Vous êtes sur la page 1sur 57

PROJECT REPORT ON

A STUDY ON CUSTOMER SATISFACTION TOWARDS

SUNFEAST PRODUCTS WITH REFERENCE TO

GONDIA CITY.

For the partial fulfillment of Degree of Bachelor of Business


Administration of R.T.M. Nagpur University, Nagpur

Guided by
Dr. S. Udapurkar

Submitted by
Ku.Varsha Dhamecha

DEPARTMENT OF BACHELOR OF BUSINESS


ADMINISTRATIONNATWARLAL MANIKLAL DALAL COLLEGE,
GONDIA
2016-2017

CERTIFICATE

This is to certify that Ku.Varsha Dhamecha is a bonafied student of B.B.A.


Final Year in the department of Bachelor of Business Administration, N.M.D
College, Gondia for the session 2016-17. She has completed her Project
Report entitled.

A STUDY ON CUSTOMER SATISFACTION TOWARDS


SUNFEAST PRODUCTS WITH REFERENCE TO GONDIA CITY.

Under the guidance of Dr. S. Udapurkar on the subject approved by


the department This Project report is being submitted to R.TM Nagpur
university, in the partial fulfillment of requirement for the degree of Bachelor
of Business Administration.

Prof. Y.M. Nasre


Principal / Director
N.M.D. College,
Gondia
CERTIFICATE OF THE GUIDE
This is to certify Ku.Varsha Dhamecha is a bonafied student of B.B.A.
Final Year in the Department of Bachelor of Business Administration,
N.M.D. College Gondia of year 2016-17, She has completed her Project
Report entitled.
A STUDY ON CUSTOMER SATISFACTION TOWARDS
SUNFEAST PRODUCTS WITH REFERENCE TO GONDIA CITY.

Under my guidance
1. The candidate has satisfactory conducted research for not less than
academic year.
2. The Project is the result of the candidates own work and is of
sufficiently high standard to warrant its presentation to the R.T.M.
Nagpur University in partial fulfillment of the requirement for degree
of Bachelor of Business Administration.

Project Guide

Dr. S. Udapurkar
Dept.of B.B.A
N.M.D. College, Gondia
DECLARATION
I hereby declare this project work, entitled A STUDY ON
CUSTOMER SATISFACTION TOWARDS SUNFEAST PRODUCTS
WITH REFERENCE TO GONDIA CITY. is the result of my
own work under the guidance of Dr. S. Udapurkar and
the same has not been previously submitted by me to
R.T.M University .

MISS.VARSHA DHAMECHA.
(B.B.A final year )
Department of Bachelor of
Business Administration
N.M.D. College, Gondia.
ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who


supported me throughout the course of this BBA project A STUDY ON
CUSTOMER SATISFACTION TOWARDS SUNFEAST PRODUCTS WITH
REFERENCE TO GONDIA CITY.
I am thankful for their aspiring guidance ,invaluably constructive
criticism & friendly advice during the project work . I am sincerely grateful to
them for sharing their truthful & illuminating views on a number of issues related
to project.
I am deeply indebted to my research guide, Dr. S. Udapurkar , for
his excellent guidance & timely correction. Without his help the report would not
have taken its present shape.
The faculty at the institute has constantly been a guiding force . I would like to
convey my special thanks to , Prof. Y.M. Nasre.
Last but not the least , I would like to specially thanks
Prof. Reeti Mishra and the support staff for always being with me during the
making of my research report. My thanks are extended to the libarians & the
system administrators at the computer lab.

Miss.Varsha Dhamecha
(B.B.A final year)
Department of Bachelor of
Business Administration
N.M.D. College, Gondia.
Sr. no.
Index Page no.
1. Introduction 2

2. Company profile 6

3. Objectives 10

4. Hypothesis 12

5. Scope 14

6. Research methodology 16

7. Data analysis & interpretation 19

8. Hypothesis testing 35

9. Conclusion 37

10. Suggestions 39

11. Limitations 41

12. Bibliography 43

13. Appendix 45
INTRODUCTION
Customer satisfaction is the measure of how
the needs & responses are collaborated &
delivered of excels customer
expectation.Customer satisfaction is the
overall essence of impression about the
supplier by the customers.
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. For any company, customer
satisfaction ratings can have powerful effects.
They focus employees on the importance of
fulfilling customers expectations. It increases
customer lifetime value.
It is the part of customers experience that
exposes a suppliers behavior on customers
expectation.
Keeping customers satisfied is a vital and the
only way you can know for how satisfied they
are.
Developing a customer satisfaction program is
not about carrying out a customer service
survey.
The implications of customer satisfaction
surveys go far beyond the survey itself. As
customers satisfaction is the best indicator of
how likely a customer will make a purchase in
future.
In a competitive marketplace where
businesses compete for customer, customer
satisfaction is seen as a key diffentiator.

