A Study of Customer Satisfaction Towards Organic India in Lucknow

FIELD STUDY REPORT
On
“A Study of Customer Satisfaction towards

Organic India in Lucknow”
Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow
Submitted by
Syed Ahmad Raza
3rd Sem
Roll No. 1170671373
Session 2018-2019
School of Management
Babu Banarasi Das University
Lucknow
DECLARATION
I hereby declare that the project work entitled of “A Study of Customer
Satisfaction towards Organic India in Lucknow” submitted to the BABU BANARASI
DAS UNIVERSITY, is a record of an original work done by me under the guidance of
Ms. Shiva Singh (College Guide) and this field study report is submitted in the partial
fulfillment of Bachelor in Business Administration.
Syed Ahmad Raza

ACKNOWLEDGEMENT
Before I get into the thick of the things I would like to add a few heartfelt words for the
people who were part of this field Study report in numerous ways and people who gave
unending support right from the stage the project was started, appreciated and encouraged
when being depressed.
In this context I would like to express my gratitude towards my parents and family
members who have constantly supported and played a pivotal role in shaping my career.
I owe my sincere gratitude towards faculty guide Ms. Shiva Singh of BBDU,
LUCKNOW for extending the support towards the completion of the field Study report.
And finally I would like to thank my friends for their unending support,
Syed Ahmad Raza

PREFACE
Field Study Report is an important part of the Management studies. It bears immense
important in the field of Business Management. It offers the student to explore the
valuable treasure of experience and an exposure to real work culture followed by the
industries and thereby helping the students to bridge gap between the theories explained
in the book and their practical implementations.
Field Study plays an important role in future building of an individual so that we
can understand the real world in which he has to work in future. The theories greatly
enhance our knowledge and provide opportunities to blend theoretical with the practical
knowledge where researcher gets familiar with certain aspect of field Study. I feel proud
to get myself to do research at topic “A Study of Customer Satisfaction towards
Organic India”.
TABLE OF CONTENT
Sr. No. Topic Page no.
1. Introduction 1
2. Company profile 2
3. Objectives of the study 3
4. Research methodology 4
5. Data Analysis and Interpretation 6
6. Findings 18
7. Recommendations 20
8. Conclusion 21
9. Limitations 22
9. Bibliography 23
10. Annexure 24
INTRODUCTION
Customer satisfaction means taking complete care of customer by giving them complete
knowledge about the product and about all the feature of that particular product
Customer satisfaction is the end result of your interaction with the customer.
By giving the best customer service and making sure that the customer was given the best
resolution at the end of the call, then we can say that the customer is satisfied even if it's
not verbally said.
According to me customers are those who pay (salary). Satisfaction is the key to
hold the customer for future business. Complete knowledge must be given; each and
every query must be clarified by the seller. If a customer remembers you for future
business then we can say that customer is satisfied.
DEFINITION
According to Harold E Edmondson “Customer satisfaction” is defined as "the
number of customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals.".
Customer satisfaction is defined by whether the customer chooses to do business
with you or your company in the future. Many factors play a role in customer
satisfaction, including customer service, product quality and the ease of doing business.
Companies must consider customer satisfaction as an important role in the lifetime value
of a customer.
Page 1
COMPANY PROFILE
Organic India is a multi-national company based in Lucknow, India that produces
organic herbal and ayurvedic health products. They are most known for their line of
organically grown tulsi teas that are sold in India, the US, Canada and the UK. They also
have created an organic, non-toxic, herbal version of the colorful dyes used in India's
annual Holi celebration. Organic India operates a retail store in Maharashtra, India. The
company also exports organically-grown flowers, particularly to Germany.
Organic India works directly with marginal farmers in tribal villages, providing seeds,
fertilizers, organic certification, and the assumption of risk in case of crop failure.
Originating from Uttar Pradesh, they had 50,000 acres (200 km2) of arable land in U.P.,
Rajasthan, Gujarat, and Madhya Pradesh by late 2008.
ORGANIC INDIA - About Us
At the heart of ORGANIC INDIA is our commitment to be a living embodiment of love
and consciousness in action. We work with thousands of small family farmers in India to
cultivate tens of thousands of acres of sustainable organic farmland.
All ORGANIC INDIA products support health and True Wellness and are made with
loving care.Each product is one link in a chain of connectedness between Mother Nature,
our farmers and you. By choosing ORGANIC INDIA you are completing this chain,
actively participating in our mission to create a sustainable environment of True
Wellness, providing training and a life of dignity to our farmers, and bringing health,
happiness and True Wellness to you.
Page 2
RESEARCH OBJECTIVES
 To study the level of customer satisfaction towards Organic India Product.
 To understand the buying behaviour of the consumer towards Organic India
Product.
 To know the consumption pattern of Organic India products in Lucknow.
 To find out various factors that affects the buying behavior towards Organic India
Products in Lucknow
 To find out the consumer preference regarding the most effective media for
Advertisements.
Page 3
RESEARCH METHODOLOGY
The process used to collect information and data for the purpose
of making business decisions.
Research Design:
Descriptive research design was adopted for this study because the study is
concerned with describing the characteristics, productivity and satisfaction of training
provided by the company to the workers.
Sampling Design: The following factors have been decided within the scope of
sample design:
 Universe : Universe of the study means all the persons who are the customers of
ORGANIC INDIA in Lucknow.
 Theoretical: It covered all the individuals who are the customers of
ORGANIC INDIA in Lucknow.
 Accessible: It covered all the individuals who are the customers of
ORGANIC INDIA in Lucknow who are within our reach. In this study
accessible population was customers ORGANIC INDIA in Lucknow.
 Sample size: A sample of minimum respondents will be selected from various
areas of Lucknow. An effort was made to select respondents evenly. The survey
was carried out on 100 respondents.
 Sample unit: In this project sampling unit consisted of the various individuals
who had purchaser product at Organic India in Lucknow.
Page 4
 Sampling technique: For the purpose of research convenient sampling
technique will be used because of the ease of their volunteering or selecting units
because of their availability or easy access.
 Sampling frame: It consisted of various sources from where information about
the respondent is extracted. Mainly personal links and employees of ORGANIC
INDIA in Lucknow are used for getting information about the respondents.
Data collection sources: The sources of primary and secondary data are used for
the collection of information for the study.
Page 5
. DATA ANALYSIS & INTERPRETATION
1. Have you even consumed any Ayurvedic /herbal food supplement or rejuvenating
Ayurvedic products?
1. Yes 2. No
No of respondents
yes 95 95
no 15 15
total 100 100
No of respondents
yes
no
Interpretation: Almost majority of the respondents consumed any Ayurvedic /herbal

