A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. INTERNSHIP REPORT ON A STUDY ON CUSTOMER SATISFACTION ON THE KERALA FEED LTD. AT KERALA FEEDS,KALLETTUMKARA,THRISSUR,KERALA BY YADHU.J.MENON USN NO : 1NZ13MBA56 Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY,BELGAUM In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the guidance of INTERNAL GUIDE EXTERNAL GUIDE Dr. SHEELAN MISRA Mr. SANKAR.P HOD,PROFESSER, ASST.MARKETING MANAGER DEPARTMENT OF MANAGEMENT STUDIES NEW HORIZONCOLLEGE OF ENGINEERING Outer Ring Road, Bellandur Post, Near Marathalli ,Bangalore-560103 A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. ACKNOWLEDGEMENT I thank the almighty God for the blessing that have been showered upon me to complete the project successfully. I am extremely thankful to the Managing Director Dr. Ani S. Das and , SANKAR.P ,Marketing Manager, Kerala feed Ltd. Kallettumkara, Thrissur the valuable suggestions, observation, and encouragement, which helped me a great deal in accomplishment of this project work. I express my sincere thanks to Dr. MANJUNATHA, Principal of NEW HORIZON COLLEGE OF ENGINEERING for providing me the opportunity to conduct this research project. I express by deep sense of gratitude to Dr. SHEELAN MISRA , Director of Dept. of management studies and my internal guide Dr. SHEELAN MISRA Department of management studies, and my dear colleagues for their valuable inputs. I also express thanks to my family members and friends for the love and support that they gave me during the time of the project. Place: YADHU.J.MENON Date : 1NZ13MBA56 A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. TABLE OF CONTENT SL.NO PARTICULARS PAGE NO. EXECUTIVE SUMMARY CHAPTER 1.1 INTRODUCTION 1 1. 1.2 TOPIC CHOSEN FOR THE STUDY 1 2 1.3 NEED OF THE STUDY 2 1.4 OBJECTIVES OF STUDY 2 2 1.5 SCOPE OF THE STUDY 1.6 RESEARCH METHODOLOGY 3 1.7 LITERATURE REVIEW 5 1.8 LIMITATIONS OF THE STUDY 8 CHAPTER 2.1 INDUSTRY PROFILE 9 2. 2.2 COMPANY PROFILES 17 2.3 SWOT ANALYSIS 31 2.4 FINANCIAL STATEMENT 34 CHAPTER 3. 3.1 THEORETICAL CONCEPTS 36 CHAPTER 4. 4.1DATA ANALYSIS AND INTERPRETATION 41 CHAPTER 5.1 FINDINGS 72 5. 5.2 SUGGESTIONS 74 5.3 CONCLUSION 75 6. BIBLIOGRAPHY 7. ANNEXURE A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. LIST OF TABLE TABLE NO. TITLE PAGE NO 1 Table showing the number of years the 41 customer are use the product with Kerala feeds 2 Table showing the customer satisfaction with the 43 quality of the product 3 Table showing the factors that influenced to the 45 purchasing the product. 4 Table showing the weather customer have used 47 any other company products 5 Table showing the customer satisfied with the 49 price of the product 6 Table sowing the respondents regarding the 51 recommend of product the other customer 7 Table showing the need of more promotional 53 activities for the company’s products 8 Table showing the response regarding the 55 purchasing frequency of products at Kerala feed Ltd 9 Table showing the response regarding the rate of 57 marketing potential and demand for the products at Kerala feed Ltd 10 Table showing the satisfaction level regarding 59 rate of distribution system provided by Kerala feed Ltd 11 Table showing the what is the most common 61 promotional method of Kerala feed Ltd 12 Table showing the response regarding the rating 62 of packaging quality of products at Kerala feed Ltd 13 Table showing the category of products at Kerala 64 feed Ltd. is having the demand in the market 14 Table showing the medium through which 66 customer came to know about this product 15 Table showing the suggestion regarding 68 improving the performance of product sale by Kerala feed Ltd 16 Table showing the satisfaction level regarding 70 the overall performance of Kerala feed Ltd A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. TABLE OF GRAPH TABLE NO. TITLE PAGE NO 1 Graph showing the number of years the 42 customer are use the product with Kerala feeds 2 Graph showing the customer satisfaction with 44 the quality of the product 3 Graph showing the factors that influenced to the 46 purchasing the product. 