Customer Perception Modify

A Study on Customer Perception
INTRODUCTION
Marketing consists of the strategies and tactics used to identify, create and
maintain satisfying relationship with customers that result in value for both the customer
and marketer,
IMPORTANCE OF MARKETING:
Financial success often depends on marketing ability. Finance. Operations.

Accounting and other business functions will not really matter if there is not sufficient
demand for product and services so the company can make a profit.
A STUDY ON CUSTOMER PERCEPTION WITH REFERENCE TO HAYATH

PROCESS
Perception is a personal feelings of pleasure or disappointment that result from

comparing a product perceived performance (or Outcome) to their expectations
 If the performance falls shorts of expectations, the customer is dissatisfied
 If the performance matches the expectations, the customer is satisfied,
 If the performance exceeds expectations, the customer is highly satisfied
 So in every organization the customer perception is very important,
“The process, by which an individual selects, organizes and interprets stimuli into a
meaningful and coherent picture of the world.” A stimulus is any unit of input to any of the
senses. Examples of stimuli (i.e. sensory input) include products, packages, brand names,
advertisements and commercials.
A market consists of all the potential customers sharing a particular need or want
who might be willing and able to engage in exchange to satisfy that need or want.
Marketing is a total system of trustiness’ activities designed to plan, price, promote and
distribute the want satisfying product, services and ideas to target market in order to
achieve organizational objectives.
Dept of Management Studies, Vel’s University, Chennai Page 1

Marketing Research is the function, which links the consumer, customer and public
to the market through information. Information used to identify and define Marketing
opportunities and problems; generate, define and evaluate marketing actions; monitor
marketing performance and improve the understanding of marketing as a process.
Marketing Research specifies the information required to address these issues; design the
method for collecting information. Managers implements the data collection process;
analysis the results; and communicate the bindings and their implications.
Generally, Marketing Management is mostly interested in obtained the sales
potential or each of the Geographic Market it serves to help determine the amount of sales
effort that should be allocated to specific market. Market or sales potential must be started
for a given period of time Market Potential and sales forecast are not the same thing
although the two are at same time used interchangeable.
Marketing was a far simpler subject. Consumer marketing largely operated on

mass marketing principles, and business marketing primarily concerned itself with how to
build the best sales force. The retail landscape was populated with major department
stores, regional supermarket food chains, and a very large number of mom-and-pop stores.
Most marketing thinking focused on making the sale.
In those days, marketers faced a number of tough decisions. They has to determine
product features and quality, establish accompanying services, set the price, determine the
distribution channels, decide how much to spend on marketing, and decide how to divide
their resources among advertising, sales force, and other promotion tolls.
Today’s marketers, of course, face the same tough decisions. But today’s
marketplace is enormously more complex. Domestic markets, at one time safe from
foreign invaders, are now the happy hunting grounds of giant global corporations as well
as global niche specialists. Major strides in technology have considerably shortened time
and distance: New products are launched at an astonishing pace and are available world
wide in a shore time. Communications media are proliferating. New distribution channels
and formats keep appearing. Competitors are everywhere and hungry.
In the midst of these changes, busy consumers are changing their ways. To save
time, they are shopping with catalogs, the telephone, and the computer. Today consumers
can search the internet to find the best price for a car. They can handle most of their
banking needs over the phone or by computer. They can buy insurance and carry out

financial transactions without working with an agent or broker. Consumers don’t even
need to visit the supermarket: Using Peapod, Streamline, or Net grocer, they can place
orders over the internet and have the groceries delivered to their homes. Nor do they need
to buy a newspaper to get their news; in f act, they can get a customized version of the
Wall Street Journal every morning.
The changes for business buyers are also profound. Using the internet, purchasing
agents can search for the best vendors and values. General Electric has created the
Trading Process Network (TPN) where GE, along with other subscribers to GE’s service,
can request quotes, negotiate terms, and place orders with global suppliers. Purchasing
agents can go on-line to www.dell.com and order specific computers with customized
features.
These new shopping capabilities signify a brand new world of proliferating
opportunities and proliferating threats. Silicon Valley is only one symbol of a Brave New
World characterized by digitalization, robotization, telecommuting, artificial intelligence,
virtual reality, and other technological advances. At the same time, what is a magnificent
opportunity for millions of consumers and business is a major and sometimes deadly threat
to others. Banks will have to close branches; travel agencies and brokerage firms will
need to reduce staffs; automobile manufactures will reduce the number of auto
dealerships; and many bookstores, music stores, and video stores will close their doors.
Technological advances are a double-edged sword: They create opportunities and they
destroy opportunities.
This new world is also characterized by an amazingly rich information
environment. Consumers will be able to access objective information on competing
brands, including costs, prices, features, and quality, without relying on individual
manufactures or retailers. In many cases, they will be able to specify the customized
features they want. They will even be able to satisfy the prices they are willing to pay, and
wait for the most eager sellers to respond. The result is a dramatic sift of economic power
from sellers to buyers.
HAYATH FOODS companies are recognizing the inevitability of customers
value migration: Customers will continuously shift toward suppliers who can deliver
greater value. As buyers adopt new shopping routines, companies that have heavy
investments in the older ways of providing value have only two courses of action. They
can pursue maintenance marketing, an effort to convince customers that they still offer the

most value, or they can pursue transformational marketing, an effort to recognize to
deliver greater value.
HAYATH FOODS companies recognize that a major revolution is taking place
in markets and marketing. More companies today are striving for leadership in specific
markets instead of accepting second-rate positions in mass markets. Companies are
emphasizing retaining customers rather than simply acquiring new ones. Companies are
expanding their offerings mix in a bid for customer share, not just market share.
Companies are identifying their more profitable customers and giving them extraordinary
service. Companies are basing their decisions on customer lifetime value rather than on
immediate profit maximization.
Yet even companies that undertake these changes need marketing vision and
marketing know how to succeed. Many managers think of marketing as a company
department whose job is to analyze the market, discern opportunities, formulate marketing
strategies, develop specific strategies and tactics, propose a budget, and establish a set of
controls. But there is more marketing: Marketing must also put the rest of the company to
be customer-oriented and market-driven. Marketing must convince everyone
In the company and in its larger network to create and deliver superior customer
value.
Marketing is more than a company department. It is an orderly and insightful
process for thinking about and planning for markets. The process is applicable to more
than just goods and services. Anything can be marketed – ideas, events, organizations,
places, personalities. The process begins with researching the relevant marketplace to
understand its dynamics and to identify opportunities to meet existing or latent needs. It
involves segmenting the market and selecting those segments that the company can satisfy
in a superior way. It involves formulating a broad strategy and refining it into a detailed
marketing mix and action plan. It involves carrying out the plan, evaluating the results, and
making further improvements.
The study of perception is largely the study of what we subconsciously add to,
or
Subtract from, raw sensory inputs to produce our own private picture of the
world
Whether the buyer is satisfied after purchase depend on the offers performance in
relation to the buyer expectation. In general satisfaction is a person's feelings of pleasure
or disappointment resulting from comparing a products perceived performance relation to
his/her expectations. If the performance falls short of expectation, the customer is
dissatisfied. If the performance matches the expectation customer is satisfied. If the
performance exceeds the expectation the customer is highly satisfied.
Customer satisfaction cannot be very difficult. After all you either satisfied with
the services you receive or you are not. If it is that easy, then obtaining people's opinion
about how satisfied they are with relatively straight forward matter- or is it. 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 involved from 3 different angles, the first is from the view of an
organisation wishing to understand, and measures, how satisfied its customer are with the
products 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
experiences when dealing with companies. Finally it considers the issue from the
perspective of consumers who participate in surveys, including both business customers
and members of general public
MEANING OF CUSTOMER PERCEPTION
Customer perception is a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and part of the four prospective of balanced score
card.
In a competitive market place were businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy customer satisfaction drives successful private sector business. High
performing businesses have developed principles and strategies for achieving customer
satisfaction. This paper presents a framework or set of ideas for using customer
satisfaction principles and strategies to improve the quality responsiveness, and possibility
of public sector privately provided services in vulnerable communities. The framework
suggested that resident who live in tough neighbourhoods can be supported through
customer satisfaction strategies to become empowered individuals who informed
perspectives influence decisions about what, how, when, and where services are available
to them.