food supplement or rejuvenating Ayurvedic products.
Page 6
2. Do you believe that Ayurvedic/herbal product is beneficial to all Age group
people?
1. Strongly Disagree 2.Disagree 3.Neutral 4. Agree 5. Strongly Agree
No of respondents % of respondents
Strongly Disagree 0 0
Disagree 0 0
Neutral 5 5
Agree 35 35
Strongly Agree 60 60
Total 100 100
5%
35%
Neutral
60% Agree
Strongly Agree
Interpretation: 5% respondents neutral, 35% respondents are agree and 60%

respondents are strongly believe that Ayurvedic/herbal product is beneficial all Age
group people.
Page 7
3. Do you agree that the herbal product can be consumed for long period of time
without any side effect?
Disagree 0 0
Neutral 10 10
Agree 40 40
Total 100 100
10%
50%
Neutral
40% Agree
Strongly Agree
Interpretation: 10 % respondents neutral, 40% respondents are agree and 50%

respondents are strongly believe that the herbal product can be consumed for is for long
period of time without any side effect.
Page 8
4. Do you think that consumption of ayurvedic /herbal product leads to any kind of
side effects on health?
1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly agree
Disagree 50 50
Neutral 10 10
Agree 0 0
Strongly Agree 0 0
Total 100 100
No of respondents
10%
40%
Strongly Disagree
Disagree
50% Neutral
Interpretation: 40 % respondents strongly disagree , 50 % respondents disagree and 10

