CHAPTER I

1.1 INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
A masala is any of the many spice mixes used in Indian cuisine. The name comes from
the Hindi word for spice. Spice mixes are blended spices or herbs. When a certain combination
of herbs or spices is called for in many different recipes (or in one recipe that is used frequently),
it is convenient to blend these ingredients beforehand. Blends such as chili powder, curry
powder, herbs de Provence, garlic salt, and other seasoned salts are traditionally sold pre-made
by grocers, and sometimes baking blends such as pumpkin pie spice are also available. These
spice mixes are also easily made by the home cook for later use

Aachi masala was small turmeric trader, from a village called Perundurai near Erode. He
founded AACHI MASALA TRADING COMPANY in 1975. Now AACHI MASALA
manufactures over 50 varieties of Pickles, Appalams, ghee and sunflower oil. Aachi Masala
gives value addition to the agricultural product which helps and encourages the farming
community to market their products also generates lot of employment opportunities to the
agriculture labours and rural people. The company employs mostly women and differently able
persons from the rural areas and makes them to lead an honorary life. The company has bagged
with IS/ISO 9001; 2008 certification from Bureau of Indian standards, New Delhi.

The customers of AACHI MASALA are the house wives and those who want quick and easy
cooking solution, restaurants, hotels, canteens are the other consumer. AACHI MASALA
research the houses located in the nook& corner of the country through its strong marketing
network. Success of AACHI MASALA lies in the innovation of manufacturing procedures, as
there were no define machineries for specific production of spice and spice mixes with the
growing experience suitable change were made to suit the requirement that made, all the
difference in manufacturing spice powders and a piece mixes which retains the aroma and flavor.

"AACHI MASALA" the Queen of spices as the household name among the millions today,
Mr.P.C.DURAISAMY, the Founder of the Company was a small time turmeric trader, from a
village called Perundurai near Erode. He found AACHI TRADING COMPANY in 1975 and

1
was doing Turmeric Trading for some time. Later, he entered into the arena of pure spice
powders like Turmeric, Chilli and Coriander. His inquisitiveness let him to enter into masala
world with dauntless. He encountered a lot of hurdles, since selling masala powders during
those days to the oriental women who are traditionally conservative, was not that easy. It was
the concept selling on "Easy Cooking" rather than marketing food products. With self -
determination and persistent attempts he was able to get into the kitchens of our country and the
rest of the world.

The story may look like a miracle, but the hard work, the pot holes and the bumps on the way
and the stormy inclement weather are known only to him. The person who stood behind him for
all his achievements was his business partner and understanding life partner
Dr.SanthiDuraisamy, the Director of the Company.

1.2 STATEMENT OF THE PROBLEM

Most of the women and employed people and they want to save time in cooking and yet
to maintain natural taste. Today, a lot of masala products are producing companies have
started manufacturing masala products all over the world. One of the most popular or
famous was Aachi masala products. This Trading Company produce masala products
like pickles, Ghee, oil etc…For large scale under the brand name of Aachi. It is essential
to study about the customer satisfaction of Aachi Masala product, this interest makes the
researcher to take up the research study entitled.

1.3 OBJECTIVES OF THE STUDY

 To find out the opinion of the customers of Aachi Masala products.

 To analyze the factors that affects the purchasing patterns of the customer in Aachi
Masala products in Coimbatore District.
 To find out the customer satisfaction level of taste, price, quality, availability, reliable of
Aachi Masala products.
 To analyze the most effective media of Advertisement.

2
  To offer suggestion to improve the customer satisfaction of Aachi Masala products. Some
Common mistak

1.4 RESEARCH METHODOLOGY

Methodology is the way to solve the research problems systematically. It may be understood as a
science of studying how research is done scientifically. The research selected a particular place
randomly for survey.

AREA OF THE STUDY

The area of study is Coimbatore city only.

PERIOD OF THE STUDY

The study is confined to the period of 3month (December2015 to February2016).

SAMPLING SIZE

The sample size of the research is 90 respondents.

METHOD OF SAMPLING:

SAMPLE DESIGN

For the purpose of this study, data were collected from the user of Aachi masala by adopting
convenience sampling method.

SOURCES OF DATA COLLECTED

The data base of the study consists of both primary and secondary data that helped the research
in systematic frame world of the study.

PRIMARY DATA

The primary data was collected through questionnaire it was prepared and administered by
taking a sample of (90) respondents, which contains different categories of respondents like
males & female.
3
SECONDARY DATA

The secondary data were collected from books, journals, magazines the information the
information from different web side were also used for the study.

STATISTICAL TOOLS USED

The collected data were analyzed by using appropriated tools & techniques. The following tools
were used the study.

1. Percentage Analysis
2. Chi-square

1.5 LIMITATIONS OF THE STUDY

In attempt to make of this project authentic and reliable every possible aspect of the topic was
kept in mind.

 The universe being large, the study was restricted to respondents residing in Coimbatore
city only.
 Due to limitation of time only 90 respondents were selected for the study. So the sample
of customer was not enough to generalize the finding of the study.
 The main source if data for the study was primary data with the help of self-administered
questionnaire. Hence the chance of unbiased information is less.
 People were hesitant to disclose the true factors.

4
1.6 CHAPTER SCHEME

Chapter 1: Introduction, objectives, statement of the problem, research methodology and

Limitation of the study.

Chapter 2: Review of Literature.

Chapter 3: Overview of the company.

Chapter 4: Analysis and Interpretation.

Chapter 5: Finding, Suggestion and Conclusion.

