A project on

Customer Satisfaction of Mapro Foods Ltd.

A Project report submitted to Indira Institute of Management Pune in partial

fulfillment of the requirement for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by:
RuturajS. Chavan

INDIRA INSTIUTE OF MANAGEMENT

PUNE UNIVERSITY
2012-2014

Company certificate

College certificate

Acknowledgement

I would like to heartily thank Mapro Products Ltd. for giving me this opportunity to
display my skills and learn extensively about the corporate world. It was an extremely
rewarding experience for me both in terms of skills acquired and work attitudes
imbibed in my first exposure to the corporate world.
With deep gratitude and humble heart, I would like to thank Mr. Shivapratap
Jadhav of Mapro Foods Ltd. for providing me this opportunity and in giving basic
shape to this project without his help this project would not have materialized.
I express my sincere thanks toProf. D. K. Sakore and the Director Dr. Pandit Mali
for his invaluable suggestions and support provided during the course of the project.
I am extremely thankful for all those people who have helped me in completion of
this project.

Ruturaj S Chavan

EXECUTIVE SUMMARY

PROJECT TITLE :
CUSTOMER SATISFACTION FOR MAPRO FOODS LTD.

OBJECTIVE:
1. To study the Level of Customer Satisfaction for Mapro food products.
2. To understand the customer requirements
3. To provide suggestions to the management regarding customer satisfaction.
4. To provide suggestion to improve service for Mapro products.

RESEARCH METHODOLOGY:
The study is based on primary as well as secondary data.
The primary data is collected through personal interviews of customers
visiting stores.
The Secondary is collected from residential areas and online samples.
Sampling Methods:-Non probability convenience sampling method.
Area: - KOLHAPUR
Sample Size: - Total sample size was 100
Research Instrument: - Questionnaire and observation

CONCLUSION:

Most of the customers were satisfied but changes are required according to
the changing scenario as advertisement has a great impact in the working
of thecompany.
7

More advertising is required to increase the brand recognition which will

promote more selling of the products.

Most of the customers were satisfied with the taste of the Mapro products.

Mapro Company has to come up with new products so that company can
attract more customers and retain existing customers.

Price can be comparatively lowered making it feasible for the middle class
strata to purchase the products.

Promotions and promotional offers should be taken up in order to gain

customers attention.

Overall good review of all the products.

SUGGESTIONS:

Company should focus on the advertisement other than Mahabaleshwar

(which is its producing area) so that it helps to increase their sales.

Company should focus on the replacement policy .i.e. tampered; expired or

defective products should be replaced immediately.

Company should focus on the packaging of the product i.e. it can change its
packaging after certain period of time and come up with new attractive ideas.

Promotional activities should be well planned and conducted in prominent

areas such as
Markets.
School and colleges.
Public places.
Outside super markets.

Introductory offers or promotional perks can be inculcated.

Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.),
and TV channels must be used.

Eye catching banners, hoardings, pamphlets, slogans should be introduced.

LIMITATATIONS OF STUDY:
The sample size chosen is limited to 100 only because of time constraint.
This study was based purely in Kolhapur.
Information given by respondents may or may not be correct.

PROJECT BOUNDRIES:
The study was conducted
1. For a period of 2 months.
2. In certain stores of Kolhapur.
3. Few residential areas of Kolhapur.

INDEX

TOPIC

PAGE NO

1. INTRODUCTION

11-12

2. INDUSTRY PROFILE

13-15

3. COMPANY PROFILE

16-27

4. LITERATURE SURVEY

28-36

5. OBJECTIVES, SCOPES AND

37-38

LIMITATIONS
6. RESEARCH METHODOLOGY

39-42

7. DATA ANALYSIS AND INTERPRETATION

43-57

8. OBSERVATION AND FINDINGS

58-59

9. CONCLUSION

60-61

10. SUGGETIONS

62-63

11. ANNEXURE

64-66

12. BIBLIOGRAPHY

67-68

10

1. INTRODUCTION

11

PURPOSE OF THE STUDY

To know the market for the growth and success of MAPRO PRODUCTS and to
calculate the satisfaction and other issues related.
MAPRO
Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri
KishoreVora. It came into existence in 1959 A. D. The company used to produce
jams from strawberries and raspberries when it was established but later it started
manufacturing various other products like crushes, squash, confectionaries, sweets,
jellies and many more products. The company is one of the leading companies in
India. The Managing Director of the company at present isMayur Vora.
The company is situated at Chesson Road, Mahableshwar, Panchgani.
The plant isBVQIcertified and provided with facility of state of art food park and
cold storage.Mapro Foods Private Limited is the flat organization where management
works along with their technical and sales functionaries to achieve the vision and
mission of MFPL.

