“A STUDY ON CONSUMER SATISFACTION TOWARDS THE

USAGE OF AACHI MASALA”

Submitted in partial fulfilment of the requirement for the award of

Bachelor of Business Administration

BY

Nandhini.M
39280021

SCHOOL OF BUSINESS ADMINISTRATION

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119

APRIL-2022
 SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B status by UGC I Approved byAICTE
www.sathyabama.ac.in

SCHOOL OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of

M.NANDHINI(39280021) who carried out the project entitled “A study on consumer
SATISFACTION TOWARDS THE USAGE OF AACHI MASALA”
” under our supervision from January 2021 to March 2021.

DEEPASHETTYM.com, MBA, PhD

(Internal Guide)

DR.BHUVANESWARI.G, MBA., Ph.D.

Dean – School of Business Administration

Submitted for Viva voce Examination held on

 DECLARATION

I M.NANDHINI(39280021) hereby declare that the Project Report entitled

“A STUDY ON CONSUMER SATISFACTION TOWARDS THE USAGE OF
AACHI MASALA ” done by me under the guidance Shetty deepa thangam Geetha
M.com., B.ED., PhD.., (INTERNAL) of is submitted in partial fulfilment of the requirement
for the award of Bachelor of Business Administration degree.

DATE: SIGNATURE OF THE CANDIDATE

PLACE: CHENNAI M.NANDHINI

 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for completing it

successfully. I am grateful to them.

I convey my thanks to Dr. G. BHUVANESWARI M.B.A., Ph.D., Dean,

School of Business Administration and Dr. A. PALANI M.Com., M.Phil., M.B.A.,

Ph.D., Head, School of Business Administration for providing me necessary support and

details at the right time during the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project

Guide Shetty deepa thangam Geetha M.com., B.ED., PhD.., assistant

professor for his guidance, suggestions andconstant encouragement paved way for the

successful completion of my project work.

I wish to express my thanks to all Teaching Non-teaching staff members of the

Department of Business Administration who were helpful in many ways for the

completion of the project

M.NANDHINI
 TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO.

ABSTRACT I
LIST OF TABLES ii
LIST OF CHARTS iii
1 INTRODUCTION 1-4
1.1 Introduction 1
1.2 Industry Profile 2
1.3 Company Profile 2
1.4 Need for the study 3
1.5 Scope of the study 3
1.6 Objective of the study 4
1.7 Limitation of the study 4
2 REVIEW OF LITERATURE 4 - 10
2.1 Introduction 4
2.2 Review Of Literature 4
2.3 Conclusion 10
3 RESEARCH METHODOLOGY 11 - 12
3.1 Research Design 11
3.2 Sources Of Data 11
3.3 Structure Of Questionnaire 12
3.4 Sampling Technique 12
3.5 Sample size 12
3.6 Period Of Study 12
3.7 Analytical Tool 12
4 DATA ANALYSIS AND INTERPRETATION 13 -34
4.1 Percentage Analysis 13
5 FINDINGS, SUGGESTIONS AND 35- 37
INTERPRETATION
5.1 Findings 35
5.2 Suggestions 36
5.3 Conclusions 36
REFERENCE 37
BIBLIOGRAPHY 39
APPENDIX –(Questionnaire) 41
 ABSTRACT

Aachi Masala” is the popular of Masala as the household among the millions of people

today, it is doing Masala trading into the field of pure spice powders like Turmeric,

Chilli, Coriander powders, and Matten, Chicken, Kulambu Masalas etc., this curiosity

lets to enter into masala world with boldness. This masala encountered a lot of hurdles,

since selling masala products during those days to the oriental women who are

traditionally conservative. It is not easy to sell. It is concept sealing on “Easy Cooking”

rather than marketing food products with self- determination and persistent attempts, it

is able to get into the kitchens of our country and the rest of the world. The store may

look like a wonder, but the hard work, the pot holes and the bumps on the way to

producer. The person who stood behind produce masala for all those achievements was

with help of their business partner. The main objective of this research is to identify the

consumer satisfaction of Aachi masala products . The suggestion is help to improve the

quality of the Product.

Keywords—Competitor, Consumer, Easy Cooking,

Satisfaction, Self-determination.

i
 CHAPTER- 1

1.1 INTRODUCTION:

Over centuries the Masala have gained greater foothold, not only in India, but also all over

the world wherever good food is considered as necessity. A well-equipped Indian kitchen

has all major varieties of spices stocked. In India, Masala are available in almost all

grocery shops. The common spices which are used in their raw and fresh forms are

available in vegetable shops. A company needs to view the retailers in the same way it

views its end users. Masalas play a very important role in Indian cooking. “Masala” is the

Hindi word for “Spice”. When a combination of Masala, herbs and others condiments are

ground together, it is also called “Masala” Masala trade is a big business from time

immemorial. Masala from India and far Eastern Asia were in demand from Ancient times.