5
 2.1REVIEW OF LITERATURE
1. Steptoe, M.Pollard and Wardle (1995) conducted a study on “Development of a
measure of the motives underlying the selection of food. The food choice questionnaire”
have developed a food choice questionnaire using factors analysis of response from a
sample of 358 adults ranging in age from 18-87 years. The authors have determine health,
mood, convenience, sensory, appeal, naturals content, price, weight, control,
familiarity& ethical concern as on the prime motives of food choice and have also
evaluated the different in these motives with respect to sex, age, income.

Steptoe, M.Pollard and Wardle (1995) Develop of measure of the motive

Underlying the selection of food the food choice questionnaire” Food Review “
Vol.18,issue pp.12

2. Sing (1995) Conducted a study on “Factors influencing consumer preference on masala

products” of their, quality, convenient, availability, supply in design, flavor, color,
freshness, and mode of payments, which should higher levels of consumer sats-It-show
how consumer satisfaction is important for a consumer to make the right Decision,
knowledge is very essential consumer use an effective entrepreneur who Oblations
income of purchase goods, that satisfy his wants.

Sing (1995) Factors influence of masala products. In” Indian Journal of Marketing”
Vol.3 issue 8. Pp23-25.

3. Wang Cringing and junjie sun (1996) conducted a study on “consumer preference
and demand for food. Evidence from averment survey”, he reports demographic
influence for both remake the majority purchase of makes product this was followed for
race/ ethnicity age and education.

Wang, Cringing and Junjie sun (1996) “Consumer preference and Demand for organic
food: Evidence from a Vermont survey; Agricultural Economic, Vol.5,issue pp.10.

6
4. JairusBanaji (1997) Conducted a study on “Globalization and Restricting in the Indian
Food Industrial “. Indian meals is considered complete without the tangy and delectable
flavor of Indian spices, totally known as “Masala”. Indian species are famous all over the
world for their goalstronic value and they are known to possess high mediunal values.
There is no other country in the world that product as many kinds of spices of India.

JairusBanaji(1997) “ Globalization and Restructuring in the Indian food Industrial”.

The Journal of present studies.Vol.24, issue.1, pp191.210.

5. Amitha (1998)Conducted a study on “House hold consumption pattern of selected

masala products”. There is complete agreement between ranking given by the house wife
and working women regarding the reasons promoting them to buy instant food products.
Age, occupation, education, ferity size, and annual income had much influence on the per
capital expenditure of the Instant food products.

Amitha.k (1998) “A study of house hold consumption pattern of selected Dairy product”
Indian journals of market. Vol.4 issues,7 pp.2015.

7
 3.1 OVER VIEW OF THE COMPANY

Customer satisfaction:

Customer satisfaction refers to how satisfied customers are with the products or service they
receive from a particular agency. The level of satisfaction is determined not only by quality and
type of customer experience but also by the customer’s expectation.

Customer satisfaction is one of the main objectives of any organization. Every organization
tries to know the customer satisfaction about their products. So a study on customer satisfaction
help the organization as well me to gain a vast knowledge over knowledge over the real would
tastes and preference of customer.

Whether the buyer is satisfaction after purchase depends on the offers performance in relation
to the buyer’s expectations. In general satisfaction is a person’s feeling of pleasure or
disappointment resulting from comparing a products perceived performance in relation to his or
her expectation.

As this definition makes clear, satisfaction is a function of perceived performance and

expectations. If the performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customers is satisfied. If the customers is satisfied. If
the performance exceeds expectations, the customer is highly satisfied or delighted.

Consumer behaviour

An individual buyer seeks to spend his income on goods that will deliver the most utility
or satisfaction according to his tastes and relatives prices. Consumer want a non- greasy product.
The tastes of the younger generation with more purchasing power are apparently changing.
Finally, situational characteristics , such as time available to make a decision. Type of weather,
time of year and so on will always affect decision making.

8
Aachi Masala:

AACHI TRADING COMPANY has transformed into AACHI MASALA PRIVATE LIMITED
named after its brand name "AACHI" in 1997. Now AACHI MASALA manufactures over 50
varieties of Spice and Masala powders, over a dozen varieties of Pickles, Flour varieties,
Appalams, Ghee and Sunflower Oil. Aachi Masala gives value addition to the agricultural
products which helps and encourthi Masala...encourages the farming community to market their
produces. Furthermore, they generate a lot of employment opportunities to the agricultural
labours and rural people. The Company employs mostly women and differently abled persons
from the rural areas and makes them to lead an honorary life. The company has bagged with
IS/ISO 9001:2008 certification from Bureau of Indian Standards, New Delhi.
The customers of AACHI MASALA are the house wives and those who need easy and quick
cooking solutions. Restaurants, hostels, hotels, canteens are the other prominent consumers.
AACHI MASALA reaches the houses located in every nook & corner of the country through its
strong marketing network.

Success of AACHI MASALA lies in the innovation of manufacturing procedures, as

there were no definite machineries for specific production of spice and spice mixes. With the
growing experience, suitable changes were made in order to match the requirements that made
all the differences in manufacturing spice powders and spice mixes which retain the aroma and
flavor.

'Tradition and Technology perfectly blended' is the shibboleth of AACHI MASALA.

With all the quality of being humble (humility), we can declare that AACHI MASALA is
qualitatively a superior product because the raw materials used are the best and are processed
and packed hygienically.