50 FRUITFULL YEARS
Founded in 1959, the Company had its humble beginnings in the Hill Town of
Panchgani, near Mahableshwar, when a businessman named KishorVora, a
pharmacist by profession, decided to make strawberry jam. He then went on to
develop innovative products such as jelly sweets, fruit cubes with fruit juice and rose
syrups with rose petals all for the first time in the country. Today, his hobby has
borne fruit in the shape of Mapro, one of the most modern, hygienic, quality focused
fruit product manufacturing units in India. His vision has been taken forward, thereby
transforming the region around Mahableshwar and Panchgani, the erstwhile sleepy
Hill stations of Maharashtra, into a flourishing fruit processing zone.
During the data collection, the researcher needed to meet personally every retailer and
consumer and conduct the questionnaire based survey. Thus the result was that the
researcher had with him a pool of filled questionnaires at the end of this study. These
filled questionnaires were then put through Interpretation and Analysis, which
eventually resulted into tabular and chart representation of the collected and analyzed
data. Based on these representative outcomes, the Observations were made and
Conclusions thereafter.
The Suggestions stated in the latter part of the study were thus based on the
Objectives decided and Conclusions derived. The further project report is prepared on
the basis of above information in different chapters for the reference.

12

2. INDUSTRY PROFILE

13

FMCG industry alternatively called as CPG (consumer packaged goods)

industry primarily deals with the production, distribution and marketing of consumer
packaged goods. The fast moving consumer goods (FMCG) is those consumables
which are normally consumed by the consumer at a regular interval.

FMCG industry economy.

The competition among FMCG manufacturers is also growing and as a result of this,
investment in FMCG industry is also increasing specifically in India, where FMCG
industry is regarded as the fourth largest sector with total market size of USD 13.1
billion. FMCG sectorin India is estimated to grow 60 % by 2010.

COMMON FMCG PRODUCT

Some common FMCG product category include food and dairy products, glass ware ,
paper products , pharmaceuticals, consumer electronics , packaged food products,
plastic goods, printing and stationery , household products, photography, drinks etc.
and some of the examples of FMCG products are coffee, tea, dry cells, greeting
cards, gifts,detergents, tobacco and cigarettes, watches, soaps etc.

Market potentiality of FMCG industry

Some of the merits of FMCG industry which made this industry as a potential one ,
are low operational costs , strong distribution networks presence of renowned FMCG
companies.
Population growth is another factor which is responsible behind the success of the
industry.

Leading FMCG companies.

Some of the well known FMCG companies are COCA COLA, HUL, P & G,
GODREJ, DABUR, ITC, ETC.

14

Market overview
Total market size.

Indian FMCG sector is the fourth largest sector in the economy worth a total
market size of USD 18 billion as of 2007.
By 2015, the sector is predicted to scale upto to USD 33.4 billion.
The sector generates five percent of total factory employment in the country
and is creating employment for 3 million people especially in small town and
rural India,

INDIAS FMCG MARKET SIZE (IN USD BILLION)

MAJOR COMPETITORS:
Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing
business & hasfew competitors also. Some of them are listed below:
Haldiram:
Manufacturing of Syrups & exports of the syrups have increased by 20% since2003.
KISSAN:
In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share.
Malas:
It manufactures jam, crush, squash, cordials, syrups which is same as the
manufacturing of Mapro Foods Pvt Ltd.
Manama:
Their range of products consists of cordials, syrups, fruit and chocolate dessert
toppings.

15

3. COMPANY PROFILE

16

Introduction:
Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products.
It

is

one

of

the

growing

companies

of

India

which

is

situated

at

PanchganiMahabaleshwar Road. It produces jams, confectionaries, squashes, jellies

and many more fruit products.
It is the fruit processing business over more than forty years and it is known for the
innovation and quality in the industry. The Chief Executive Officer of the company is
Mayur Vora. It has its manufacturing units in Panchgani, Wai, and Gurgaon. It is
most likely to spread its operation in Delhi and Pathankot. There are more than 500
local employees in the company and about 100contract laborers.
Mapro Foods is a well-known brand in jams and squashes. It is a family business
started in 1959 by the Vora family, making jams from strawberries and
raspberries. Mapro was one of the first touse traditional ingredients to make plantbased beverage concentrates such as strawberry crush and rose syrup. The
company was also the first in India to introduce pectin jellies and fruit sweets.
VISION AND MISSION OF THE ORGANIZATION:
The organization aims to be a global player in the food processing market.
Keeping this in mind, they have continuously growing market and are currently
prevalent in countries like FIJI, MAURITIUS, OMAN, RUSSIA,UGANDA and,
UAE,
Mapro, meanwhile ,is all set to significantly expand business, country . The
expansion will also see production capacities go up from the current 100 tones
perday to

to 200 tones by the next fiscal the company, whose product are

available in West Asia , part of Africa and the US in a limited way , is planning to
capture the overseas markets with a range of fruit products , from frozen to readyto-eat . The idea is to become the least-cost producer of certain products in the
global market ,said the CEO of Mapro food limited.