% respondents neutral are believe that consumption of ayurvedic /herbal product leads to
any kind of side effects on health.
Page 9
5. According to you what is the main reason of purchasing Organic India product
over other brand?
a) Quality b) purity
c) Easy availability d) Brand name
Quality 40 40
purity 20 20
Easy availability 10 10
Brand name 30 30
Total 100 100
No of respondents
30%
40%
Quality
purity
10% Easy availability
20% Brand name
Interpretation: the main is quality reason of purchasing Organic India product over
other brand.
Page 10
6. In which category would you like to consume Organic India product?
a) As food items b) As snacks
c) As medicine d) As both (food and snacks)
As food items 20 20
As snacks 10 10
As medicine 50 50
As both (food and snacks) 20 20
Total 100 100
No of respondents
20% 20%
As food items
10%
As snacks
As medicine
50% As both (food and snacks)
Interpretation: Most of the respondents like as a medicine to consume Organic India

product.
Page 11
7. Do you think that the Ayurvedic medicines are more effective than the allopathic
medicines?
Disagree 20 20
Neutral 10 10
Agree 20 20
Total 100 100
No of respondents
10%
40% Strongly Disagree
20%
Disagree
Neutral
10%
Agree
20%
Strongly Agree
Interpretation: 10 % respondents strongly disagree , 20 % respondents disagree 10 %

respondents neutral, 20% respondents are agree and 40% respondents are strongly believe
that the Ayurvedic medicines are more effective than the allopathic medicines.
Page 12
8. What is the level of satisfaction of the respondent who consume Organic India
product regularly?
a) Very good b) Good
c) Satisfied
Very Good 20 20
Good 60 60
Satisfied 20 20
Total 100 100
No of respondents
20% 20%
Very Good
Good
Satisfied
60%
Interpretation: level of satisfaction of the respondent who consume Organic India

product regularly is good.
Page 13
9. Do you think that herbal / ayurvedic products are less expensive than other
Allopathic products?
Disagree 25 25
Neutral 10 10
Agree 25 25
Total 100 100
No of respondents
20% 20%
Strongly Disagree
Disagree
25% 25% Neutral
Agree
10%
Strongly Agree

that herbal / ayurvedic products are less expensive than other Allopathic products.
Page 14
10. Do you think that in forth coming years ayurvedic product will dominate the
market?
Disagree 20 20
Neutral 0 0
Agree 30 30
Total 100 100
No of respondents
20%
30%
Strongly Disagree
Disagree
30% Agree
20% Strongly Agree
Interpretation: 30 % respondents strongly disagree , 20 % respondents disagree, 30%

respondents are agree and 20% respondents are strongly believe that in forth coming
years Ayurvedic product will dominate the market.
Page 15
11. Do you believe that organic India’s Herbal/ ayurvedic products contain 100%
natural ingredients?
Disagree 20 20
Neutral 40 40
Agree 20 20
Total 100 100
No of respondents
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

that organic India’s Herbal/ ayurvedic products contain 100% natural ingredients.
Page 16
12. Do you think that range of consumables products are affected by Ayurvedic
products in the market?
Disagree 20 20
Neutral 20 20
Agree 30 30
Total 100 100
No of respondents
20% 10%
Strongly Disagree
20%
Disagree
Neutral
30%
20% Agree
Strongly Agree
Interpretation: 10 % respondents strongly disagree , 20 % respondents disagree, 20 %

