Customer Satisfaction Towards The Products and Services of Aiswarya Beverages Co. (Classic)

Customer Satisfaction towards the products and services of Aiswarya Beverages Co.
CHAPTER 1
INTRODUCTION
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Karunya School of Management, Coimbatore
1. INTRODUCTION
Customer satisfaction is a key and valued outcome of good marketing practice. According to
Drucker (1954), the principle purpose of a business is to create satisfied customers.
Increasing customer satisfaction has been found to lead to higher future profitability
(Anderson, Fornell, and Lehmann 1994), lower costs related to defective goods and services
(Anderson, Fornell, and Rust 1997), increased buyer willingness to pay price premiums,
provide referrals, and use more of the product (Reichheld 1996; Anderson and Mittal 2000),
and higher levels of customer retention and loyalty (Fornell 1992; Anderson and Sullivan
1993; Bolton 1998). Increasing loyalty, in turn, has been found to lead to increases in future
revenue (Fornell 1992; Anderson, Fornell, and Lehmann 1994) and reductions in the cost of
future transactions (Reichheld 1996; Srivastava, Shervani, and Fahey 1998). All of this
empirical evidence suggests that customer satisfaction is valuable from both a customer
goodwill perspective and an organization’s financial perspective.
A firm’s future profitability depends on satisfying customers in the present – retained
customers should be viewed as revenue producing assets for the firm (Anderson and Sullivan
1993; Reichheld 1996; Anderson and Mittal 2000). Empirical studies have found evidence
that improved customer satisfaction need not entail higher costs, in fact, improved customer
satisfaction may lower costs due to a reduction in defective goods, product re-work, etc.
(Fornell 1992; Anderson, Fornell, and Rust 1997). However, the key to building long-term
customer satisfaction and retention and reaping the benefits these efforts can offer is to focus
on the development of high quality products and services. Customer satisfaction and retention
that are bought through price promotions, rebates, switching barriers, and other such means
are unlikely to have the same long-run impact on profitability as when such attitudes and
behaviors are won through superior products and services (Anderson and Mittal 2000). Thus,
squeezing additional reliability out of a manufacturing or service delivery process may not
increase perceived quality and customer satisfaction as much as tailoring goods and services
to meet customer needs (Fornell, Johnson, Anderson, Cha, and Everitt 1996).
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1.1 OBJECTIVES
 To check the altitude towards classic drinking water

