CUSTOMER SATISFACTION

1.1 INTRODUCTION

Customer Satisfaction

The buyer forms a judgment of volume and acts. Whether the buyer is satisfied after

purchase depends upon the offer's performance in relation to the buyer's expectations.

According to PHILIP KOTLER, the definition of customer satisfaction is the level of

a person's felt state resulting from comparing a product's perceived performance (or

outcome) in relation to the person's expectations}

Thus the satisfaction level is a function of the difference between perceived

performance and expectations. A customer could experience may be three broad

levels of satisfaction. If the performance fans short of expectations. If the performance

matches the expectations, the, customer is satisfied. If the performance exceeds

expectations, the customer is highly satisfied, pleased or delighted.

Companies are aiming high because who are just satisfied will still find it easy to

switch supplies when a better offer comes along. The fact is that high satisfaction or

Delight creates an emotional affinity with the brand not, just a rational preference, and

they creates high customer loyalty.

The change is to create a company culture such that everyone within the company

aims to delight the customer. Companies seeking to win in today's markets must track

their Customers expectations perceived company performance and consumable

satisfaction that need to monitor this for their competitors as well.

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1.2 STATEMENT OF THE PROBLEM

In the present global business environment, there is a saying that

“Customer is the King” and “survival” is the mantra of each and every organization.

This is achieved only when the customers of its products and services are satisfied.

Retaining the customers’ of a company and make them loyal towards it, depends upon

the degree of satisfaction of them towards the products and services which it offers for

them for meeting their needs and wants. Customer needs, wants and expectations are

changing from time-to-time. The company, which is able to meet these diversified

aspirations of the customers, is the only one to survive in this competitive market.

Thus it is said that, the Survival of a company in this competition business

environment depends upon satisfying its customers with its products and services to

an optimum extent.

Customer satisfaction is the means to determine the survival, growth and prosperity of

an organization and whether to be in the competition or to withdraw from it. In Soft

drink Dairy Industry, Coca Cola and is the market leader in Andhra Pradesh.

In this context, the researcher had undertaken this study to know the degree of

Customer Satisfaction and preferences towards the Coca Cola Soft drink Products

and to find out any discrepancies, in the minds of customers, and to suggest

management measures to minimize them.

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1.3 OBJETIVS OF THE STUDY

 To study the customer satisfaction towards the Coca Cola products.

 To study the marketing efficiency of Coca Cola products.

 To study the customer awareness levels of various Coca Cola products.

 To study the opinion various aspects of Coca Cola products.

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1.4 RESEARCH METHODOLOGY

Research Design

The researcher after selecting the research problem, he has to plan how he

should conduct his research in a most efficient and successful manner. Good planning

gives the direction to the research for the successful completion of the project. The

plan of the study is called as Research design.

Data Source : Primary Data

Research Approach : Survey Method

Research Instrument : Questionnaire

Contact method : Personal/ Direct

Types of Research

Research design is purely and simply a framework for a study that guides the

collection and analysis of the data.

There are two basic types:

1. Descriptive Research

2. Casual Research

This research includes surveys and fact finding enquiries of different kinds.

The major purpose of descriptive research is that the researcher can only describe the

state of affairs existing at present in the organization. The main feature of this method

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is that the Researcher has no control over the extraneous variables called the

respondents as he is going to interview the employees of the organization in order to

perform his study. He can only report what happened or what is happening. In social

science and business research, we quiet often use the terms “ex post facto research”

for descriptive research studies, the researchers can discover and describe the causes

for various situations but he cannot control the situations.

Causal analysis helps the researcher to analyze the cause and effect

relationship between the dependent and independent variables existing with in the

organization. The independent variables are quality, price, availability, durability,

after-sales service and other features of Coca Cola Soft drink Products and the

dependent variables are the Customers’ satisfaction towards the Coca Cola Soft drink

Products and their loyalty towards the company.

Sources of Data

To perform the research study by the researcher, the sources of data obtained

at Coca Cola are-

1) Primary Data: This data is obtained by interacting and interviewing the

customers of Coca Cola by providing them questionnaires and directly

interacting with them.

2) Secondary Data: This data is obtained directly from the company in the

form of broachers, pamphlets, charts, diagrams, documents and other

forms.

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Questionnaire:

This method of data collection is quite popular particularly in case of big enquiries. It

is being adopted by private individuals, research workers, private and public

organizations and even by government. In this method, a questionnaire is issued to the

persons concerned with a request to answer the questions and return the questionnaire.

A questionnaire consists of number of questions printed or typed in a definite order or

a form or set of forms.

The researcher used the structured questionnaire which the questions are:

1. Open-ended questions

2. Closed-ended questions

3) Multiple-choice questions.

Sampling Design

The researcher has done his research study on the customers of Soft drink

products in Nellore using simple Random Sampling Procedure.

Sample Size: 350 Customers of Coca Cola Products

Sampling Procedure

The researcher has performed his study using a convenience sampling method to find

out the Customers’ preferences and satisfaction towards the Soft drink products of

Coca Cola. According to this method, the researcher can select any of the respondents

from the total population to be as a sample for his study by keeping in view time and

cost constraints.

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Random sampling

Random sampling is also known as ‘probability sampling’ or ‘chance sampling’.

Under this sampling design, every item of the universe has an equal chance of

inclusion in the sample.

Random sampling from a finite population refers to that method of sample

selection which gives each possible sample combination an equal probability of being

picked up and each item in the sample. This applies to sampling without replacement

i.e., once an item is selected for the sample, it can appear in the sample again. In brief,

the implications of random sampling (or simple random sampling) are:

a) It gives each element in the population an equal probability of

getting into the sample; and all choices are independent of

one another.

b) It gives each possible sample combination an equal probability

of being chosen.

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1.5 SCOPE OF THE STUDY

The present study is to know the customer satisfaction, marketing efficiency and the

customer awareness levels of Coca Cola and also getting the opinion various aspects

of Coca Cola products.

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1.6 LIMITATIONS OF THE STUDY

 As my study is confined only to the customers of Coca Cola Soft drink

Products, the

 Results may not be generalized to the total market of Coca Cola Soft drink

Products.

 As the customers of Coca Cola Soft drink Products are in a large number, it is

not possible for the researcher to gather information from all of them due to

time and cost constraints.

The information provided by the customers may be misleading. Though

all the measures have been taken to minimize this effect.

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2.1 INDUSTRY PROFILE

producing companies to formulate customer-centric strategies. These changes had a

positive impact, leading to the rapid growth in the FMCG industry. Increased

availability of retail space, rapid urbanization, and qualified manpower also boosted

the growth of the organized retailing sector.

HLL led the way in revolutionizing the product, market, distribution and service

formats of the FMCG industry by focusing on rural markets, direct distribution,

creating new product, distribution and service formats. The FMCG sector also

received a boost by government led initiatives in the 2003 budget such as the setting

up of excise free zones in various parts of the country that witnessed firms moving

away from outsourcing to manufacturing by investing in the zones.

Though the absolute profit made on FMCG products is relatively small, they

generally sell in large numbers and so the cumulative profit on such products can be

large. Unlike some industries, such as automobiles, computers, and airlines, FMCG

does not suffer from mass layoffs every time the economy starts to dip. A person may

put off buying a car but he will not put off having his dinner.

Unlike other economy sectors, FMCG share float in a steady manner irrespective of

global market dip, because they generally satisfy rather fundamental, as opposed to

luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth

largest sector in the Indian Economy and is worth Rs.93000 cr. The main contributor,

making up 32% of the sector, is the South Indian region. It is predicted that in the year

2010, the FMCG sector will be worth Rs.143000 cr. The sector being one of the

biggest sectors of the Indian Economy provides up to 4 million jobs. (Source:

HCCBPL, Monthly Circular)

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A BRIEF INSIGHT - BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an industry, in

which the players constantly innovate, in order to come up with better products to

gain more consumers and satisfy the existing consumers.