respondents neutral, 30% respondents agree and 20% respondents are strongly agree with
range of consumables products are affected by Ayurvedic products in the market.
Page 17
Findings
 Almost majority of the respondents consumed any Ayurvedic /herbal food
supplement or rejuvenating Ayurvedic products.
 5% respondents neutral, 35% respondents are agree and 60% respondents are
strongly believe that Ayurvedic/herbal product is beneficial all Age group people.
 10 % respondents neutral, 40% respondents are agree and 50% respondents are
strongly believe that the herbal product can be consumed for is for long period of
time without any side effect.
 40 % respondents strongly disagree , 50 % respondents disagree and 10 %
respondents neutral are believe that consumption of ayurvedic /herbal product
leads to any kind of side effects on health
 The main is quality reason of purchasing Organic India product over other brand.
 Most of the respondents like as a medicine to consume Organic India product.
 10 % respondents strongly disagree , 20 % respondents disagree 10 %
respondents neutral, 20% respondents are agree and 40% respondents are strongly
believe that the Ayurvedic medicines are more effective than the allopathic
medicines.
 Level of satisfaction of the respondent who consume Organic India product
regularly is good.
believe that herbal / ayurvedic products are less expensive than other Allopathic
products.
Page 18
 30 % respondents strongly disagree , 20 % respondents disagree, 30%
respondents are agree and 20% respondents are strongly believe that in forth
coming years Ayurvedic product will dominate the market.
believe that organic India’s Herbal/ ayurvedic products contain 100% natural
ingredients
 10 % respondents strongly disagree , 20 % respondents disagree, 20 %
respondents neutral, 30% respondents agree and 20% respondents are strongly
agree with range of consumables products are affected by Ayurvedic products in
the market.
 80% of the Customers told that the effect of the present gifts in nil while 10%
respondents told that they are attractive and remaining 10% were neutral and
prefer not to answer. This indicates that Organic India as a brand do not have to
concentrate more on offer gifts as they already are market leader with 75% market
share and has earned trust as a result of quality and services
Page 19
RECOMMENDATIONS
After the survey and the analysis, a lot of information was gathered this is being
presented in the form of suggestions.
 As the Organic India Product is targeted to the customers, they are consuming
Organic India Product in the same ways as suggested in the advertisement. So, if the
consumption of Organic India Product has to be increased the new uses can be
suggested. (e.g., it can be used for preparation of cakes, jelly, squash etc.)
 To increase its consumption, it can be written on the bottle of the Organic India
Product that for best results, use thrice a day for customers and twice a day for adults
(as the case may be)
 It is natural for Organic India Product to crystallize but consumers can be made aware
about this fact because it is affecting the sales.
 Margin can be increased because other competitors are giving more margins due to
which the Customers are least interested in pushing the brand .
 New packaging like ‘Sachet or plastic packaging’ can be introduced. Plastic
packaging for 1 kg. Organic India Product was demanded by the consumers.
 Sales promotion schemes like” Price off or extra Amount” can be given.Sales
promotion gifts like ball, Badminton Racket, Pocket chess, small toys, cars etc can
be given for customers , concentration should be given on smart games.
Page 20
CONCLUSION
On the basis of the study following conclusions have been arrived at
 This survey has revealed that the Ayurvedic industry is very complex industries
with a manufacturing process, which is sensitive and requires expert supervision
as Organic India Product Enjoy good brand loyalty.
 Fluctuating demand of Ayurvedic medicines is a problem with which companies
have to contend. As in the case of Asav-arishtas which enjoy good demand during
season changes and warm months low demand in the other seasons , the demand
is not met well by companies which fail to accurately predict this pattern and
hence end up producing insufficient quantities when the demand is high and end
up with excess inventory as the demand wanes. The companies fail to review their
targets accurately to coincide with the decreasing levels of demand.
 The Organic India Product brand is a major player in the market. Though due to
inefficient distribution and sales network its true potential is yet to be realized. As
currently they hold the 75 % of the market share but with better supply chain
management they can improve more.
 While conducting the study it was analysed that people mainly buy the product
because trust factor and the company is lacking in fulfilling the demand due to
their poor supply chain management so the need to work on it.
 During the study it was found that the margin paid to the Customers were less as
compared to the competitors.
Page 21
LIMITATIONS
1. This study is only limited to Organic India Customers.
2. This study is limited only in Lucknow city.
3. The study was limited to 100 respondents.
4. Information given by the respondents is assumed to be true and authentic.
Page 22
BIBLIOGRAPHY
BOOKS
1. Kotler. P: Consumer market and consumer buying behaviour; ‘Marketing
Management’ 12th Edition; Pearson Education; Page No-120.
2. Karunakaran. K: Product Life Cycle; ‘Marketing Management’ 1st Edition; Himalaya

Publishing House; page no- 143.
3. Gupta S.L: Consumer Research & Marketing Research; ‘Marketing research’1st

Edition; Execl Books; Page No- 345 & 425.
JOURNALS
1. Melanie Grimes: “ORGANIC INDIA Product Provides Antibiotic Benefits and a Low
Glycemic Sweetener”, Natural News Journal , January 2011 , Vol-11, Page No-40-59.
WEB - SOURCES
http://www.nongmoproject.org/find-non-gmo/search-participating-
products/search/?brandId=2047s
NEWSPAPERS
 Business Standard
 Economic Times
 Navbharat times
Page 23
Questionnaire
PERSONAL DETAILS :
Name:
Gender:
Address:
Age:
Occupation:
1. Have you even consumed any Ayurvedic /herbal food supplement or rejuvenating
Ayurvedic products?
1. Yes 2. No
2. Do you believe that Ayurvedic/herbal product is beneficial to all Age group

