monthly once 17 15

Total 110 100

Table 3.18 is inferred that majority of respondents are purchasing Aachi products in
weekly once, chart 3.18 shows based on frequency of purchasing Aachi products.

Chart 3.18

Frequency of purchasing Aachi products

Monthly once 15

15 days once 26

Weekly once 54

Daily 5

0 10 20 30 40 50 60

56
 3.6.19 Best Competitor for Aachi product

Table 3.19 represents best competitor of Aachi product. There are totally 110
respondents and they are divided into four types of best competitor categories.

Table 3.19

Best competitor for Aachi product

S. No. Particulars No of respondent Percentage

1 Sakthi 79 72

2 Everest 18 16

3 MTR 10 9

4 Others 3 3

Total 110 100

Table 3.19 is inferred that majority of respondent are said Sakthi masala is best
competitor of Aachi masala products, chart 3.19 shows based on best competitor for
Aachi product.

Chart 3.19

Best competitor for Aachi product

16

72

57
3.6.20 Promotional Strategies to Market of Aachi Products

Table 3.20 represents promotional strategies of Aachi product. There are totally
110 respondents and they are divided into four types of promotional strategies categories.

Table 3.20

Promotional Strategies of Aachi Products

S. No. Particulars No of respondent Percentage

1 Online marketing 57 52

2 Home to home 36 33

3 Network 12 11

4 Others 5 4

Total 110 100

Table 3.20 is inferred that majority of respondents for using in online marketing, chart
3.20 shows based on promotional strategies to market of Aachi products

Chart 3.20

Promotional strategies to market of Aachi products

52
60
50
33
40
30
11
20 4
10
0
Online Home to Network Others
marketing home

58
3.6.21 Festival offer

Table 3.21 represents festival offer for Aachi product. There are totally 110
respondents and they are divided into four types of festival offer categories.

Table 3.21

Festival offer

S. No. Particulars No of respondent Percentage

1 Highly satisfied 21 19

2 Satisfied 73 66

3 Neutral 11 10

4 Dissatisfied 5 5

Total 110 100

Table 3.21 is inferred that majority of respondents said satisfied to festival offer, chart
3.21 shows based on festival offer

Chart 3.2.21

Festival offer

80
60
40 66
20 19 10 5
0
Highly Satisfied Neutral Dissatisfied
satisfied

59
3.7 Inferential Analysis

Table 3.22 represent factors of aachi products with monthly income

Table 3.22Chi-square Test

Factor Stimulate to Buy Aachi Product

S. Product
No. Monthly income Innovation Quality Quantity price Total

1 Below Rs.10,000 1 11 8 28 48

2 Rs.10,000-Rs.20,000 5 8 9 14 36

3 Rs.20,000-Rs.40,000 6 6 7 2 21

4 Rs.40,000 & Above 3 2 0 0 5

Total 15 27 24 44 110

H0: There is no significant association between monthly income and factor

stimulate to buy Aachi product

H1: There is a significant association between monthly income and factor

stimulate to buy Aachi product

Table 3.22.1 shows the calculation of chi square

60
 Table 3.22.1

O E O-E (O-E)^2 (O-E)^2/E

1 6.55 -5.55 30.75 4.70

5 4.91 0.09 0.01 0.00

6 2.86 3.14 9.84 3.44

3 0.68 2.32 5.37 7.88

8 11.78 -3.78 14.30 1.21

9 8.84 0.16 0.03 0.00

7 5.15 1.85 3.41 0.66

0 1.23 -1.23 1.51 1.23

11 10.47 0.53 0.28 0.03

8 7.85 0.15 0.02 0.00

6 4.58 1.42 2.01 0.44

2 1.09 0.91 0.83 0.76

28 19.20 8.80 77.44 4.03

14 14.40 -0.40 0.16 0.01

2 8.40 -6.40 40.96 4.88

0 2.00 -2.00 4.00 2.00

Total 110 190.91 31.27

61
Calculated Value = 31.27

= (4-1)*(4-1)

= (3* 3)

=9

Table value of chi-square test = 16.919

Here, the critical value is less than the table value that is 31.27<16.919. Hence,
the null hypothesis H0 is not accepted. Thus, there is no significant association between
income level and level of satisfaction of Sales product.