Fig 2.0 BEVERAGES IN INDIA

The beverage industry is vast and there various ways of segmenting it, so as to cater

the right product to the right person. The different ways of segmenting it are as

follows:

 Alcoholic, non-alcoholic and sports beverages.

 Natural and Synthetic beverages.

 In-home consumption and out of home on premises consumption.

 Age wise segmentation i.e. beverages for kids, for adults and for senior

citizens.

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 Segmentation based on the amount of consumption i.e. high levels of

consumption and low levels of consumption.

If the behavioural patterns of consumers in India are closely noticed, it could be

observed that consumers perceive beverages in two different ways i.e. beverages are a

luxury and that beverages have to be consumed occasionally. These two perceptions

are the biggest challenges faced by the beverage industry. In order to leverage the

beverage industry, it is important to address this issue so as to encourage regular

consumption as well as and to make the industry more affordable.

Four strong strategic elements to increase consumption of the products of the

beverage industry in India are:

 The quality and the consistency of beverages needs to be enhanced so that

consumers are satisfied and they enjoy consuming beverages.

 The credibility and trust needs to be built so that there is a very strong and safe

feeling that the consumers have while consuming the beverages.

 Consumer education is a must to bring out benefits of beverage consumption

whether in terms of health, taste, relaxation, stimulation, refreshment, well-

being or prestige relevant to the category.

 Communication should be relevant and trendy so that consumers are able to

find an appeal to go out, purchase and consume.

 The beverage market has still to achieve greater penetration and also a wider

spread of distribution. It is important to look at the entire beverage market, as

a big opportunity, for brand and sales growth in turn to add up to the overall

growth of the food and beverage industry in the economy.

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The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually. In India,

Coke and Pepsi have a combined market share of around 95% directly or through

franchisees. Campa Cola has a 1% share, and the rest is divided among local players.

Industry watchers say, fake products also account for a good share of the balance.

There are about 110 soft drink producing units (60% being owned by Indian bottlers)

in the country, employing about 125,000 people. There are two distinct segments of

the market, cola and non-cola drinks. The cola segment claims a share of 62%, while

the non-cola segment includes soda, clear lime, cloudy lime and drinks with orange

and mango flavors.

The per capita consumption of soft drinks in India is around 5 to 6 bottles (same as

Nepal's) compared to Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73, the

Philippines 173 and Mexico 605. The industry contributes over Rs 12 bn to the

exchequer and exports goods worth Rs 2 bn. It also supports growth of industries like

glass, refrigeration, transportation, paper and sugar. The Department of Food

Processing Industries had stipulated that 'contains-no-fruit-juice' labels be pasted on

returnable glass bottles. About 85% of the soft drinks are currently sold in returnable

bottles. There was a floating stock of about 1000 mn bottles valued at Rs 6 bn. If the

industry were to abide by the new guidelines, it would have to invest in new bottles,

resulting in a cost outgo of Rs 5 bn. Neither Coke nor Pepsi is in a position to invest

such a large amount.

Around 400,000 tones of raw material would be required to replace the existing stock

of bottles. Instead, the soft drink industry suggested that a seven-year moratorium be

extended to the industry so that it can incorporate the change in a phased manner.

There is no such mandatory requirement anywhere in the world to specifically label

the glass surface of returnable bottles. The government has decided to extend the date

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for replacing the bottles to end-march 2006. In the meantime, the producers have

shifted substantially to the use of PET bottles.

Soft and aerated drinks were considered products for the middle class and the

affluent. That segregation is no more valid. Soft and aerated drinks are consumed by

all except those who cannot afford to buy any drink. An NCAER study says that 91%

soft drink sales are made to the lower, middle and upper middle classes. The soft

drink industry has been urging the government to categories aerated waters (soft

drinks) equitably with other consumer products of mass consumption and remove

special excise duty.

The industry estimates that the beverage market should grow at twice the rate of GDP

growth. The Indian market should have, therefore, grown by at least 12%. However, it

has been growing at a rate of about 6%. In contrast, the Chinese market grew by 16%

a year, while the Russian market expanded at almost four times the rate of growth of

the Indian market.

It may be recalled that Coca-Cola, the world's number one player, was present in India

for a long time in collaboration with an Indian producer but was thrown out in the late

1970s. It reappeared in India following the economic liberalization era - but after its

rival, world's number two, had already entered in a big way following a long and

tough fight against the opposition from the domestic producers. When Coca-Cola re-

entered, it installed a new milestone. It acquired the well flourishing India's top

player, Parle. Since then it is basically a fight between the two American giants.

Others are playing a peripheral role, as adjuncts to the two MNCs. World's third

biggest player, Cadbury Schweppes, had also made an entry but was gobbled up by

Coca-Cola. When Coca-Cola acquired Parle brands, it was, in fact, buying the bottling

facilities, the marketing network, and the established consumer preference during the

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market build-up. The brands were a drag on the global brand. Since Coca-Cola was

not interested in brands (like Thumps Up), it did not promote them. The result, at

least, in the short run was a loss of the market to the competitor. Coca-Cola decided to

market more effectively the Parle brands. It had in its armory Coke, Thumps Up,

Limca and Fanta. The latest to enter market was Parle’s erstwhile Rimzim, alongside

Portello, a black currant flavored drink, very popular in Srilanka.

Coca-Cola operates through 35 plants and 16 franchisees throughout the country,

while PepsiCo has 20 plants, but it has 7 more franchisees at 23 to 16 of its rival.

Coca-Cola claims a market share of 51%, while Pepsi has a share of 46%. The claims,

however, remain disputed. The other smaller players like Pure Drinks Ltd claim the

rest of the market. The shares of the two lead players are consolidated figures, which

include the respective bottlers. Coca-Cola had approached the government for a five

year extension for divesting 49% equity in its bottling subsidiary, Hindustan Coca-

Cola Holdings. It had set up the marketing subsidiary as part of its strategy to

integrate all its bottling operations, both company-owned and franchisee bottlers,

apparently keeping in line with its global policy. All together, it had bought initially

over 38 franchisee bottlers.

Kandhari Beverages, coke bottlers for north have been eyeing to lift a stake in Coca-

Cola India. Coca-Cola had filed an application to offload 49% stake of its bottling

operations in favour of their Indian operators. Besides Kandhari, three other bottlers,

one each from Uttar Pradesh, Gujarat and Jammu, were lined up to invest in

Hindustan Coca-Cola Holding. Kandhari has already invested Rs 300 mn in 1999 and

2000 to upgrade its capacity. The total investment by all the four was expected to be

Rs 1000 mn. Both Coca-Cola and PepsiCo planned for the launch of lemon-flavored

versions of their products. Both have been expanding their non-carbonated drink line-

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ups, as consumers seem to be shifting away from carbonated soft drinks. PepsiCo is

deliberating whether to come out with Pepsi Twist, a cola mixed with lemon. But

while both companies have juice sports drinks, bottled water and other such drinks in

their line-ups, neither coke nor Pepsi has launched a new national variety of a cola-

flavoured carbonated soft drink in years.

PepsiCo had achieved Rs 3 bn worth of exports, which include processed foods,

basmati rice, guar gum and soft drinks concentrate. PepsiCo completed the second

phase of its expansion and with this expansion, PepsiCo was to explore the possibility

of expanding the export of concentrates to more countries in addition to the exports to

Russia and other South Asian countries.