 To find out the factors affecting the purchasing of product
 To determine the important element of repeat purchasing
 To find out level of satisfaction towards classic products
1.2 SCOPE OF THE STUDY
This study was done to understand the customer satisfaction. The sample size is 100 the
source of the study is both primary and secondary data. The primary data are collected
through structured questionnaire.
To study the customer satisfaction of the company, Secondary data are collected from
newspapers, journals and magazines. Analysis and interpretation are done by using
percentage analysis. Based on the analysis and interpretation findings are made and
suggestions are given.
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CHAPTER 2
INDUSTRY PROFILE AND COMPANY
PROFILE
11
2. INDUSTRY PROFILE
Water is the most important necessity for life. The drinking-water needs for individuals vary
depending on the climate, physical activity and the body culture. But for average consumers
it is estimated to be about two to four litres per day. The growing number of cases of water
borne diseases, increasing water pollution, increasing urbanization, increasing scarcity of
pure and safe water etc. has made the bottled water business just like other consumer items.
Scarcity of potable and wholesome water at railway stations, tourist’s spots, and role of
tourism corp. etc. has also added to the growth. Indians currently spending about $330m a
year on bottled water, analysts estimate. The packaged water market constitutes 15 per cent
of the overall packaged beverage industry, which has annual sales of at least $2.6bn, Deepak
Jolly, a spokesperson for Coca-Cola India said.
Almost all the major international and national brands water bottles are available in Indian
market right from the malls to railway stations, bus stations, grocery stores and even at
panwala's shop. Before few years bottle water was considered as the rich people's choice, but
now it is penetrated even in rural areas. The growth and status of Indian Bottled Industry in
comparison with Western or Asian market, India is far behind in terms of quantum,
infrastructure, professionalism and standards implementation. The per capita consumption of
mineral water in India is a mere 0.5-liter compared to 111 liter in Europe and 45-liter in
USA. Also As per UN study conducted in 122 countries, in connection with water quality,
India's number was dismal 120.
In comparison to global standards India's bottle water
segment is largely unregulated. Former President Dr. A.P.J. Abdul Kalam has urged
youngsters on July 17, 2010 to be aware of water conservation techniques to avoid grave
water crisis in future. "It is so sad that today, people are forced to buy water in plastic bottles.
I am told that bottled water industry is worth nearly 10000 crore rupees and even big
companies like the Coke and Pepsi are involved in this bottling of water and making money.
So, it is imperative that we ought to save water," he added. Do not be surprise if today's
bottles water industry becomes next Oil industry by 2025.
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2.1 Bottled Water Industry in India
Water Shortage and Health Awareness Driving Bottled Water Consumption in India. The
Indian market is estimated at about Rs 1,000 Crore and is growing at whopping rate of 40 per
cent. By 2020, it will reach Rs 4,000 – Rs 5,000 Crore with 33 per cent market for natural
mineral water. According to a national-level study, there are more than 200 bottled water
brands in India and among them nearly 80 per cent are local brands. Leave alone the metros,
where a bottled-water manufacturer can be found even in a one-room shop, in every medium
and small city and even some prosperous rural areas there are bottled water
manufacturers. While India ranks in the top 10 largest bottled water consumers in the world,
its per capita per annum consumption of bottled water is estimated to be five litres which is
comparatively lower than the global average of 24 litres. Today it is one of India's fastest
growing industrial sectors. Between 2009 and 2014, the Indian bottled water market grew at a
compound annual growth rate (CAGR) of 36 per cent - the highest in the world. The total
annual bottled water consumption in India had tripled to 8 billion liters in 2014 from 3 billion
liters in 2010. Global consumption of bottled water was nearing 600 billion liters in 2016.
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2.2 COMPANY PROFILE
Aiswarya Beverages Limited is a private limited company incorporated in 2000 with its plant
at Thiruvalla in Pathanamthitta District of Kerala. The company was promoted by Aby
Mathew, an NRI from UAE. The company’s registered office is located at Kerala.
The company bottles and sells natural mineral water under the brand name Classic, sources
its water directly from an underground aquifer located about 130 metres below the earth's
surface.
The company started its commercial production in April 2000. The company now proposes to
expand its retail distribution network by appointing consignee and distributors agents in
various parts of the country. The company’s existing clientele includes 5 Star Hotels,
Airlines, Embassies etc, and tie-ups with ‘A’ category retail outlets, modern retail (malls),
multiplexes, hyper marts, fine-dine restaurants are also in the offing.
The brand Classic, enjoys an aspirational equity amongst consumers and has the potential of
truly becoming an international and iconic brand, it is this potential that the new management
proposes to unlock through brand building and enhanced distribution.
2.3 ABOUT THE PRODUCT
Product ranges of the company include:
The company’s principal activity is to manufacture packaged natural mineral water with in-
house facilities to manufacture PET bottles and caps. It markets its products under the brand
name Classic natural mineral water is available in four pack sizes namely 25 ltr, 2 ltr, 1.5 ltr,
1 ltr. And the company have soft drinks also.
Awards/Achievements
 The company and the product enjoy the certification of various authorities like
HACCP, BIS and ISI in India.
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2.4 PRODUCT PROFILE
Still Water
Sparkling Water
The Classic Sparkling Water Range
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Flavoured Waters
The Classic Flavoured Waters 2 Litre Range
Soft Drinks & Cordials
The Classic Soft Drinks & Cordials Range
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Kids Packs
The Classic Kids Range
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2.5 ORGANISATION STRUCTURE
PRODUC
TION QUALITY
MANAGE CONTROLLER
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PRODUC
SUPERV W
TION IN
ISOR O
ACCOUNTS CHARGE
FINANCE R
OFFICER
MANAGER CUM
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CASHIER E
R
S
Ma
na
gin
GENE
g
RAL
Dir MAN
ect AGER
Human Human
or (ADMI Resource Resource
NISTR Manager Officer
ATIO
N)
MARKETING
Supervisor Executives Sales
OR SALES
MANAGER man
Fig.2.1
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CHAPTER 3
REVIEW OF LITERATURE
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3. REVIEW OF LITERATURE
Satisfaction is consumer’s fulfilment response. It is a judgment that a product or a service

feature or the product or service itself provides pleasurable level of consumption related
fulfilment. Customer’s satisfaction influenced by specific product are service features and by
perceptions of quality. It is also influenced by specific service attributions, and their
perceptions
Measuring satisfaction and building a satisfaction survey requires at least a basic knowledge
of the satisfaction measurement literature, combined with your own customer satisfaction
experiences. This brief tutorial provides such an introduction to the theoretical and
methodological underpinnings of satisfaction research.
Customer satisfaction is the most common of all marketing surveys and is part of the "big
three" research studies in marketing that include market segmentation and concept testing.
Customer Satisfaction is the pillar of the marketing concept.
Satisfaction is consumer’s fulfilment response. It is a judgment that a product or a service