Table 3.23 represent Aachi products and its users

62
 Table 3.23 Chi-square test

Aachi Product you Prefer Most

S. Product/ Masala Ready to

No. Users powder Pickle cook Ghee & oil Total

1 0-3years 8 4 1 0 13

2 3-4 years 5 1 1 1 8

3 4-5 years 26 4 1 1 32

4 Above 5 years 40 8 5 4 57

Total 79 17 8 6 110

H0: There is no significant association between product and users stimulate more than 5
years of Aachi product

H1: There is a significant association between product and users stimulate more than 5
years product

Table 3.23.2 shows that the calculation of chi square

63
 Table 3.23.2

O E O-E (O-E)^2 (O-E)^2/E

8 9.34 -1.34 1.79 0.19

5 5.75 -0.75 0.56 0.10

26 22.98 3.02 9.11 0.40

40 40.94 -0.94 0.88 0.02

4 2.01 1.99 3.96 1.97

1 1.24 -0.24 0.06 0.05

4 4.95 -0.95 0.89 0.18

8 8.81 -0.81 0.65 0.07

1 0.95 0.05 0.00 0.00

1 0.58 0.42 00.17 0.30

1 2.33 -1.33 1.76 0.76

5 4.15 0.85 0.73 0.18

0 0.71 -0.71 0.50 0.71

1 0.44 0.56 0.32 0.73

1 1.75 -0.75 0.56 0.32

4 3.11 0.89 0.79 0.26

Total 110 22.74 6.23

Calculated Value = 6.23

64
 = (4-1)*(4-1)

= (3* 3)

=9

Table value of chi-square test =16.919

Here, the critical value is less than the table value that is 6.23<16.919. Hence, the
null hypothesis H0 is accepted. Thus, there is no significant association between product
and user level of Aachi product

3.8 Summary

The third chapter presents the Introduction, nature and element of perception,
element of perception, data analysis and interpretation, and inferential analysis consumer
perception on Aachi masala foods (p) ltd.

65
4.1 Introduction

This chapter deals with findings, Suggestion and conclusion with Aachi masala
foods (p) ltd,

4.2 Summary of Findings

The following of findings are obtained from the analysis

i. It is found that majority of respondents age group is under 25

ii. It is found that majority of respondents are male

iii. It is found that majority of respondents are students.

iv. It is found that majority of respondents are single.

v. It is found that majority of respondents are in below Rs.10000 income

group

vi. It is found that majority of respondents are feel good on using Aachi
products.

vii. It is found that majority of respondents are said levels of satisfaction feel
better on using Aachi products.

viii. It is found that majority of people like Aachi products

ix. It is found that majority of respondents are said masala powder is most
preferred in Aachi product

x. It is found that majority of respondents said Aachi products can use more
than 5 years

xi. It is found hat majority of respondents are said old age people to like
Aachi products.

xii. It is found that majority of respondents are said television made to buy
Aachi product.

66
 xiii. It is found that majority of respondents are said 3 to 4 rating levels to
Aachi.

xiv. It is found hat majority of respondents are said Aachi products price is
best.

xv. It is found that majority of respondents are said Aachi product quality is
good to repurchase

xvi. It is found that majority of respondents are said Aachi products normal
while compare with other product.

xvii. It is found hat majority of respondents are said Aachi products are
sufficiently available in nearby retail stores.

xviii. It is that found majority of respondents are purchasing Aachi products in

weekly once.

xix. It is found that majority of respondents are said Sakthi Masala is the best
competitor for Aachi products

xx. It is found that majority of respondents are said using online marketing
for promotional strategies.

xxi. It is found that majority of respondents are said festival offer is satisfied.

4.3 Suggestions

The following of suggestions are made from the analysis

i. Providing more offers welcome the Aachi products.

ii. Aachi already reached in customer mind name of quality so it is the chance
for expand more product line.

iii. Encouraging advertisement channel through the social media especially

periodical advertisement. Such as poster and banners

67
 iv. Competitor brand demerits however, it is like comparing the product with
other brand especially Sakthi Masala.

v. Rebooting in the village area make some awareness through camp.

vi. Coupon schemes promoted for unwillingness customer, to look for gift
wrap.

vii. Even Aachi Masala adopting many promotional strategies promotions like
home to home marketing, network marketing, online marketing can also be
follow to the influence all types of customers easily.

viii. Twinkle products quality can be improved.