Pepsi India has entered into a marketing tie up with Hindustan Lever to promote sales

of soft drinks through Pepsi-HLL network of vending machines and fountains. The

major soft drink brands in the Pepsi stable are Pepsi, 7UP, Mirinda, Tropicana and

Acquafina.

As a major strategic departure, both MNCs were expanding their brand range.

Consequent to some diversifying moves, at present, the sales ratio of Coca-Cola

between soft drinks and other beverages is 95.5. The company intended to change this

to 80:20 in the next three years. Its juice brand, Maaza - acquired from Parle a few

years ago - is being given a major thrust. It has plans to go in for canned coffee, iced

tea and purified categories under expansion schemes. It has already launched its

bottled water brand, Kinley, in the Indian market. Besides, it is intending to acquire

domestic brands in the non-carbonated beverages segment.

The global deal between Coca-Cola and P&G to form a snacks and beverages joint

venture company was reported to have slipped into rough weather. The P&G brand of

potato wafer, Pringles, seemed to be faced with distribution problems in India. P&G

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had globally tied up with Coca-Cola to form a stand-alone juice and snacks company.

The new firm is focused on developing and marketing new juices, juice based

beverages and snacks on a global basis. The Sharjah-based Allied Beverages was

pushing its Ahlan brand in India, having entered the market in mid-2000. Its target

was carbonated drinks market in PET bottles. Its plans were to launch a PET bottle

in the popular 300 ml category. Ahlan expected to gain a 12% share of the total PET

bottle market in northern India. Of the total market, PET bottle segment is

approximately 12%. Presently, Allied Beverages has a manufacturing unit at

Dharuhera in Haryana. The product range includes carbonated drinks - cola, orange,

lemon and soda in three pack sizes - 500 ml, 1500 ml and 2000 ml. Allied Beverages

sells non-carbonated drinks in 200 ml foodgrade cups priced at Rs 7 in its portfolio,

available in four different flavours. The company's future plans include pulp-based

fruit drinks in flavours, which will be available in 200 ml non-returnable glass bottles.

IFB Agro Industries has handed over the distribution rights of Cadbury Schweppes in

favour of Coco-Cola India, following the global takeover of Schweppes beverages by

Coke. The company still retains the bottling rights for the beverages.

It was noticed for the first time during the summer of 2004 that soft drink companies

were registering a slower growth in the sale of bottled water at 20% compared to 35%

in case of drinks.

The growing population and rise of the middle class, particularly in emerging

markets, are key growth drivers for non-alcoholic beverage companies. Market

intelligence firm Euromonitor International estimates the middle class around the

world will include 1.5 billion households by 2020, a 25% rise over 2012.

Many companies are innovating products and investing in marketing campaigns that

target fast-growing population segments, such as the Hispanic community in the

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US. Hispanics include people of Cuban, Mexican,Puerto Rican, Southern or Central

American descent. People of other Spanish cultures or origins, regardless of race, are

also considered Hispanic. Nielsen estimates that by 2015, Hispanics will have $1.5

trillion in buying power, reflecting a significant 50% rise from 2010.

PET bottle segment is approximately 12%. Presently, Allied Beverages has a

manufacturing unit at Dharuhera in Haryana. The product range includes carbonated

drinks - cola, orange, lemon and soda in three pack sizes - 500 ml, 1500 ml and 2000

ml. Allied Beverages sells non-carbonated drinks in 200 ml foodgrade cups priced at

Rs 7 in its portfolio, available in four different flavours. The company's future plans

include pulp-based fruit drinks in flavours, which will be available in 200 ml non-

returnable glass bottles.

IFB Agro Industries has handed over the distribution rights of Cadbury Schweppes in

favour of Coco-Cola India, following the global takeover of Schweppes beverages by

Coke. The company still retains the bottling rights for the beverages.

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2.2 COMPANY PROFILE

The Coca-Cola Company The Coca-Cola Company (NYSE: KO) is the world's

largest beverage company, refreshing consumers with more than 500 sparkling and

still brands and more than 3,800 beverage choices. Led by Coca-Cola, one of the

world's most valuable and recognizable brands, our company’s portfolio features 20

billion-dollar brands, 18 of which are available in reduced-, low- or no-calorie

options. Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite,

Dasani, vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold

Peak. Through the world's largest beverage distribution system, we are the No. 1

provider of both sparkling and still beverages. More than 1.9 billion servings of our

beverages are enjoyed by consumers in more than 200 countries each day. With an

enduring commitment to building sustainable communities, our company is focused

on initiatives that reduce our environmental footprint, create a safe, inclusive work

environment for our associates, and enhance the economic development of the

communities where we operate. Together with our bottling partners, we rank among

the world's top 10 private employers with more than 700,000 system associates.

About Coca-Cola India

Coca-Cola India, is one of the country’s leading beverage companies, offering a range

of healthy, safe, high quality, refreshing beverage options to consumers. Over the last

23 years, ever since its re-entry in 1993, the company has gone on to establish an

unmatched portfolio of beverages; refreshing consumers with its leading beverage

brands like Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green

Mango, Limca, Sprite, Sprite Zero, VIO Flavored Milk, Maaza, Minute Maid range of

juices, Georgia and Georgia Gold range of hot and cold tea and coffee options, Kinley

and Bonaqua packaged drinking water, Kinley Club Soda and BURN energy drink.

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The Company along with its bottling partners, through a strong network of over 2.6

million retail outlets, touches the lives of millions of consumers. Its brands are some

of the most preferred and most sold beverages in the country.

The Coca-Cola system in India has already invested USD 2 Billion till 2011, since its

re-entry into India. The company will be investing another USD 5 Billion till the year

2020. The Coca-Cola system in India directly employs over 25,000 people including

those on contract. The system has created indirect employment for more than

1,50,000 people in related industries through its vast procurement, supply and

distribution system. We strive to ensure that our work environment is safe and

inclusive and that there are plentiful opportunities for our people in India and across

the world.

With an enduring commitment to building sustainable communities, our Company is

focused on initiatives that reduce our environmental footprint, support active, healthy

living, create a safe, inclusive work environment for our associates, and contribute to

the development of the communities where we operate. Some its Company’s flagship

community development programs include the “Support My School” program, the

“Parivartan” retailer training program, women empowerment program as a part of the

global 5BY20 campaign etc.

TCCC re-entered the Indian markets post the economic liberalization of 1991 and

established Coca-Cola India Private Limited (CCIPL) as its wholly-owned subsidiary

in 1992. Entities comprising the Coca-Cola System in India are presented below.

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In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-

Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells

concentrate and beverage bases and powdered beverage mixes, a Company-owned

bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen licensed

bottling partners of The Coca-Cola Company, who are authorized to prepare, package,

sell and distribute beverages under certain specified trademarks of The Coca-Cola

Company; and an extensive distribution system comprising of our customers,

distributors and retailers.

Coca-Cola India Private Limited sells concentrate and beverage bases to authorized

bottlers who are authorized to use these to produce our portfolio of beverages. These

authorized bottlers independently develop local markets and distribute beverages to

grocers, small retailers, supermarkets, restaurants and numerous other businesses. In

turn, these customers make our beverages available to consumers across India.

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PRODUCT PROFILE

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one

of the most recognizable brands in the world.

Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first

offered as a fountain beverage at Jacob's Pharmacy by mixing Coca-Colasyrup with

carbonated water.

Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was

being sold in every state and territory in the United States.

In 1899, The Coca-Cola Company began franchised bottling operations in the United

States and in 1906 bottling operations for Coca-Cola began to expand internationally.