Indian Masalas are famous all over the world for their rich taste andunique flavour. India

produces variety of Masala all across the country varying with the climatic conditions.

India has been cultivating Masala for ages and also exporting them to other countries

around the world. Indian Masala add to the taste of food, giving it a delicious flavour and

makingit absolutely yummy.

2
 1.2 INDUSTRY PROFILE

Aachi has become a household name because of its excellent quality products catering to the
common people. The product range is so wide that no household can afford to miss Aachi products
from its kitchen.

The success of Aachi can be attributed to the following: Excellent Quality products, Strong
resources & Marketing Network, Continuous market analysis and Survey of customer needs,
Standardization & upgradation of products as per international standards and Excellent Brand Recall.

Aachi Group’s turnover has been increasing at CAGR of 30% over the last three years which is
higher than that of the national average of 15% for Food Processing Industries. AACHI’s products
reach the consumers through 4000 distributors and 12 Lakh Retailers. The product range is
classified to be 8 divisions for easy distribution. It is expected to strive the magical figure of
Rs.2000 Crores in turnover by March 2022!

“Aachi products are now available in 51 + countries with its brand registered across 150 plus
nations.”

1.3 COMPANY PROFILE:

3
1.4 NEED FOR THE STUDY
Most of the companies want to know about the consumer satisfaction normally. They had

made ahuge amount of investment to make the product known to the consumers. In order

to know the effectiveness of sales and customer satisfaction can be made through the

particular survey. If the consumers are not satisfied they would switch over to the other

products it is very difficult to bring back those consumers to make purchase and

encourage them to make a word of mouth

1.5 SCOPE OF THE STUDY

2 Every consumer has certain expectations, needs and a strong desire to satisfy them. To

satisfy theexpectations they purchase certain goods under the impression that the goods

would satisfy his expectations. If they are satisfied with the product they shall become the

consumer of the firm and also tell about the product to their friends and others. The

advertising improves the effectiveness of the producers and other sales effort. Such factors

finally lead to better volume of sales. Satisfaction is important to the consumer because it

reflects a positive outcome from the outlay of scarce resources and the fulfillment of

unmet needs. Today’s market is consumer oriented. Consumer satisfaction is a major

element to survive in the marketing field. The goods produced by the producers and the

traders must satisfy the consumer. The service provided bythe firms should not only

satisfy the existing consumers but also attract the potential consumers. Thus, minimizing

dissatisfaction and maximizing satisfaction are seen as important goals forboth the firm

and the consumer.

4
OBJECTIVES OF THE STUDY
 To study the consumer satisfaction of Aachi Masala Products in CITY.

 To examine the factors, influence the purchasing patterns of

consumer of the AachiMasala products in CITY.
 To offer few suggestions to improve the consumer satisfaction of Aachi
Masala productsin CITY.

2.1 LIMITATIONS OF THE STUDY

The area of study is limited to the selected within City. This study is mainly confined to the consumer

satisfaction of Aachi Masala product. The primary data is collected through a structured questionnaire cum

interview schedule and the sample size has limited only 150respondents

5
 CHAPTER- 2

2. REVIEW OF LITERATURE

2.1 INTRODUCTION:

In this Chapter, the researcher has made an attempt to study and understand the complex
concepts of Customer experience. This attempt includes, understanding the basic concepts of
Customer experience, analyzing research studiesmade by earlier researchers in respect of Customer
experience in automotive, for this,the researcher has used various books, research Journals and
websites. The detailedlist is further elaborated in the Reference and websites. Through this Literature
Surveyresearcher wants to find out which are the important parameters of Customer experience in
respect of aachi masala mobile network service.

2.2 REVIEW OF LITERATURE

Abinaya. P, Kanimozhi.S and Subramani. A.K, 2015, this article examine that Aachi
Masala products encountered a lot of hurdles, since selling masala powders during those days to
the oriental women who are traditionally conservative, it was not easy to sell. It was concept
sealing on “Easy Cooking” rather than marketing food products with self-rule and tenacious
attempts it was able to get into the kitchens of our country and the rest of the world. The main
objective of this research is to identify the customer satisfaction towards Aachi chicken masala in
Avadi. Descriptive research was used in this research. The research was based on the customer
satisfaction of Aachi chicken masala and the product preference of the customers to identify the
competitors of Aachi.

Thangamani. S, and Arthi. E, 2015, The study was undertaken to find out the customer
satisfaction level towards Sakthi Masala. Many management thinkers consider marketing to be
the most critical function of a business. In a business organization, the marketing division
generates the revenues essential for the survival and growth of the firm, the finance department
like R&D, production and manufacturing use them to create products and services. But the real
challenge to marketers lies in generating those revenues profitability, by satisfying customers in

6
a socially responsible manner. The key to generated high customer loyalty is delivering of high
customer value. Today there are number of brands of products available in the market which
differ in price, taste & preference, quality etc.., but customers prefer to purchase their brands due
to various reasons. The attitude of customers may change their preference of the choice of the
product that may influence because of various factors like price, appearance, performance etc..,so
the manufacturers may give more attention to the customer preference which may host the
possession of the company in the market. The present study reveals that majority of the
respondents preferred to buy Sakthi masala for taste & preference, so the company should
maintain it and increase the more number of customers.