Customer satisfaction is the customers response to the evaluation of the perceived
discrepancy between prior expectation and the actual performance of the product as
perceived after its consumption.
DEFINITION
Codotte, woodruff and Jenkins (1987) define customer satisfaction as
"conceptualized as a feeling developed from an evaluation of the experience."
Here, the timing of satisfaction response is driving consumption. But there is
general agreement with kotler (2003) that "customer satisfaction is a person's feeling of
pleasure or disappointment resulting from comparing a products perceived performance in
relation to his or her expectation."
In short customer satisfaction is "The provision of goods or services which fulfil
the customer expectation in terms of quality and service, in relation to price paid."
FACTORS OF CUSTOMER PERCEPTION
1. Quality of service.
2. Reliability of service.
3. Knowledge of the staff.
4. The way service kept its promises.
5. The way the service handled any problem friendliness of staff.
6. How sympathetic staff were to your needs.
7. Number of time had to contact the service.
Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an indication how
successful is the organisation at providing products and/or services to the market place.
Customer satisfied is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of both
psychological and physical variables which correlate with satisfaction behaviours such as
return and recommend rate. The level of satisfaction can also vary depending on other
options the customer can compare the organizations products.
Because satisfaction is basically a psychological state, care should be taken in
effort of quantitative measurement, although a large quantity developed. Work done by
berry (bart allen) and brodewr between 1990 and 1998 defined ten 'quantity values' which

influence satisfaction behaviour, further expanded by berry in 2002 and known as the ten
domains of satisfaction.
The usual measures of customer satisfaction involve a survey with a set of
statements using a likert technique or scale. The customer is asked to evaluate each
statement and in term of their perception and exceptation of performance of the
organization being measured.
The university of michigan's American consumer satisfaction is a scientific
standard of consumer satisfaction academic research has shown that the national ACSI
score is a strong predictor of gross domestic product growth, and an even stronger
predictor of personal consumption expenditure (PCE) growth. On the micro economic
level, research has shown that ACSI data predicts stock market performance, both for
market indices and for individually traded companies.
meaningful and coherent picture of the world.” A stimulus is any unit of input to any of
the senses. Examples of stimuli (i.e. sensory input) include products, packages, brand
names, advertisements and commercials.
A market consists of all the potential customers sharing a particular need or want
who might be willing and able to engage in exchange to satisfy that need or want.
Marketing is a total system of trustiness activities designed to plan, price, promote and
distribute the want satisfying product, services and ideas to target market in order to
achieve organizational objectives.
Marketing Research is the function, which links the consumer, customer and public
to the market through information. Information used to identify and define Marketing
opportunities and problems; generate, define and evaluate marketing actions; monitor
marketing performance and improve the understanding of marketing as a process.
Marketing Research specifies the information required to address these issues; design the
method for collecting information. Managers implements the data collection process;
analysis the results; and communicate the bindings and their implications.
Generally, Marketing Management is mostly interested in obtained the sales

potential or each of the Geographic Market it serves to help determine the amount of sales
effort that should be allocated to specific market. Market or sales potential must be started

for a given period of time Market Potential and sales forecast are not the same thing
although the two are at same time used interchangeable.
Marketing was a far simpler subject. Consumer marketing largely operated on

mass marketing principles, and business marketing primarily concerned itself with how to
build the best sales force. The retail landscape was populated with major department
stores, regional supermarket food chains, and a very large number of mom-and-pop stores.
Most marketing thinking focused on making the sale.
In those days, marketers faced a number of tough decisions. They has to determine
product features and quality, establish accompanying services, set the price, determine the
distribution channels, decide how much to spend on marketing, and decide how to divide
their resources among advertising, sales force, and other promotion tolls.
Today’s marketers, of course, face the same tough decisions. But today’s
marketplace is enormously more complex. Domestic markets, at one time safe from
foreign invaders, are now the happy hunting grounds of giant global corporations as well
as global niche specialists. Major strides in technology have considerably shortened time
and distance: New products are launched at an astonishing pace and are available world
wide in a shore time. Communications media are proliferating. New distribution channels
and formats keep appearing. Competitors are everywhere and hungry.
In the midst of these changes, busy consumers are changing their ways. To save
time, they are shopping with catalogs, the telephone, and the computer. Today consumers
can search the internet to find the best price for a car. They can handle most of their
banking needs over the phone or by computer. They can buy insurance and carry out
financial transactions without working with an agent or broker. Consumers don’t even
need to visit the supermarket: Using Peapod, Streamline, or Net grocer, they can place
orders over the internet and have the groceries delivered to their homes. Nor do they need
to buy a newspaper to get their news; in f act, they can get a customized version of the
Wall Street Journal every morning.

INDUSTRY PROFILE
BACKGROUND OF MANGO INDUSTRY

The lack of mango market development globally opens a large untapped
opportunity for India to make an organized entry in the fresh mango and mango pulp
market. India is well positioned to capitalize on this opportunity with a very large national
production of mangos, including leading varieties like Alphonso. India has the potential to
create a long–term global market position and to capitalize on the fast growth of mango as
a preferred ingredient for the natural package food industry.
Additionally, mango is a preferred fresh fruit within the Indian domestic market, as
well as globally. Mango is in strong demand within the worldwide retail sector. The total
market value of Indian mango and mango pulp represents 25% of the value of agricultural
and processed food products exported by India. Moreover, the consumption growth for
mangos in the United States and Europe has average 10–15% per year during the last 5
years. Collectively, these factors indicate a strong opportunity to position Indian mango
and mango products to meet a growing international demand. India is the world’s largest
supplier of mangos, having an annual production of 10.5 million metric tons in 2003.
This accounts for 41% of the estimated worldwide mango production of 25.56
million metric tons in 2003. Despite this large mango production, India is a minor exporter
of mango and mango products at this time. During the five–year period from 1998–2002,
exports of fresh mangos from India averaged approximately 42.4 thousand metric tons, or
only about 0.4% of mango production during this time frame. Data on exports of Indian
mango pulp and juice products are more limited. Data from 1995 indicated that India
exported 37.7 thousand metric tons of mango pulp.
Data from 2001 indicated that India exported 3.2 thousand metric tons of mango
juice, but also imported 2.2 thousand metric tons of mango juice. Collectively, these
observations indicate that, despite being by far the world’s largest mango producer, India
exports less than 1% of its mango crop as fresh mangos or processed mango products.
These observations with mango are consistent with aggregate data available on Indian fruit
and vegetable exports.
One barrier to efficient development of the Indian mango industry is an
exceedingly complex supply chain. Within the value chain, a number of buyers and other
aggregators operate at local Minds and APMC to assemble larger lots from the many small

producers in any given region. Associated with this inefficient aggregation process is the
application of numerous commissions as fresh agricultural products trade hands.
Numerous stakeholders in India have expressed concern that this overly complex value
chain is a hindrance to effective marketing of Indian mangos and mango products.
A recent report from the Indian Ministry of Food Processing Industries further
details the overly complex supply chain and its contribution to costs and post–harvest
losses. This report concludes that it is imperative to streamline the mango supply chain in
order to reduce wastage and raw material costs. (Sources: India Ministry of Food
Processing Industries and Rambo bank Report).
INDIA MANGO AND MANGO PULP INDUSTRY

Through partnerships with mango growers, processors, export organizations, and
Indian government organizations, among others, PFID—F AND V is working to
strengthen the small and medium mango grower base by providing capacity building at all
levels.
Education and training in Good Agricultural Practices and other sanitary standards,
as well as employment of certification systems, will lead to better yields, pesticide use in
accordance with regulations, and a more efficient supply chain. PFID—F AND V
partnerships will also help identify and facilitate resources necessary for enhancing the
mango supply chain such as cold storage facilities, improved packing and grading
facilities, testing facilities, and logistics management. Furthermore,
A further approach will target reduction of waste in the fresh mango chain by
developing high–value mango products and enhancing processing capacity for the
domestic market. Ultimately, these steps will help stabilize prices, increase farmer
incomes, and development the farmer base at commercial and social levels.
MANGO PULP INDUSTRY HOPES
 Mango pulp production to reach 75,000 tones by 2010

 Mango is raised in 36,000 hectares in Krishna Giri district
 Mango pulp processed annually is 50,000 tones
 Farmers have to go to Bangalore, as there is no testing facility in Krishnagiri
 Farmers are not getting fair price, even if there is a rise in prices in global market