feature or the product or service itself provides pleasurable level of consumption related
fulfilment.
Customer’s satisfaction influenced by specific product are service features and by perceptions
of quality. It is also influenced by specific service attributions, and their perceptions
The telling factor in the company’s long run fortunes will be the amount of customer
satisfaction that it managers to generate. But it doesn’t mean the company’s sole aim is to
maximize Customer Satisfaction. If that where the case, it should simply put out the best
product and service in the world and price is below cost. There by it would be creating
substantial customer satisfaction. But in the long run it would be also be out of business.
Customer Satisfaction like happiness bet achieved by rendering substantial forma of
assistance to others rather than by direct pursuit.
Companies that move towards adopting the market concept benefit themselves and the
society. It leads the society’s recourse to move in the direction of social needs, there by
bringing the interests of business firms and the interest of society in to harmonious
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relationship. Thus the third pillory of the marketing concept aims to achieve good profits by
giving the customer genuine values in the satisfaction.
Customer satisfaction, 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 is part of the four perspectives of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction

is seen as a key differentiator and increasingly has become a key element of business
strategy. Increasing competition (whether for-profit or non-profit) is forcing businesses to
pay much more attention to satisfying customers. (It may help the reader to notice the role of
customer satisfaction in the overall context of product or service development and
management.
3.1 Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while targeting non-
customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction 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 may
have and other products against which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Brooder between 1990 and 1998defined ten 'Quality Values'
which influence satisfaction behavior, further expanded by Berry in 2002 and known as the
ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value,
Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front
line Service Behaviors, Commitment to the Customer and Innovation. These factors are
emphasized for continuous improvement and organizational change measurement and are
most often utilized to develop the architecture for satisfaction measurement as an integrated
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model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the
basis for the measurement of customer satisfaction with a service by using the gap between
the customer's expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction "gap" which is objective and quantitative in
nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory
of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different
measures (perception and expectation of performance) into a single measurement of
performance according to expectation. According to Garbrand, customer satisfaction equals
perception of performance divided by expectation of performance.
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 expectation of the performance of the organization being measured.
3.2 Satisfaction Measurement: Overall Measures of Satisfaction
Satisfaction measures involve three psychological elements for evaluation of the product or
service experience: cognitive (thinking/evaluation), affective (emotional-feeling/like-dislike)
and behavioural (current/future actions).
Customer satisfaction usually leads to customer loyalty and product repurchase. But
measuring satisfaction is not the same as measuring loyalty. Satisfaction measurement
questions typically include items like:
An overall satisfaction measure (emotional):
Satisfaction is a result of a product related experience and this question reflects the overall
opinion of a consumer's experience with the product's performance. Note that it is
meaningful to measure attitudes towards a product that a consumer has never used, but not
satisfaction for a product or brand that has never been used.
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1. A loyalty measure
2. A series of attribute satisfaction measures Satisfaction and attitude are closely related
concepts. The psychological concepts of attitude and satisfaction may both be defined as the
evaluation of an object and the individual's relationship to it. The distinction is that
satisfaction is a "post experience" evaluation of the satisfaction produced by the product's
quality or value.
3. Intentions to repurchase
Satisfaction can influence post-purchase/post-experience actions other than usage (such as

