Achimasala New 1

A STUDY OF CUSTOMER SATISFACTION TOWARDS AACHI
MASALA
CHAPTER I
INTRODUCTION
Mr. Issac in 1995, he started with a product of Liquid Blue and thereafter, introduced
AACHI MASALA products in rural and semi urban areas of Tamil Nadu. Within 12 years,
AACHI has out beaten its competitors and has emerged as the No. 1 FMCG Brand in South India.
Today, AACHI has 150 products. There are over 3,500 exclusive agents and 10 lakh retail outlets
all over India and abroad. Besides AACHI products launched in Chennai today. AACHI GROUPS
has been achieving record sales turnover over the years and for the concluded financial year end
March 31, 2014. The group sales turnover is 1000 crores. It is expected to stride the magical figure
of Rs.1700 crores by March 2019.
AACHI has provided employment to several hundreds of woman and nearly for 40
physically challenged persons. About 5000 families rely on AACHI and 20,000 individuals earn
there livelihood because of AACHI. Gulab Jamun mix and badam drink mix of the brand AACHI
are the successful products.
AACHI products had not only prospered in India but also in several country such as
USA, Canada, Netherlands, UK, Switzerland, Belgium, Malaysia, Singapore, Australia, UAE,
Angola etc., shortly AACHI products will be launched in Kuwait, Saudi Arabia, Sri Lanka,
Maldives and Seychelles.
Mr. Issac attributes his resounding success to “provide common man with quality food
products at his affordable price “. In AACHI factories, all workers are provided with best food and
shelter. It is the satisfaction of all stake holders that has put AACHI in numero one position. TQM
and Good Manufacturing Practices are a way of life in AACHI. Mr. Issac’s vision is to make
AACHI a common brand, Food related FMCG products in Indian akin to WALMART in U0SA
which outsources best products and markets them in its brand name. AACHI will be the QUEEN
OF ALL KITCHENS.
Now (2019) AACHI masala is the FIRST of all masala groups In India.
DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

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1.1 OBJECTIVES OF THE STUDY
With a view of find out the solution for the problems raised above, the following
objectives have been framed,
 To identify the customer satisfaction towards AACHI product
 To find out the customer preference of AACHI product compared to competitor products
 To find out the reason which provide the most satisfaction to the customer
 To offer valuable suggestions to improve Masala products.
1.2 STATEMENT OF THE PROBLEM
In the competitive world, there are many problems in marketing. Some problems can be
solved but so many problems may not be solved. Masala product manufactures are producing
various Masala product in our country and they are playing an important role in fulfilling the
needs of new brands of Masala product. At present the consumers are more dynamic. Their taste,
needs and preference are changing new and then the consumers now look for product
differentiation and the convenience offered. The consumer has certain expectation from branded
Masala product in terms of its quality, price, taste and its cooking convenient. companies’
concentration on advertisement makes the consumer to get awareness about the latest brands in the
market. The consumers face various problems to select their branded Masala product. It is
identified that there is a need for research work in the field of awareness and satisfaction on
branded Masala product in the area of Pollachi town

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1.3 RESEARCH METHODOLOGY
INTRODUCTION
This research has been dealt with the research methodology of the study which includes
the need and importance of the study, area of field study, pilot study, research design, sampling,
tools of the data collection, frame work, limitation of the study.
RESEARCH DESIGN:
The research design is a frame work of the complete research. The research design is
descriptive research study. The main purpose of descriptive research is to describe the study as
exist of present.
Sampling technique:
A total of 100 Masala products customers in Pollachi town been taken as the sample.
Simple Random-sampling method was used.
SOURCE OF DATA:
There are two types of the source of data; these are primary & secondary source of data.
Primary source:
Primary data is the first hand information, which the researcher gets from the population.
The tool for collecting primary data is “Questionnaire
“Questionnaire”.
”. The researcher is the primary source of
data collection for this study in Pollachi people.
Secondary source
Secondary Data is an integral part of any research study as it provides information on
variables, which plays a major part in the actual research. The source of secondary data includes.
The text books, journals, research articles, Net reference from the secondary source of data
collection.
TOOLS OF DATA COLLECTION:

Data collection was conducted by the researcher through interview schedule.
 Percentage analysis
 Simple correlation Method

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Percentage Analysis:
Percentage refers to a special kind of ratio in making comparison between two or more
data and to describe relationships. Percentage can also be used to compare the relation terms in the
distribution of two or more sources of data.
Number of Respondents
Percentage of Respondents = --------------------------------- X 100
Total Respondents
Simple correlation Method:
When two variables are studied it is called simple correlation.
R =
SCOPE OF THE STUDY