The company uses modern technology in drying the raw materials. The largest Solar heating
channels by a masala company in Asia, are used to dry the raw materials without losing its
natural quality, flavor & aroma. Aachi Masala is serving the society through Aachi Devi
Charitable trust, as extended .arm aachi masala

9
Aachi Masala Product:
Offer Turmeric Powder, Black Pepper Powder, Chilli Powder, Cinnamon Powder, Sambar
Masala ,Rasam Masala, Chicken Masala, Mutton Masala, Fish Masala, Gram Masala, Briyani
Masala, Egg Masala, many more In addition we also provide Instant Ready mix and packing.

Aachi Masala Aniseed powder is a unique powder which has sweetish taste any very
pleasant aroma of aniseed brings a great value to Indian cuisine.

Aniseed is very well known in the Indian house for its digestive properties this aachi
masala Aniseed powder is used to make food more aromatic.

Pure Spices:-
Spices are the best in their nature forms. But it powder or mixed for convenience
in cooking they should not lose their essential flavor and aroma. Our aachi spices retain their
natural qualities even after they are powdered. Puring the process of powdering, the volative
compounds that gives spices their flavor are not gives a change to vaporize and thus the quality
and aroma are retained.

Spice mixes are blended spices or herbs. When a certain combination of herbs or spices is called
for in many different recipes (or in one recipe that is used frequently), it is convenient to blend
these ingredients beforehand. Blends such as chili powder, curry powder, and herpes de
Provence, List of spice mixes.

 Advieh, a spice mixture used in Persian cuisine and Mesopotamian cuisine

 Apple pie spice, usually cinnamon, nutmeg, and allspice
 Baharat, used throughout the Levant
 Beau monde seasoning
 Berbere, an Ethiopian blend
 Chili powder, a mixture of powdered red chili peppers and other spices and herbs, such as
cumin, oregano, and garlic, used in Mexican and Tex-Mex cooking; not to be confused
with powdered chili peppers

10
 Chinese five-spice powder, a blend of cassia (Chinese cinnamon), star anise, cloves, and
two other spices
 Chaat masala, ground spices used for flavouringchaat
 Curry powder
 Fines herbes
 Garam masala, an Indian savory spice blend used in the northern half of South Asia
(North India and Pakistan)
 Garlic salt
 Goda masala, a sweet spice blend used in the southwestern part of the Indian peninsula
 Herbes de Provence, a Provençal blend of thyme, marjoram, rosemary, basil, bay leaf,
and sometimes lavender
 Hawaij, Yemenite ground spice mixtures used primarily for soups and coffee
 Italian seasoning, a blend of rosemary, thyme, basil and oregano
 Kaala masala, black spice blend used in the Indian subcontinent
 Kanda Lasun masala, a hot spice blend with sun-dried red chillies, garlic and onion with
coconuts and other spices, mainly used in the southwestern part of the Indian peninsula
 Khmelisuneli, a blend used in Georgia and the Caucasus region
 Lemon pepper
 Mitmita, a blend of African birdseye chili peppers, cardamom, cloves and salt
 Mixed spice or pudding spice, a British blend of cinnamon, nutmeg, allspice, and other
spices
 Montreal steak seasoning, a seasoning mix for steaks and grilled meats
 Mulling spices, a European spice mixture of cinnamon, cloves, allspice, nutmeg and dried
fruit
 Panchphoron, a Bengali five-spice blend of whole fenugreek, nigella, fennel, cumin, and
mustard or radhuni seeds
 Poultry seasoning, an American blend of predominantly sage, with savory, thyme,
marjoram, rosemary, and in some cases celery seed, onion powder, nutmeg or other
seasonings, used when cooking chicken or turkey
 Pumpkin pie spice, an American blend of cinnamon, clove, nutmeg, and allspice
 Quatreépices, a French blend of ground pepper, cloves, nutmeg and ginger

11
 Raselhanout, a North African blend that includes cinnamon and cumin among other
spices
 Seasoned salt, a blend of table salt, herbs, spices, other flavourings
 Sharena sol, a Bulgarian mixture of summer savoury, paprika and salt, with other
optional ingredients
 Shichimi, a mix of ground red chili pepper, Japanese pepper, roasted orange peel, black
and white sesame seed, hemp seed, ground ginger and nori
 Taco seasoning
 Tandoori masala, South Asian spice blend for tandoor-cooked meats
 Upama masala, Indian spice blend for upama
 Vadouvan
 Zapata, both an individual herb and a blend of that herb with sesame seeds and
sometimes dried sumac

Garlic salt, and other seasoned salts are traditionally sold pre-made by grocers, and
sometimes baking blends such as pumpkin pie spice are also available. These spice mixes
are also easily made by the home cook for later usemy, the Founder of the Company was
a small time turmeric trader, from a village called Perundurai near Erode. He found
AACHI TRADING COMPANY in 1975 and was doing Turmeric Trading for some
time. Later, he entered into the arena of pure spice powders like Turmeric, Chilly and
Coriander. His inquisitiveness let him to enter into masala world with dauntless. He
encountered a lot of hurdles, since selling masala powders during those days to the
oriental women who are traditionally conservative, was not that easy. It was the concept
selling on "Easy Cooking" rather than marketing food products. With self -determination
and persistent attempts he was able to get into the kitchens of our country and the rest of
the world.

The story may look like a miracle, but the hard work, the pot holes and the bumps on the
way and the stormy inclement weather are known only to him. The person who stood
behind him for all his achievements was his business partner and understanding life
partner Dr.SanthiDuraisamy, the Director of the Company.