4 Graph showing the weather customer have used 48 any other company products 5 Graph showing the customer satisfied with the 50 price of the product 6 Graph showing the respondents regarding the 52 recommend of product the other customer 7 Graph showing the need of more promotional 54 activities for the company’s products 8 Graph showing the response regarding the 56 purchasing frequency of products at Kerala feed Ltd 9 Graph showing the response regarding the rate 58 of marketing potential and demand for the products at Kerala feed Ltd 10 Graph showing the satisfaction level regarding 60 rate of distribution system provided by Kerala feed Ltd 11 Graph showing the what is the most common 61 promotional method of Kerala feed Ltd 12 Graph showing the response regarding the rating 63 of packaging quality of products at Kerala feed Ltd 13 Graph showing the category of products at 65 Kerala feed Ltd. is having the demand in the market 14 Graph showing the medium through which 67 customer came to know about this product 15 Graph showing the suggestion regarding 69 improving the performance of product sale by Kerala feed Ltd 16 Graph showing the satisfaction level regarding 71 the overall performance of Kerala feed Ltd A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. EXECUTIVESUMMARY The project titled “CUSTOMER SATISFACTION ON THE KERALA FEED. LTD” is undertaken in Kerala feed Ltd. The Customer’s satisfaction is essential and which companies should focus on, in any business that does not succeed in satisfying its customers, there is very high tendency that the customers may not patronize the business again. Satisfied customers are likely to be loyal and continue patronizing than dissatisfied customers. All business is build based on relationships Understanding customer relationship management or relationship marketing has become a necessity for understanding how to manage businesses in the service competition. When building customer relationship or loyalty it is important to have customer satisfaction Therefore, in order to build customer loyalty or relationships, businesses have to work hard on customer satisfaction. In a win-win situation, business focus on profit and happy customers; and customers try to satisfy their needs. For this study the area for survey was all over 3 villages surrounding the factory namely Kallettumkara, Kodakara and Muriyaad. The data collected by researcher through surveys and other sources are analyzed with the help of statistical tools and techniques for the purpose of getting a final and accurate findings and conclusions. The first chapter give a brief introduction about the internship, topic chosen and the research methodologies. The second chapter gives a brief summary of industry and company profile. The third chapter is basically on the theoretical background and details on customer satisfaction. The fourth chapter is on the analysis on survey and graphical representation and interpretation. The last chapter is on the findings on survey and some suggestions that could be made as to introduce the customer satisfaction. A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. CHAPTER 1 A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. 1.1 INTRODUCTION Cattle feed industry, a major ingredient of animal feed industry is currently evolving from a fragmented industry into an organized sector. The feed manufactures are using increasingly modern and sophisticated methods in an effort to incorporate best global practices. Cattle feed industry has got high potential for growth, given that India is the world’s leading producer of milk, and production is expected to grow at compounded annual growth rate of 4 per cent. It is Both primary and secondary data are collected for the study and collect various details about the customer satisfaction process of Kerala feeds in Kallettumkara. So customer satisfaction process helps an organization to find out the area where the company should improve and to find out the factors which affect the organization. It also use for comparing performance of company for different customers. Marketing strategy is the total and unbeatable instrument or a plan shaped design specifically for attaining the marketing objectives of a firm and also to understand about the importance and the role of the marketing department plays in the organization. So, this study is essential to analyze the effectiveness of the marketing department in the organization and also to understand about the importance and the role of functions that performed by the marketing department in the organization. A fair marketing study will help the organization to develop further. So, the suggestions given by the organization very high systematic manner 1.2Topic chosen for the study The topic chosen is “customer satisfaction of Kerala Feeds ltd. The research was undertaken to study and analyze the consumer’s preference towards the Kerala feed ltd. There are various factors that adversely affect the consumer’s buying behavior to Kerala feed Ltd. This study helped to identify the specific factors, which influence the consumers 1 A STUDY ON CUSTOMER SATISFICATION ON THE KERALA FEED LTD. 1.3NEED FOR THE STUDY The research was undertaken to study and analyze the consumer’s preference towards the Kerala feed ltd. There are various factors that adversely affect the consumer’s buying behavior to Kerala feed Ltd.