word of mouth communications and repeat purchase behaviour). Additional post-experience
actions might include product or information search activity, changes in shopping behaviour
and trial of associated products.
3.3 Types of Customer Expectations that Influence Satisfaction
Customer performance expectations for attributes, features and benefits of products and
services may be identified as both explicit and implicit expectation questions.
Explicit expectations are mental targets for product performance, such as well identified
performance standards. For example, if expectations for a colour printer were for 11 pages
per minute and high quality colour printing, but the product actually delivered 3 pages per
minute and good quality colour printing, then the cognitive evaluation comparing product
performance and expectations would be 11 PPM — 3 PPM + High — Good, with each item
weighted by their associated importance.
Implicit expectations represent the norms of performance that reflect accepted standards
established by business in general, other companies, industries, and even cultures.
Static performance expectations address how performance and quality for a specific
application are defined. Each system's performance measures are unique, though general
expectations relate to quality of outcome and may include those researched by Berry, or
others such as: accessibility, customization, dependability, timeliness, and accuracy, tangible
cues which augment the application, options, cutting edge technology, flexibility, and user
23
friendly interfaces. Static performance expectations are the visible part of the iceberg; they
are the performance we see and — often erroneously — assume are all that exist.
Dynamic performance expectations are about how the product or service evolves over time
and includes the changes in support and product or service enhancement needed to meet
future business or use environments. Dynamic performance expectations may help to "static"
performance expectations as new uses, integrations, or system requirements develop.
Technological expectations focus on the evolving state of the product category. For
example, mobile phones are continually evolving. Mobile service providers, in an effort to
deal with the desire to switch to new technology phones, market rate plans with high
cancellation penalties. The availability of low profile phones with email, camera, MP3, email,
and blue tooth technology changes technology expectations as well as the static and dynamic
performance expectations of the product. These highly involving products enhance
perceptions of status, ego, self-image, and can even invoke fear when the product is not
available.
Interpersonal expectations involve the relationship between the customer and the product or
service provider. Person to person relationships are increasingly important, especially where
products require support for proper use and functioning. Expectations for interpersonal
support include technical knowledge and ability to solve the problem, ability to communicate,
time to problem resolution, courtesy, patience, enthusiasm, helpfulness, understood my
situation and problem, communication skills, and customer perceptions regarding
professionalism of conduct, often including image, appearance.
For each of these types of expectations that when fulfilled result in customer satisfaction (or
when not delivered, result in dissatisfaction and complaining behaviour), the perceived
quality and value are critical and directly influence intention to repurchase and loyalty.
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CHAPTER 4
RESEARCH METHODOLOGY
25
4. RESEARCH METHODOLOGY
Research methodology is the systematic way to solve the research problem. It gives an idea
about various steps adopted by the researcher in a systematic manner with an objective to
determine various manners.
4.1 Research Design
A research design is considered as the framework or plan for a study that guides as
well as helps the data collection and analysis of data. The research design may be
exploratory, descriptive and experimental for the present study. The descriptive research
design is adopted for this project.
Research Approach
The research worker contacted the respondents personally with well-prepared
sequentially arranged questions. The questionnaire is prepared on the basis of objectives of
the study. Direct contract is used for survey, i.e., contacting customers directly in order to
collect data.
Population
The customers of Aiswarya Beverages.
Sample size
From the population 100 customers are selected for survey.
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4.2 Sampling Design
The researcher has used probability sampling in which simple random sampling is
used.
Collection of Data
Most of the data collected by the researcher is primary data through personal
interview, where the researcher and the respondent operate face – to – face.
Research Instrument
The researcher has used a structured questionnaire as a research instrument tool
which consists of open ended questions, multiple choice and dichotomous questions in order
to get data. Thus, Questionnaire is the data collection instrument used in the study. All the
questions in the questionnaire are organized in such a way that elicit all the relevant
information that is needed for the study
Statistical Tools
The statistical tools used for analysing the data collected are percentage method, bar
diagrams and pie diagrams.
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CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
28
TABLE NO: 1
Table showing classification on the basis of age
SL NO OF PERCENTAGE OF
NO CRITERIA RESPONDENTS RESPONDENTS
1 Below 20 25 25
2 20-30 26 26
3 30-40 36 36
4 Above 40 13 13
Total 100 100
Graph NO: 1. Fig.5.1
Graph showing classification on the basis of age
40
36 36
35
30
25 25 26 26
25
20
15 13 13
10
0
Below 20 20-30 30-40 Above 40
INTERPRETATION
From the above table it is clear that majority 36% are from the age group 30-40, about 25%
are below 20, about 26% are from 20-30group and the remaining 13% are above 40.
29
TABLE NO: 2
Table showing classification of respondents of the basis of gender
SL NO OF RESPONDENTS PERCENTAGE OF
NO CRITERIA RESPONDENTS
1 Male 76 76
2 Female 24 24
Total 100 100
Graph NO: 2 Fig. 5.2
Graph showing classification of respondents of the basis of gender
80 76 76
70
60
50
40
30 24 24
20
10
0
Male Female
INTERPRETATION
From the above table it is clear that 76% are male and remaining 24% are female
30
TABLE NO: 3
Table showing respondent’s Occupation
SL NO CRITERIA NO OF RESPONDENTS PERCENTAGE OF