17

With the help of this research study, I would like to highlight the working of a
particular manufacturing concern. The company is called as MAPRO
INDUSTRIES. This industry was chosen because of its reputation and potential
For becoming a world class organization. Over 50 years ago, in 1959, the
Company had its humble beginnings in the hill-town of Panchgani, near
Mahabaleswar, when a businessman named Kishore Vora a pharmacist by
profession, decided to make some strawberry jam. He then went on to develop
innovative products such as jelly sweets, fruit cubes with fruit juice and rose
syrups with rose petals all for the first time in country. His vision has been taken
forward, thereby transforming the region around Mahabaleshwar and Panchgani,
the erstwhile sleepy hill stations of Maharashtra, into a flourishing fruit processing
zone started with a capacity of 10MT of processed fruit products a year, the
Company today has a processing capacity of about 12,000MT per Year with its
factories in the Shendurjane village of Satara district, Panchgani town, Gureghar
village of Mahabaleshwar tehsil .I am deeply thankful to our college authorities for
giving us Opportunity to visit this company.

18

PRODUCTS OF MAPRO :-

Crush
Jams
Restores
Toppings
Lounge
Mazaana
Squash
Falero
Coolz
Bars and jellies

19

All these products are available at MAPRO owned parlors at various locations in india and
through appointed distribution and retailing circuits very soon, MAPRO plans to introduce an
online ordering system for its distributors/retailers and consumers.

Marketing strategies:1) Demand Drivers:MAPRO being a Jam producing company needs to concentrate on the demand of the
consumers. The first thing which an industry should take care of is the demand of the

20

consumers. Thus, MAPRO also sees to it that what actually consumers are demanding from
them and production process is being carried out accordingly. Thus, because of demand of the
various customers the new products are been introduced by the industry. There is a high
amount of competition which is there in the market, and if consumers demands and wants are
not taken into consideration, then growth of any of the industry can be very much affected out
of it.

2) Issues and Concerns:The next step which they take for their marketing is that of issue and concerns. Here
MAPRO sees that what actually is needed by the consumers and thus work accordingly.
MAPRO is been concerned only with the demand of the consumer. MAPRO is the company
which has to handle lots of the competition in the market, MAPRO being Maharashtra based,
so there are various other companies also, which are from Maharashtra . And thus, because of
this reason every company will try to fulfill the customer's wants as soon as possible.MAPRO
being aware of it tries to see each and every customers demand and works accordingly. The
various different type of complaints are also been taken into account.

3) Focusing on the customers:The third step which is been taken by the MAPRO is that to focus on the consumers.
In each and every field, the consumers are been given high importance. As it is known that
customer'sare the King of the market. If the customers are not been satisfied, then there would
be no profit to the firm and thus, because of this reason the goodwill of any of the industry is
very much affected. Thus, because of this reason a complete attention is been given to the
consumers. For the satisfaction of the consumers various new products are being introduced.

21

4.) Social commitments:The industry has not forgotten that it is a part of the society and thus because of that
reason various social activities are been taken into consideration. MAPRO sees to it that
because of its production process no harm is been done to any of the other field.
Thus, there are some of the marketing strategies which are been undertaken by the MAPRO
industry. With the help of these strategies only they try to attract more consumers and tries to
provide full satisfaction to them. They do not concentrate much on the marketing of their
products, but still with this some marketing strategies only it tries to provide complete
satisfaction to their consumers.
SWOT ANALYSIS:1.) Strength:a.)

MAPRO with its three plants distribute its products all over India and also they are

exporting the products to foreign countries.

b.)

The organization has a unique advantage of its strategic location as its strategic location

is based in Maharashtra state.

c.) All products of MAPRO Foods are available all over India.
d.)

Today MAPRO is a symbol of high quality products sold at reasonable prices, the

genesis of a vast co-operative network triumph of indigenous technology, the marketing savvy
of a farmers organization.
e.)

In the near future they have planned to maximize their productivity by maximum

utilization of scarce resources.

2.) Weakness:a.) MAPRO Foods does not export their products to all over the world.

22

b.) The price of MAPRO products is high. Thats why the lower class of people cant buy it.
c.)

The raw material which they are using in their production process is perishable therefore

there may be spoilage of raw material

3.) Opportunities:a.) As it is being known that the products are not been sold throughout India, so efforts are
been made and instead of selling at local level, the products can be sold at national level also.
b.)

Then more new products can be introduced , and thus , because of that their goodwill

can be increased in the market .If more new products are been introduced , then more new
customers will get attracted towards it and thus it will help to increase more of their profits .
c.)

If the marketing strategies are increased and some customer oriented strategies are

incorporated then it would be very much helpful for the industry. If the proper marketing of
the product is done, then the customers will come to know about the different products. Thus
it can be said that if the proper marketing is not done, then customers are not been attracted
towards the new products which are produced.
d.) The various different type of research process should be carried out and efforts should be
made to produce new product, as per the research taking place.
4.) Threats:a.) competitors: Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business
& has
Few competitors also. Some of them are listed below:
Manama: Their range of products consists of cordials, syrups, fruit and chocolate desser

23

b.)