people?
3. Do you agree that the herbal product can be consumed for long period of time
without any side effect?
4. Do you think that consumption of ayurvedic /herbal product leads to any kind of
side effects on health?
5. According to you what is the main reason of purchasing Organic India product
over other brand?
a) Quality b) purity
c) Easy availability d) Brand name
6. In which category would you like to consume Organic India product?
a) As food items b) As snacks
Page 24
c) As medicine d) As both (food and snacks)
7. Do you think that the ayurvedic medicines are more effective than the allopathic
medicines?
8. What is the level of satisfaction of the respondent who consume Organic India
product regularly?
a) Very good b) Good
c) Satisfied
9. Do you think that herbal / ayurvedic products are less expensive than other
Allopathic products?
10. Do you think that in forth coming years ayurvedic product will dominate the
market?
11. Do you believe that organic India’s Herbal/ ayurvedic products contain 100%
natural ingredients?
12. Do you think that range of consumables products are affected by ayurvedic
products in the market?
Page 25

A Study of Customer Satisfaction Towards Organic India in Lucknow

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FIELD STUDY REPORT

“A Study of Customer Satisfaction towards

Towards partial fulfillment of

Babu Banarasi Das University

I hereby declare that the project work entitled of “A Study of Customer

Satisfaction towards Organic India in Lucknow” submitted to the BABU BANARASI

DAS UNIVERSITY, is a record of an original work done by me under the guidance of

fulfillment of Bachelor in Business Administration.

Syed Ahmad Raza

when being depressed.

Syed Ahmad Raza

in the book and their practical implementations.

Field Study plays an important role in future building of an individual so that we

to get myself to do research at topic “A Study of Customer Satisfaction towards

Sr. No. Topic Page no.

3. Objectives of the study 3

5. Data Analysis and Interpretation 6

not verbally said.

business then we can say that customer is satisfied.

According to Harold E Edmondson “Customer satisfaction” is defined as "the

number of customers, or percentage of total customers, whose reported experience with a

Customer satisfaction is defined by whether the customer chooses to do business

Organic India is a multi-national company based in Lucknow, India that produces

company also exports organically-grown flowers, particularly to Germany.

Rajasthan, Gujarat, and Madhya Pradesh by late 2008.

ORGANIC INDIA - About Us

At the heart of ORGANIC INDIA is our commitment to be a living embodiment of love

cultivate tens of thousands of acres of sustainable organic farmland.

actively participating in our mission to create a sustainable environment of True

happiness and True Wellness to you.

 To understand the buying behaviour of the consumer towards Organic India

 To know the consumption pattern of Organic India products in Lucknow.

of making business decisions.

concerned with describing the characteristics, productivity and satisfaction of training

provided by the company to the workers.

ORGANIC INDIA in Lucknow.

 Theoretical: It covered all the individuals who are the customers of

ORGANIC INDIA in Lucknow.

 Accessible: It covered all the individuals who are the customers of

accessible population was customers ORGANIC INDIA in Lucknow.

 Sample size: A sample of minimum respondents will be selected from various

was carried out on 100 respondents.

who had purchaser product at Organic India in Lucknow.

because of their availability or easy access.

 Sampling frame: It consisted of various sources from where information about

the respondent is extracted. Mainly personal links and employees of ORGANIC

the collection of information for the study.

Interpretation: Almost majority of the respondents consumed any Ayurvedic /herbal

1. Strongly Disagree 2.Disagree 3.Neutral 4. Agree 5. Strongly Agree

Interpretation: 5% respondents neutral, 35% respondents are agree and 60%

1. Strongly Disagree 2.Disagree 3.Neutral 4. Agree 5. Strongly Agree

Interpretation: 10 % respondents neutral, 40% respondents are agree and 50%

1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly agree

Interpretation: 40 % respondents strongly disagree , 50 % respondents disagree and 10

c) Easy availability d) Brand name

a) As food items b) As snacks

c) As medicine d) As both (food and snacks)

Interpretation: Most of the respondents like as a medicine to consume Organic India

1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly agree

Interpretation: 10 % respondents strongly disagree , 20 % respondents disagree 10 %

a) Very good b) Good

Interpretation: level of satisfaction of the respondent who consume Organic India

1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly agree

Interpretation: 20 % respondents strongly disagree , 25 % respondents disagree 10 %