12
Director Details

DIN Director Name Designation Appointment Date

DURAISAMY Whole-time View other
00159398 27 June 1997
SANTHI director directorships

Other Companies Associated with

Company Designation Appointment Date

AACHI FOODS AND SPICES
Director 16 December 2015
PRIVATE LIMITED
DURAISAMY FOODS AND SPICES
Director 28 November 1994
PRIVATE LIMITED
AACHI DEVI SPICES PRIVATE
Director 28 November 1994
LIMITED
SANTHIDEVI SPICES PRIVATE
Director 27 June 1997
LIMITED
AACHI AROMATIC MASALAS
Managing director 01 June 2003
PRIVATE LIMITED
AACHI HITECH FOODS INDIA
Director 27 March 2002
PRIVATE LIMITED
QUALFIS FOODZ PRIVATE
Director 02 March 2007
LIMTIED
DURAISAMY AGRO FOODS AND
Director 17 December 2015
SPICES PRIVATE LIMITED
AACHI TRADING COMPANY INDIA
Director 15 February 2005
PRIVATE LIMITED
QUALFIS TECHNOLOGIES PRIVATE
Director 24 May 2011
LIMITED

13
Other Companies Associated with

Company Designation Appointment Date

AACHI FOODS AND SPICES
Director 16 December 2015
PRIVATE LIMITED
DURAISAMY FOODS AND SPICES
Managing director 28 November 1994
PRIVATE LIMITED
AACHI DEVI SPICES PRIVATE
Managing director 27 June 1997
LIMITED
SANTHIDEVI SPICES PRIVATE
Managing director 27 June 1997
LIMITED
AACHI HITECH FOODS INDIA
Managing director 27 March 2002
PRIVATE LIMITED
DURAISAMY AGRO FOODS AND
Director 17 December 2015
SPICES PRIVATE LIMITED
AACHI TRADING COMPANY INDIA
Director 15 February 2005
PRIVATE LIMITED

14
 4.1ANALYSIS AND INTERPRETATION

Percentages Analysis and interpretation

Percentage analysis is one of the basic statistical tools which is widely used in analysis&
interpretation or questions of primary data. It deals with the number of respondents response
t o a particular questions in percentage arrived from the total population selected the study.

Formula:-
Percentage Analysis= Number of respondents/ Total Number of respondents*100

15
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATIONS

TABLE N.O- 4.1

The Table Showing Gender of The Respondents

Gender No. Of Respondents Percentage

(%)

Male 25 28

Female 65 72

Total 90 100

The above table shows that 72%(65) of the respondents are female category and the
28%(25) of the respondents male category.

The majority of the respondents 72%(65) are female.

16
 CHART-4.1

THE CHART SHOWING GENDER OF THE RESPONDENTS

80%
72%
70%

60%

50%

40%

30% 28%

20%

10%

0%
male female

17
 TABLE NO-4.2

The Table Showing Age Of The Respondents

Age No. Of. Respondents Percentage

(%)
Up To
20years 19 21

21-30 Years 35 39

31-40 Years 15 17

Above 40 Years 21 23

Total 90 100

The above table shows that 39%(35) of the respondents 21-30 years category and 23%(21) of
the respondents the above40years and21%(19) up to 20years category and 17%(15) of the
respondents along to 31-40 years category.

The most of the respondents 39% (35) are 21-30 years.

18
 CHART -4.2

The Chart Showing Age Of The Respondents

45%
39%
40%

35%

30%

25% 23%
21%
20% 17%
15%

10%

5%

0%
up to 20 21-30 31-40 above 40

19
 TABLE NO-4.3

The Table Showing Educational Qualification Of The Respondents

Educational No Of Respondents Percentages (%)

Qualification

School Level 20 22

College Level 26 29

Professional 15 17

No Formal Education 29 32

Total 90 100

The above table shows that 32% (29) of the respondents No formal education category and 29%
(26)of the respondents college level category and 22%(20) of the respondents school level
category and 17% (15)of the respondents along to professional category.

The most of the respondents 32% (29) are no formal education.

20
 CHART.NO-4.3

The Chart Showing Educational Qualification Of The Respondents

35% 32%
29%
30%

25% 22%
20% 17%
15%

10%

5%

0%
school level college professional no formal
education

21
 TABLENO-4.4

The Table Showing Occupation Of The Respondents

Occupation No of Respondents Percentages(%)

Students 17 19
Employee 15 17
Business 26 29
House wife 32 35
Total 90 100

The above table showing that 35% (32)of the respondents are house wife and 29%(26) of the
respondents business and 19%(17) of the respondents students and 17%(15) of the respondents
employee.

The most of the respondents 35%(32) are housewife

22
 CHART-4.4

THE CHART SHOWING OCCUPATION OF THE RESPONDENTS

40%
35%
35%
29%
30%

25%
19%
20% 17%
15%

10%

5%

0%
Sudent Employee Business House wife

23
 TABLE N0 -4.5

The Table Showing Marital Status Of The Respondents

Marital Status No. Of. Respondents Percentages (%)

Married 48 53

Unmarried 42 47

Total 90 100

The above table shows that 53% (48)of the respondents the Married and 47% (42)of the
respondents Unmarried.

The majority of the respondents 53% (48) are married.

24
 CHART N0 -4.5

The chart Showing Marital Status Of The Respondents

54%
53%
53%
52%
51%
50%
49%
48%
47%
47%
46%
45%
44%
Married Unmarried

25
 TABLE NO-4.6

The Table Showing The Type Of The Family Respondents

Type of family No.Of.Respondents Percentage(%)

Joint 47 52
Nuclear 43 48
Total 90 100

The above table shows that 52%(47) of the respondents the joint family and 48% (43)of the
respondents along the Nuclear family.

The majority of the respondents 52%(47) are joint.