There are also many brands which are available in each and every city and thus, this

gives huge competition.

c.) Price can be maintained by making affordable for the middle class and lower strata of
people.
Mapro Foods Pvt. Ltd uses all types of employees i.e. Skilled, semi-skilled and unskilled labor
.
Skilled Labor
Means the one who has higher level of qualifications as well as the experience.
Semi-skilled labors
Means they have less qualifications and the experience is also comparatively less and the
Unskilled labor
May not have any qualification or experience. In the higher level of management highly skilled
people work and at the middle level there may be a combination of skilled as well as the semi
skilled laborers is there and at the lower level management there are more number of unskilled
laborers. However at all levels of the management there must be a minimum technical as well as
conceptual knowledge about the field.

CO MPAN Y PROFILE
Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri
KishoreVora. It came into existence in 1959 A. D. The company used to produce jams from
strawberries and raspberries when it was established but later it started manufacturing various
other products like crushes, squash, confectionaries, sweets, jellies and many more products. The
company is one of the leading companies in India. The Managing Director of the company at
present isMayur Vora.
The company is situated at Chesson Road, Mahableshwar, Panchgani.
The plant is BVQIcertified and provided with facility of state of art food park and cold storage
.Mapro Foods Private Limited is the flat organization where management works along with
their technical and sales functionaries to achieve the vision and mission of MFPL.
Mi ssion of MFPL:Mapro will develop, produce, package & sell food products, with high regards
for safety, nutrition & taste, which we can confidently give to our customers by implementing
and continually improving Quality Management system & food safety management system to
meet & exceed customers expectations.

History of MFPL:
Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a businessman named
Kishor Vora decided to make some Strawberry Jam. Today his 'Hobby' has borne fruit in the
24

shape of Mapro one of the most modern, hygienic, quality- conscious Jamand Fruit Products
Manufacturing Concerns in Western India.
Mr. Vora could have rested easyon success of his Fruit recipe. But he wanted to on develop
innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and Rose Syrups
with Rose Petals . All for the first time in country.
Mapro does not use advertising medium like press, radio and television to propagate its product
but the taste of product and nutritional value, and uniqueness result inrepeat sales. Today Mapro
is leading supplier of tasty as well as nutritious fruit product to the International market. Mapro
is known to care for its employees. Mapro is a home where there is mutual understanding
between employee and employer like members in the family. It features a blend of hard
work and dedication. It is now in the process of certification under ISO 9000.Most of Mapro's
business is largely concentrated in the Western regions of India. Currently,Mapro exports its
products to about 12 countries through merchant distributors; these account for less than 10 per
cent of its total sales. It has its manufacturing units in Panchgani, Wai, Gurgoan. The company is
going to open its manufacturing units in Delhi and Pathankot lately.The main market segment
currently is in Maharashtra and Gujarat. It is also concentrating inexpanding its market to the
other cities like Kanpur, Lucknow, and in Punjab. The annual growth rate of the company is
more than 50%. It earns 40%-50% profits from the sales of its products. The leading product of
Mapro is Rose syrup (made from the rose petals and their extracts).For the production of the
products the company buys the fruits from both the sectors i.e. the local farmers and market and
import from other countries as well. The machineries and other raw materials are imported from
various countries like Egypt, China, New Zealand, Australia, etc

25

ORGANIZATION CHART.

Board of Directors

Chairman

Chief Executive Officer

Purchase

Production

Department Department

Purchase

Production

Manager

Manager

Marketing

Finance

Human Resource

Department

Department

Department

Department

Finance

Human Resource

Research and Development

Marketing
Manager

Manager

Workmen

26

Manager

Research and Development

Manager

CUSTOMERS
Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers of the
company are children as the products of Mapro are targeted for this group only i.e.
Mapro produces chocolates and jellies and jams and many more which is mostly liked by the
children only. But this doesnt It mean that other age groups are not covered.

27

4. LITERTURE SURVEY

28

CONCEPT OF CUSTOMER:
Customer satisfaction represents a modern approach for quality in enterprises and organisations
and serves the development of a truly customer-focused management and culture. Measuring
customer satisfaction offers an immediate, meaningful and objective feedback about client
preferences and expectations. In this way, company performance may be evaluated in relation to
a set of satisfaction dimensions that indicate the strong and the weak points of a business
Organisation.
This project presents an original customer satisfaction survey in the food & beverages sector.
The implemented methodology is based on the principles of multi criteria analysis and
preference disaggregation modelling. The most important results are focused on the
determination of the critical service dimensions and the segmentation to customer clusters with
distinctive preferences and expectations.
CUSTOMER:
A Customer is one who purchases a product or service from a particular organization. One
thing that we are all customer, infact everybody in this world is a customer. Every day in our life
we buy and consume an incredible variety of goods and services. However, we all have different
tasks, likes& dislikes and adopt different patterns while making purchase decision. Each
customer is unique and this uniqueness is reflected in competitive behaviour and pattern and
process of purchase.

29

Customer satisfaction

Customer satisfaction is seen as a key performance indicator within business and is often part 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.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able
do this, firms need reliable and representative measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget moteleven though its facilities and
service would be deemed superior in 'absolute' terms.

Purpose:
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold.