Sunfeast
In July2003, ITC made a foray into biscuits
market by launching sunfeast range of
biscuits i.e. Glucose, Marie, Cream biscuits.

In the span of 14 years, sunfeast has well-


established presence in almost all categories
of biscuits & is also a key player in pasta and
instant noodles segment.
SUNFEAST BISCUITS straddle all segments of
the market led by dark fantasy at the
premium end.
Since then, sunfeast biscuits have always
stood for quality and are known for offering
innovative and wholesome biscuits. Sunfeast
connotes happiness, contentment,
satisfaction & pleasure.
Its mascot sunny & slogan spread the smile
has contributed in attracting consumers. In
addition, ITC has launched sunfeastfarmlite
digestive all good biscuit- Indias only
digestive biscuit with no maida& no added
sugar.
Business always starts& closes with
customers and hence the customers must be
treated as the king of market.
COMPANY PROFILE.

Type : Public
Traded as: BSE 500875
NSE: ITC
BSE SENSEX
CONSTITUENT
CNX NIFTY
CONSTITUENT

Predecessor : W.D & H.O wills


Founded/
Started : July 23
Headquarters : Kolkata, west
Bengal, India
Key people :YogeshChander
Deveshwar(Chairman)

Products: 1) Healthy Bites.


a) Marie lite
b) Milky Magic
c)Glucose
d) Farmlite
2) Light n Fun
a) Snacky
b) Sweet n Salt
c) Nice
3) Cream Delight
a) Dark fantasy
b) Dream Cream
c) Cream Bounce
d) Yumfills
e) Bourbon bliss
4) Cookies
a) Hifi cookies
b) Delicious Moms magic


OBJECTIVES
To study consumer satisfaction towards
Sunfeast.
To find out perception of consumer
towards sunfeast.
To study factors which influence more for
purchasing sunfeast.
To find consumer preference among all
products of sunfeast.
HYPOTHESIS
Consumer is highly satisfied with sunfeast.
Price and taste are the major factors which
influence consumers.
Consumer buying behavior towards
sunfeast is positive.
SCOPE

The scope of study is limited in Gondia.


Time and money constraint arethere.
RESEARCH METHODOLOGY.
The methodology that was adopt for the study
include both Primary &Secondary Data.
Research is a scientific & systematic
investigation in relation to specific aspect
research is considered as careful investigation
on enquiry to find out new facts in any branch of
knowledge. Research is movement from known
to unknown.
Research methodology is a way to systematically solve
the research problem. It may be understood as a science
of studying how research is done scientifically. It is
necessary for the researchers to know not only the
research methods/techniques but also the methodology.
The methodology that was adopted for the study includes
both primary source of data as well as secondary source
of data. The methodology of the study can be explained as
follows:
Sources of Data
Data collection is one of the important stage in conducting a
research. Generally we collect data from two sources, primary and
secondary sources
Primary data: with the help of
Questionnaire&interview.
Secondary data: Books, websites, journals
will be used.

Sampling type: Simple random sampling


method.

Sampling size: 60 respondents.


Sampling unit : specially children.
DATA ANALYSIS

ANDINTERPRETATION.
Data analysis & Interpretation.
1) Which age group of people most likely use Sunfeast
products I your home?

Age group 5-15 15-25 25-35 Above 35


No. of customers 27 18 9 6

45% 30% 15% 10%


% of customers

No. of consumers

10%
005-15 15-25 25-35 above 35
15% 45%
30%

Analysis- 45% of customers are of 5-15 age , 30%


of 15-25 age,15% of 25-35 age , 10% of above 35
age.
Interpretation-from above chart we can
interpret that 45% i.e. maximum customers
belongs to 5-15 age groups.
2) Which product of Sunfeast do you prefer
most ?
products Healthy Light Cream Cookies.
bites. nfun delight
usage 18 12 18 12
Usage in % 30% 20% 30% 20%

Usage

Healthy bites light " fun cream delight


20% 30%

cookies 30% 20%

Analysis 30% healthy bites, 20% of light n


fun , 30% of cream delight, 12% of cookies.
Interpretation-from above chart we can say that
healthy bites and cram delights are used most.