Poonam Bagal, 2015, this article analysis that Spices have been an integral part in every
Indian food is prepared at home or elsewhere. In recent times, large scale production of spice
powders, curry seasonings, masala powders, spice paste etc., has been taken up by many firms.
Marketing of these brands has been aggressive since there are several brands firmly rooted in the
market. The precise selection of spices for each dish is a matter of national or regional cultural
tradition, religious practice and to some extent, family preference such dishes are called by
specific names that refer to their ingredients, spicing and cooking methods. The general
satisfaction level is very high among people with regards to Everest Masala. Another heartening
trend in market is that people like spices in their daily food for change.

Palanivel. V and Manikanda Muthukumar. C, 2014, this article examines that “Sakthi
masala” the Queen of spices as the household name among the millions today, it was doing
Turmeric trading for some time. Later entered into the arena of pure spice powders like
Turmeric, Chilli and Coriander. This inquisitiveness lets to enter into masala world with
boldness. This masala encountered a lot of hurdles, since selling masala powders during those
days to the oriental women who are traditionally conservative, it was not easy to sell. It was
concept sealing on “Easy Cooking” rather than marketing food products with self-determination
and persistent attempts it was able to get into the kitchens of our country and the rest of the
world. The store may look like a miracle, but the hard work, the pot holes and the bumps on the
way and the stormy inclement weather are known only to producer. The person who stoodbehind
produce masala for all those

7
 project entitled that customer satisfaction of Sakthi Masala Products. The overall
analyse of the study indicate that at presents so many varieties of products available
even the customer were satisfied product smell, taste, quality, cost, packing of the
Sakthi masala products in CUDDALORE District.

Krishnakumar. K. Dr and Kavitha. S, 2014, this article is to investigate the

influence of brand loyalty on Masala product buying behaviour of consumers of Salem
city in the Tamil Nadu. The study concluded that there is a high level of influence of
product attributes on brand loyalty among women in Salem. The study concluded that
there is a high level of influence of product attributes on brand loyalty among women in
Salem. Product attributes such as longer shelf life, taste, exotic flavour and varieties,
excellent grade of ingredients, pleasant aroma
/distinctive flavour aroma, taste enhancer, delicious, hygienically and good packaged,
fresh and safe to use, optimum processed, price worthiness, promotion and offers, and
availability of various quantity are most important aspects of brand. It is found that
Sakthi branded Masala powder create high level of brand loyalty among consumer.

2.3 CONCLUSION:

A literature review may constitute an essential chapter of a thesis or dissertation, or may be a self-contained review
of writings on a subject. In either case,its purpose is to place each work in the context of its contribution to the
understandingof the subject under review.. Resolve conflicts amongst seemingly contradictory previous studies.
Point the way forward for further research

8
 CHAPTER- 3

RESEARCH METHODALOGY:

To study the consumer’s perception towards existing mobile network service

with specific reference to Reliance Aachi masala. This is a quantitative type of study, mainly
this type of study is used to quantify data and generalize results from a sampleto the
population of interest. Random sampling as the method was used for collectingdata.

In view of constraints faced by an individual researcher, the sample size is

restricted to 150. The primary data was collected by incorporating a survey questionnaire
delivered to respondents of specific age groups. Secondary sources of data including several
research papers and articles as well as industry reports were referred to in addition to the
primary data. Survey questionnaire was used as a data collection tool. Excel was used as a
tool for data analysis.Queries and responses are netted and are made into one. Data is made in
the form of Pie charts and Bar graphs for easy understanding

3.1 RESEARCH DESIGN:

Descriptive research is a study designed to depict the participants in an accurate

way. More simply put, descriptive research is all about describing people who take part in the
study.

3.2 SAMPLING TECNIQUE:

3.2.1 Convenience sampling method

A convenience sample is one of the main types of non-probability sampling

methods of study.

A convenience sample is made up people who are easy to reach.

9
3.3 SOURCE OF DATA:

Data collection is the term used to describe a process of preparing and collecting
data.

PRIMARY DATA

Questionnaire given to 150 respondents

SECONDARY DATA:

Websites and online journals, Published reports & Review of study

3.4 STUCTURE OF QUESTIONNAIRE:

Questionnaire was divided into two sections. First part was designed to know the
general information about customers and the second part contained the respondent’s opinions
about customer’s experience.

3.6 PERIOD OF STUDY:

The duration of study is from January 2021 to march 2021 which us three months
of study.