RESPONDENTS
1 Student 12 45
2 Self employed 30 30
3 Professional 45 12
4 Retired 10 10
5 Home maker 3 3
6 Total 100 100
Graph showing respondent’s awareness of classic drinking water
Occupation
3
10 12 Student
Professional
Self employed
30
Home maker
45
Retired
INTERPRETATION
From the above table it is clear that 45% are professional, 30% are self-employed, 12% are
students, 10% are retired peoples and about 3 % are home makers.
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TABLE NO: 4
Table showing the marital status of the respondents

RESPONDENTS
1 Single 56 56
2 Married 44 44
Total 100 100
Graph showing the marital status of the users
Marital Status
44
56 Single
Married
INTERPRETATION
From the above table it is clear that 56 % users are single and 44 % users are married.
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TABLE NO: 5
Table showing Respondent’s brand preference
NO OF PERCENTAGE OF
SL NO CRITERIA RESPONDENTS RESPONDENTS
1 Classic 35 35
2 Aquafina 29 29
3 Kinley 20 20
4 Bisleri 10 10
5 Others 6 6
6 Total 100 100
Graph showing respondent’s opinion about preferring a specific brand
40
35
35
29
30
25
20
20
15
10
10 6
5
0
Classic Aquafina Kinley Bisleri Others
INTERPRETATION
From the above table it is inferred that 88% of the respondents will prefer a specific brand,
about 10 will prefer sometimes and the remaining not.
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TABLE NO: 6
Table showing respondent’s opinion about purity of classic drinking water

RESPONDENTS
1 Strongly Agree 60 60
2 Agree 30 30
3 Neutral 10 10
4 Disagree 0 0
5 Strongly 0 0
Disagree
6 Total 100 100
Graph showing respondent’s opinion about purity of classic drinking water
60
50
40
30
20
Column1
10
0
INTERPRETATION
From the above table it is clear that 60 % are strongly agree, 30 % are agree, 10% are neutral
and no one is disagreeing with the purity of the water.
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TABLE NO: 7
Table showing respondent’s satisfaction about the product quality

RESPONDENTS
1 Highly satisfied 88 88
2 Satisfied 10 10
3 Dissatisfied 2 2
Total 100 100
Graph showing respondent’s satisfaction about the product quality
100 100
100 88 88
90
80
70
60
50
40
30
20 10 10
10 2 2
0
Highly satisfied Satisfied Dissatisfied Total
INTERPRETATION
From the above table it is clear that 88% satisfied with the quality of classic drinking water
and about 10% are not that much aware about it. There is a 2% of dissatisfaction also exist
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TABLE NO: 8
Table showing opinion about factors considered while purchase

RESPONDENTS
1 Quality 45 45
2 Availability 35 35
3 Price 10 10
4 Brand 10 10
Total 100 100
Graph showing opinion about factors considered while purchase
100 100
100
90
80
70
60
45 45
50
35 35
40
30
20 10 10 10 10
10
0
Quality Availability Price Brand Total
INTERPRETATION
From the above table it is clear that 45% considers quality of the product, while 35% aims the
availability of the product. Price and brand which is of same percentage of opinioned by 10%
of the total respondents
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TABLE NO: 9
Table showing respondent’s opinion about size of bottles available

RESPONDENTS
1 Yes 88 88
2 No 12 12
Total 100 100
Graph NO: 9. Fig: 5.9
Graph showing respondent’s opinion about size of bottles available
120
100 100
100
88 88
80
60
40
20 12 12
0
Yes No Total
INTERPRETATION
From the above table it is clear that 88% agreeing with the size of bottle is available as per
their requirements and about 12% are not that much aware about it or not available
accordingly in the case of size of bottle.
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TABLE NO: 10
Table showing what type of drink prefer mostly

RESPONDENTS
1 Energy Drinks 12 12
2 Soft Drinks 80 80
3 Both 8 8
Total 100 100
Graph showing availability of product
12
Soft drinks
Energy drinks
Both
80
INTERPRETATION
From the above table it is clear that 80% are using soft drinks and 12% are using energy
drinks and only 8% are using both the soft drinks and energy drinks.
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TABLE NO: 11
Table showing satisfaction with the sealed packing

RESPONDENTS
2 Satisfied 10 10
3 Dissatisfied 5 5
4 Total 100 100
Graph showing satisfaction with the sealed packing
100 100
100
85 85
90
80
70
60
50
40
30
20 10 10
5 5
10
0
Highly satisfied Satisfied Dissatisfied Total
INTERPRETATION
From the above table it is inferred that 85% of the respondents are highly satisfied with the
sealed packing of the drinking water. 10% is rates it as satisfied. Still 5% is there with the
dissatisfaction rating also.
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TABLE NO: 12
Table showing quality of product worth value of money