Product List & Descriptions

Vio Almond Delight Maaza

Pulpy Orange Minute Maid Nimbu

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Kinley Soda Limca

Kinley Water Coca-Cola

Diet Coke Thums Up

Sprite Fanta

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3 THEORETICAL FRAME WORK

Marketing:

According to Peter Drucker, "Marketing is so basic that it cannot be considered a

separate function. It is the whole business seen from the' point of view its final results,

that is from the Customers point of view business success is not determined by the

producers but by the Customers."

The definition of marketing management as approved by the American Marketing

Association in 1985 is "Marketing Management is the process of planning and

executing the conception, pricing, promotion and distribution of goods, services and

ideas to create exchange with target group that satisfy customer and organizational

objectives".

The definition recognizes that marketing management is a process involving analysis,

planning implementation and control; that it covers goods, services and ideas; that it

rests in the notion of exchange and that the goods is to produce satisfaction for the

parties involved. "

The buyer forms a judgment of volume and acts. Whether the buyer is satisfied after

purchase depends upon the offer's performance in relation to the buyer's expectations.

According to PHILIP KOTLER, the definition of customer satisfaction is the level of

a person's felt state resulting from comparing a product's perceived performance (or

outcome) in relation to the person's expectations}

Thus the satisfaction level is a function of the difference between perceived

performance and expectations. A customer could experience may be three broad

levels of satisfaction. If the performance fans short of expectations. If the performance

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matches the expectations, the, customer is satisfied. If the performance exceeds

expectations, the customer is highly satisfied, pleased or delighted.

Companies are aiming high because who are just satisfied will still find it easy to

switch supplies when a better offer comes along. The fact is that high satisfaction or

Delight creates an emotional affinity with the brand not, just a rational preference, and

they creates high customer loyalty.

The change is to create a company culture such that everyone within the company

aims to delight the customer. Companies seeking to win in today's markets must track

their Customers expectations perceived company performance and consumable

satisfaction that need to monitor this for their competitors as well.

For customer centered companies, customer satisfaction is both a goal and a

marketing tool. Companies that achieve high customer satisfaction ratings make sure

that their customer satisfaction ratings make sure that their target market knows it.

Although the customer centered firm seeks to create high customer satisfaction, it is

not ail to maximum customer satisfaction. First, the company can increase customer

satisfaction by reducing its price or increasing its services, but his "nay result in lower

profits. Second, the company might be able to increase it profitability in other ways,

such as by improving its manufacturing or invest in more in R & D. Third, the

company has many stake holders including employees, dealers, suppliers and

stockholders. Spending more to increase customer satisfaction of other "Partners".

Ultimately the company must operate on the philosophy that it is trying to deliver a

high level of customer satisfaction subject to delivering at least acceptable levels of

satisfaction to other stock holders within the constraints of its total resources.

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A company's tools for tracking and measuring customer satisfaction range from the

primitive to the sophisticated. Companies use the following methods to measure how

much customer satisfaction they are creating.

COMPLAINT AND SUGGESTIONS SYSTEM

A customer centered organization would make it easy for its customer to deliver

suggestions and companies with many good ideas and enable them to act more rapidly

to resolve problems.

CONSUMER SATISFACTION SURVEY

A Company must not conclude that it can get a full picture of customer satisfaction

and dissatisfaction by simply running a complaint and suggestion system, customers

may feel stupid, or that no remedy win be offered. Most customers win buy less or

switch rather than complain. The result is that the company has needlessly lost

customers.

Therefore, companies cannot lose complaint levels as a measure of customer

satisfaction. Responsive companies obtain as direct measure of customer satisfaction

by conducting periodic surveys. They send questionnaires or make telephone calls to

random Sample to their recent customers to find all how they feel about various

aspects of the company performance. They win also solicit buyer's views on their

competitor's performances.

Customer's satisfaction can be measured in a number of ways. It can be measured

directly by asking: "Indicate how satisfied you are with service X on the following

scale; highly dissatisfied, dissatisfied, indifferent, satisfied, highly satisfied, (directly

reported satisfaction) Respondents can be asked as well to rate how much they

expected of a certain attribute and also how much they experienced (derived

dissatisfaction). Still another method is to ask respondents to list any problems they

have had with the offer 'and to list any improvements they could suggest (problem

26
CUSTOMER SATISFACTION

analysis) finally, companies could ask respondents to rate various elements of; the

offer in terms of the importance of each element and how well the organization

performed each element (importance/performance ratings). This last method helps the

company to know it is under performing on relatively unimportant elements. While

connecting customer's satisfaction data, it would also be useful to ask additional

questions to measure customers repurchase intention. This win normally be high, if

the customer satisfaction is high. According to John Young.

"Fully nine out of 10 customers in our surveys who rank themselves as highly

satisfied say they would definitely or probably buy from HP again. This satisfaction

Translates into profitability because it cost five items more to gain a new customer

than it does to keep an existing one."

It would also be useful to. Measure the customer's likelihood or willingness to

recommend the company and brand to other persons. A highly positive word-of-

month score indicates that the company is producing high customer satisfaction.

GHOST SHOPPING:

Another useful way to gather a picture of customer satisfaction is to hire persons to

pose as potential buyers to report their findings on strong and weak points they

experienced in buying the companies and competitors products. These ghost shoppers

can even pose certain problem to test whether the company's stiles personnel handle

the situation well

LOST CONSUMER ANALYSIS:

Companies should contact customers who have stopped buying or two have switched

to another supplier to learn why this happened. They mount a thorough effort to learn

where they failed - is their price too high, their service deficient, their products

unreliable and so on.

27
CUSTOMER SATISFACTION

SOME CAUTIONS IN MEASURING CONSUMER SATISFACTION:

When customers rate their satisfaction with an element of the company's

performances say delivery, we need to recognize that customers win vary in how they

define good delivery; it could mean early delivery, on-time delivery, order

completeness and so on yet if the company had to spent out every element in detail,

customers would force a huge question noise. We must also recognize that two

customers can report being highly satisfied for different reasons. One may be easily

satisfied most of the time and other might be hard to please but "vas pleased on this

occasion.

Companies should also note that managers and sales persons can manipulate their

rating on customer satisfaction. They can also try to exclude unhappy customers from

being included in the survey

One danger is that if customers know that the company win go out of its way to please

customers, some customers may want to express high dissatisfaction (even if

satisfied) in order to receive more concessions.

OBSERVATIONS ON CONSUMER SATISFACTION:

The measured value of industrial output is not necessarily a measure of customer

satisfaction with that output. Here are some of Professor Farmer's findings on the

industry level.

Customer satisfaction win be lower in industries where the industry offers a

homogeneous product to a heterogeneous market. On the -I other hand, industries that

supply high quality homogeneous product to a heterogeneous is market win register

high satisfaction.

Customer satisfaction is lower in industries where repeat buyers force high

switching costs. They have to buy from the Supplier even though their satisfaction is

low.

28
CUSTOMER SATISFACTION

Industries, which depend upon repeat business generally, create a higher I eve!

of customer satisfaction.

As a company increases its market share, customer satisfaction can fan. This is

because more customers with heterogeneous demands are drawn into buying a fairly

homogeneous product.

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer expectation.

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." In a survey of nearly 200 senior

marketing managers, 71 percent responded that they found a customer satisfaction

metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard. In a competitive marketplace where businesses compete for

customers, customer satisfaction is seen as a key differentiator and increasingly has

become a key element of business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They

focus employees on the importance of fulfilling customers’ expectations.

Furthermore, when these ratings dip, they warn of problems that can affect sales and

profitability. . . . These metrics quantify an important dynamic. When a brand has

loyal customers, it gains positive word-of-mouth marketing, which is both free and

highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction.