3.7 ANALYTICAL TOOLS:

 Percentage analysis
 Par chart
 Pie chart etc…

10
 CHAPTER – 4

DATA ANALYSE AND INTERPRETATION

4.1 Percentage analysis:

4.1.1 Table showing gender of the respondents

Gender No of respondents Percentage

Male 64 42.67%
Female 86 57.33%
Total 150 100%

4.1.1 Chart showing gender of the respondents

42.67%
Male
Female
57.33%

Interpretation:

From Male the above table it is interpreted that the (57.33%) are Female of the
respondents and (42.67%) are male

Inference:

Majority 57.33% of the respondents are female

11
4.1.2 Table showing marital status of the respondents

Marital status No of respondents Percentage

Married 19 12.67%

Unmarried 131 87.33%

Total 150 100%

4.1.2 Chart showing marital status of the respondents

12.67%

Married
Unmarried

87.33%

Interpretation:

From the above table it is interpreted that 87.33% of the respondents are unmarried and
12.67% of the respondents are married

Inference:

Majority are 87.33% respondents are unmarried

12
4.1.3 Table showing age of the respondents

Age No of respondents Percentage

Less than 18 4 2.67%

19 - 25 102 68%
26 - 35 33 22%
35 - 45 5 3.33%
Above 45 6 4%
Total 150 100%

4.1.3 Chart showing age group of respondents

2.67%
4.00%
3.33%

Less than 18
22.00% 19 - 25
26 - 35
35 - 45

68.00% Above 45

Interpretation

From the above table it is interpreted that 68% are 19 – 25 respondents and 22%
respondents are 26-35 and 2.67% respondents are less than 18

Inference:

Majority are (68%) respondents are 19-25 age

13
4.1.4 Table showing Education of the Respondents

Education No of respondents Percentage

Less than SSLC 6 4%
SSLC 2 1.33%
HSC 2 1.33%
UG 94 62.67%
PG 17 11.33%
Diploma 25 16.67%
Others 4 2.67%
Total 150 100%

4.1.4 Chart showing Education of the respondents:

2.67% 4.00% 1.33%

1.33%

Less than SSLC

16.67%
SSLC
HSC
11.33% UG
PG

62.67% Diploma
Others

Interpretation:

From the above table it is interpreted that 62.67% respondents are UG and 16.67%
respondents are Diploma and 1.33% respondents are HSC and another 1.33% respondents are
SSLC

Inference:
Majority are 62.67% respondents are UG

14
4.1.5 Table showing occupation of the respondents:

Occupation No of respondents Percentage

Student 83 55.33%
Employee 41 27.33%
Business 13 8.67%
Others 13 8.67%
Total 150 100%

4.1.5 Chart showing occupation of the respondents:

8.67%

8.67%
Student
Employee

55.33% Business
27.33%
Others

Interpretation:

From the above table it is interpreted That 55.33% of the respondents were students and
27.33% of the respondents were employees, Very few respondents are business- (13%) and
others are 13 with 8.67%

Inference:

Majority are 55.33 % respondents are students

15
4.1.6 Table showing customer’s which masala
producrt currently they using

Mobile network service No of respondents Percentage

currently they using

Aachi 125 83.33%

Amma 13 8.67%
rachi 10 6.67%
RDS 2 1.33%
OTHERS 0 0%
Total 150 100%

4.1.6 Chart showing customer’s mobile aachi masala currently

they using

1.33% 0%
6.67%

8.67% Aachi
masala
Product
Vodafone

83.33% OTHERS

Interpretation:

From the above table it is interpreted that 83.33%t of the respondents were using aachi
masala and 8.67% of the respondents were using Product and 6.67% of the respondents were
using 1.33% of the respondents were using PRODUCT

Inference:

Majority are 83.33% are using aachi masala

16
4.1.7 Table showing the reason for the selection of aachi masala:

Reason for the No of the Percentage

selection respondents
Taste 70 46.67%
Quality 21 14%
Quantity 36 24%

packing 16 10%

other 8 5.33%
total 150 100%

4.1.7 Chart showing the reason for the selection of Aachi masala

5.33%

10%
Itaste
quality
46.67%
quantity
24%
packing
other

14%

Interpretation:

From the above it is interpreted that 46.67% of the respondent’s reason is product and
24% of the respondent’s reason is aachi and 10% of the respondent’sreason is and 5.33% of
the respondent’s reason is calling clarity

Inference:

Majority are 46.67% of the respondents reason is taste

17
4.1.8 Table showing from which source respondents come to
know about aachi masala :

From which source No of respondents Percentage

respondents come
to know about
aachi masala
Advertisement in 21 14%
television
Newspaper 1 0.67%
Friend and family members 77 51.33%
suggest
Internet 50 33.33%
Others 1 0.67%
Total 150 100%

4.1.8 Chart showing from which source respondents come to

know about aachi masala

0.67%
Advertisement in
0.67% television
14.00% Newspaper

33.33% Friend and family

members suggest
Internet
51.33%
Others

Interpretation:

From the above table it is interpreted that 51.33% of the respondents were know about
aachi masala through friend and family members suggest and 33.33% of the respondents
were know about aachi masala through internet and 0.67% of the respondents were know
aboutaachi masala through newspaper and 0.67% of the respondents were know about aachi
masala through others.