The scope of this study is confined to consumers satisfaction about various brands of
Masala products. The study is also extended to identify the various factors influencing the
consumers to choose a particular brand of Masala products and various problems faced by the
consumers and producers and sellers.
LIMITATIONS OF THE STUDY
Though it is an in depth analysis, it is not free from the limitations. The following are the
limitations of this study:
 This study is based on the prevailing customer satisfaction. But the consumer satisfaction may
change according to time, fashion, technology and development.
 The period of study is limited up to six months.
 The study is based on some statistical tools. These statistical tools have their own limitation.
 This study is conducted only in Pollachi.

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CHAPTER II
REVIEWS OF THE LITERATURE
1. 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.
2. 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 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 Aachi masala for taste & preference, so the
company should maintain it and increase the more number of customers.

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3. Meuter et al., (2000) have observed that factors contributing to customers’ satisfaction
include time saving devices and behavior of front line employees. Further, technology failures
and poor service design are dissatisfiers
4. Parsuraman (2000) has concluded that conventional marketing will merely become a
ticket to enter in the competitive service industry. To stay and prosper, the service providers
would require a genuine commitment to serve customers well. This demands a through change
in their existing outlook. They need to come out with everything that can enhance the
satisfaction level of their customers.
5. Mehta et al., (2000) have observed that customers demand value for the money they are
spending to avail services. They can get such a value provided they get better services at the
same prices or same services at the lower prices. The authors have highlighted the importance
of bringing in quality in the services.
6. Srivadas and Baker (2000) have found a high degree of positive correlation between
service equality and satisfaction level of the customers. This is true in case of services ranging
from banking to tourism and aviation and so forth. The service providers can ill-afford to
ignore service quality any longer.
7. Sharma and Patterson (2000) had proved Satisfaction has a significant impact on
customer loyalty and as a direct antecedent; leads to commitment in business relationships thus
greatly influencing customer repurchase intention (Morgan and Hunt 1994). Indeed, the impact
of satisfaction on commitment and retention varies in relation to the industry, product or
service, environment, etc. Indeed, if the firm is able to manage the customer switching costs, it
can still retain the customer even though the satisfaction may be lower. The longer the
relationship, the more the two parties gain experience and learn to trust each other (Dwyer et
al., 1987)

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8. Syzmanski and Henard (2001) in his work on Customer Satisfaction: A Meta-Analysis of
the Empirical Evidence. In their meta analysis studies not found a single study, where
satisfaction would have a negative effect on loyalty. When testing the effects of satisfaction,
we have in addition to the dynamic complexity (mediation) also taken into account the detail
complexity (industry variable). Satisfaction could also influence loyalty in a context dependent
way. One of the key contextual factors could be the interdependence between satisfaction with
a specific provider and satisfaction with the marketplace in general. This link could be sector
specific, could depend on the similarity between providers, and also how customers perceive
the sector in general. The variable satisfaction has been normally found to have either a
positive or no effect on loyalty and therefore managers do not risk decreasing loyalty with
their intentions to increase it. However, running these marketing activities is costly both in
terms of managers’ attention and resources deployed.
9. Jamal and Naser (2002) they worked on Customer satisfaction and retail banking: an
assessment of some of the key antecedents of customer satisfaction in retail banking they
explained how Understanding of the antecedents to and outcomes of customer satisfaction is a
critical issue for both academics and bank marketers. Previous research has identified service
quality, expectations, disconfirmation, performance, desires, affect and equity as important
antecedents of customer satisfaction. The impact of service quality dimensions and customer
expertise on satisfaction.
10. Zhilin (2004) worked on customer perceived value, satisfaction, and loyalty: The role of
switching cost had mentioned In a competitive setting, such as the Internet market, where
competition may be only one click away, has the potential of switching costs as an exit barrier
and a binding ingredient of customer loyalty become altered? The moderating effects of
switching costs on the association of customer loyalty and customer satisfaction and perceived
value are significant only when the level of customer satisfaction or perceived value is above
average. In light of the major findings, the article sets forth strategic implications for customer
loyalty in the setting of electronic commerce.