RESPONDENTS
2 Agree 24 24
3 Neutral 8 8
4 Disagree 2 2
5 Strongly 0 0
disagree
6 Total 100 100
Graph showing quality of product worth value of money
70
60
50
40
30
20
10
0
Strongly Agree Neutral Disagree Strongly
Agree Disagree
INTERPRETATION
From the above table it is clear that 60% are strongly agreed, 24% are agreed, 8% are neutral,
2% are disagreed and no one is strongly disagreed with the price.
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TABLE NO: 13
Table showing how they came to know about product

RESPONDENTS
1 Advertisement 30 30
2 Magazine 10 10
3 Reference by 60 60
others
Graph showing they came to know about product
60 60
60
50
40
30 30
30
20
10 10
10
0
Advertisement Magazine Reference by others
1 2 3
INTERPRETATION
From the above table it is inferred that 30% came to know about the product from
advertisement given by the company, about 10% from magazines, about 60% from other
people references comes to know about the product.
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TABLE NO: 14
Table showing respondent’s opinion about buying products regularly
SL NO CRITERIA NO OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
1 Yes 90 90
2 No 10 10
Total 100 100
Graph showing classification of respondents on the basis of buying products regularly
10
90
INTERPRETATION
From the above table it is clear that 90% regularly buying the company product and about
10% also relies on other company products also.
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TABLE NO: 15
Table showing reason for repeated purchasing

RESPONDENTS
1 Quality 45 50
2 Availability 35 38.8
3 Price 5 5.5
4 Brand 5 5.5
Total 90 100
Graph showing opinion about factors considered while purchase
100
100 90
90
80
70
60 50
45
50 38.8
35
40
30
20
5 5.5 5 5.5
10
0
Quality Availability Price Brand Total
INTERPRETATION
From the above table it is clear that 50% considers quality of the product for repeated
purchase, while 38.8% aims the availability of the product. Price and brand which is of same
percentage of opinioned by 5.5% of the total respondents
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TABLE NO: 16
Table showing respondents opinion about suggesting products to others
2 Agree 15 15
3 Neutral 5 5
4 Disagree 5 5
5 Strongly Disagree 0 0
6 Total 100 100
Graph showing respondent’s opinion about suggesting products to others
Strongly disagree
Disagree
Neutal
Agree
Strongly agree
0 10 20 30 40 50 60 70 80
INTERPRETATION
From the above table it is clear that 75% will strongly suggest the product to others and
remaining 15%, 5% are agreeing and neutral and only 5% are disagree to suggest the product
to others.
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TABLE NO: 17
Table showing the reason behind choosing their brand
1 Taste 20 20
2 Advertisement 30 30
3 Easily Available 40 40
4 People’s like 10 10
5 Total 100 100
Graph showing the reason behind choosing their brand
45
40
35
30
25
20
15
10
5
0
Taste Advertisment Easily People's Like
Available
INTERPRETATION
From the above table it is clear that 40% have choose the brand because of the availability of
the product, 30% are choose the brand because of the advertisement, 20% are choose the
brand because of the taste and about 10% are choose because of the people’s like.
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TABLE NO: 18 A
Table showing the respondents have feel difference in using classic drinking water and other
substitutes
2 Agree 15 15
3 Neutral 5 5
4 Disagree 5 5
6 Total 100 100
Graph NO: 18 A. Fig: 5.18 A
Graph showing the respondents have feel difference in using classic drinking water and other
substitutes
0
5
5
Strongly Agree
15
Agree
Neutral
Disagree
Strongly disagree
75
INTERPRETATION
From the above table it is clear that about 75% are showing difference when using classic
products, and about 5% are showing neutral in using classic products. And only 5% is
showing Disagree.
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TABLE NO: 18 B
Table showing, what are the differences while using Classic products other than the
substitutes
1 Quality 75 75
2 Price 2 2
3 Availability 15 15
4 Brand 8 8
Total 100 100
Graph NO: 18. Fig: 18 B
Graph showing, what are the differences while using Classic products other than the
substitutes
2
8
15 Quality
Availability
Brand
Price
75
INTERPRETATION
From the above table it is clear that about 75% are highly satisfied with the quality, about 2%
are satisfied with price, about 15% are satisfied with the product availability and about 8%
are satisfied with the brand name of the Classic.
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TABLE NO: 19
Table showing price of the product affordable
2 Agree 45 45
3 Neutral 10 10
4 Disagree 5 5
6 Total 100 100
Graph showing price of the product affordable
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 10 20 30 40 50
INTERPRETATION
From the above table it is clear that about 40% are strongly agree with the price of the
product and agrees that it is affordable, about 44% are agree with the price, 5% are neutral
about the price and 5% are disagree with the price.
48
TABLE NO: 20
Table showing respondent’s opinion about availability of products
2 Satisfied 20 20
3 Dissatisfied 10 10
Total 100 100
GRAPH NO: 20. Fig: 5.20
Graph showing respondent’s opinion about availability of products
Total
Dissatisfied
Satisfied
Highly satisfied
0 20 40 60 80 100 120
INTERPRETATION
From the above table it is clear that about 70% are highly satisfied with the availability of the
product, about 20% are satisfied with it, about 10% are dissatisfied with it.
49
CHAPTER 6
SUMMARY OF FINDINGS, SUGGESTIONS