To be able do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or

service has met or exceeded expectations. Thus, expectations are a key factor behind

29
CUSTOMER SATISFACTION

satisfaction. When customers have high expectations and the reality falls short, they

will be disappointed and will likely rate their experience as less than satisfying. For

this reason, a luxury resort, for example, might receive a lower satisfaction rating than

a budget motel—even though its facilities and service would be deemed superior in

'absolute' terms."

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. For example, cell phone plan providers, such as AT&T and

Verizon, participate in an industry that is an oligopoly, where only a few suppliers of

a certain product or service exist. As such, many cell phone plan contracts have a lot

of fine print with provisions that they would never get away if there were, say, a

hundred cell phone plan providers, because customer satisfaction would be way too

low, and customers would easily have the option of leaving for a better contract offer.

There is a substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

Purpose

A business ideally is continually seeking feedback to improve customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase intentions

and loyalty." "Customer satisfaction data are among the most frequently collected

indicators of market perceptions. Their principal use is twofold:"

"Within organizations, the collection, analysis and dissemination of these data send a

message about the importance of tending to customers and ensuring that they have a

positive experience with the company’s goods and services."

"Although sales or market share can indicate how well a firm is performing currently,

satisfaction is perhaps the best indicator of how likely it is that the firm’s customers

will make further purchases in the future. Much research has focused on the

relationship between customer satisfaction and retention. Studies indicate that the

30
CUSTOMER SATISFACTION

ramifications of satisfaction are most strongly realized at the extremes." On a five-

point scale, "individuals who rate their satisfaction level as '5' are likely to become

return customers and might even evangelize for the firm. (A second important metric

related to satisfaction is willingness to recommend. This metric is defined as "The

percentage of surveyed customers who indicate that they would recommend a brand

to friends." When a customer is satisfied with a product, he or she might recommend

it to friends, relatives and colleagues. This can be a powerful marketing advantage.)

"Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return.

Further, they can hurt the firm by making negative comments about it to prospective

customers. Willingness to recommend is a key metric relating to customer

satisfaction."

Construction

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace.

"Customer satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. It can be, and often is, measured along various

dimensions. A hotel, for example, might ask customers to rate their experience with

its front desk and check-in service, with the room, with the amenities in the room,

with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask

about overall satisfaction 'with your stay.'"

As research on consumption experiences grows, evidence suggests that consumers

purchase goods and services for a combination of two types of benefits: hedonic and

utilitarian. Hedonic benefits are associated with the sensory and experiential attributes

of the product. Utilitarian benefits of a product are associated with the more

instrumental and functional attributes of the product (Batra and Athola 1990).

31
CUSTOMER SATISFACTION

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction behaviors

such as return and recommend rate. The level of satisfaction can also vary depending

on other options the customer may have and other products against which the

customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988

provides the basis for the measurement of customer satisfaction with a service by

using the gap between the customer's expectation of performance and their perceived

experience of performance. This provides the measurer with a satisfaction "gap"

which is objective and quantitative in nature. Work done by Cronin and Taylor

propose the "confirmation/disconfirmation" theory of combining the "gap" described

by Parasuraman, Zeithaml and Berry as two different measures (perception and

expectation of performance) into a single measurement of performance according to

expectation.

The usual measures of customer satisfaction involve a survey with a set of statements

using a Likert Technique or scale. The customer is asked to evaluate each statement

and in term of their perception and expectation of performance of the organization

being measured. Their satisfaction is generally measured on a five-point scale.

"Customer satisfaction data can also be collected on a 10-point scale."

"Regardless of the scale used, the objective is to measure customers’ perceived

satisfaction with their experience of a firm’s offerings." It is essential for firms to

effectively manage customer satisfaction. To be able do this, we need accurate

measurement of satisfaction.

32
CUSTOMER SATISFACTION

Good quality measures need to have high satisfaction loadings, good reliability, and

low error variances. In an empirical study comparing commonly used satisfaction

measures it was found that two multi-item semantic differential scales performed best

across both hedonic and utilitarian service consumption contexts. According to

studies by Wirtz & Lee (2003), they identified a six-item 7-point semantic differential

scale (e.g., Oliver and Swan 1983), which is a six-item 7-point bipolar scale, that

consistently performed best across both hedonic and utilitarian services. It loaded

most highly on satisfaction, had the highest item reliability, and had by far the lowest

error variance across both studies. In the study,[8] the six items asked respondents’

evaluation of their most recent experience with ATM services and ice cream

restaurant, along seven points within these six items: “please me to displeased me”,

“contented with to disgusted with”, “very satisfied with to very dissatisfied with”,

“did a good job for me to did a poor job for me”, “wise choice to poor choice” and

“happy with to unhappy with”.

A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a

four-item 7-point bipolar scale, was the second best performing measure, which was

again consistent across both contexts. In the study, respondents were asked to evaluate

their experience with both products, along seven points within these four items:

“satisfied to dissatisfied”, “favorable to unfavorable”, “pleasant to unpleasant” and “I

like it very much to I didn’t like it at all”.

The third best scale was single-item percentage measure, a one-item 7-point bipolar

scale (e.g., Westbrook 1980). Again, the respondents were asked to evaluate their

experience on both ATM services and ice cream restaurants, along seven points

within “delighted to terrible”.

It seems that dependent on a trade-off between length of the questionnaire and quality

of satisfaction measure, these scales seem to be good options for measuring customer

33
CUSTOMER SATISFACTION

satisfaction in academic and applied studies research alike. All other measures tested

consistently performed worse than the top three measures, and/or their performance

varied significantly across the two service contexts in their study. These results

suggest that more careful pretesting would be prudent should these measures be used.

Finally, all measures captured both affective and cognitive aspects of satisfaction,

independent of their scale anchors. Affective measures capture a consumer’s attitude

(liking/disliking) towards a product, which can result from any product information or

experience. On the other hand, cognitive element is defined as an appraisal or

conclusion on how the product’s performance compared against expectations (or

exceeded or fell short of expectations), was useful (or not useful), fit the situation (or

did not fit), exceeded the requirements of the situation (or did not exceed).

Methodologies

American Customer Satisfaction Index (ACSI) is a scientific standard of customer

satisfaction. Academic research has shown that the national ACSI score is a strong

predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of

Personal Consumption Expenditure (PCE) growth. On the microeconomic level,

academic studies have shown that ACSI data is related to a firm's financial

performance in terms of return on investment (ROI), sales, long-term firm value

(Tobin's q), cash flow, cash flow volatility, human capital performance, portfolio

returns, debt financing, risk, and consumer spending. Increasing ACSI scores has

been shown to predict loyalty, word-of-mouth recommendations, and purchase

behavior. The ACSI measures customer satisfaction annually for more than 200

companies in 43 industries and 10 economic sectors. In addition to quarterly reports,

the ACSI methodology can be applied to private sector companies and government

agencies in order to improve loyalty and purchase intent. Two companies have been

licensed to apply the methodology of the ACSI for both the private and public sector:

34
CUSTOMER SATISFACTION

CFI Group, Inc. and Foresee Results apply the ACSI to websites and other online

initiatives. ASCI scores have also been calculated by independent researchers, for

example, for the mobile phones sector, higher education, and electronic mail.

The Kano model is a theory of product development and customer satisfaction

developed in the 1980s by Professor Noriaki Kano that classifies customer

preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent,

Reverse. The Kano model offers some insight into the product attributes which are

perceived to be important to customers.

Servqual or Rater is a service-quality framework that has been incorporated into

customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction

Barometer) to indicate the gap between customer expectations and experience.

J.D. Power and Associates provides another measure of customer satisfaction, known

for its top-box approach and automotive industry rankings. J.D. Power and Associates'

marketing research consists primarily of consumer surveys and is publicly known for

the value of its product awards.