30

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services.
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firms customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes." On a five-point scale,
"individuals who rate their satisfaction level as '5' are likely to become return customers
and might even evangelize for the firm. (A second important metric related to satisfaction
is willingness to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives
and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm
by making negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction

31

Definition:
Customer satisfaction, is defined as a businessterm, itis the measurement of how products
and services supplied by a company meet or surpass customer expectation
Measuring Customer satisfaction:
Managing customers satisfaction efficiently is one the biggest challenge an organization face.
The tools or methods to measure customer satisfaction needs to be defined sophisticatedly to
fulfill the desired norms. There are following methods to measure customer satisfaction:
1. Direct Methods: Directly contacting customers and getting their valuable feedback is
very important. Following are some of the ways by which customers could be directly
tapped:
a. Getting customer feedback through third party agencies.
b. Direct marketing, in-house call centers, complaint handling department could be
treated as first point of contact for getting customer feedback. These feedbacks
are compiled to analyze customers perception.
c. Getting customer feedback through face to face conversation or meeting.
d. Feedback through complaint or appreciation letter.
e. Direct customer feedback through surveys and questionnaires.

Organizations mostly employ external agencies to listen to their customers and provide
dedicated feedback to them. These feedbacks needs to be sophisticated and in structured
format so that conclusive results could be fetched out. Face to face meetings and
complaint or appreciation letter engages immediate issues. The feedback received in this
is not uniformed as different types of customers are addressed with different domains of
questions. This hinders the analysis process to be performed accurately and

consistently. Hence the best way is to implement a proper survey which consists of
uniformed questionnaire to get customer feedback from well segmented customers. The
32

design of the prepared questionnaire is an important aspect and should enclose all the
essential factors of business. The questions asked should be in a way that the customer is
encouraged to respond in a obvious way/. These feedback could received by the
organizations can be treated as one of the best way to measure customer satisfaction.
Apart from the above methods there is another very popular direct method which is
surprise market visit. By this, information regarding different segment of products and
services provided to the customers could be obtained in an efficient manner. It becomes
easy for the supplier to know the weak and strong aspects of products and services.
2. Indirect Method: The major drawback of direct methods is that it turns out to be very
costly and requires a lot of pre compiled preparations to implement. For getting the
valuable feedbacks the supplier totally depends on the customer due to which they lose
options and chances to take corrective measure at correct time. Hence there are other
following indirect methods of getting feedback regarding customer satisfaction:
a. Customer Complaints: Customers complaints are the issues and problems
reported by the customer to supplier with regards to any specific product or
related service. These complaints can be classified under different segments
according to the severity and department. If the complaints under a particular
segment go high in a specific period of time then the performance of the
organization is degrading in that specific area or segment. But if the complaints
diminish in a specific period of time then that means the organization is
performing well and customer satisfaction level is also higher.
b. Customer Loyalty: It is necessarily required for an organization to interact and
communicate with customers on a regular basis to increase customer loyalty. In
these interactions and communications it is required to learn and determine all
individual customer needs and respond accordingly. A customer is said to be loyal
if he revisits supplier on regular basis for purchases. These loyal customers are the
satisfied ones and hence they are bound with a relationship with the supplier.
Hence by obtaining the customer loyalty index, suppliers can indirectly measure
customer satisfaction.

33

Customer Satisfaction:
As organizations become increasingly focused and driven by demand the need to get
customers loyalty and retain their loyalty is critical. Customer satisfaction is the most
effective way to achieve customer loyalty .Customer satisfaction and customer loyalty
share many traits. Customer value is customer perception of the ratio of benefits to what
he\she gives to obtain these benefits. The customer value trait is framework used to
understand what is that customer wants.
1. Perceived product quality
2. Value based pricing
3. Perceived service quality
Customers are satisfied when value satisfied meets or exceed expectations. If their exceptions
of value are not met, there is no chance of satisfying them. Finding out what customer wants
however difficult and complex process. To be able to create and deliver customer value, it is
important to understand its components. The benefits customers expect are shaped primarily
by how they perceive product and service quality and whether or not their perceptions are
valid. Unfortunately customers dont know to draw a distinct line between product and
service and quality. Customers tend to combine product and service attributes together as
apart of a total package to which they attach some individual perceived value. Most
companies products fall somewhere between pure product and pure service. Managers in
charge decide which attributes or tangibles or more important than other according to the
needs of their customers.On the risk side of the education, the customers perception and
exceptions become the determining factors. Transaction price, life cycle costs and the actual
degree of the risk being taken constitutes the three components involved in the risk of
buying. The actual price being paid for the product or service at the time of purchase
represents the transaction cost. Life cycle costs are the total cost of ownership, which
includes operating and service expenses.
34

Importance of Customer Satisfaction in an Organization:

With the increase in customers demand and competition it has become lot more
importance to base

your entire company on customer service. When doing this one must

first realize that every member of your organization plays an active role in customer service.
This includes both external and internal customers within your company.