MANGO MARKET DEVELOPMENT
PFID-F AND V India has continued to forge and strengthen public and private
partnerships to the point that, now, just over one year from project start-up, notable results
are beginning to show in the form on increasing contributions from partnership members.
Dr. Thiagarajan, MSU/PFID-F AND V, together with our two India-based
coordinators, recently met with the Agricultural Product Export Development Authority
(APEDA) as well as the Federation of Indian Chambers of Commerce (FICCI) and the
National Institute of Marketing Boards (NIAM) to follow up on each of their commitments
to promote the Indian Mango Industry.
During this visit, both the Maharashtra State Horticulture Mission and the National
Horticulture Missions’ approvals were secured to begin the critical selection of 100 GAP
demonstration farms, identification of trainers to participate in train-the-trainer courses and
program implementation, as well as the initial survey and audits of the nucleus
demonstration farms in Maharashtra.
A PROPOSAL IS BEING PREPARED AND SUBMITTED TO APEDA

 Support employment of agric-officers to supervise, inspect and monitor the 100
demonstration farms
 To support controlled atmosphere trials of mango for both domestic and export
market purposes
 To support training of extension agents from four key mango growing states in
India to replicate mango demonstration model farms in these states
 To support GAP certification costs for a sub-set of mango producers
 To support the interface of project marketing activities with companies such as
ITC, Reliance, ShopRite, and Metro to provide market access for these
demonstration farms.
The India team is also engaged in discussion with ITC to cosponsor a packaging
conference on innovations for both fresh and processed mango industries. The goals of
this packaging conference are to expose domestic producers, processors and retailers to
modern food packaging solutions, and to strength market linkages among mango
producers and processors with India-based supermarkets as well as key players in the
export market.

Other opportunities to explore with groups like ITC, ShopRite and similar partners
are establishment of a direct contract program which would include promotion, direct
shipment from packing houses to stores, proper packaging, and early contracting.
GOALS OF INDIA MANGO MARKET DEVELOPMENT

Currently, only 1% of the total mango production in India is exported. One reason
contributing to this poor export performance is that overseas buyers have stricter standards
than are currently accepted within the Indian domestic market. PFID—F and V will
facilitate the development and implementation of quality and safety standards which will
meet the demands of the export market.
 PFID—F and V will partner with relevant Indian organizations in establishing a

global image for the Indian mango starting with the establishment of quality
standards and Good Agricultural Practices (GAPs) standards for India.
 PFID partnerships in India can facilitate the development of a distribution network
in European and other countries where the value realizations for mango and mango
pulp are the highest.
 PFID partnerships can assist mango growers and processors in developing an
"India" brand image for fresh mango and processed mango products that meet
consumer preferences. The predominant mango varieties grown in India make this
product unique in country and abroad.
 After demonstrated success in developing a strengthening the market development
of mangoes, PFID India liaisons can easily adapt this approach to the further
development of other fruit and vegetable products in India.
FOOD PROCESSING
Food processing involves any type of value addition to agricultural or horticultural

produce and also includes processes such as grading, sorting, and packaging which
enhance shelf life of food products. The food processing industry provides vital linkages
and synergies between industry and agriculture. The Food Processing Industry sector in
India is one of the largest in terms of production, consumption, export and growth
prospects. The government has accorded it a high priority, with a number of fiscal relief’s
and incentives, to encourage commercialization and value addition to agricultural produce,
for minimizing pre/post harvest wastage, generating employment and export growth.

India's food processing sector covers a wide range of products fruit and vegetables; meat
and poultry; milk and milk products, alcoholic beverages, fisheries, plantation, grain
processing and other consumer product groups like confectionery, chocolates and cocoa
products, Soya-based products, mineral water, high protein foods etc.

COMPANY PROFILE
HISTORY OF HAYATH FOODS.
The division combines people with vast experience in agric-trading with the
HAYATH FOODS Group’s credibility to justify its premier standing in the trading arena.
The division was set up in 1967 and since then has handled a wide range of products -
such as Sesame Seeds, Processed Fruits, Food grains, Aqua etc.
HAYATH FOODS began its fruit processing operations in early 70s.However fruit
processing operations have been given a special thrust since the last season with an
emphasis on developing strategic partnerships across the value chain especially fruit
procurement and processing. HAYATH FOODS has established it's presence as a reliable
and competitive exporter to Coca Cola, USA, Western Europe, Far East, Middle East etc.
BACKGROUND
Situated at Chittoor in Andhra Pradesh, the mango belt in India, HAYATH

FOODS is a 100% Export Oriented Unit (EOU) processing Tropical Fruit Purees,
Concentrates and Fresh Fruits HAYATH FOODS was started keeping in mind the local
farming community wealth. The farming community is an integral part and forms the
backbone of the organization. In its effort to be a forerunner in the chosen areas of
business in terms of best practices in quality and technology, HAYATH FOODS plans to
benefit armors, the industry and the nation in a phased manner.
HAYATH FOODS believes in empowering farmers by providing technical
assistance from research institutes in the food industry to support the farmers in achieving
better quality and higher yields by developing the gardening and harvesting techniques.
Further to educating farmers with latest horticultural techniques, HAYATH FOODS is
encouraging farmers to mobilize the fruits directly to the factory, thereby minimizing the
fruit handling damages and high value realizations. The first phase has been completed, by
setting up of state-of-the-art fruit processing plant to produce natural tropical fruit puree
and concentrates.

BORD OF DIRECTORS
S.No Name of the Director
1 Mr.Hayath Director
2 Mr. D.Bhanu Solicitor
3 Mr. Raymond Simkins Foreign Director
4 Mr.C.M.Maniar Solicitor
5 Mr. D.D. Trivedi Ex. IIM Professor
6 Mr. M. B. Dalal Director
Mr.Venu Prasad, a Chartered Accountant from U.K., looking after the routine
affairs of the company, is the brain and brawl for taking the company’s turnover from Rs.5
crores (USD1.1 MIO) to Rs.70 Crores (USD 16 MIO) giving the status of government
recognized EXPORT HOUSE. With the back up of technical and managerial support staff,
the state of art technology implementation.

PRODUCT PROFILE
PRODUCTS
ALPHONSO TOTAPURI GUAVA PAPAYA

PRODUCTS OF VEGETABLES
FRUIT SEASONS
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Mango
Papaya
Guava
MARKET PRESENCE
1. European Union
2. United States of America
3. Canada
4. Australia
5. Middle East including Iran and North Africa
6. Japan and South Korea

SHARE OF COUNTRIES MARKET
FACILITY
HAYATH FOODS processing facility is located in Chittoor, spread over an area of

15 acres. This place has been earmarked to host Integrated Food Complex of International
standards. The facility currently has a tropical fruit Puree / Concentrate processing plant
and the pack house for preparing the Fresh Fruits and Vegetables.

CUTTING EDGE TECHNOLOGY
HAYATH FOODS plant is equipped with state-of-the-art fruit puree processing

aseptic filling line of SIG- Mizzen, Italy to produce natural fruit pulps and concentrates.
The plant has one of the India's single largest fruit processing lines -10 TPH ripen fruit
processing with Aseptic Packaging.
INITIATIVES SPAN THE FOLLOWING DISCIPLINES
 PLC operated equipments for better control over monitoring and operations with
supervisory units.
 Two stage washing of fruits to ensure HACCP quality requirement.
 Two-stage sterilization to retain the natural flavor and aroma.
 High speed advanced Mono block aseptic filling machine supplied by SIG Mizzen.
 Integrated Enterprise Resources Planning system is in place to automate business
processes and provide data for analysis and reporting, allowing a closer control on
quality and operations.
EFFICIENT PLANT LAYOUT
 Minimal drop in power and steam transfer.

 Straight-line process flow design to maintain the hygiene• and control in respective
areas.
 Special food grade self-leveling epoxy flooring to maintain optimum hygienic
conditions.