Other research and consulting firms have customer satisfaction solutions as well.

These include A.T. Kearney's Customer Satisfaction Audit process, which

incorporates the Stages of Excellence framework and which helps define a company’s

status against eight critically identified dimensions.

For B2Bcustomer satisfaction surveys, where there is a small customer base, a high

response rate to the survey is desireable. The American Customer Satisfaction Index

(2012) found that response rates for paper-based surveys were around 10% and the

response rates for e-surveys (web, wap and e-mail) were averaging between 5% and

15% - which can only provide a straw poll of the customers' opinions. One alternative

was developed in 1989 by InfoQuest (the InfoQuest box)which has an average

response rate of 70%+ (2012) based on posing up to 60 questions and statements).

35
CUSTOMER SATISFACTION

In the European Union member states, many methods for measuring impact and

satisfaction of e-government services are in use, which the eGovMoNet project sought

to compare and harmonize.

These customer satisfaction methodologies have not been independently audited by

the Marketing Accountability Standards Board (MASB) according to MMAP

(Marketing Metric Audit Protocol).

36
CUSTOMER SATISFACTION

3.1 RESULTS AND DISCUSSIONS

Table No - 3.1

Gender of the Respondents

S.NO Attributes Respondents Percentage

1 Male 180 51
2 Female 170 49
Total 350 100

Chart No - 3.1

Gender of the Respondents

Interpretation:

The above chart I interpret that the male respondents are 51% and female

respondents are 49%.

37
CUSTOMER SATISFACTION

Table No – 3.2

Age of the Respondents

S.NO Attributes Respondents Percentage

1 16-25 years 151 43

2 26-35 Years 106 30
3 36-45 Years 71 20
4 Above 45 Years 22 6
Total 350 100

Chart No - 3.2

Age of the Respondents

Interpretation:

The above chart shows that 16-25 years age of respondents are 43%, 26-35

years age of respondent’s are 30%, 36-45 years age of respondents are 20% and above

45 years age of respondents are 6%.

38
CUSTOMER SATISFACTION

Table No – 3.3

Qualification of the respondents

S.NO Attributes Respondents Percentage

1 Below Intermediate 71 20
2 UG 192 55
3 PG 87 25
Total 350 100

Chart No - 3.3

Qualification of the respondents

Interpretation:

The above chart shows that 55% of respondents qualification is UG, 25% of

respondents qualification is PG and 20% of respondents qualification is Below

Intermediate.

39
CUSTOMER SATISFACTION

Table No – 3.4

Occupation of the Respondents

S.NO Attributes Respondents Percentage

1 Unemployed 92 26
2 Employee 187 53
3 Business 71 20
Total 350 100

Chart No - 3.4

Occupation of the Respondents

Interpretation:

The above chart shows that 26% respondents are unemployed, 53%

respondents are employees and 20% respondents are Business mans.

40
CUSTOMER SATISFACTION

Table No – 3.5

Purchase of soft drink regularly

S.NO Attributes Respondents Percentage

1 Yes 184 53
2 No 166 47
Total 350 100

Chart No - 3.5

Purchase of soft drink regularly

Interpretation:

The above chart shows that daily purchase of the soft drink customers are 53%
and daily purchase of the soft drink customers are 47%.

41
CUSTOMER SATISFACTION

Table No - 3.6

Customers Preferred brands of Soft drink dairies

S.No Attributes Respondents Percentages

1 Fanta 62 18
2 Coca Cola 43 12
3 Thums Up 137 39
4 Any Other 108 31
Totals 350 100

Chart No - 3.6

Customers Preferred brands of Soft drink dairies

Interpretation:

In The above table I infer that 39% of the Customers are preferring Thums up,

31% of other drinks, 18% are Fanta and 12% are Coca cola,.

42
CUSTOMER SATISFACTION

Table No - 3.7

The Influenced to buying of Coca Cola products

S.NO Attributes Respondents Percentages

1 Quality 121 35
2 Quantity 33 9
3 Price 167 48
4 Packing 29 8
Total 350 100

Chart No - 3.7

Chart shows the influenced to buying of Coca Cola products

Interpretation:

The above table shows the influenced to buying of Coca Cola products

customers are said that 35% quality and quantity will be 9% and price 48% and

packing will be 8%

43
CUSTOMER SATISFACTION

Table No - 3.8

Table Shows the Brand Image Perceived By the Prospective Customers

S.No Attributes Respondents Percentages

1 Excellent 183 52
2 Very Good 89 25
3 Good 40 11
4 Avg 38 12
Totals 350 100

Chart No - 3.8

Chart Shows That the Brand Image Perceived By the Prospective Customers

Interpretation:

The above table shows that the Brand image Perceived by the Coca Cola are excellent

by the customers are said that 52%, very good by the customers are said that 25%,

good by the customers said that 11%, Avg by the customers12%

44
CUSTOMER SATISFACTION

Table No - 3.9

Table shows the satisfied about the Taste of Coca Cola products

S.NO Attributes Respondents Percentages

1 Highly satisfied 69 16
2 Moderately satisfied 120 21
3 Satisfied 134 44
4 Dissatisfied 23 17
5 Highly Dissatisfied 4 2
Total 350 100

Chart No - 3.9

Chart shows that the satisfied about the features of Coca Cola products

Interpretation:

The satisfied about the features of Coca Cola products customers are said that

satisfied 44%, moderately satisfied 21%, Dissatisfied 17%, Highly satisfied 16%,

Highly Dissatisfied 2%.

45
CUSTOMER SATISFACTION

Table No - 3.10

The satisfied about price levels of Coca Cola products

S.NO Attributes Respondents Percentages

1 Highly satisfied 72 21
2 Moderately satisfied 132 38
3 Satisfied 121 35
4 Dissatisfied 22 5
5 Highly Dissatisfied 3 1
Total 350 100

Chart No - 3.10

Chart shows the satisfaction about price levels of Coca Cola products

Interpretation:

The above table shows satisfactions about price levels of Coca Cola products

customers said that moderately satisfied 38%, satisfied 35%, highly satisfied 21%,

dissatisfied 5%, Highly dissatisfied 1%.

46
CUSTOMER SATISFACTION

Table - 3.11

The satisfied about discounts& offers Coca Cola Soft drink

S.NO Attributes Respondents Percentages

1 Highly satisfied 68 19
2 Moderately satisfied 131 37
3 Satisfied 124 35
4 Dissatisfied 24 8
5 Highly Dissatisfied 3 1
Total 350 100

Chart No - 3.11

Chart shows that the satisfied about Discount & offers Coca Cola Soft drink

Interpretation:

The table shows the satisfied about discount &offers Coca Cola Soft drink

customers said that moderately satisfied 37%, satisfied 35%, Dissatisfied 8%, highly

satisfied19%, highly dissatisfied 1%

47
CUSTOMER SATISFACTION

Table No - 3.12

The satisfied with the Coca Cola services

S.NO Attributes Respondents Percentages

1 Highly satisfied 67 19
2 Moderately satisfied 98 28
3 Satisfied 126 36
4 Dissatisfied 52 15
5 Highly Dissatisfied 7 2
Total 350 100

Chart No - 3.12

Chart shows that the customers were satisfied with Coca Cola services

Interpretation:

The above table shows that the satisfied with the Coca Cola services

customers were satisfied 36%, Dissatisfied 15%, moderately satisfied 28%, Highly

satisfied 19%, Highly dissatisfied 2%.