26
 CHART-4.6

The Chart Showing The Type Of The Family Respondents

53%
52%
52%

51%

50%

49%
48%
48%

47%

46%
Joint Nuclear

27
 TABLE NO -4.7

The Table Showing TheNo.Of Family Members Of The Respondnets

No.Of Family Members No.Of Respondents Percentage (%)

Below 3 20 22

3-5 27 30

6-7 22 25

Above 7 21 23

Total 90 100

The above shows that 30%(27) of the respondents 3-5 Family members and 25% (22)of the
respondents 6-7 members and 23%(21) of the respondents Above7 member and 22% (20)of
the respondents Below 3 members.

The most of the respondents 30% (27) are 3-5 members in family.

28
 CHART-4.7

The Chart Showing No.Of Family Members Of The Respondents

35%
30%
30%
25%
25% 23%
22%

20%

15%

10%

5%

0%
Below 3 3-5 member 6-7 member Above7

29
 TABLE NO-4.8

The Table Showing The Income Level Of The Respondents

Income No.Of.Respondents Percentages (%)

Less Than 5000 8 8%

5001-10000 24 27%

10001-20000 27 30%

Above 20000 31 35%

Total 90 100

The above table shows that 35% (31)Above 20000 the income of the respondents 30% (27)of
the 10001-20000 income and 27% (24)of the respondents 5001-10000 income category and 8%
(8)income of the respondents Less than 5000 category.

The most of the respondents 35%(31) are above 20000.

30
 CHART-4.8

The Chart Showing Monthly Income Of The Respondents

40%
35%
35%
30%
30% 27%
25%

20%

15%

10% 8%

5%

0%
Less than 5000 5001-10000 10001-20000 Above 20000

31
 TABLE NO-4.9

The Table Showing The Brand Of Masala Product Of The Respondents

Brand Of Masala No.Of Respondents Percentage (%)

Aachi 11 12

Aachi 52 58

Others 27 30

Total 90 100

The above table shows that 58%(52) of the respondents using the aachi masala product.
And the 30% (27) of the respondents using the other masala product. And 12%(11)of the
respondents using the aachi masala product.

The majority of the respondents 58%(52) are aachi masala.

32
 CHART-4.9

The Chart Showing Brand Of Masala Product Of The Respondent

40%
35%
35%
30%
30% 27%
25%

20%

15%

10% 8%

5%

0%
Less than 5000 5001-10000 10001-20000 Above 20000

33
 TABLE NO-10

The Table Showing The Media Of Product Know By The Respondents

Media No. Of Respondents Percentage(%)

Newspaper 10 11

Advertisement 28 31

Through Friends 48 53

Others 4 5

Total 90 100

The above table shows that 53% (48)of the respondents know the product trough friends and
the 31% (28)of the respondents the know the product to advertisementand 11% (10)of the
respondents the know the product to newspaper.And 5% (4)of the respondents along the know
the product to others category.

The majority of the respondents 53%(48) are know the information through friends

34
 CHART-4.10

The Chart Showing Media Of Product Know By The Respondents

60%
53%
50%

40%
31%
30%

20%
11%
10% 5%

0%
Newspaper Advertisment Through friends Others

35
 TABLE NO -4.11

The Table Showing the Normaly Buying masala Product of the Respodents

Normally Buying Masala Product No.OfRespodents Percentage (%)

Grocery Shop 15 17

Departmental Store 50 55

Whole Sale Shop 17 19

All Others 8 9

Total 90 100

The above table shows that 55%(50) of the respondents buying the masala product
department stores category and the19 % (17)of the respondents the purchase of the product to
wholesale shop category and 17%(15) of the respondents the purchase of the product grocery
shop .. And 9% (8)of the respondents the purchase of the product to all others.

The majority of the respondents 55% (50) are buying masala in departmental stores.

36
 CHART-4.11

The Chart Normally Buyingmasala Product Of The Respondents

60% 55%

50%

40%

30%

19%
20% 17%

9%
10%

0%
Grocery shop Department store Wholesale shop All others

37
 TABLE NO- 4.12

The Table Showing The Which Kind Of Product Buy Mosly In Respondents

Product No.Of.Respondents Percentage (%)

Vegetarian 17 19

Non-Vegetarian 30 33

Both Vegetarian& Non 43 48

Vegetarian

Total 90 100

The above table shows that 48%(43) of the respondents buying mosly of the masala product
both vegetarian and non-vegetarian product and the33 % (30)of the respondents buying non-
vegetarian product to and And 19%(17) of the respondents buying the vegetarian product
category.

The most of the respondents 48%(43) are both vegetarian and non-vegetarian.

38
 CHART-4.12

The Chart Showing The Which Kind Of Product Buy Mosly

60%

50% 48%

40%
33%
30%

19%
20%

10%

0%
Vegtarian Non-vegtarian Both Vegtarian&Nonvegtarian

39
 TABLE NO-4.13

The Table Showing The If Vegetarian Mean What Kind Of Product Buy
Mosly

Vegtarian Product No.Of.Pespondents Percentages (%)

Chili Powder 15 25

Garlic Powder 20 33

Gramm Masala 15 25

Others 10 17

Total 60 100

The above table shows that if vegetarian product buying that 33%(20)of the respondents
buying the garlic powder product and the25 %(15) of the respondents buying of the chili
powder product and 25%(15)of the respondent the buying gram masala product.. and 17%(10)of
the respondents the purchase of the other masala product .