4.4 Conclusion

The project study conducted among consumer perception and customer preference
revealed that the customers are satisfied to using Aachi products compare with other
competitive product. Majority of customers are considering product price and product
quality to buy a product. Now a day’s everybody using FMCG products and majority of
people choose to FMCG products as they are at ease of access and economical. With
some improvements in the Aachi business practices they can highly conquer the heart of
customers as they are still using.

68
 BIBLIOGRAPHY

BOOKS

1. Consumer behavior –An Indian perspective-Author Dr.S.L.Gupta, S.L.Gupta,

Sumitra pal.
2. Research methodology- Author-C R. Kothari.

JOURNALS

1. J.M. Labeaga, N. Lado, M. Martos (2007) behavioral loyalty towards store

brands.
2. JenniRomaniuk and Magda Nenycz-theil (2013) ‘Behavioral brand loyalty and
consumer brand associations’. Journal of business research, volume 66, issue 1.

WEBSITES

http://www.google.co.in

http://www.aachimasala.com

http://www.wikipedia .com

http://www.articles.economic times.india.com

69
 APPENDIX

A Study on

Dear Sir / Madam,

I am R.PALANIKUMAR, Final year MBA Student MADURAI KAMARAJ

UNIVERSITY.As a part of our curriculum, I have to undergo a project and
presently I am doing a project “A STUDY ON CONSUMER PERCEPTION TO
BUY AACHI PRODUCT IN CHENNAI CITY”

”. I request you to spare some of your valuable time to fill in the questionnaire to collect
data for my study. The information collected from you will be very confidential and it is
purely anonymous. The data collection is used only for the academic purpose. I am very
thankful to you to spend your valuable time with me.

PERSONAL DETAILS

CUSTOMER NAME: ………………………………………….

1. Age:
a) Under25
b) 25-30
c) 35-45
d) 45&above

2. Sex:
a) Male
b) Female

3. Occupation:
a) Student
b) Self employed
c) Professional
d) Service
e) House wife

70
4. Are you:
a) Single
b) Married

5. Monthly income:
a) Below Rs.10000
b) Rs. 10000-20000
c) Rs. 20000-40000
d) Rs. 40000 & above

6. Whether Aachi Masala has good reach among people?

a) Good

b) Bad

c) Excellent

d) Satisfactory

7. Is the price of Aachi products are satiable?

a) Low

b) High

c) Very high

d) Better

8. Is people favor the taste of Aachi products?

a) Yes

b) No

71
9. Which of the Aachi product you prefer the most?

a) Masala powders

b) Pickles

c) Ready to cook

d) Ghee & Oil

10. How long you are using the Aachi products?

a) 0-3yrs

b) 3-4yrs

c) 4-5yrs

d) More than 5yrs

11. Among which population the Aachi products are being favored more?

a) Children

b) Adolescent

c) Adults

d) Old age

12. Through which source you were attracted by Aachi products?

a) Television

b) Newspaper

c) FM radio

d) Friends & others

72
13. What will be your rating level to Aachi products?

a) 1 - 2

b) 2 - 3

c) 3 - 4

d) 4 - 5

14. Which factors stimulate you to buy the Aachi products?

a) Innovation

b) Quality

c) Quantity

d) Product price

15. What is your intention to repurchase Aachi products?

a) Product quality

b) Offers & discounts

c) Low price

d) Availability

16. While comparing with other products, how is the quantity and quality of Aachi
products?

a) Normal

b) Good

c) Not good

d) Bad

73
17. How Aachi products are available in the nearby retail stores?

a) Sufficient

b) Pulsing

c) Rare

d) None of the above

18. What is the frequency of your purchasing of Aachi products?

a) Daily

b) Weekly once

c) 15 days once

d) Monthly once

19. Which product do you think as the competitor for Aachi products?

a) Sakthi masala

b) Everest masala

c) MTR masala

d) Others

20. What are the other promotional strategies to market Aachi products?

a) Online marketing

b) Home to home marketing

c) Network marketing

d) Others

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21. Is the festival offers provided by the Aachi company is satiable?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

22.Give your suggestion to improve the Aachi products more attractive and more
preferable…………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
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