AND CONCLUSION
50
FINDINGS
1. Majority 36% are from the age group 30-40

2. 76% are male and remaining 24% are female
3. The study states that people under the category of professional employees are the
majority buyers.
4. The study states that most of the respondents prefer Classic and aquafina for their daily
needs.
5. Infer that 60% are highly agreeing with the purity of classic drinking water
6. 88% satisfied with the quality of classic drinking water about 10% is not that much
aware about it. There is a 2% of dissatisfaction also exists
7. From customer side 45% considers quality of the product, while 35% aims the
availability of the product. Price and brand which is of same percentage of opinioned
by 10%
8. 88% agreeing with the size of bottle is available as per their requirements
9. 80% of peoples prefer soft drinks such as mineral water, flavored water etc..., other
than energy drinks such as red bull, monster energy etc.
10. 85% of the respondents are highly satisfied with the sealed packing of the drinking
water.
11. After analysis 66% are highly agreeing and 24% are agreeing with the product quality
satisfies with the worth value of money
12. Majority of the peoples come to know about the product by others reference.
13. 90% regularly buying the company product and about 10% also relies on other
company products also.
14. Majority 50% considers quality of the product for repeated purchase, while 38.8%
aims the availability of the product.
15. From the above table it is clear that 75% are strongly agreeing to recommend the
product to others
16. The study states that most of the respondents prefer their brand, because of the easy
availability of the product.
17. Majority of the respondents feel difference while using Classic products when
compared to other substitute products such as Aquafina, Kinley etc. and the reason for
the difference is the quality and availability of the Classic products.
51
18. 40% are highly satisfied and 45% are satisfied with the price of the product and the
rest are not satisfied with the price of the product.
19. Majority 70% are highly satisfied with the availability of the product.
52
SUGGESTIONS
1. Certain dissatisfaction with the company product and its availability. So certain steps
to be taken to overcome it.
2. More effective promotional measures of the company try to change the promotional
measures
3. Product should be availed worth value of the price and also can try on the buyback
policies to improve customer satisfaction
4. Majority does not know about the various standards kept for production try to give
more advertisement regarding this in order to make every one aware of the same
53
CONCLUSION
The main objective of the study is to find out the customer satisfaction of Aiswarya
beverages and to study about various factors affecting customer satisfaction
The factors affecting customer satisfaction are, Price, Quality, in this study all these factors
are analysed and found that the customers are satisfied on all basis. The customers are aware
of the product very well. The customers are giving preference to the products of Aiswarya
beverages.
54
BIBLIOGRAPHY
Books
 Kothari C R. (2004). Research Methodology Second Edition. New Age International

(P) Ltd., New Delhi
 S. A. Sherlekar (1995). Marketing management. Himalaya Publishing House
 Philip Kotler and Gary Armstrong (2010). Principles of marketing 13th edition.
Prentice Hall; 13 edition
WEBSITES
 http://google.com
 http://wikipedia.com
 http://answers.com
55
ANNEXURE
1. Name
Age group
Below 20 ( ) 20 – 30 ( ) 30 – 40 ( ) Above 40 ( )
2. Gender
Male ( ) Female ( )
3. Occupation
Student ( ) Self Employed ( ) Professional ( ) Retired ( ) Home maker ( )
4. Marital Status
Single ( ) Married ( )
5. Which brand would you prefer to use on a daily basis?