Inference:Majority are (51.33%) of the respondents are know about aachi masala through
friends andfamily members suggest

18
4.1.9 Table showing respondents have been using this aachi masala :

How long No of respondents percentage

respondents have
been using aachi
masala
From its launch 13 8.67%
6 months or less than 6 21 14%
months
1 year 38 25.33%
2 years 23 15.33%
More than 2 years 55 36.67%
Total 150 100%

4.1.9 Chart showing respondents have been using this sim

60 36.67% 40%
35%
50
30%
25.33%
40 25%
30 20%
14% 15.33%
15%
20
8.67% 10%
10 5%
0 0%
From its launch 6 months or less 1 year 2 years More than 2 years
than 6 months

Interpretation:

From the above table it is interpreted that 36.67% of the respondents have been using
this sim more than 2 years and 25.33% of the respondents have been using 1 year and 14% of
the respondents have been using 6 months or less than 6 month and 8.67% have been using
from its launch.

Inference:

Majority are 36.67% of the respondents are more than 2 years

19
4.1.10 Table showing which feature of aachi masala convinced
respondents touse this taste of aachi masala

Which feature of No of respondents percentage

aachi masala
convinced
respondents to use
this taste of aachi
masala
Quility of taste 36 24%
Advertisement 4 2.67%
Perpere of taste 59 39.33%
Network coverage 14 9.33%
Offers 37 24.67%
Total 150 100%

4.1.10 Chart showing ch feature of aachi masala convinced

respondents touse this product

70 45%
39.33%
60 40%
35%
50
24.67% 30%
40 24%
25%
30 20%
15%
20 9.33%
10%
10 2.67% 5%
0 0%
Aachi Advertisement Product Network coverage Offers

Interpreted:

From the above table it is interpreted that 39.33% of the respondents were convinced by
product and 24.67% of the respondents were convinced by offersand 9.33% of the
respondents were convinced by network coverage and 2.67% of the respondents were
convinced by advertisement.

Inference
Majority are 39.33% of the respondents are convinced by product

20
4.1.11 Table showing which under aachi masala
respondents arecurrently using

Aachi masala No of respondents Percentage

Plan under
respondents are
currently using
1oo gms 132 88%

500gms 18 12%

Total 150 100%

4.1.11 Chart showing which plan under aachi

masala respondents are youcurrently using

12%

100gms
500gms

88%

Interpretation:

From the above table it is interpreted that 88% of the respondents are currently using
and 12% of the respondents are currently using 500gms

Inference:

Majority are 88% respondents are 100gms

21
4.1.12 Table showing how much respondents spending on
current aachi masala product

Respondents No of respondents percentage

spending on current
aachi masala
product
Chili power 10 6.67%
Sambar power 85 56.67%
Butter milk 43 28.67%
Gobi Manchurian 5 3.33%
Idicha sambar powder 7 4.67%
Total 150 100%

4.1.12 Chart showing how much respondents spending on

current aachi masala :

90 56.67% 60%
80
50%
70
60 40%
50 28.67%
30%
40
30 20%
20 6.67%
3.33% 4.67% 10%
10
0 0%
0-99 100-249 250-749 750-999 1000<

Interpretation:

From the above table it is interpreted that 56.67% of the respondents were spending
rs.100-rs.249 on and 28.67% of the respondents werespending rs.250- rs.749 and 4.67% of
the respondents were spending on and 6.67% of the respondents were spending rs.0-rs.99 on
current product

Inference:
Majority are (56.67%) respondents are sambar powder

22
4.1.13 Table showing service that respondents like the most
while using aachi masala:

Service that No of respondents percentage

respondents like the
most while using
aachi masala
18years 12 8%
18-20years 6 4%
20-25 years 45 30%
25-35years 65 43.33%
35-40years 22 14.67%
Total 150 100%

4.1.13 chart showing service that l respondents like the most

while using aachi masala:

4%
8%
14.67%
18 years
18-20

30% 20-25

43.33% 25-35

Interpretation:

From the above table it is interpreted that 43.33% of the respondents like product the
most while using aachi masala and 30% of the respondents like aachi the most while using
aachi masala and 8% of the respondents like the most while using aachi masala and 4% of
the respondents like calling clarity the most while using aachi masala.