The most of the respondents 33%(20) are garlic powder

40
 CHART -4.13

The Chart Showing TheVegtarian Respondents

35% 33%

30%
25% 25%
25%

20%
17%

15%

10%

5%

0%
Chilli powder Garlic powder Gramm masala Others

41
 TABLE NO-4.14

The Table Showing The If Non-Vegtarian Of Respondents

Non-Vegetarian Products No.Of.Respondents Percentages (%)

Mutton Masala 17 24

Chicken Masala 21 28

Fish Masala 23 32

Egg Masala 12 16

Total 73 100

The above table shows if non-vegetarian product buying that 32% (23)of the respondents
buying the fish masala powder product and the28 %(21) of the respondents buying of the
chicken masala powder product and 24%(17)of the respondent the buying motton masala
product. and 16%(12) of the respondents the purchase of the egg masala product .

The most of the respondents 32% (23)arefishmasala.

42
 CHART-4.14

The Chart Showing The If Non-Vegetarian Product Respondents

35%
32%

30% 28%

25% 24%

20%
16%
15%

10%

5%

0%
Mutton masala Chicken masala Fish masala Egg masala

43
 TABLE NO -4.15

The Table Showing The How Many Years Are Using This Product

Years No.Of Respondents Percentage (%)

Below 1 Year 20 22

2-4year 30 33

5-7year 27 30

Above 7year 13 15

Total 90 100

The above table shows that how many year of using this product that 33% (30)of the
respondents buying 2-4 of using this product and the30 % (27)of the respondents buying 5-7of
the using the product 22%(20)of the respondent the buyingbelow 1 year using the product.. and
15% (13)of the respondent 7 year of buying using the product .

The most of the respondents33%(30) are 2-4 years using.

44
 CHART-4.15

The Chart Showing Of How Many Years Are Using This Products

35% 33%
30%
30%

25%
22%

20%
15%
15%

10%

5%

0%
Below 1year 2-4 year 5-7 year Above 7year

45
 TABLE NO 4.16

The Table Showing The Quantity Of Purchase Respondents

Quantity No.Of Respondents Percentage (%)

20 Grams 7 8

50 Grams 25 28

100 Grams 49 54

More Than 100 Grams 9 10

Total 90 100

The above table shows that purchase of the quantity that 54% (49)of the respondents buying
the 100grms product and the28%(25) of the respondents buying the 50grms of the product
10%(9)of the respondent the buying the more than 100grms of the product and 8% (7)of the
respondent along to buying 20grms of the product.

The majority of the respondents 54%(49) are 100 grams.

46
 CHART-4.16

The Chart Showing The Quantity Of Purchase Respondents

60%
54%

50%

40%

30% 28%

20%
10%
10% 8%

0%
20Grm 50Grm 100Grm More than 100Grm

47
 TABLE NO- 4. 17

The Table Showing The Spend For Purchase This Product

Spend No.Of Respondents Percentage (%)

Less Than Rs.50 13 15

Rs.51-100 39 43

Rs.101-150 26 29

Above Rs.150 12 13

Total 90 100

The above table shows spend purchase of the purchase of product that 43%(39) of the
respondents buying the spend of Rs.51-100 and the 29%(26) of the respondents buying spend
Rs.101-150 of the product 15%(13)of the respondent the buying the spend the less than Rs.50 of
the product and 13%(12) of the respondent buying spend to above Rs.150 of the product.

The most of the respondents 43%(39) are Rs.51-100.

48
 CHART-4.17

The Chart Showing Spend For Purchase This Product

50%
45% 43%

40%
35%
29%
30%
25%
20%
15%
15% 13%

10%
5%
0%
Less than 50 51-100 101-150 Above 150

49
 TABLE NO-4.18

The Table Showing Satisfaction Of Quality Of The Respondents

Quality No.Of Respondents Percentage

Satisfied 55 61

Highly Satisfied 21 23

Dissatisfied 8 9

Highly Dissatisfied 6 7

Total 90 100

The above table shows quality of the purchase of product that 61% (55)of the respondents
buying the product to satisfied and the23% (21)of the respondents buying highly satisfaction of
the product 9%(8)of the respondent the buying the dissatisfied of the product.. and 7%(6) of the
respondent buying the highly dissatisfied of the products.

The majority of the respondents 61%(55)are satisfied in quality.

50
 CHART-4.18

The Chart Showing Satisfaction Of Quality Of The Respondents

70%
61%
60%

50%

40%

30%
23%
20%
9%
10% 7%

0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied

51
 TABLE NO -4.19

The Table Showing The Satisfaction Of Taste Of Respondents

Satisfaction No.Of.Respondents Percentages (%)

Satisfied 24 27

Highly Satisfied 35 39

Dissatisfied 21 23

Highly Satisfied 10 11

Total 90 100

The above table shows that taste of the purchase of product that 39% (35)of the respondents
buying the product to highly satisfied and the27% (24)of the respondents buying satisfaction of
the product 23%(21)of the respondent the buying the dissatisfied of the product.. and 11%(10)
of the respondent buying the highly dissatisfied of the products.

The most of the respondents 39% (35)are highly satisfied in taste.

52
 CHART-4.19

The Chart Showing The Satisfaction Of Taste Of The Respondents

45%
39%
40%

35%

30% 27%
25% 23%

20%

15%
11%
10%

5%

0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied

53
 TABLE NO 4.20

The Table Showing TheSaisfactionOf The Price Of The Respondents

Satisfaction No.Of.Respondents Percentages (%)

Satisfied 36 40

Highly Satisfied 20 22

Dissatisfied 29 32

Highly Dissatisfied 5 6

Total 90 100

The above table shows price of the purchase of product that 40% (36)of the respondents
buying the product to satisfied and the32%(29) of the respondents buying dissatisfaction of the
product 22%(20)of the respondent the buying the highlysatisfied of the product.. and 6%(5) of
the respondent buying the highly dissatisfied of the products.