 Curved corners and food grade epoxy painted walls to avoid dust accumulation and
to facilitate easy washing.
 Advanced high raise insulated roofing with double layer GI Sheeting with air
extractors to maintain temperature inside the plant.
 Utility lines are routed outside the plant to keep the interiors free from dust
accumulation.
VALUABLE INDUSTRIAL EXPERTISE
HAYATH FOODS is backed with strong support and service from its team of
highly qualified technical personnel and domain experts with perceptive knowledge and
skill. Powered by priceless hands-on experience these professionals are upgrading
themselves continuously to identify and introduce improved and innovative product
offerings that would delight customers worldwide and comply with the leading global
quality standards.
PUREE AND CONCENTRATE FACILITY
The fruit processing aseptic line is from SIG-Mazzini of Italy. The line has a
capacity to process 10 metric tones per hour ripened fruits. The processing line is fully
integrated and controlled by PLC.
PACK HOUSE
HAYATH FOODS has a set up a Fresh fruit and Vegetable processing facility
from Grief, Spain. Fresh fruits including mangoes, bananas are processed along with
tropical vegetables like Okra, Egg plant, Lemon, Bitter gourd etc. The facility also holds

ripening chambers, pre cooling chambers and cold storage to handle fresh fruits and
vegetables.
VAPOUR HEAT TREATMENT
To enable Fresh Mango exports to countries like Japan and Korea, HAYATH
FOODS has commissioned the VHT facility. This ensures irradiation of the fruit flies in
the fresh fruit. HAYATH FOODS is the first private organization to set up this facility in
the country.
WATER MANAGEMENT
Water is an essential and precious natural resource. It is a nature’s gift. Without

water there is no life on the earth. It is as important to the fruit processing industry as to
the living being. But, water is becoming scarce year by year due to increase n its
consumption in industries and agriculture sectors and indiscriminate use /wastage by
human beings, therefore, it needs a integrated and scientific approach for its management
to use it so that undesirable wastage is avoided which helps us to save water for right
utilization .
STAGE OF USE OF WATER TO THE BEST EFFECT IN OUR

FACTORY
Our main source of water is bore wells. The water is potable. Water from all bore
wells is collected in a sump. From there it is pumped to over head tank to supply to various
locations of use. To manage appropriately and conserve the water, we are taking following
steps at various locations of its use:
FRUIT WASHING
The water is re-circulated after filtration up to it becomes dirty. This water is

chl0rinated to control the contamination by continuous dosing of chlorine in the washing
tub.

STEAM GENERATION
Water for boiler feeding is treated in water softener to reduce the hardness. The
steam condensate of evaporator is recycled to boiler to save water and energy as
condensate will have high temperature.
THE BEST EFFECT IN OUR FACTORY
 Steam condensate from other heating equipments and Vapour condensate from
pulp concentration is collected in a tank to use in crate and floor cleaning.
 Floor and equipments are cleaned by compressed water jet to conserve the water.
 Treated effluent is used for civil construction and gardening.
 Flow meters are installed at location of major use to have control over water
utilization.
 UV sterilizer is installed on main line of water, which feed to processing to sanitize
the water.
 The water to be used for blending in product is treated in r o plant.
 Drinking water is passed through zero-b filter.
WASTE MANAGEMENT
Our factory is equipped with aerobic effluent treatment plant of 250 kl capacity.
Effluent from all locations of water use is collected through inter connected drains in ET
plant. It is aerated here and transferred to settlement tank for sedimentation of solid
particles. The sludge is transferred to drying bed. The dried sludge is used as manure in
our garden. The main feature of our company is that no effluent treated or untreated is
released in public drains and therefore, does not pose any danger to surrounding
environment and public.
SOLID WASTE MANAGEMENT
 Seeds of fruits
 Stem ends and skin/peel of fruits and vegetables

 Pumice-consists of fibbers and embedded pulp.
 Spoiled fruits and vegetables
The seeds and peels of good fruits are passed second time through a pulped to
remove the remaining pulpy portion. The pulp extracted so and pumice are mixed and
given an enzymatic treatment and centrifuge to remove the extraneous materials so that
pulp can be used for making concentrate. This helps in improving the recovery out of
fruits.
CERTIFICATIONS OF QUALITY STANDARDS

HAYATH FOODS 's quality and business objectives are designed to challenge the
organization through continual improvement and a zeal for results. At HAYATH FOODS
quality determines not only the end product but processes and operations at all levels. The
company's laboratory is equipped with the latest testing facilities to perform all necessary
tests. Frequent and stringent quality checks are carried out for Physical, Chemical,
Organoleptic and Microbial parameters and immediate corrective measures are carried out
on detection of variance in parameters, assuring a high quality end product.
CUSTOMER FOCUS
Loyalty and a strong relationship in business are built out of years of experience in
a particular industry. HAYATH FOODS expertise in the business and its contacts with
Agents\Brokers, Blender-bottlers, End User, Off-shore logistical service providers has
made the supply chain process extremely competitive. Given our renewed emphasis on
this product line we are strengthening relationships in key markets across the buyer
spectrum, understanding unique requirements and delivering value to select global
customers.

NEED FOR THE STUDY

Most marketers see the goal of marketing their product or services for
maximizing their profits but customer perception is very important to every company for
future existence. So it is very necessary for every company to satisfy the needs of the
customer as they produce goods or services required by the customers because they
produce goods or services as required by the customer.
.

SCOPE OF THE STUDY
The study is limited to find out the marketing strategies of the most popular brands
in Chittoor District
The study can be over looked in qualitative nature rather than quantitative, since it
tries to know the opinions, view, expectations and satisfaction of dealers and customers
towards the Hayath Foods. Also maximum effort has been taken to see the final result of
the work becomes a reliable one.

OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
 To study the satisfaction of Custmers and Dealers of Hayath Foods in Chittoor
District.
SECONDARY OBJECTIVES
 To know the perception of the customers regarding Hayath Foods.

 To know the expectations of customers regarding Hayath Foods.
 To find out the preferences of customers in choosing a particular brand.
 To find the present satisfaction level index of Hayath Foods on a five- point scale
through customers.

LIMITATIONS OF THE STUDY

 As the time is just three months for the study, the survey is confined to Chittoor district
only.
 Some technical terms in the data collection instrument (questionnaire) may not be
understandable to some customers.
 As customers were busy they spend little time in survey process
 The result of the research depends upon data collected and analysis. So if any
manipulated data from respondent data from respondent affect research findings.

REVIEW OF LITTERATURE
Definition:
Perception is defined as
meaningful and coherent picture of the world.”
A stimulus is any unit of input to any of the senses. Examples of stimuli (i.e.
sensory input) include products, packages, brand names, advertisements and commercials
Sensory receptors are the human organs (the eyes, ears, nose, mouth and skin) that
receive sensory inputs. Their sensory functions are to see, hear, smell, taste and feel
movement
All these functions are called into play, either singly or in combination, in the
evaluation and use of most consumer products
The study of perception is largely the study of what we subconsciously add to, or
subtract from, raw sensory inputs to produce our own private picture of the world
SENSATION
Sensation is the immediate and direct response of the sensory organs to simple
stimuli (an advertisement, a package, a brand name). Human sensitivity refers to the
experience of sensation.
Sensitivity to stimuli varies with the quality of our sensory receptors (e.g. eyesight
or hearing) and the amount or intensity of the stimuli to which we are exposed
Example
A blind person may have a more highly developed sense of hearing than the
average sighted person and may be able to hear sounds that the average person cannot

The Absolute Threshold

The lowest level at which we can experience a sensation is called the absolute
threshold. This is the point at which we can detect a difference between 'something' and
'nothing' is our absolute threshold for that stimulus
Example
1. The distance at which a driver can first detect a specific advertising hoarding on
the highway is based on that individual's absolute visual threshold
2. Two people riding together may first notice the hoarding at different distances;
thus, they appear to have different absolute thresholds under conditions of constant
stimulation, such as driving through a 'corridor' of hoardings, the absolute threshold
increases (i.e. the senses tend to become increasingly dulled). After an hour of driving past
advertising hoardings, it is doubtful that any one of them will make much of an impression.
Hence we often speak of 'getting used to' a hot bath, a cold shower, the bright sun, or even
the smells and sounds of a Bangkok street
The Differential Threshold

The minimal difference that can be detected between two stimuli is called the
differential threshold, or the j.n.d. (for 'just noticeable difference').
A 19th-century German scientist named Ernst Weber discovered that the just
noticeable difference between two stimuli was not an absolute amount, but an amount
relative to the intensity of the first stimulus. Weber's law, as it has come to be known, states
that the stronger the initial stimulus, the greater the additional intensity needed for the
second stimulus to be perceived as different
Example
If the price of a car were increased by $100, it would probably not be noticed (i.e.
the increment would fall below the j.n.d.). It may take an increase of $200 or more before a
differential in price would be noticed. However, a $1 increase in the price of petrol would
be noticed very quickly by consumers, because it is a significant percentage of the initial
(i.e. base) cost