In these

organizations, top management frequent contacts with external customers. The top
management uses consultative participative and supportive management styles to get through
the customers. The staff focuses on of its attention on satisfying the customers need.
According to Michel N. Bamber CEO, of Marks and Associates Business Growth Specialist,
there are six critical steps in establishing and maintaining quality customer service viz:
1) Senior management commitment
2) Measurement and feedback
3) Communication and training
4) Core standards
5) Customer friendly system
6) Reward and recognition
These six stages can be applied to any company in growth stage at its life cycle. The process
of building your company around customer service is on going and no matter and how good
one quality of Customer Satisfaction and Loyalty Customer satisfaction is worthless; this
statement was made by Jeffery Gitomer, in his recent book Customer Satisfaction Is
Worthless, Customer Loyalty Is Priceless. Gitomer researches and examines the differences
between customer satisfaction and loyalty. According to him, loyal customers are happy with
their purchase that, they will proactively refer someone to you. The customer walks away
with feeling of WOW!! People everywhere in today business world are trying to figure out
what is more important customer satisfaction or customerloyalty. Both, practitioners and
academics understand that customer loyalty and satisfaction both are linked in extricable.

35

Even through, loyal customer is most typically satisfied; satisfaction does not always
translate into loyalty.
Marketing concept has been designed by product and service providers in an effort to
maximize customer satisfaction. Reported date in 1993 showed that customers satisfaction
accounted for 1/3 of revenue received by largest US Research firms. Recently there has been
a shift in a research dynasty from satisfaction to loyalty. People are starting to see satisfied
customers as being only mediocre. Even through satisfaction and loyalty are linked together
and loyal customers seen typically satisfied, satisfaction still represents and unreliable
precursor to loyalty. As result of this, Oliver raises two questions.
1) What aspect of the satisfaction response has implications for loyalty?
2) What fraction of the loyalty response is due to this satisfaction component?
For these question satisfaction and loyalty must be clearly defined in the post satisfaction
study as an evaluation or the perceived discrepancy between prior expectations and actual
performance of theproduct.Recentdefinition of satisfaction according to Oliver is, the
consumer senses that consumption moves out comes again a standard of pleasure versus
displeasure.
Oliver defines loyalty as a deeply held commitment to re-by or re-patronize preferred
product or service consistently in the future there by causing reputed some brand set
purchasing despite situation influences and marketing effects having the potential to cause
switching behavior.After extensive amount of research, Oliver concludes that satisfaction is
necessary step in loyalty. However satisfaction becomes less significance as loyalty begins to
set through other mechanisms. In the conclusion to these studies Oliver stakes, the disparity
between the pursuit of satisfaction versus loyalty as well as the fundamental contents of the
loyalty response, poses several investigates direction for the next wave of post consumption
research.
All these concepts combine provide the basic model customer value. Customers value the
products or services more if the expected benefits seem greater than the expected risks being

36

taken. Ifexpected benefits do not overweight the expected risks.This customer will perceive
the product to have a low customer value.

4. OBJECTIVES, SCOPE AND LIMITATIONS

5. Objectives of the Study:
1. To study the Level of Customer Satisfaction for Mapro food products.
2. To understand the customer requirements
3. To provide suggestions to the management regarding customer satisfaction.
4. To provide suggestion to improve the service for Mapro products.
Scope of the Study:
From this Study, the various reasons due to which customer buy or dont buy Mapro products
can be identified. Customers Preferences towards Mapro products can be understood. The
percentage of selling of Mapro products will increase. The customers buying tendency can be
understood.
Limitations of the Project:

1. The project was undertaken at MAPRO, the data was

confidential so there were certain barriers in accumulating the
data.
2. The disclosure of data from their side was limited.

37

6. RESEARCH METHODOLOGY

38

Definition:
A Research is a careful investigation or inquiry, especially through search for new facts in any
branch of knowledge.

Meaning:
Research is an active, diligent, and systematic process of inquiry aimed at discovering,
interpreting, and revising facts. This intellectual investigation produces a greater knowledge of
events, behaviors, theories, and laws and makes practical application possible. The term research
is also used to describe an entire collection of information about a particular subject, and is
usually associated with the output of science and the scientific method.

Research Methodology is a systematic method of discovering new facts or verifying old facts,
their sequence, inter-relationship, casual explanation and the natural laws which governs them.
Research Methodology explained by Redman and Mory are as follows: systematized effort to
gain new knowledge.
Research Methodology is original contribution to the existing stock of knowledge making
for its advancement. It is the purest of truth with the help of study, Observation, comparison and
experiment. In short also covers the systematic method of finding solution to a problem is
research. It also covers the systematic approach concerning generalization and the formulation of
the theory.
Different stages involved in research consists of enacting the problem, formulating a
hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusion either
in the form of solution towards the concerned problem or in generalization for some theoretical
formulation.