Classic ( )
Aquafina ( )
Kinley ( )
Bisleri ( )
Others ( )
6. Do you think that classic drinking water is highly purified?
Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )
7. Are you satisfied with the quality of this product?
Highly satisfied ( ) Satisfied ( ) Dissatisfied ( )
8. What are the factors do you consider when purchasing this type of product?
Quality ( ) Availability ( ) Price ( ) Brand ( )
9. Do you get different size of bottles to satisfy your various needs?
Yes ( ) No ( )
10. What type of drink you prefer mostly?
Energy drink ( ) Soft drink ( ) both ( )
11. Are you satisfied with the sealed packaging of classic products?
12. Do you think that quality of product keep the worth value of money?
56
13. How will you know about the product?

Through Ad ( ) through magazine ( ) Reference by other customers ( )
14. Are you a regular customer of this product?
Yes ( ) No ( )
15. If yes what are the reasons for repeat purchasing?
Quality ( ) Availability ( ) Price ( ) Brand ( )
16. Will you recommend the product of classic drinking water to others?
Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree
17. What is the reason behind choosing your brand?
Taste ( ) Advertisement ( ) Easily Available ( ) People Like ( )
18. A) Do you feel any difference between classic drinking water and other substitutes
available in the market such as kinley, aquafina etc?
Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree
B) If yes, what are the differences?
Quality ( ) Price ( ) Availability ( ) Brand ( )
19. Do you think that price of this product is affordable?
20. Are you satisfied with the availability of product?

57

Customer Satisfaction Towards The Products and Services of Aiswarya Beverages Co. (Classic)

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Customer Satisfaction towards the products and services of Aiswarya Beverages Co.

 To check the altitude towards classic drinking water

1.2 SCOPE OF THE STUDY

2.1 Bottled Water Industry in India

2.2 COMPANY PROFILE

2.3 ABOUT THE PRODUCT

Product ranges of the company include:

2.4 PRODUCT PROFILE

The Classic Sparkling Water Range

The Classic Flavoured Waters 2 Litre Range

Soft Drinks & Cordials

The Classic Soft Drinks & Cordials Range

The Classic Kids Range

2.5 ORGANISATION STRUCTURE

Satisfaction is consumer’s fulfilment response. It is a judgment that a product or a service

Customer Satisfaction is the pillar of the marketing concept.

Satisfaction is consumer’s fulfilment response. It is a judgment that a product or a service

In a competitive marketplace where businesses compete for customers, customer satisfaction

3.1 Measuring customer satisfaction

3.2 Satisfaction Measurement: Overall Measures of Satisfaction

An overall satisfaction measure (emotional):

Satisfaction can influence post-purchase/post-experience actions other than usage (such as

3.3 Types of Customer Expectations that Influence Satisfaction

determine various manners.

4.1 Research Design

design is adopted for this project.

The research worker contacted the respondents personally with well-prepared

sequentially arranged questions. The questionnaire is prepared on the basis of objectives of

The customers of Aiswarya Beverages.

From the population 100 customers are selected for survey.

4.2 Sampling Design

The researcher has used a structured questionnaire as a research instrument tool

information that is needed for the study

diagrams and pie diagrams.

DATA ANALYSIS AND INTERPRETATION

Table showing classification on the basis of age

Table showing classification of respondents of the basis of gender

Graph NO: 2 Fig. 5.2

Graph showing classification of respondents of the basis of gender

Table showing respondent’s Occupation

SL NO CRITERIA NO OF RESPONDENTS PERCENTAGE OF

Graph NO: 3 Fig. 5.3

Graph showing respondent’s awareness of classic drinking water

Table showing the marital status of the respondents

SL NO CRITERIA NO OF RESPONDENTS PERCENTAGE OF

Graph NO: 4 Fig. 5.4

Graph showing the marital status of the users

Table showing Respondent’s brand preference

Graph NO: 5. Fig.5.5

Graph showing respondent’s opinion about preferring a specific brand

Table showing respondent’s opinion about purity of classic drinking water

SL NO CRITERIA NO OF RESPONDENTS PERCENTAGE OF

Graph showing respondent’s opinion about purity of classic drinking water

Table showing respondent’s satisfaction about the product quality

SL NO CRITERIA NO OF RESPONDENTS PERCENTAGE OF

Graph NO: 7. Fig.5.7

Graph showing respondent’s satisfaction about the product quality

Table showing opinion about factors considered while purchase

SL NO CRITERIA NO OF RESPONDENTS PERCENTAGE OF

Graph NO: 8. Fig.5.8

Graph showing opinion about factors considered while purchase

Table showing respondent’s opinion about size of bottles available

SL NO CRITERIA NO OF RESPONDENTS PERCENTAGE OF