Perception Process
1. Selection
2. Organization
3. Interpretation of stimuli
Perceptual Selection
Consumers subconsciously exercise a great deal of selectivity about which aspects
of the environment – that is, the stimuli – they will perceive. An individual may look at
some things, ignore others, and turn away from still others.In total, people actually receive
– or perceive – only a small fraction of the stimuli to which they are exposed.
Eg: Shoppers in a supermarket may be exposed to over 20000 products of different

colors, sizes and shapes.
To perhaps 100 people (looking, walking, searching, talking); to smells (from fruit,
meat, disinfectant, people)
–To sounds within the store (cash registers ringing, Muzak, shopping trolleys
rolling, air conditioners humming, and staff sweeping, mopping aisles, stocking shelves)
–To sounds from outside the store (planes passing, cars tooting, tiers squealing,
children shouting, car doors slamming)
Each of these factors can serve to increase or decrease the probability that the
stimulus will be perceived
A. Nature of the Stimulus
Marketing stimuli include an enormous number of variables that affect the
consumer's perception, such as the nature of the product, its physical attributes, the package
design, the brand name, the advertisements and commercials (including copy claims,
choice and sex of model, positioning of model, size of ad, and typography), the position of
a print ad or the time of a commercial, and the editorial environment
B. Expectations
People usually see what they expect to see, and what they expect to see is usually
based on
–Familiarity

–Previous Experience
–Preconditioned set
In a marketing context, people tend to perceive products and product attributes
according to their own expectations
Example
A man who has been told by his friends that a new brand of Scotch has a bitter taste
will probably perceive the taste to be bitter; a teenager who attends a horror movie that has
been billed as terrifying will probably find it so
C. Motives
People tend to perceive things they need or want; the stronger the need, the greater
the tendency to ignore unrelated stimuli in the environment
Example
A woman interested in a portable computer is more likely to notice and to read
carefully ads for computer laptops than her neighbor, who doesn't use a computer
In general, there is a heightened awareness of stimuli that are relevant to our needs
and interests, and a decreased awareness of stimuli that are irrelevant to those needs.
Perceptual Organization
We do not experience the numerous stimuli, we select from the environment as
separate and discrete sensations; rather, we tend to organize them into groups and perceive
them as unified wholes.
•Three of the most basic principles of perceptual organization are

–Figure and Ground
–Grouping
–Closure
A. Figure and Ground
Stimuli that contrast with their environment are more likely to be noticed
•A sound must be louder or softer, a cooler brighter or paler
•The simplest visual illustration consists of a figure on a ground (i.e. background)
•The figure is usually perceived clearly because, in contrast to its ground, it appears
to be well defined, solid, and in the forefront
•The ground, however, is usually perceived as indefinite, hazy and continuous

B. Grouping
Individuals tend to group stimuli automatically so that they form a unified picture or
impression. The perception of stimuli as groups or chunks of information, rather than as
discrete bits of information, facilitates their memory and recall to marketers to imply
certain desired meanings in connection with their products can use grouping
advantageously
Example
•Nescafe advertisements show a young man and woman in a friendly, country town
setting. The grouping of stimuli by proximity leads the consumer to associate the drinking
of Nescafe with romance, fine living and warmth
C. Closure
Individuals look for closure. They express this need by organizing their
perceptions so that they form a complete picture. If the pattern of stimuli to which they are
exposed is incomplete, they tend to perceive it nevertheless as complete; that is, they
consciously or subconsciously fill in the missing pieces. Thus, a circle with a section of its
periphery missing will invariably be perceived as a circle and not as an arc.The need for
closure is also seen in the tension an individual experiences when a task is incomplete, and
the satisfaction and relief that come with its completion
Perceptual Interpretation
We exercise selectivity as to which stimuli we perceive, and organize these stimuli
on the basis of certain psychological principles
A Distorting Influences
Individuals are subject to a number of influences that tend to distort their
perceptions
B. Physical Appearance
We tend to attribute the qualities we associate with certain people to others who
may resemble them, whether or not we consciously recognize the similarity. For this
reason, the selection of models for advertisements and television commercials can be a key
element in their ultimate persuasiveness
Example
Baking advice given by a woman who looks like somebody's kindly old
grandmother is likely to be perceived as very helpful
C. Stereotypes
We tend to carry 'pictures' in our minds of the meanings of various kinds of stimuli.
These stereotypes serve as expectations of what specific situations or people or
events will be like, and are important determinants of how such stimuli are subsequently
perceived
D. First Impression
First impressions tend to be lasting; yet, in forming such impressions, the perceiver
does not yet know which stimuli are relevant, important or predictive of later behavior with
great effect, a shampoo commercial used the line 'You'll never have a second chance to
make a first impression, because first impressions are often lasting, introducing a new
product before it has been perfected may prove fatal to its ultimate success, because
subsequent information about its advantages, even if true, will often be negated by memory
of its early failure
E. Jumping to Conclusions
Many people tend to jump to conclusions before examining all the relevant
evidence
Example
The consumer may hear just the beginning of a commercial message and draw
conclusions regarding the product or service being advertised on the basis of such limited
information
"A man without a smiling face must not open a shop."Chinese Proverb
Many organizations have not got a clue about the customers perceive the goods
and services they supply. Customer’s attitude to be that so long as people “buy” their
products then the products must be accepted.
Firstly, customer may buy a given product of services simply because there is no
other option and they would prefer to purchase what you are offering them to go out
altogether.
Secondly, the fact that a product or services may be accepted does not mean that it
will continue to sell. Competitors may see opportunities, customer expectations may

change customer tastes may move on. If standards don’t rise and service evolve and then
download sales will appear.
A worse situation arises when the organizations haven’t got a clue of the
customer’s perceptions but think they have. Another situation is when the organization
don’t have clue of their customers perception and don’t care either the org may believe
that it is in a monopoly situation and its customers can’t go else where. Sometimes
organizations believe that it know best what customer should want and therefore supply
them with a centrally designed product.
If resultant product or service has defects, then it is perceived to be a problem for
the customer. Some orgs solicit customer feed back or it way whether they like it or not and
then do nothing about it. Finally we come to the point where we realize how important
customer feed back is in the case of organizations, which helps the orgs to determine how
efficiently it is solving the customer and determine customer satisfaction.
VARIABLES
Dependent – Buying behaviour of an Individual.
Independent – Brand image and brand recognition.
ARTICLES
1. Gaetano Paltrinieri, Senior Food Technology and Agro-industries Officer of Food and
Agricultxire Organization of United Nations, in his Technical Manual on small-scale
processing of fruits and vegetables have clearly pointed out the importance of fresh and
healthy raw material. As per his opinion only fresh and healthy raw material can produce
healthy processed food. If raw material is good, then preservation of processed food
becomes easier for longer duration. The author has also mentioned the great hidden
potential for fruit processing industry. Further, the author has commented separately on the
cultivated fruits and spontaneously grown fruits, i.e., wild fruits. In both the cases, role of
raw material is crucial. As the quality of final processed product depends upon the quality
of raw material, it also determines the level of profit.
The author has further commented over the production systems and their influence on
processing, in which he says about handling of raw material during the production process.
2.Pankaj Oudhia, a botanist has published a research note on Karonda. In this note, he
has thrown a lot of Ught over the medicinal usage of Karonda and various parts of the
plant. The unripe fruit is used to make pickle and ripe fruit is used for making jam and
chutney. The parts of plant, other than fruit, are used right from fencing the farms to curing
some diseases in human beings. The farms can be protected because of its thorny nature.
The shrub has lot of hard and sharp thorns on it. Karonda is grown in the states like
Maharashtra and Chhattisgarh. The fruits from Maharashfra are better in quality and
shape.
The author further comments on the ayurvedic healing capacity of Karonda. The roots of
Karonda are stomachic, anthelmintic, antiscorbutic and usefril in the freatment of stomach
disorders, scabies, pruritus, intestinal worms etc. The unripe fruit is sour, asfringent, bitter,
thermogenic, constipating, aphrodisiac, appetizer and antipyretic.
3.Ajay Verma confributed to the book Mango Cultivation, edited by Shrivastva Ram
Prakash in which Ajay Verma has written an article "Status of Mango Production and
Export from India". According to him India ranks second in the world next to China in
respect of fruit production. According to FAO estimates India produced about 10 million
tons of mangoes in 1996, which was about 52per cent of the total world's mango
production.
4.P. K. Mujumdar, D. K. Sharma and D. Sanyal contributed a research paper to the
book "Fruits, Tropical and Sub tropical" on the topic "Mango". In this research paper
these authors have taken a historical account of the fruit. Then they have explained
composition of mango and its uses, and varieties of mangoes grown in the different parts
of India.
5.Gaikwad R. R. worked on the topic "The problem of marketing and prospects of fruit
processing industry with special reference to Konkan region - A case study of Ratnagiri
District." The author in his M. Phil, dissertation stated that Indian farmers have a tendency
to grow fruits as per natural conditions. They do not take efforts to improve quality of
fruits. They prefer to cultivate traditional varieties and do not adopt scientific methods of
growing fruits or cultivate improved varieties of finites. Therefore, the quality of their
finites is always poor. Secondly, the farmers have tendency to sell these fresh fruits in the
original form. In fact processing, grading and packaging are important steps in marketing,
but these steps are not followed by the farmers.