48
CUSTOMER SATISFACTION

Table No - 3.13

The satisfied about offers compared to competitors Brands

S.NO Attributes Respondents Percentages

1 Highly satisfied 17 5
2 Moderately satisfied 133 38
3 Satisfied 112 32
4 Dissatisfied 81 23
5 Highly Dissatisfied 7 2
Total 350 100

Cart No - 3.13

The chart shows that the satisfied about offers compared to competitors Brands

Interpretation:

The above table shows that the customers Expectation were satisfied 32%,

Dissatisfied 23%, moderately satisfied 38%, highly satisfied 5%, and highly

dissatisfied 2%.

49
CUSTOMER SATISFACTION

Table No - 3.14

The satisfied about Awareness of Coca Cola Soft drink

S.NO Attributes Respondents Percentages

1 Highly satisfied 71 20
2 Moderately satisfied 82 23
3 Satisfied 148 42
4 Dissatisfied 44 14
5 Highly Dissatisfied 5 1
Total 350 100

Chart No - 3.14

Chart shows that the satisfied about Awareness of Coca Cola Soft drink

Interpretation:

The above table shows that the satisfied about Awareness of Coca Cola Soft

drink were satisfied 42%, Moderately satisfied 23%, highly satisfied 20%, dissatisfied

14%, and highly dissatisfied 1%.

50
CUSTOMER SATISFACTION

Table No - 3.15

Which media is suitable for the Coca Cola Soft drink

S.No Attributes Respondents Percentages

1 Print media 48 14
2 Electronic media 168 48
3 Outdoor media 134 38
Total 350 100

Chart No - 3.15

The chart shows that which media is suitable for the Coca Cola Soft drink

Interpretation:

The above table shows that the Electronic media is suitable for the Coca Cola

48%, Outdoor media is 38%, print media is 14%.

51
CUSTOMER SATISFACTION

Table No - 3.16

The satisfied about the Advertisements of Coca Cola Products to compared

competitor Brands.

S.NO Attributes Respondents Percentages

1 Highly satisfied 58 17
2 Moderately satisfied 83 24
3 Satisfied 72 20
4 Dissatisfied 129 37
5 Highly Dissatisfied 8 2
Total 350 99

Chart No - 3.16

The shows that the satisfied about the Advertisements of Coca Cola Products to

compared competitor Brands.

Interpretation:

The above table shows that the satisfied about the Advertisements of Coca Cola

Products to compared competitor Brands were dissatisfied 37%, Moderately satisfied

24%, satisfied 20%, highly satisfied 20%, and highly dissatisfied 2%.

52
CUSTOMER SATISFACTION

3.2 CHI-SQUARE TEST

Hypothesis:

H0: Satisfaction level is independent upon Gender.

H1: Satisfaction level is dependent upon Gender.

Level of significance is 0.05

Table No - 3.17

Gender and Satisfaction level of Quality, Quantity and Price

Chi
Square P
H.S M.S S D.S H.D.S Total DOF
observe Value
d
Male
21 58 81 12 8 180
(O)
Female
17 47 75 17 14 170 4.020203
(O)
Total 38 105 156 29 22 350
19.54 54.00 80.23 14.91 11.31
Expected Chi
(E) 18.46 51.00 75.77 14.09 10.69 Square 0.403
4
Critical 279
1.46 4.00 0.77 -2.91 -3.31
(O-E)
-1.46 -4.00 -0.77 2.91 3.31
(O-E) 2.12 16.00 0.60 8.49 10.98
9.487729
Square 2.12 16.00 0.60 8.49 10.98
(O-E) 0.11 0.30 0.01 0.57 0.97
Square/E 0.12 0.31 0.01 0.60 1.03

Interpretation:
The p-value is found by P(χ2>4.02) with degrees of freedom = (2-1) x (5-1) = 4.
Minitab calculates this p-value to be greater than 4.02. Given this p-value of 0.40 is
greater than alpha of 0.05, we accept the null hypothesis that Satisfaction level is
independent upon Gender. We conclude that gender will have not influence the
satisfaction level.

53
CUSTOMER SATISFACTION

Hypothesis:
H0: Satisfaction level is independent upon Age of respondents.
H1: Satisfaction level is dependent upon Age of respondents.
Level of significance is 0.05
Table No - 3.18
Age and Satisfaction level of Quality, Quantity and Price
Chi
P
Square
H.S M.S S D.S H.D.S Total Valu DOF
observe
e
d
16-25 years 19 41 67 16 8 151
26-35 Years 13 26 53 9 5 106
36-45 Years 6 17 37 9 2 71
Above 45 83.8458
1 4 14 2 1 22
Years
Total 25 58 104 25 10 350
10.79 25.02 44.87 10.79 4.31
Expected 7.57 17.57 31.50 7.57 3.03 Chi
(E) 5.07 11.77 21.10 5.07 2.03 Square
1.57 3.65 6.54 1.57 0.63 Critical
8.21 15.98 22.13 5.21 3.69 0 12
5.43 8.43 21.50 1.43 1.97
(O-E)
0.93 5.23 15.90 3.93 -0.03
-0.57 0.35 7.46 0.43 0.37
67.47 255.27 489.80 27.19 13.58
(O-E) 29.47 71.14 462.37 2.04 3.89
21.0260
Square 0.86 27.40 252.90 15.43 0.00
0.33 0.13 55.69 0.18 0.14
6.26 10.20 10.92 2.52 3.15
(O-E) 3.89 4.05 14.68 0.27 1.28
Square/E 0.17 2.33 11.99 3.04 0.00
0.21 0.03 8.52 0.12 0.22

Interpretation:
The p-value is found by P(χ2<83.84) with degrees of freedom = (4-1) x (5-1) = 12.
Minitab calculates this p-value to be less than 83.84. Given this p-value of 0.00 is
less than alpha of 0.05, we reject the null hypothesis that Satisfaction level is
dependent upon Age of the respondents. We conclude that Age of the respondents
will have to influence the satisfaction level.

54
CUSTOMER SATISFACTION

Hypothesis:
H0: Satisfaction level is independent upon education of respondents.
H1: Satisfaction level is dependent upon education of respondents.
Level of significance is 0.05
Table No - 3.19
Education and Satisfaction level of Quality, Quantity and Price

Chi
Square P
H.S M.S S D.S H.D.S Total DOF
observe Value
d
Below
9 21 37 3 1 71
Intermediate
UG 21 49 87 19 16 192
11 19 36 18 3 87 62.452
PG
Total 30 70 124 22 17 350
6.09 14.20 25.15 4.46 3.45
Expected (E) 16.46 38.40 68.02 12.07 9.33 Chi
Square
7.46 17.40 30.82 5.47 4.23 Critical
2.91 6.80 11.85 -1.46 -2.45 0 8
(O-E) 4.54 10.60 18.98 6.93 6.67
3.54 1.60 5.18 12.53 -1.23
8.49 46.24 140.32 2.14 6.00
20.64 112.36 360.13 48.04 44.55
(O-E) Square 15.5073
157.0
12.55 2.56 26.80 1.50
4
1.40 3.26 5.58 0.48 1.74
(O-E)
1.25 2.93 5.29 3.98 4.78
Square/E
1.68 0.15 0.87 28.72 0.36

Interpretation:
The p-value is found by P(χ2<62.45) with degrees of freedom = (3-1) x (5-1) = 8.
Minitab calculates this p-value to be less than 62.45. Given this p-value of 0.00 is
less than alpha of 0.05, we reject the null hypothesis that Satisfaction level is
dependent upon Education of the respondents. We conclude that Education of the
respondents will have to influence the satisfaction level.