3) Which factors influences you more towards


the Sunfeastproducts ?
factors price taste advertisement packaging
influences 15.6 24 12 8.5
Influences 26% 40% 20% 14%
in %

.
50%
40%
30%
20% 26% 40%
10% 20% 14%
0% .
Analysis : 26 % of price , 40% of taste,20% of
advertisement,14% of packaging.

Interpretation:from above chartwe can say


that 26% of price ,40% of advertisement , 14%
of packaging influences customers more.
4) Are you satisfied with the taste & quality of
Sunfeastproducts?

options Highly satisfied Dissatis Highly


Satisfied -fied dissatisfied
customers 34.2 18 6 1.8
No. of 57% 30% 10% 3%
customers. %

No. of customers
60%
50%
40%
30%
20%
10%
Axis Title 0%

Analysis- 57% are highly satisfied ,30% are


satisfied , 10% are dissatisfied, 3% are highly
dissatisfied
.Interpretation: from above chart we can interpret
that 57% of customers are highly satisfied.
5) Do you ever faced any complaint against
Sunfeastproducts ?

Options yes No
No. of 10.8 49.2
consumers
% 18% 82%

No. of customers

18%
yes no
82%

Analysis- 82%of customers do not faced any


complaint against sunfeast where as 18%
faced.
Interpretation-from above chart we can
interpret that 80% of customers do not face
complains against sunfeast.

6) How would you rate the product in terms of


Price?

options Poor fair good Very excellent


good
No. of 3.6 6 7.2 18 25.2
customers
% 6% 10% 12% 30% 42%

No. of customers

6%
poor fair good 10%
very good excellent
42% 12%

30%
Analysis- 6% poor, 10% fair, 12% good , 30% very
good , 25.2% excellent is the rating in terms of
price.

Interpretation- from above chart we can interpret


that 30% is very good rating in terms of price to
sunfeast.

7) How would you rate the product in terms


of variety and taste?
options poor fair good Very excellent
good
No. of o.6 6 11.4 15 27
custome
rs
% 1% 10% 19% 25% 45%

No. of customers
Poor
2% 10% Fair
Good
45% 19%
Very good
Excellent
25%
Analysis-1% Poor, 10% fair, 19% good, 25% very
good, 45% excellent ratings are given by
customers in terms of variety & taste.

Interpretation-from above chart we can interpret


that maximum 45% excellent ratings .

8) How would you rate the product in terms


of advertisement and packaging?
options poor average good Very good
No. of 1.2 10.8 19.8 28.2
customers
% 2% 18 % 33 % 47%

No. of customers

2%
18%
Poor Average Good very good
47%

33%
Analysis-2% Poor, 18% average, 33% good, 47%
very good ratings are given by customers in terms
of advertisement & packaging.

Interpretation- from above chart we can interpret


that maximum 47% very good ratings are given by
customers
9) How often do you typically use the
sunfeastproduct ?

options Daily Weekly Once a Do not


month use.
No. of 39.6 13.2 6.6 0.6
customers
No.of 66% 22% 11 % 1%
customers
%

options

11% 1%
Daily 22%
Weekly Once a month Do not use
66%
Analysis 66% of customers , 22% of
customers , 11% of customers , 1% of
customers use product daily , weekly , once a
month , do not use respectively.
Interpretation from above chart we can
interpret that 66% of customers use daily
sunfeast products.
10) How did you hear about sunfeast product?

Options advertisement Hoardings Word of


mouth
No. of 30 12 18
customers
No. of 50% 20% 30%
customers %

No. of customers

30%
Advertisement Hoarding 50%
Word of mouth

20%

Analysis 50% of customers, 20% of customers ,


30% of customers heard about the product through
advertisement,hoarding,word of mouth
respectively.
Interpretation- from above chart we can interpret
that 50% of customers have maximally heard
through advertisement.
11) What is your perception towards sunfeast?

Options Very good Good Average Poor Very


poor
No. of 24.6 19.8 7.8 5.4 2.4
customers
No. of 41% 33% 13% 9% 4%
customers.
%

No. of customers

9% 4%
very good 13% Average 41%
Good Poor Very poor

33%

Analysis 41% very good, 33% good, 13% average, 9%


poor perception towards sunfeast.
Interpretation- from above chart we can interpret that
41% of customers maximally have very good perception
about sunfeast.
12) Thinking about the value of money , how
would you describe our product ?

Options Good value reasonable bad


For money
No. of 15 43 3
customers
No. of 25% 70% 5%
customers.
%

No. of customers
Good value for Reasonable
5% money
70% 25% Bad

Analysis 25% of customers , 70% of customers,


5% of customers have described product good
value for money, reasonable, bad respectively.
Interpretation- from above chart we can
interpret that maximally 70% of customers
have described price reasonable
13) Which factor of Sunfeast products needs
improvement ?