RESEARCH METHODOLOGY
Exploratory research design has been select for the study. It is concerned with
discovering general nature of problem & variables that relate to it. In this study the problem
is to find out the reason for losing customers at service centers of fortune ford.
3.5.1 SOURCES OF DATA:
Both primary and secondary data is used for study.
Primary data:
It is the first hand data collected through structured questionnaire from customers of
fortune ford service center.
Secondary data:
It is the existing data, which was collected earlier for some other purpose, which is
now used for our research. This is collected from Textbooks, Websites, and Brochures and
other sources
3.5.2 DATA COLLECTION
 sample
 sample design
sample unit:customers
sample size:100
sample procedure: questionnaires
sample media: face to face interview
Sampling method:
Non- probability:
Judgement sampling technique has been used for study, where in only
customers of fruits, were chosen from selected list of customers for data collection to know
how many customers are not turning up for service at various fruits services.

DATA ANALYSIS AND INTERPRETATION
1. Customers using mango pulp concentrated based on occupation
Table:1
PARTICULARS NO.OF RESPONDENTS PERCANTAGE

Families 41 41
Company/office 32 32
Others 27 27
occupation
27%
Families
41%
Company/office
Others
32%
Interpretation:
From the above table 4.1, it is clear that out of 100 respondents, 41% of mango are
used by families, 32% of mango pulp are used by companies or offices and 27% of mango
puree is used by others.
2. Which type of fruit you preferred

Table: 2
Which type of fruit you prefer

PARTICULARS NO. OF RESPONDENTS PERCENTAGE
Mango 12 45 45
Gouva 25 25
Papaya 18 18
Banana 12 12 Mango
18 Gouva
45 Papaya
Banana
25
Interpretation:
From the above table 4.2, it is clear that out of 100 respondents, 45% of the
customer are preferring Mango, 25 % are preferring Gouva.18% of customers are
preferring papaya and 12% of customers are preferring banana

3. What is the purpose of using this mango pulp.
Table: 3
No. of Respondents
Particulars Percentage
Personal 5 5
Business 45 45
Cool drinks 50 50
purpose of using mango pulp

60
50
50
45
40
30
20
10
5
0
Personal Business Cooldrinks
Interpretation:
From the above table 4.3, it is clear that out of 100 respondents, 50% of the customers
are using the mango pulp for cool drinks, 45 % of puree pulp are using for business work
and 5% of the customers are using the mango for personal work.
4. How did you come to know about Hayath Foods Pvt ltd

Table: 4
No. of Respondents
Advertising 20 20
Friends/relatives 50 50
Seeing the hoardings 30 30
About Hayath
60
50
50
40
30
30
20
20
10
0
Advertising Friends/relatives Seeing the hoardings
Interpretation:
customers came to know through Friends & Relatives, 30% of customers are by seeing
boards and 20% of the customers are through advertising.
5. Are you satisfied with the prices of Mango pulp
Table: 5

No. of Respondents
75
Yes 75
25
No 25
Satisfied the prices

80 75
70
60
50
40
30 25
20
10
0
Yes No
Interpretation:
customer are Satisfied, with the prices of mango pulp and 25% of customer are not
Satisfied with the prices of mango pulp. Imported product prices are little bit high.
6. Whose decision you consider most when you are buying Hayath
Foods
Table: 6
No. of Respondents
Family 35 35
Friends 50 50
Old customers 15 15
Decision considered while buying Hayath product

60
50
50
40
35
30
20
15
10
0
Family Friends Old customers
Interpretation:
From the above table 4.6, it is clear that out of 100 respondents,50% of the
customers are considering friends decision at the time of purchasing the mango’s, 35% are
considering family decision at the time of purchasing the mango puree and 15% of the
customers considering the opinion are old customers.
7. Satisfaction with customer service.
Table: 7

No. of Respondents
Very satisfied 8 8
Satisfied 78 78
Poor 5 5
Very Poor 2 2
average above 7 7
Satisfaction with customer service

2% 7% 8%
5%
Very satisfied
satisfied
Poor
Very Poor
average above
78%
Interpretation:
From the above table 4.7, it is clear that out of 100 respondents,78% of customers
are satisfied with customer service, 8% of customers are highly satisfied, 5% of
customers are poorly satisfied 2% of customers are very poorly satisfied and 7% of
customers are satisfied above average with the customer service.
What sort of intrinsic rewards that you feel satisfactory
TABLE: 7
Slno Particulars Respondents Percentage

1 Very satisfied 8 8%
2 Satisfied 78 78%
3 Poor 5 5%
4 Very Poor 2 2%
5 Average Above 7 7%
Total 100 100%
Null Hypothesis:
You feel satisfactory sort of intrinsic rewards
Alternative Hypothesis:
You do not feel satisfactory sort of intrinsic rewards
A sample of respondents for 4 types is given. Expected respondents for each respondents
= 100 / 5 =20
Computing Static Chi – Square Test:
S.No Observed Expected (Oi -Ej) (Oi -Ej)2 (Oi -Ej)2/Ej
Frequency(Oi) frequency(Ej)
1 8 20 -12 144 7.2
2 78 20 58 3364 43.12
3 5 20 -15 225 11.25
4 2 20 -18 324 16.2
5 7 20 -13 169 8.45
100 86.22
 Calculated value: 86.22
 Degree of freedom: (n-1) = (5- 1) = 4.
The chi – square value at 0.05% level of significance at degree 1 of freedom is: 4.311.
 Hence calculated value is more than value

 Ho is rejected
8. Opinion about delivery of Hayath Foods product.
Table: 8
Particulars No. of Respondents Percentage

Yes 70 70
No 30 30

Opinion about delivery Hayath product
30
Yes
No
70
Interpretation:
are satisfied with the delivery of mango pulp and 30% customers are not satisfied with the
delivery,
9. How satisfied with our Buyers and Dealers
Table: 9

Very satisfied 18 18
Satisfied 80 80
Poor 1 1
Very Poor 0 0

average above 1 1
Satifaction with Buyers / Dealers

90
80
80
70
60
50
40
30
20 18
10
1 0 1
0
Very satisfied Satisfied Poor Very Poor average above
Interpretation:
are satisfied with the buyers/dealers of the company, 18% of customers are very satisfied
with the buyers/dealers of the company,1% of customers are poorly satisfied with the
buyers/dealers of the company and 1%b of customers satisfied above average with the
buyers/dealers of the company.
10. Customer perception with the presentation and packaging of our
delivery
Table: 10

satisfied 80 80
Poor 0 0
Very Poor 0 0
average above 5 5

Customer Perception with packaging

90
80
80
70
60
50
40
30
20
10 15
0 0
0 5
Very satisfied satisfied Poor Very Poor average above
Interpretation:
are satisfied with packaging and delivery of mango, 15% of customers are very satisfied
with packaging and delivery of mango pulp and 5% of customers are above average
satisfaction
11.How satisfied our ability to connect with the right executive to deal
with your issues
Table: 11

satisfied 80 80
Poor 1 1
Very Poor 0 0
average above 4 4
Satisfaction with right executive

1% 4%
15%
Very satisfied
satisfied
Poor
Very Poor
average above
80%
Interpretation:

are satisfied with the right executive,15% of customers are very satisfied with right
executive, 4% of customers are the above average with right executive and 1% of
customers are poorly satisfied with the right executive with its issues.
12. If you will again purchase mango pulp in Hayath puree
concentrates
Table: 12

Yes 75 75
No 25 25
Purchase Hayath Foods puree concentrates

80
70
60
50
40
30
20
10
0
Yes No
Interpretation:
are willing to purchase again in the cache and 25% of customer are not willing not to
purchase the mango puree again in the Hayath.