Inference
Majority are (43.33%) respondents are 25-35 years

23
4.1.14 Table showing respondent’s answer for the
particular company is doing good in this sector:

Particular company No of respondents percentage

is doing good in this
sector
Promotional activities are 33 22%
better
Visibility is more 20 15.33%
Better reach to customers 40 34.67%
Effective advertisement 10 8.67%
Good customer service 20 19.33%
Total 150 100%

4.1.14 Chart showing respondent’s answer for the

particular company is doing good in this sector:

60 40%
34.67%
35%
50
30%
40 22% 25%
19.33%
30 15.33% 20%
15%
20 8.67%
10%
10 5%
0 0%
Promotional Visibility is more Better reach to Effective Good customer
activities are customers advertisement service
better

Interpretation:

From the above table it is interpreted that 34.67% of the respondents were answer better
reach to customers and 22% of the respondents were answer promotional activities are better
and 15.33% of the respondents were answer visibility is more and 8.67% of the respondents
were answer effective advertisement.

Inference:
Majority are 34.67% of the respondents answer better reach to customers

24
4.1.15 Table showing how many times respondents call at
customer service:

How many times No of respondents percentage

respondents call at
customer service
Not even once 42 28%
Weekly 5 3.33%
Monthly 16 10.67%
3 months once 19 12.67%
Rarely 68 45.33%
Total 150 100%

4.1.15 Chart showing how many times customers call at

customer service:

80 45.33% 50%
70 45%
40%
60
35%
50 28% 30%
40 25%
30 20%
12.67% 15%
20 10.67%
10%
10 3.33% 5%
0 0%
Not even once Weekly Monthly 3 months once Rarely

Interpretation:

From the above table it is interpreted that 45.33% of the respondents were call at
customer service rarely and 28% of the respondents were call at customer servicenot even
once and 10.67% of the respondents were call at customer service monthlyand 3.33% of the
respondents were call at customer service

Inference:

Majority are 45.33% respondents are call at customer service rarely.

25
4.1.16 Table showing challenge with current providers:

Challenge with No of respondents percentage

current providers
Direct seller 30 20%
Indirect seller 39 26%
Wholeseller 25 16.67%
Middle man 8 5.33%
None of the above 48 32%
Total 150 100%

4.1.16 Chart showing challenge with current providers:

60 32% 35%

50 30%
26%
25%
40 20%
16.67% 20%
30
15%
20
10%
5.33%
10 5%

0 0%

Interpretation:

From the above table it is interpreted that 32% of the respondents facing none of the
options and 26% of the respondents facing network coverage and 16.67% of the respondents
facing connection problem and 5.33% of the respondents facing unnecessary balance out

Inference:

Majority are 32% of the respondents are none of the options

26
4.1.17 Table showing ratings of aachi masala:

Percentage
Aachi masala No of the respondents
Excellent 27 18%
Good 61 40.67%
Average 48 32%
Poor 13 8.67%
Bad 1 0.67%
Total 150 100%

4.1.17 Chart showing ratings

70 45%
40.67%
40%
60
32% 35%
50
30%
40 25%

30 18% 20%
15%
20
8.67% 10%
10
5%
0.67%
0 0%
Excellent Good Average poor bad

Interpretation:

From the above table it is interpreted that 40.67% of the respondents are gave the good
as rating and 32% of the respondents are gave average as rating and 8.67% of the respondents
gave poor and 0.67% were bad.

Inference:

Majority are 40.67% respondents are good as rating

27
4.1.18 Table showing ratings of aachi masala taste and quality

Taste and quality No of the Percentage

respondents
Excellent 50 33.33%
Good 61 40.67%
Average 37 24.67%
Poor 2 1.33%
Bad 0 0%
Total 150 100%

4.1.18 Chart showing ratings of product:

70 45%
40.67%
40%
60
33.33% 35%
50
30%
24.67%
40 25%

30 20%
15%
20
10%
10
1.33% 5%
0%
0 0%
Excellent Good Average poor bad

Interpretation:

From the above table it is interpreted that 40.67% of the respondents gave good and
33.33% of the respondents gave excellent and 1.33% of the respondents were given poor as
rating and 0% of the respondent were gave bad as ratings.

Inference:

Majority are 40.67% respondents are gave good

28
4.1.19 Table showing ratings of product plan

product plan No of the respondents percentage

21.33%
Excellent 32
50.67%
Good 76
Average 37 24.67%
poor 5 3.33%
bad 0 0%
Total 150 100%

4.1.19 Chart showing ratings of product plan

3.33% 0%

21.33% Excellent
24.67%
Good
Average
poor
bad
50.67%

Interpretation:

From the above table it is interpreted that 50.67% of the respondents gave good and
24.67% of the respondents gave 3.33% of the respondents were gave poor and 0% were gave
bad

Inference:

Majority are 50.67% respondents were gave good

29
4.1.20 Table showing ratings of people rating over aachi masala:

Rating of masala No of the Percentage

respondents
Excellent 21 14%
Good 78 52%
Average 45 30%
poor 5 3.33%
bad 1 0.67%
Total 150 100%

4.1.20 Chart showing ratings of aachi masala:

90 60%
52%
80
50%
70
60 40%
50 30%
30%
40
30 20%
14%
20
10%
10 3.33%
0.67%
0 0%
Excellent Good Average poor bad

Interpretation:

From the above table it is interpreted that 32% of the respondents were gave good and
30% of the respondents were gave average and 3.33% of the respondents were gave poor and
0.67% of the respondents were bad.