55
CUSTOMER SATISFACTION

Hypothesis:
H0: Satisfaction level is independent upon education of respondents.
H1: Satisfaction level is dependent upon education of respondents.
Level of significance is 0.05
Table No - 3.20
Occupation and Satisfaction level of Quality, Quantity and Price

Chi
Square P
H.S M.S S D.S H.D.S Total DOF
observ Value
ed
Unemployed 11 19 41 15 6 92
Employee 19 51 78 22 17 187
35.582
Business 8 19 32 9 3 71 2
Total 30 70 119 37 23 350
6.09 14.20 24.14 7.51 4.67
Expected (E) 16.46 38.40 65.28 20.30 12.62
7.46 17.40 29.58 9.20 5.72 Chi
4.91 4.80 16.86 7.49 1.33 Square
0 8
(O-E) 2.54 12.60 12.72 1.70 4.38 Critica
0.54 1.60 2.42 -0.20 -2.72 l
24.15 23.04 284.26 56.16 1.78
(O-E) Square 6.47 158.76 161.80 2.90 19.21
0.29 2.56 5.86 0.04 7.38
15.507
3.97 1.62 11.78 7.48 0.38
(O-E) 3
0.39 4.13 2.48 0.14 1.52
Square/E
0.04 0.15 0.20 0.00 1.29

Interpretation:
The p-value is found by P(χ2<35.58) with degrees of freedom = (3-1) x (5-1) = 8.
Minitab calculates this p-value to be less than 35.58. Given this p-value of 0.00 is
less than alpha of 0.05, we reject the null hypothesis that Satisfaction level is
dependent upon Occupation of the respondents. We conclude that Occupation of the
respondents will have to influence the satisfaction level.

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CUSTOMER SATISFACTION

4.1 FINIDINGS

 From the above study I observed that 64% of the customers are preferring

Coca Cola Soft drink products.

 36% of the customers are using Coca Cola products.

 From the survey I find the 8% of customers are Influenced to buy price Factor.

 52% of customers are buying based on Brand Image.

 44% of the customers are satisfied about all the factors(taste, price, fat

percentage )

 From the study 42% of the customers are Moderately satisfied of price levels.

 36%of the customers are Moderately satisfied of Discounts &offers.

 I observed that 37% customers are satisfied with the services of Coca Cola

Soft drink.

 From the study 38% of the customers are satisfied about offers compared to

competition brands.

 55% of the customers opinion about competitions of Coca Cola Soft drink is

Coca Cola Soft drink.

 I find the 43% of the customers are Moderately satisfied field about

Awareness of Coca Cola Soft drink.

 41% of customers preferred Electronic media suitable for the Coca Cola Soft

drink.

 About the Advertisements of Coca Cola Soft drink compared to competitor

36% of the customers are satisfied.

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CUSTOMER SATISFACTION

4.2 SUGGESTIONS

 The Coca Cola as increasing more distributions channels.

 The Coca Cola maintain same relations with the customers in feature also.

 Coca Cola should up date technology of out put.

 To conduct more Awareness programs in the villages about Coca Cola Soft

drink details.

 To concentrate to give Advertisements through Holdings, print media.

 Coca Cola should satisfy all the customers, suppliers and distribution

members.

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5 CONCLUSION

Overall the observation the Coca Cola Soft drink products purchasing by the

majority of the customers and very satisfied with Coca Cola Soft drink products.

The organizations should maintain same relations and also to use new

technology and to increase strong distributions channels to provide more discounts on

the occasions and festivals and also to conduct the awareness programs like sales

promotions mix.

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CUSTOMER SATISFACTION

QUESTIONNAIRE

Customer Name:

Address :

1. Gender of the respondents:

A. Male B. Female

2. Age of the Respondents

A. 16-25 years B. 26-35 Years C. 36-45 Years D. Above 45 Years

2. Qualification of the respondents

A. Below 10th Class B. Intermediate C. UG D. PG

3. Occupation of the Respondents

A. Unemployee B. Employee C. Business

4. Do You Purchases Soft drink regularly? ( )

A. Yes B. No

5. Which Soft drink Do You Prefer? ( )

A. Fanta B. Coca Cola C. Thums Up D. Any Other

6. Since How Long You Have Preferred Coca Cola Products? ( )

A. 1to5yrs B. 6to7yrs C. Above8yrs

7. Which Factor The Influenced To Buying Of Coca Cola Products? ( )

A. Quality B. Quantity C. Price D. Packing

8. How is the Brand Image Perceived by the Prospective Customer? ( )

A. Excellent B. Very Good C. Good D Avg

9. Are you satisfied About the taste of Coca Cola Products? ( )

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CUSTOMER SATISFACTION

A. Highly Satisfied B. Moderately Satisfied C. Satisfied D. Dissatisfied

E. Highly Dissatisfied

10. What Is Your Satisfaction About Price Level Of Coca Cola Products? ( )

A. Highly Satisfied B. Moderately Satisfied C. Satisfied

D. Dissatisfied E. Highly Dissatisfied

11. Are You Satisfied About Discounts & Offers Of Coca Cola Soft drink? ( )

A. Highly Satisfied B. Moderately Satisfied C. Satisfied

D. Dissatisfied E. Highly Dissatisfied

12. Are you satisfied With the Coca Cola products availability? ( )

A. Highly Satisfied B. Moderately Satisfied C. Satisfied

D. Dissatisfied E. Highly Dissatisfied

13. What Is Your Satisfied About Offers Compared To Competitors Brand? ( )

A. Highly Satisfied B. Moderately Satisfied C. Satisfied

D .Dissatisfied E. Highly Dissatisfied

14. What Is Your Satisfaction about Awareness of Coca Cola Soft drink ( )

A. Highly Satisfied B. Moderately Satisfied C. Satisfied

D. Dissatisfied E. Highly Dissatisfied

15. In Your Opinion Which Media Is Suitable for Coca Cola Soft drink? ( )

A. Print Media B.Electronic Media C.Outdoor Media

16. What Is Your Satisfaction About The Advertisements of Coca Cola Products to

Compared Competitor Brands? ( )

A. Highly Satisfied B. Moderately Satisfied C. Satisfied

D .Dissatisfied E. Highly Dissatisfied

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CUSTOMER SATISFACTION

17. Give Any Suggestions -----------------

Demographic Highly Moderately Highly

Attributes Satisfied Dissatisfied
Factors Satisfied Satisfied Dissatisfied
Male
Gender
Female
16-25 years
26-35 Years
Age 36-45 Years
Above 45
Years
Below
Intermediate
Education
UG
PG
Unemployed
Occupation Employee
Business

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CUSTOMER SATISFACTION

BIBLIOGRAPHY

AUTHOR NAME TITLE OF THE NAME OF THE EDITION

BOOK PUBLISHER

PHILIP KOTLAR MARKETING PEARSON ELEVENTH EDITION

AND KEVIN LANE MANAGEMENT EDUCATION
KELLER
LEON G.SHIFFMAN
AND LESLIE LEZAR CONSUMER PRENTICE HALL OF
KANUK BEHAVIOUR INDIA(P) LTD ----------------

TATA Mc GRAW
G.C.BERI MARKETING HILL PUBLISHING ----------------
RESEACH COMPANY LTD.

C.R.KOTHARI RESEARCH WISHWA SECOND EDITION

METHODOLOGY PRAKASHAN

K.K. SRIVASTAVA CONSUMER GALGOTIA

AND SUJATHA BEHAVIOUR PUBLISHING FIFTH EDITION
KHADAI COMPANY

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CUSTOMER SATISFACTION

WEBSITES:

https://www.google.co.in/
https://www.wikipedia.org
https://www.goodreads.com
www.yourarticlelibrary.com
www.investopedia.com
www.businessdictionary.com
https://www.consumerpsychologist.com

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