13. Satisfaction of the customers about company ability to understand

customer Requirements
Table:14

Good 50 50
Average 15 15
Poor 7 7
very poor 3 3
Satisfaction with company ability

3%
7%
25%
Very satisfied
15%
good
average
poor
very poor
50%
Interpretation:
are satisfied with the company to understand the customer’s requirements, 25% of
customer are very satisfied,15% of customers are face the above average,7% of customers
are poorly satisfied with the company to understand the customer’s requirements and 3%
of customers are face very poor satisfaction with the company to understand the
customer’s requirements.

14. Customer perception rating when compared with competitors
Table: 14

Excellent 22 22
Good 59 59
Average 8 8
Poor 5 5
very poor 6 6
Satisfaction rating when compared with competitors
6%
5%
22%
8% excellent
good
average
poor
very poor
59%
Interpretation:
From the above table 4.14, it is clear that out of 100 respondents,59% of
customers says Hayath is good compared with competitors, 22%of customers says Hayath
is excellent,8% of customers says Hayath is average,6% of customers says very poor
when compared with competitors and 5%of customers says Hayath is poor when
compared with competitors.
15. Are you satisfied with customer service
Table: 15
No. of Respondents
80
Yes 80
20
No 20
Satisfies with the Customer Service

90
80
80
70
60
50
40
30
20
20
10
0
Yes No
Interpretation:
customer are Satisfied, with the service and 20% of customer are not Satisfied with
the services of mango pulp.
16.Hayath Food products provides better services than other

company.
Table 16.
Decision Responses Percentages

S.Agree 38 38%
Agree 60 60%
Disagree 2 2%
S.disagree 0 0%
Total 100 100%
Hayath Food Products provides better services than other

company
70%
60%
60%
50%
40% 38%
30%
20%
10%
2% 0%
0%
S.Agree Agree Disagree S.disagree
Inference
From the table it is inferred that out of 100 respondents, Company provides better
services than other company. 38% customers have strongly agreed while 60% customers
have agreed and 2 % have disagreed.
17.I think Hayath mango pulp has highest market share in south
India.
Table 17

S.Agree 10 10%
Agree 62 62%
Not decide 28 28%
Disagree 0 0%
S.disagree 0 0%
Total 100 100%
Hayath Highest share Market in South India

70%
62%
60%
50%
40%
30% 28%
20%
10%
10%
0% 0%
0%
S.Agree Agree Not decide Disagree S.disagree
Graph 17 I think Hayath Products has highest market share in south India.
Inference
From the table it is inferred that out of 100 respondents, 10 % have strongly agreed
that Hayath has highest market share in south India while 62% have agreed and 28 % have
not decided.
18.Do you think Hayath mango pulp uses chemicals in it problem

which will effect drinking water.
Table 18.
S.Agree 3 3%
Agree 63 63%

Not decide 6 6%
Disagree 3 3%
S.disagree 25 25%
Total 100 100%
Do you think Hayath mango pulp uses chemicals in it

problem
3%
25%
S.Agree
Agree
Not decide
Disagree
S.disagree
3%
6%
63%
Graph 18 Do you think Hayath mango pulp uses chemicals in it problem which
will effect drinking water
Inference
From the table it is inferred that out of 100 respondents, 3 % customers have
strongly agreed that the Hayath mango pulp uses chemicals that will affect drinking water
63 % have agreed 6 % have not decided 3% have disagreed and 25 %have strongly
disagreed.

19.Do you have the supply centre with in 5 km.

Table 19

Yes 59 59%
No 41 41%
Total 100 100%
Do you have the supply centre with in 5 Km
41% Yes
No
59%
Graph 19 Do you have the supply centre with in 5 Km
Inference
From the table it is inferred that out of 100 respondents, 59 % of the customers said
that the supply center is 5 KM away and 41% said that it is beyond 5Km

20.The good word of mouth is more important for mango pulp.
Table 20

S.Agree 37 37%
Agree 63 63%
Not decide 0 0%
Disagree 0 0%
S.disagree 0 0%
Total 100 100%
The good word of mouth is more important for mango pulp

70%
60% 63%
50%
40%
37%
30%
20%
10%
0% 0% 0%
0%
Graph 20 The good word of mouth is more important for mango pulp
Inference
From the table it is inferred that out of 100 respondents, good word of mouth is
more important for company 37% have strongly agreed and 63% have agreed.
21. Can the company expect you to create good word of mouth

Table 21.

Yes 98 98%
No 2 2%
Total 100 100%
2%
Yes
No
98%
Graph 21 Can the company expect you to create good word of mouth
Inference
From the table it is inferred that out of 100 respondents, the company expect to
create good word of mouth 98% have yes and 2% have no.
22. I think mango puree prices are low price.
Table 22

S.Agree 36 36%
Agree 63 63%
Not decide 1 1%
Disagree 0 0%
S.disagree 0 0%
Total 100 100%
I think mango puree prices are low price

70%
60% 63%
50%
40%
36%
30%
20%
10%
0% 0%
0%
1%
Graph 22 I think mango puree prices are low price.
Inference
From the table it is inferred that out of 100 respondents, 36% customers have
strongly agreed the Hayath mango puree prices are low, 63% have agreed and 1% has not
decided.
23. Do you invite the company to produce other food products?
Table 23

Yes 96 96%
No 4 4%
Total 100 100%
4%
Yes
No
96%
Graph 23 Do you invite the company to produce other food products?.
Inference
From the table it is inferred that out of 100 respondents, 96% customers have yes
the company to produce other food products and 4% have no.
24. If agreed the credit facility should be at least to
Table 24

1 Week 4 4%
2 Weeks 54 54%
1 Month 9 9%
2 Months 33 33%
Total 100 100%

4%
33%
1 Week
2 Weeks
1 Month
54% 2 Months
9%
Graph 24 If agreed the credit facility should be at least to
Inference
From the table it is inferred that out of 100 respondents, 4% customers avail a
credit facility of a 1 week 54 %, 2 weeks 9 % 1 month and 33 % avail 2 months.
25. Do you expect the Hayath Food products market will spread all
over India.
Table 25
Yes 61 61%
No 39 39%
Total 100 100%

39%
Yes
No
61%
Graph 25 Do you expect the Hayath Food Products market will spread all over India
Inference
From the table it is inferred that out of 100 respondents, 61% customers have yes
the Hayath Food product market will spread all over India and 39% customers have no.
FINDINGS
 The customer satisfaction towards Hayath is excellent because nearly 87% of the
respondents were aware of this program.
 From the aware respondents 91% of respondents had taken the membership under
this program. This shows program is effectively reaching the customers.
 The customer satisfaction about the advantages of the program is good, but there is
still scope for improvement.

 Major of the customers are using this program because 43% of respondents have
received the gifts for more then 4 time, 27% of respondent have received the gift
for 4 times on this collected pts this means every member has done the purchase of
at list Rs.2000 from the authorized dealers. But this is still scope for improvement.
 36% of the respondents are satisfied with the advantage (gift) on this purchase &
11% of respondent. This shows that improvement in gifts returns is required.
 Customer Satisfaction regarding Insurance schemes in Hayath is excellent because
nearly 81% the respondents are aware of this scheme benefit.
SUGGESTIONS
 Company should make advertisement of Hayath Food products aggressively in
the way of hoardings which increase the more visualizes customer.
 Company should provide credit facility to the customer in a better way by
which they can increase their sale.

 customer should consider the demand of people time to time so that they come
to know what people want in a particular period of time.
 Hayath needs to mend and maintain its service network and adopt a good
pricing strategy.
CONCLUSION
Coming to home from a tiring job and then to open the wardrobe just to bad
smelling dirty clothes waiting to receive the delicacies of your hand can easily draw tears
from your eyes, but now an easy solution available in almost all households is the presence
of Hayath mango.