39

Sources of Data:
In Research Methodology mainly Data plays an important role.
This study is conducted by collecting and analyzing the data from primary and secondary
sources.
a) Primary Data.
b) Secondary Data.
Primary Data:
Primary Data is the data, which is collected with the help of typed
questionnaires.
Primary data was collected by administering the questionnaire to the marketing advisors of
Mapro Foods Ltd.
Secondary Data:
Secondary Data is the data, which is collected from the various books ,magazine and
material, reports, etc. The data which is stored in the organization and provide by the marketing
people are also secondary data. The various informationis taken out regarding that subject as
well other subject from various sources and stored. The last years data stored can also be
secondary data. This data is kept for the internal use of the organization..

Secondary data was collected from the books ,websites and through the interaction with
the individuals in the organization.

40

Sampling:A sample is a part of population. The sample should be representative of the population and the
information obtained must be reliable. In any survey where reliability is desired, the errors and
variances have to be controlled, measured and interpreted.

Sample Unit: Mapro Product Customers

Sample Frame: Kolhapur District
Sampling Method: Convenient sampling Method was Used as it was suitable for the survey
carried out to calculate certain number of samples (people/ customers) and this method was easy
to understand the percentage of satisfaction and other data.

Sample Size:Total 104 respondents were conveniently selected, who are the customers of Mapro
food products.

41

7. DATA INTERPRETATION AND ANALYSIS

42

Q.1) Do you purchase Mapro food products?

Purchase Mapro
Yes
No

People
100
4

DO YOU PURCHASE MAPRO PRODUCTS

YES

NO

4%

96%

Interpretation: From this pie chart it is observed that majority people purchases Mapro products
over other products. As we can see that MAPRO is widely consumed and known.

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Q2)How will you rate quality of Mapro products?

Quality of mapro
Average
Good
Excellent

People
37
42
21

How to Determine quality of Mapro product?

AVERAGE

GOOD

EXCELLENT

21%
37%

42%

Interpretation: 42% respondents says that the quality of Mapro products is Good, while 37%
respondents say that it is average, while 21 % say that its excellent. Here in general the review of
quality of MAPRO GOODS is good.

44

Q3). How would you rate the price of the mapro product?

Price rating
Low
Moderate
High

People
21
62
17

. How would you rate the price of the mapro

product?
LOW

MODERATE

17%

HIGH

21%

62%

Interpretation: 62% respondents say that the price of the mapro products is moderate, while 21%
say it is low and 17% say its high. Hence this helps in price controlling.

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Q4).Are you satisfied with the taste of mapro products?

Satisfaction
Yes
No

People
70
30

40
35
30
25
20
70
15
10
30

5
0
YES

NO

Are you satisfied with the taste of mapro products?

Interpretation: 70% people are satisfied with the taste of Mapro products, while 30% are not
satisfied. By this result steps should be taken in order to improvise the taste and meet consumers
expectations.

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Q5).How will you rate the packaging of the products?

Packaging
Average
Good
Excellent

People
21
58
21

How will you rate the packaging of the products?

AVERAGE
21%

EXCELLENT
21%

GOOD
58%

Interpretation: 58% respondents say that the packaging of the Mapro product is good and 21%
agree that its excellent. Measures can be taken to develop innovative and more attractive
packaging or packaging can be changed every four months to attract consumer.

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Q6).Do you find any defect in the packing?

Defects in packaging
Yes
No

People
10
90

Do you find any defect in the packing?

YES

NO

10%

90%

Interpretation: 10% respondents say that they find defect in the packing. Packaging can be
modified as per customers expectations and market needs.

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Q7).Which product of Mapro do you prefer the most? (Select any 1)

Product preference
Jam
Fruitcrush
Bars and jellies
Desert topping

People
25
31
27
17

Which product of mapro you like to prefer?

JAM

FRUITCRUSH

BARS & JELLIES

17%

DESERT TOPPING

25%

27%
31%

Interpretation: Fruitcrush is the most preferred product in the mapro product range.Where as
27% people prefer bars and jellies. It is observed that 25 % consumers use jams and 17% prefer
dessert topping.

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Q8).Are you satisfied with the different range of Mapro product?

Range satisfaction
Yes
No

People
92
8

Are you satisfied with the different range of

Mapro product?
YES

NO
8%

92%

Interpretation: 92% respondents are satisfied with the different range of products and would
continue using them due to the quality and taste of the product.

50

Q9).Are you satisfied with the promotion activities done by Mapro?

Promotions satisfaction
Yes
No

People
60
40

Are you satisfied with the promotion activities

done by Mapro?
YES

NO

40%

60%

Interpretation: 60% respondents are satisfied with the promotion activities done by the
mapro.Improvisation in the marketing and promotion strategies in order to make the product
known to customer and capture majority market.

51

Q10). How will you rate the advertisement done by the Mapro?

Advertisement
Average
Good
Excellent

52
31
17

. How will you rate the advertisement done by the

Mapro?
AVERAGE

GOOD

EXCELLENT

17%

52%
31%

Interpretation: 52% respondents say that the advertisement of Mapro products is average. This
can be changed by making innovations in the marketing and promotion of the product. Local
mass medias should be used widely.

52

Q11).Are the products replaced if they are damage or expired?