Inference:

Majority are 32% respondents are give good as rating

30
4.1.21 Table showing ratings of product moving in india rating:

Product rating no of the Percentage

respondents

Excellent 34 22.67%

Good 75 50%

Average 35 23.33%
poor 4 2.67%
bad 2 1.33%

Total 150 100%

4.1.21 Cable showing ratings of movement rating:

2.67% 1.33%

22.67% Excellent
23.33%
Good
Average
poor
bad

50%

Interpretation:

From the above it is interpreted that 50% of the respondents were gave good as rating
and 23.33% of the respondents were gave average as rating and 2.67% of the respondents
were gave poor as rating and 1.33% of the respondents were gave bad as rating

Inference:
Majority are 50% of the respondents are give good as rating

31
4.1.22 Table showing rating of packing quality:

Packing quality No of the Percentage

respondents

Excellent 19 12.67%

Good 70 46.67%

Average 54 36%

poor 6 4%

bad 1 0.66%
150 100%
Total

4.1.22 Chart showing rating of packing quality:

80 46.67% 50%
45%
70
36% 40%
60
35%
50 30%
40 25%

30 20%
12.67% 15%
20
10%
10 4%
0.66% 5%
0 0%
Excellent Good Average poor bad

Interpretation:

From the above table it is interpreted that 46.67% of the respondents were gave good
and 36% of the respondents were gave average and 4% of the respondents were gave poor
and 0.66% of the respondents were gave bad

Inference:
Majority are 46.67% of the respondents are give good as rating

32
 CHAPTER – 5

5.1 FINDINGS:

 The following findings are prepared on the basis of on analysis.

 The majority of the female buyers is Neither Satisfied nor dissatisfied.

 The majority of the unmarried respondents are satisfied the Aachi masala products.

 The majority of the respondents are satisfied with the age group of 20 to 30 year of the
Aachi masala products The majority of the respondents are satisfied in the earning group
of Rs.5000 to 8000 per month.

 The majority of the respondents are satisfied of both vegetarian and non-
vegetarianmasala.

 The majority of the respondents are satisfied influenced through the advertisement for
buy the Aachi masala.

 The majority of the respondents are purchase belong 5 members in their family with the
purchase quantity of 50g and 250g of Aachi masala products.

 The majority of the respondents are satisfied for purchase from the departmental stores.

 The following suggestions are prepared on the basis of findings on analysis.

 To supply small size packs for every day purpose to attract the women buyer will reach
people easily.

 The present advertisement covered is effectively in the city area so the company may
consider this to promote the market size in rural areas available in all shops.

 The company may consider providing the fully natural based Masala products.

 Aachi Masala Product at present so many varieties available. But, they do not have
consumer awareness about Masala products so, if they offer awareness to their consumer
manufacturer will obtain more consumers.

33
5.2 SUGGESTION:

 AACHI MASALA has to solve problem and ensure that every place has proper
product supply.
 Packing is low so it should be improve as well
 It would be great if aachi masala provide some new services
 Price cost shouldn’t increase if aachi masala want to maintain the customers now it’s has. problem
has to solve and make sure aachi masala provide stable taste
quality
 Most of the people suggest aachi masala cost of the packages.

5.3 CONCLUSION:

Masala is a very essential and daily using commodity. It is useful to all the group’s
people. In City the packaged Masala is widely used and liked by the Buyers. From the
above study, it is concluded that the packaged masala is more preferable than the loose
masala inthis District. “Aachi” masala is preferred by most of the users are like

Packaging, price, availability, taste, etc., effectiveness of media has bearing an

awareness of the consumer. Aachi Masala products having effective marketing in all
places, because most of themaccepted the product in quality as well as in tasty and price
is low, this project entitled that consumer satisfaction of Aachi Masala Products in City
The overall analysis of the study indicates that at presents so many varieties of products
available even the consumer were satisfied product. So, most of them likely to buy the
Aachi Masala product and they preparethe foods in easy manner, because save the time
and also getting the tasty foods in very short time.
.

34
 REFERANCE
[1] Abinaya. P, Kanimozhi.S and Subramani.A.K, 2015, “Customer Satisfaction Towards
AachiChicken Masala in Avadi” - A Study, Zenith International Journal of Multidisciplinary
Research,Vol.5 (6), JUNE (2015), ISSN 2231-5780.