My study found that, the dealers are somewhat satisfied with the Hayath Company
but some retailers are not satisfied by the company neither in the way of credit facility nor
by the distribution system of Hayath.
Customer gets to know more by the television and they are influenced to buy new
products by the unique products that are newly come to the market.
My study also found that there are various factor influencing customer in buying
decision and the most influencing factor is brand image and advertisement and other
factors play a secondary role in buying decision.
BIBLIOGRAPHY
BOOKS REFFERED
 I. M. PANDEY (2005), “customer perception”, ninth edition vikas publishing
house pvt ltd.

 S. N. MAHESWARI (2006), “Customer Satisfaction”, fifth edition, sultan
chand and sons, New Delhi.
 C. R. KOTHARI, “research methodology and techniques”. Second edition,
new
Agency international pvt ltd.
 BAKER. R .P & HOW WELL. A.C, “the preparation of reports”, New York
Ronald press.
 S.P. GUPTHA (1995), “statistical methods, “sultan chand and, co New Delhi.
 P.RAMMURTY (2005), “ customer satisfaction”, new agency international pvt
ltd
 AHUJA H.L, “economic environment of business, macroeconomic analysis“,
chand&company ltd, New Delhi, 2005.
WEB SITES
www.google.com
www.rfciproduct.com
www.wikipedia.com
www.google.com
www.hayathfoodsprocess.com
www.wikipedia.com
QUESTIONNAIRE

A STUDY ON CUSTOMER PERCEPTION WITH REFERNCE TO HAYATH
FOODS LTD
NAME: GUIDE:
Roll no: Asst. prof.
Customer-Analysis
Customer name:_____________________ Phone number:_______________
1. Customers using mango pulp concentrated based on occupation [ ]
(a) Family (b) company/office (c) others
2. Which type of fruit you prefer? [ ]
(a)Mango (b) Gouva (c)Papaya (d)Banana
3. What is the purpose of using this mango pulp? [ ]
(a) Cool drinks (b) business (c) personal
4. How did you come to know about HAYATH ltd? [ ]
(a) Advertising (b) Friends& Relatives (c) Seeing Hoardings
5. Are you satisfied with the prices of Mango pulp? [ ]
(a) Yes (b) no
6. Whose decision you consider most when you are buying HAYATH? [ ]
(a) Family (b) Friends (c) Old customers
7. How to satisfied with the initial response you receive when you make contact with us?
[ ]
(a) Very satisfied (b)satisfied (c)poor (d)very poor (e)none
8. The customer are opinion satisfied with HAYATH product delivery.[ ]
(a) Yes (b) No

9. How satisfied with our Buyers and Dealers. [ ]
(a)very satisfied (b)satisfied (c)Poor (d) Very poor (e) above average
10. How satisfied with the presentation and packaging of our deliveries?[ ]
a) Very satisfied (b) satisfied (c) poor (d) very poor (e) above average
11. How satisfied our ability to connect with the right executive to deal with your issues?
[ ]
12. If you will again purchase mango pulp in HAYATH Mango puree concentrates.
[ ]
(a) Yes (b) No
13. How satisfied with the our ability to understand your requirements? [ ]
14. Customer satisfaction rating when compared with competitors [ ]
a) Excellent b) Good c) Average d) Poor e) Very Poor
15. Are you satisfied with the customers services. [ ]
(a) Yes (b) No
16. RFCI Products provides better services than other company

a) Strongly agree b) Agree c) Disagree d) Strongly disagree [ ]
17. I think HAYATH Products has highest market share in south India
a) Strongly agree b) Agree c) Not decide
d) Disagree e) Strongly disagree [ ]
18. Do you think HAYATH mango pulp uses chemicals in it problem which will effect
drinking water.

19. Do you have the supply centre with in 5 Km?
a) Yes b) No [ ]
20. The good word of mouth is more important for mango pulp
a) Strongly agree b) Agree c) Not decide d) Disagree
e) Strongly disagree [ ]
21. Can the company expect you to create good word of mouth?
a) Yes b) No [ ]
22. I think mango puree prices are low price
23. Do you invite the company to produce other food products?
a) Yes b) No [ ]
24. If agreed the credit facility should be at least to
a) 1week b) 2weeks c) 1month d) 2months e) 2months [ ]
25. Do you expect the HAYATH products market will spread all over India?
a) Yes b) No [ ]
________________________________________________________________________
___
****
Thanking you…...

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A Study on Customer Perception

Financial success often depends on marketing ability. Finance. Operations.

A STUDY ON CUSTOMER PERCEPTION WITH REFERENCE TO HAYATH

Perception is a personal feelings of pleasure or disappointment that result from

 If the performance matches the expectations, the customer is satisfied,

 If the performance exceeds expectations, the customer is highly satisfied

 So in every organization the customer perception is very important,

Dept of Management Studies, Vel’s University, Chennai Page 1

Marketing was a far simpler subject. Consumer marketing largely operated on

Dept of Management Studies, Vel’s University, Chennai Page 2

Dept of Management Studies, Vel’s University, Chennai Page 3

Customer perception is a business term, is a measure of how products and services

Dept of Management Studies, Vel’s University, Chennai Page 5

Organizations are increasingly interested in retaining existing customers while

Dept of Management Studies, Vel’s University, Chennai Page 6

Generally, Marketing Management is mostly interested in obtained the sales

Dept of Management Studies, Vel’s University, Chennai Page 7

Marketing was a far simpler subject. Consumer marketing largely operated on

Dept of Management Studies, Vel’s University, Chennai Page 8

BACKGROUND OF MANGO INDUSTRY

Dept of Management Studies, Vel’s University, Chennai Page 9

INDIA MANGO AND MANGO PULP INDUSTRY

 Mango pulp production to reach 75,000 tones by 2010

Dept of Management Studies, Vel’s University, Chennai Page 10

A PROPOSAL IS BEING PREPARED AND SUBMITTED TO APEDA

Dept of Management Studies, Vel’s University, Chennai Page 11

GOALS OF INDIA MANGO MARKET DEVELOPMENT

 PFID—F and V will partner with relevant Indian organizations in establishing a

Food processing involves any type of value addition to agricultural or horticultural

Dept of Management Studies, Vel’s University, Chennai Page 12

Dept of Management Studies, Vel’s University, Chennai Page 13

HISTORY OF HAYATH FOODS.

Situated at Chittoor in Andhra Pradesh, the mango belt in India, HAYATH

Dept of Management Studies, Vel’s University, Chennai Page 14

S.No Name of the Director

2 Mr. D.Bhanu Solicitor

3 Mr. Raymond Simkins Foreign Director

5 Mr. D.D. Trivedi Ex. IIM Professor

6 Mr. M. B. Dalal Director

Dept of Management Studies, Vel’s University, Chennai Page 15

ALPHONSO TOTAPURI GUAVA PAPAYA

Dept of Management Studies, Vel’s University, Chennai Page 16

SHARE OF COUNTRIES MARKET

HAYATH FOODS processing facility is located in Chittoor, spread over an area of

Dept of Management Studies, Vel’s University, Chennai Page 17

CUTTING EDGE TECHNOLOGY

HAYATH FOODS plant is equipped with state-of-the-art fruit puree processing

INITIATIVES SPAN THE FOLLOWING DISCIPLINES

EFFICIENT PLANT LAYOUT

 Minimal drop in power and steam transfer.

Dept of Management Studies, Vel’s University, Chennai Page 18

VALUABLE INDUSTRIAL EXPERTISE

PUREE AND CONCENTRATE FACILITY

Dept of Management Studies, Vel’s University, Chennai Page 19

VAPOUR HEAT TREATMENT

Water is an essential and precious natural resource. It is a nature’s gift. Without

STAGE OF USE OF WATER TO THE BEST EFFECT IN OUR

The water is re-circulated after filtration up to it becomes dirty. This water is

Dept of Management Studies, Vel’s University, Chennai Page 20

THE BEST EFFECT IN OUR FACTORY

SOLID WASTE MANAGEMENT

Dept of Management Studies, Vel’s University, Chennai Page 21