Customer Satisfaction Towards Selected Food Products: A Comparative Study of Brands
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Date
2018-11
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Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu, Jammu
Abstract
The present study investigation entitled “Customer Satisfaction towards selected Food Products: A Comparative study of Brands” was carried out on the basis of primary as well as secondary data of 100 respondents from Jammu city were selected to conduct the study. The present research used exploratory type research and purposive sampling technique for choosing outlets/stores/counters and convenience sampling tools were used in the present study to conduct the survey among the different respondents of Jammu city. The FMCG sector has grown at an annual average of about 11 per cent over the last decade. The food industry of India is poised for huge growth, increasing its contribution to world food trade every year and food processing sector in India has received around US$ 7.54 billion worth of Foreign Direct Investment (FDI) during the period April 2000-March 2017. Most of the consumers of selected food products of the both brands are loyal and frequent buyers of the products, purchase of any food product within a week by customers are (58 per cent) each. The study depicts that the advertisement influenced customer in a positive impression and maximum per cent of the customer of both selected food brands are satisfied with the products. It was revealed from the study that maximum of the customers rated first value and purchase experience of Patanjali Ayurved food products satisfactory. The maximum of the customers rated first overall quality of ITC food products satisfactory. It is revealed from the study that 56 per cent respondents thinks Patanjali Ayurved food products can triumphant over all its competitors and 48 per cent respondents thinks ITC food products can triumphant over all its competitors.
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