Replacement
Yes
no

94
6

Are the products replaced if they are damage or

expired?
NO
6%

YES
94%

Interpretation: 94% respondents say that the product is replaced if there is any damage.
Replacement should be specifically taken care of as it may affect the consumption of goods and
damage customers mind.

53

Q12). If yes then in how many days the product is been replaced?

Replacement days
On the spot
5days
10days

People
15
46
39

. If yes then in how many days the product is been

replaced?
ON THE SPOT

5 DAYS

10 DAYS

15%
39%

46%

Interpretation: Only 15% respondents say that the product is being replaced on the spot. The
percentage of on the spot replacement should be increased as a customer is the main component
to whom we provide the goods.

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Q13).Please rate your level of satisfaction for the Mapro product & service?

Satisfaction
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied

People
29
42
19
10

Please rate your level of satisfaction for the Mapro

product & service?
VERY SATISFIED

SATISFIED

DISSATISFIED

VERY DISSATISFIED

10%
29%
19%

42%

Interpretation: 42% respondents are satisfied with the level of satisfaction while 19% are
dissatisfied with the level of satisfaction. The percentage of dissatisfaction should be reduced as
it might leaned in degrading of the brand name.

55

Q14).Will you suggest other to buy the Mapro product?

Will suggest others

Yes
No

People
81
19

you suggest other to buy the Mapro product?

YES

NO

19%

81%

Interpretation: 81% people say that they will suggest mapro products to others to buy. Steps
should be taken to make the product and brand name more famous and prominent in the market.

56

8.FINDINGS

Findings:
1. 71% respondents are satisfied with the different range of products.
2. 81% people say that they will suggest mapro products to others to buy.
3. 63% respondents says that the quality of Mapro products is Good.
4. 10% respondents say that they find defect in the packing.
5. Fruit crush is the most preferred product in the Mapro product range.
6. 70% people are satisfied with the taste of Mapro products
7. 94% people are not satisfied with the replacement policy of the mapro products.

9.CONCLUSION
Conclusion:

57

Most of the customers were satisfied but changes are required according to the
changing scenario as advertisement has a great impact in the working of
the company .

More advertising is required to increase the brand recognition which will intern
promote more selling of the products.

Most of the customers were satisfied with the taste of the mapro products.

Maprocompany has to come up with new products so that company can attract more
customers and retain existing customers.

Price can be comparatively lowered making it feasible for the middle class strata to
purchase the products.

Promotions and promotional offers should be taken up in order to gain customers

attention.

Overall good review of all the products based on satisfaction scale.

10.SUGGESTIONS
Suggestions:

58

Company should focus on the advertisement other than Mahabaleshwar (which is its
producing are) so that it helps to increase their sales.

Company should focus on the replacement policy .i.e. tampered , expired or defective
products should be replaced immediately.

Company should focus on the packaging of the product i.e. it can change its packaging
after certain period of time and come up with new attractive ideas.

Promotional activities should be well planed and conducted in prominent areas such as
Markets.
School and colleges.
Public places.
Outside super markets.

Introductory offers or promotional perks can be inculcated.

Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.), and TV
channels must be used.

Eye catching banners, hoardings, pamphlets, slogans should be introduced.

59

11. ANNEXURE

Questionnaire
Q1.

Personal detail:

60

Name:

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

Age :
Address :
Q2. Do you purchase Mapro food products?
YES

NO

Q3. How will you rate quality of Mapro product?

AVERAGE

GOOD

EXCELLENT

Q4. How would you rate the price of the mapro product?
LOW

MODERATE

HIGH

Q5. Are you satisfied with the taste of mapro products?

YES

NO

Q6. How will you rate the packaging of the products?

AVERAGE

GOOD

EXCELLENT

Q7. Do you find any defect in the packing?

YES

NO

Q8. Which product of mapro do you prefer the most? (Select any 1)
JAM

FRUITCRUSH

BARS & JELLIES

Q9. Are you satisfied with the different range of Mapro product?
YES

NO

Q10. Are you satisfied with the promotion activities done by Mapro?
YES

NO

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DESSERT TOPPING

Q11. How will you rate the advertisement done by the Mapro?
AVERAGE

GOOD

EXCELLENT

Q12. Are the products replaced if they are damage or expired?

YES

NO

Q13. If yes then in how many days the product has been replaced?
ON THE SPOT

5Days

10 DAYS

Q14. Please rate your level of satisfaction for the Mapro product & service?
VERY SATISFIED
SATISFIED
DISSATISFIED
VERY DISSATISFIED
Q15. Will you suggest other to buy the Mapro product?
YES

NO

Q16. Any suggestions?

________________________________
________________________________

62

12.BIBLIOGRAPHY

Bibliography:

63

1. www.mapro.com
2. www.wikipedia.com
3. Research Methodology by C.R. Kothari, Tata McGraw Hill, New Delhi, 2000,
3rd Edition.
4. Marketing Management by Philip Kotler, Pearson education, New Delhi, 2009,
13th Edition.
5. Business Todaymonth.
6. Business Standard.

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