The most of the respondents 40%(36) are satisfied in price.

54
 CHART-4.20

The Chart Showing The Satisfaction Of Price Of The Respondents

45%
40%
40%

35% 32%
30%

25% 22%
20%

15%

10%
6%
5%

0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied

55
 TABLE NO-4.21

The Table Showing The Satisfaction Of Timely Available Of The Respondents

Timely Available No.Of Respondents Percentage

(%)

Satisfied 23 26

Highly Satisfied 25 28

Dissatisfied 20 22

Highly Dissatisfied 22 24

Total 90 100

The above table shows that timely available of the purchase of product that 28% (25)of the
respondents buying the product to highly satisfied and the26% (23)of the respondents buying
satisfaction of the product 24%(22)of the respondent the buying the highly dissatisfied of the
product.. and 22% (20)of the respondent buying the dissatisfied of the products.

The most of the respondents 28% (25)are highly satisfied in timely available.

56
 CHART-4.21

The Chart Showing Satisfaction OfAvilableOf The Respondents

30% 28%
26%
25% 24%
22%

20%

15%

10%

5%

0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied

57
 TABLE NO-4.22

The Table Showing The Satisfaction Of Reliable Of The Respondents

Reliable No.Of Respondents Percentage (%)

Satisfied 35 39

Highly Satisfied 25 28

Dissatisfied 18 20

Highly Dissatisfied 12 13

Total 90 100

The above table shows that reliable of the purchase of product that 39%(35) of the
respondents buying the product to satisfied and the28% o(25)f the respondents buying highly
satisfaction of the product 20%(18)of the respondent the buying the dissatisfied of the product..
and 13%(12) of the respondent buying the highly dissatisfied of the products.

The most of the respondents 39% (35)are satisfied in reliable.

58
 CHART-4.22

The Chart Showing Satisfaction Of Reliable Of The Respondents

45%
39%
40%

35%

30% 28%

25%
20%
20%

15% 13%

10%

5%

0%
Satisfied Highly satisfied Dissatisfied Highlydissatisfied

59
 TABLE NO-4.23

The Table Showing The Factors Influenced Purchase Decision

Factors No.Of Percentage (%)

Respondents

Price Of The Product 16 18

Quality Of The Product 38 42

Availability Of The Product 15 17

Friends And Family Opinion 21 23

Total 90 100

The above table shows that purchase of decision 42%(38) of the respondents the product
quality of the product and the 23%(21) of the respondents the product to friends and family
opinion category and 18%(16) of the respondents the product price of the product.. And 17%
(15)of the respondents the product to availability of the product category.

The most of the respondents 42% (38)are quality of the product.

60
 CHART-4.23

The Chart Showing The Factors Influenced Purchase Decision

45% 42%
40%
35%
30%
25% 23%

20% 18% 17%

15%
10%
5%
0%
Price of the Quality of the Availability of the Friends& Family
product product product opion

61
 TABLE NO-4.24

The Table Showing TheImprovementInAachi Masala Product

Improvement No.Of Respondents Percentage (%)

Yes 55 61%

No 35 39%

Total 90 100%

The above table shows that 61% (55) of the respondents along the improvement of the product
in yes respondents. Andremaining 39% (35) of the respondents the no improvement of the
respondents.

The majority of the respondents 61% (55) are selects to improve the product.

62
 CHART -4.24

The Chart Showing Improvement InAachi Masala Products

70%

60%
61%
50%

40%
39%
30%

20%

10%

0%
Yes No

63
CHI-SQUARE TEST: .
Chi-square test
Chi-square test is the an important test among the several test of significance, chi-square
symbolically written as x2 is a statistical measure used in the context of sampling
analysis. Chi-square test enables to explain whether or not two attributes are associated
chi-square is calculated as following.

Chi-square test=x2= (O-E)2/E

TABLE NO-4.25
HYPOTHSIS

H0= There is a no significant difference between income of the respondents and quantity of
purchase of the customer.

H1= There is significant different between income of the respondents and quantity of purchase
of the customer.

COMPARISION OF RALATIONSHIP BETWEEN INCOME AND

QUANTTIY
Income/Quantity 20Grm 50Grm 100Grm More than Total
100Grm
Less than 5000 5(0.62) 2(2.22) 1(4.36) 0(0.8) 8

5001-10000 2(1.86) 10(6.67) 10(13.07) 2(2.4) 24

10001-20000 0(2.1) 10(7.5) 15(14.7) 2(2.7) 27

Above20000 0(2.41) 3(8.61) 23(16.88) 5(3.1) 31

Total 7 25 49 9 90

64
Degree of freedom:

= (r-1)*(c-1)

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

= 3*3

=9

Interpretation:
The table value of 9 degree of freedom in 5% is 16.919.The calculated value is 56.16. Hince the
calculated value is more than the table value so we rejected the H0 and we conclude that there is
significant difference between the income and quantity of purchase.

65
 TABLE NO-4.26

HYPOTHSIS

H0= There is no significant different between income and spend for product.

H1= There is significant different between income and income and spend for product..

COMPARISION OF RELATIONSHIP BETWEEN INCOME AND SPEND

FOR PRODUCT
Income/amount Less Rs.50 Rs.51-100 Rs.101-150 Above Total
Rs.150
Less 5000 3(1.16) 5(3.47) 0(2.31) 0(1.07) 8

5001-10000 5(3.47) 14(10.4) 5(6.93) 0(3.2) 24

10001-20000 5(3.9) 10(11.7) 5(7.8) 7(3.6) 27

Above20000 0(4.48) 10(13.43) 16(8.96) 5(4.13) 31

Total 13 39 26 12 90

Degree of freedom:

= (r-1)*(c-1)

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

= 3*3

=9

Interpretation:
The table value of 9 degree is of freedom in 5% 16.919. The calculated value is 28.58. Hince the
calculated value is more than the table value so we rejected the H0 and we conclude that there is
significant different between the income of the respondents and spend for product.