[2] Thangamani. S, and Arthi. E, 2015, “A Study on Customer Satisfaction Towards Sakthi
Masala in Coimbatore

City”, International Journal of Research in Commerce, Economics & Management, Volume

No. 5 (2015), Issue No.
02 (February) ISSN 2231-4245.

[3] Poonam Bagal, 2015, “A Study on Consumer Buying Behaviour Towards Spices with
Special Reference to Everest Masale in Bengaluru City, International Journal of
InterdisciplinaryResearch Centre, (IJIRC), Volume I, Issue 1 November 2015.

35
[4] Palanivel. V and Manikanda Muthukumar. C. Dr, 2014, “A Study on
Customer Satisfaction Towards Sakthi Masala Products in
CUDDALOREDistrict”, IRACST – International Journal of Commerce, Business
and Management (IJCBM), ISSN: 2319–2828, Vol. 3, No. 3, June 2014.

[5] Krishnakumar. K. Dr and Kavitha. S, 2014, “The Influence of Product

Attributes towards Brand Loyalty of Masala products among women in Salem
City”, GJRA - Global Journal for Research Analysis, Volume-3, Issue-10, Oct-
2014, ISSN No 2277 – 8160.

[6] Ganesanand. S and Rajanbabu. R “Consumer Satisfaction in Processed

Spices Products”, Department of Economics, Bharathidasan University,
Tiruchirappalli-620 023, Tamil Nadu.

[7] Ajjan. N. Dr, Geetha. P, and Sivakumar. S. D, 2007, “Food Processor’s

Distribution Service to the Retailers - A

Case Analysis”, Journal of Contemporary Research in Management,

Volume-1, No.1, 2 Jan -June 2007.

[8] Bala Swamy. M, Anil Kumar. T and Srinivasa Rao. K, 2012, “Buying
Behaviour of Consumers Towards Instant

Food Products”, International Journal of Research and computational Technology, Vol.2

Issue 2,May, 2012 ISSN: 0975-5465 www.ijrct.org.

[9] Vanishree. M. and Shanthi. L. Dr, 2012, “A Study on Customers Awareness

Level towards Sakthi Masala Products with Reference to Coimbatore city”,
Paripex - Indian Journal of Research, Volume: 1, Issue:

36
 11, November 2012 ISSN - 2250-1991.

APPENDIX –(Questionnaire)

1. Gender :
a) Male
b) Female

2. Martial status of the respondents

a) Married'
b)Un married

3. Age of the respondents

a) Less then 18
b)19 -25
c)26-35
d)35-45
e)Above 45

4. Education of the respondents

a) Less then SSLC
b)SSLC
c) HSC
d) Ug e)Pg
f)Diploma
g)Others

5. Occupation of the respondents

A)Student
b)Employee

37
 d)Business
e)Other's

6. Customer which masalaa product currently they using

a)Aachi
b)Rss
c)Others

7. Reson for the sellection of aachi maslaa

a)Taste
b)quality
c)Packing
d)Quantity
e)Other

8. Respondent come to know about aachi masala

a)Advertisement in telivision
b) Newspaper
c) Frends and family
d)Internet
e)Other's

9. Respondent have been using achi masalaa

a) From its launch
b) 6 month or less then 6 months
c)1 years
d)2 year's

10. Aachi masala convinced respondents touse this taste of aachi masala
a) Quality of taste
b)Advertisements

38
 c)Prepare of taste d)Offers

11. Aachi masalaa respondents are currently using

a) 100 GM's
b)500 GM's

12. How much respondents spending on current acchi masala product

a) Chili powder
b)Sambar powder
c)Butter milk
d)Gobi manchuriun
e) Idicha sambar podii

13. Respondent like the most while using aachi masala

a) 18 years
b)18 -20 years
c)20 -25 years
d)25 - 35 years
e) 35 -40 years

14Respondent particular company is doing good in this sector

a)Promotional activities are better
b) Visibility is more
c) Better reach to customer
d)Effective advertisement
e)Good customer service

15. Respondent cal at customer service

a) Not even once
b)weekly

39
 c) Monthly
d) 3 month once
e)Rarly.

16. Challenge with current providers

a) Direct seller
b) Indirect seller
c)Wholesaller
d) Middle man
e) Non of the above

17. Rating of achi masala

a)Excellent
b)Good
c)Average
d)Poor e)Bad

18. Achi maslaa taste and quality

a)Excellent
b)Good
c)Average
d)Poor e)Bad

19. Rating of products plan

a) Excellent
b)Good
d)Average
e)Poor f)Bad

40
20. People rating over Aachi masala
a)Excellent
b)Good
c)Average
d)Poor e)Bad

21. Product moving in india rating

a)Excellent
b)Good
c)Average
d)Poor e)Bad

22. Rating of paking quality

a) Excellent
b)Good
c)Average
d)Poor e)Bad

41