“MARKET POTENTIAL, CUSTOMERS SATISFACTION AND PERCEPTION TOWARD VASUDHARA PACKAGED BUTTERMILK IN NAVASARI CITY” 2961
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Date
2019-08
Authors
LATHIYA PINALBEN DEVRAJBHAI
Journal Title
Journal ISSN
Volume Title
Publisher
JAU, JUNAGADH
Abstract
The study on “Market potential, customer’s satisfaction and perception toward
Vasudhara packaged buttermilk in Navasari city” was undertaken with the objective
to study the socio-economic profile of customers, to derive market potential of
Vasudhara packaged buttermilk in Navasari city, to know the customers perception, to
know the satisfaction level of customers and to study the constraints faced by
retailers. The survey under study was carried out in Navasari city. Purposive sampling
technique was used for the selection of 120 customers and 10 retailers, this 120
customers and 10 retailers was used for the determination of the socio-economic
profile, satisfaction level and perception of customers and constraints faced by
retailers. To determine the market potential 120 customers was selected by random
sampling technique. To study the socio-economic profile of customers the tabular
analysis was used to analysis of data. MP = N × MS × Q formula was used to find out
the market potential of Vasudhara packaged buttermilk in Navasari city. The weighted
average mean was used to study the perceptions of customers. The likert scale
technique was used to study the satisfaction level of customers. Garrett's ranking
technique was used to study the constraints faced by the retailers. The study tries to
understand the socio-economic profile of customers. Market potential of Vasudhara
packaged buttermilk for Navasari city was 918787 liter (Approx.). Perception of
customers were very high related to the regular supply, affordable price, preferred
taste and smell. Customers were satisfied with Regular supply, price pay, serving
temperature, while some customers were dissatisfied with the attractive packing, shelf
life, thickness, fat content and hygiene of Vasudhara buttermilk. Low margin and
availability of advertisement at point of sale was major problem faced by retailers.