Options price taste Advert- packaging


isement.
No. of 25 21 25
customer
s
% 35 % 5% 25% 35%

No. of customers
price
15% 25% taste
25% advertisement
35% packaging

Analysis 35% price , 5% taste , 25% of


advertisement , 35% packaging
Interpretation- from above chart we can interpret
that maximum 35% of customers have asked to
improve advertisement & price.
14) How would you describe the variety of
products ?

Options excellen Good fair Poor


t
No. of 32.4 18 7.2 2.4
customers
% 54% 30% 12% 4%

No.of customers

4%
12%
Excellent Good Fair Poor

54%
30%

Analysis 54% excellent ,30% good , 12% fair, 4% poor


customers have described the variety of products
.Interpretation- from above chart we can interpret that
maximum 54% of customers have described the variety
of product as excellent.
15) Which attract you most to a new untried brand of
sunfeastbiscuits ?

options advertisement Packaging Taste Name price


described
No. of 10.2 12 13.8 10.8 12.2
custom
ers
No. of 17% 20% 23% 18% 22%
custom
ers %

No. of customers
Advertisement Packaging Taste descibed Name
22% 17%

18% 20%
price 23%

Analysis 17% of customers a, 20% of customers , 23%


of customers, 18% of customers, 22% of customers are
attracted towards sunfeast due to
advertisement,packaging,tastedescribed,name,price
respectively
Interpretation- from above chart we can interpret that
22 % of customers maximally attract to untried brand of
sunfeast biscuits.
HYPOTHESIS TESTING.
Hypothesis testing
H1 :It is accepted that consumers are highly satisfied with
sunfeast.
H2 : It is accepted that price and taste are the major
factors which influence consumers.
H3: It is accepted that consumer buying behaivour
towards sunfeast is positive.
conclusion
From the study , it is clear that most of
the customers are satisfied with the
sunfeast products , price , quality.
Customers are expecting more flavours
with reasonable price.
The customers highly prefer sunfeast
biscuits & cookies in Gondia city.
Suggestions.
Sunfeasts customers satisfaction
strategy in Gondia should try to improve
through following suggestions :
1. Price of cookies should be more
reasonable.
2. Customers are asking for more
varieties in cookies & cream biscuits.
limitations
Limitations

Limitations faced while research are as follows


:
Respondents were hestitating while
answering the questions.
Retailers were not responding properly.
The study was limited as study was
carried out only in Gondia city.
Bibliography
Books :
Modern marketing :Bhagwati Pillai
Marketing management : Philip Kotler
Research Methodology : William Zikmud
Websites :
www.google.com
www.sunfeast.com
Appendix
1. Which age group of people most likely use Sunfeast
products I your home?
a) 5-15
b) 15-25
c) 25-35
d) 35 or above

2. Which product of Sunfeast do you prefer most ?


a) Healthy bites.
b) Light n fun.
c) Cream delight
d) Cookies

3. Which factors influences you more towards the


Sunfeastproducts ?
a) Price
b) Taste
c) Advertisement
d) Packaging

4. Are you satisfied with the taste & quality of Sunfeast


products?
a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied.
5. Do you ever faced any complaint against
Sunfeastproducts ?
a) Yes
b) No

6. How would you rate the product in terms of Price?


a) Poor
b)Fair
c) Good
d)Very good
e) Excellent

7. How would you rate the product in terms of variety


and taste?
a) Poor
b) Fair
c) Good
d)Very good
e) Excellent

8. How would you rate the product in terms of


advertisement and packaging?
a) Poor
b)Average
c) Good
d)Excellent

9. How often do you typically use the sunfeastproduct ?


a) Daily
b)Weekly
c) Once a month
d)Do not use
10. How did you hear about sunfeast product?
a) Very good
b) Good
c) Average
d) Poor
e) Very poor

11. What is your perception towards sunfeast?


a) Advertisement
b)Hoardings
c) Word of mouth

12. Thinking about the value of money , how would


you describe our product ?
a) Good value for money
b)Reasonable
c) bad

13. Which factor of Sunfeast products needs


improvement ?
a) Price
b)Taste
c) Advertisement
d)Packaging

14. How would you describe the variety of


products ?
a) Excellent
b)Good
c) Fair
d)Poor
15. Which attract you most to a new untried brand
of sunfeastbiscuits ?
a) Advertisement
b)Packaging
c) Taste described
d)Biscuit name/picture
e) Price.

Vous aimerez peut-être aussi