66
 FINDING AND SUGGESTION
5.1 FINDINGS
 The majority 72% of the respondentsgender are female.
 The most 39% of the respondents is ageis 21-30 years.
 The most 32%of the respondents educational qualification are is no formal education
 The most 35%of the respondents are occupation is housewife
 The majority 53% of the respondents are marital status is married
 The majority 52% of the respondents are type of family is joint.
 The most 30% of the respondents is no. of. Family member is 3-5 members in family.
 The most 35%of the respondents are monthly income is above 20000.
 The majority 58% of the respondents are brand of masala in aachi masala.
 The majority 53%of the respondents are know the informationin through friends.
 The majority55% of the respondents are buying masala in departmental stores.
 The most 48% of the respondents are which kind of product by mostly in both vegetarian
and non-vegetarian.
 The most 33% of the respondents are if vegetarian mean mostly using in garlic powder
 The most32% of the respondents are if non-vegetarian means mostly using in fishmasala.
 The most 33% of the respondents are year of using in aachi masala 2-4 years using.
 The majority 54% of the respondents are quantity of purchasing in 100 grams.
 The most 43% of the respondents are spend for this product Rs.51-100.
 The majority61% of the respondents aresatisfied in quality
 The most 39% of the respondents are highly satisfied in taste.
 The most 40% of the respondents are satisfied in price.
 The most 28% of the respondents are highly satisfied in timely available.
 The most39%of the respondents are satisfied in reliable.
 The most 42% of the respondents are factors influenced purchase decision in quality of
the product.
 The majority 61%of the respondents are selects to improve the product.

67
 5.2 SUGGESTION

 Aachi Masala Product at present so many varieties available. But, they do not have
customer satisfaction about masala produces so, if they provide satisfaction to their
customer they will get more customer.
 Based on my analysis Aachi Masala Produce could provide credit facilities to their
customers.
 They Aachi Masala company need more advertisement about their product availability.
 Aachi masala product should improve the quantity of the packages.
 The timely deliver of product need to improved by the market.

68
 5.3 CONCLUSION
This project entitled that customer satisfaction of Aachi Masala Products. The overall analyze of
the study indicate that at presents so many varieties of products available even the customer were
satisfied product reliable, taste, quality, cost, availability of the aachi masala product in
Coimbatore city.

69
 BIBLOGRAPHY

Books
Marketing management - Philip Kotler
Consumer behavior - Leon G Schiff man
Research methodology - C.R.Kothari

Statistical method - S.P. Gupta

JOURNALS AND MAGAZINES

Journal marketing

Business world

Business India

Business today

India today
WEBSITES
WWW.GOOGLE.COM
WWW.AACHI MASALA.COM
WWW.WIKIPEDIA.ORG

70
 APPENDIX

A STUDY ON CUSTOMER SATISFACTION TOWARDS AACHI MASALA PRODUCT

WITH SPECIAL REFERANCE TO CIOMBATORE CITY

1. Name :

2.Gender : a) Male b) Female

3.Age : a)Up to20years b)21-30years

c)31-40 years d)above 40 years

4. Educational Qualification :a) School level b) college

c) Professionald) No formal education

5. Occupation : a) Student b) Employee c) Business d) House wife

6. Marital Status :a) Married b) Unmarried

7. Type of the family : a) Joint b) Nuclear

8. No of family members :a) Below 3 b) 3-5 c) 6-7 d) above 7

9. Monthly income :a) Less then Rs.5000 b) Rs.5001-Rs.10000

c)Rs.10001-Rs.20000 d)above Rs.20000

10. Which brand of masala powder do you use for cooking?

a) Aachi b) Aachi c) Others

11. Through media did you come to know of the product?

a) Newspaper b) Advertisement c) Through friends

d) Others (please specified) -----------------

12. Where do you purchase aachi masala product?

a) Grocery shop b) Department store c) Wholesale shop d) All others

13. What kind of aachi masala product do you buy mostly?

a) Vegetarian b) Non-Vegetarian c) Both Vegetarian & Non-Vegetarian

14. If vegetarian which product do you prefer mostly?

71
a) Chili powder b) Garlic powder c) Gramm masala d) Others

15. If non-vegetarian which product do you prefer mostly?

a) Mutton masala b) Chicken masala c) Fish masala d) Egg masala

16. How long you have been using aachi masala product?

a) Below 1 year b) 2-4 years c) 5-7 Years d) Above 7 years

17.Specify your quantity of purchase?

a) 20 Grams b) 50 Grams c) 100 Grams d) More than 100 Grams

18. How much do you spend for purchase of the aachi masala product per month?

a) Less than Rs.50 b) Rs.51-100 c) Rs.101-150 d)Rs. Above 150

19. Level of satisfaction: (Place put  in the relevant column)

Factors satisfied Highly satisfied Dissatisfied Highly

dissatisfied
Quality
Taste
Price
Timely available
Reliable

20. Which factor influenced your purchase decision?

a) Price of the product b) Quality of the product c) Availability of the product

d) Friends and family opinion

21. Do you want any improvement in masala product?

a) Yes b) No

22. If yes, please give your suggestion?

------------------------------

-----------------------------

72