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11. Beerli et al., (2004) had written an article on a model of customer loyalty in the retail banking
market On the basis of empirical research carried out in the retail banking market, they
proposed a structural equations model enabling us to reach the conclusions that satisfaction
together with personal switching costs are antecedents leading directly to customer loyalty,
with the former exerting the greatest influence; and perceived quality is a consequence of
satisfaction.
12. Ndubisi and Wah (2005) had worked on factorial and discriminant analyses of the
underpinnings of relationship marketing and customer satisfaction The results show that five
key dimensions, namely: competence, communication, conflict handling, trust, and
relationship quality, discriminate between customers in terms of perceived relationship quality
and customer satisfaction. Moreover, overall bank customer relationship quality discriminates
between satisfied customers and those who are not. This research has succeeded in identifying
a list of dimensions that underpin relationship marketing and also in identifying the RM
underpinnings that best discriminate between customers that perceive a high quality bank-
customer relationship and those that don’t. It has also identified the factors that best
discriminate between customers who are satisfied with the banks’ services and those who are
not. It also provides guidance to researchers and practitioners concerning the relational factors
and organizational processes that may facilitate quality bank-customer relations and customer
satisfaction, as purposed from inception. Based on the data furnished by bank customers in
Malaysia, and the subsequent analysis of the data, some important findings were made.
13. Zoe and Dimitriades (2006) they worked on Customer satisfaction, loyalty and
commitment in service organizations .customer satisfaction was not interpreted as a
conceptually distinct construct from customer loyalty; a conceptual overlap also emerged
between attitudinal loyalty and loyal behavioural actions such as word of mouth; whereas
customer commitment was highly positively associated with loyalty (and satisfaction),
according to expectations. Hierarchical regression analysis was used to investigate potential
moderating effects of gender and service setting on the satisfaction-commitment and
commitment-loyalty hsetting did not moderate the relationship between satisfaction and
commitment and between commitment and loyalty in the sample studied.

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14. Dash (2006) worked on Measuring Customer Satisfaction in The Banking Industry. He has
summarized that the working of the customer's mind is a mystery which is difficult to solve
and understanding the nuances of what customer satisfaction is, a challenging task. His
exercise in the context of the banking industry gives us an insight into the parameters of
customer satisfaction and their measurement. The vital information will help us to study how
satisfaction amongst the customers and customer loyalty in the long run is an integral part of
any business. We can recognize where we need to make changes to create improvements and
determine if these changes, after implemented, have led to increased customer satisfaction. "If
you cannot measure it, you cannot improve it."
15. Baumann et al., (2007) they worked on prediction of attitude and behavioural intentions in
retail banking. The results indicate that willingness to recommend is best predicted by
affective attitude, overall satisfaction and empathy. Short-term behavioural intentions,
however, were best predicted by overall satisfaction and responsiveness, while long-term
intentions were predicted by overall satisfaction, affective attitude and empathy. The three
models explained a substantial amount of the variation in the dependent variables: 71 per cent
for willingness to recommend, 43 per cent for short-term intentions and 46 per cent for long-
term intentions. In conclusion, the results provide evidence that the SERVQUAL dimensions
are a useful tool to predict overall satisfaction and affective attitude. Overall satisfaction and
affective attitude, in contrast, were found to be the most powerful predictors of future
behavioural intentions.
16. Levesque, T and McDougall, G.H.G. (1996), the study investigated the major
determinant of customer satisfaction and future behavioural intensions in the retail
banking sector. The study identifies the determinants that include service quality
dimensions (e.g. getting it right the first time), service features (e.g. competitive interest
rates), service problems, service recovery and products used. The study finds, in
particular, that service problems and the bank's service recovery ability have a major
impact on customer satisfaction and intention to switch banks. However, the results do not
support the view that satisfactory problem recovery leads to greater customer satisfaction
or closer 'bonding' of the customer with the prov'der. At best a satisfaction problem

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recovery leads to the same level of customer satisfaction as when a problem had not
occurred.
17. Malhotra, M., and Arora, S. (1999). The study investigates that level of customer
satisfaction in the public sector banks and th3e private, with the purpose of helping bank
managements to formulate marketing strategies to attract customers towards them. The
exploratory study was done by collecting data from the cities of Amritsar, Ludhiana and
Chandigarh. Twenty attributes were taken into consideration for measuring the level of
satisfaction} dissatisfaction. The study found that there are six factors, in order of their
importance are routine operation factor, price factor, situation factor, environmental
factors, technology factor and interactive factor. Similarly, for customers of private sector
banks, the factors found to be important are staff factor, routine operation factor, service
factor, environmental factors, technology factor, interactive factor and promotional factor.
Moreover, factor wise average scores of these factors reveal that there is significant
difference beb, veen the satisfaction Ivele of the customers of public and the private
sector banks. The latter are found to be more satisfied. A few strategies suggested by the
authors to improve service quality are proper training of the staff, conducting market
surveys periodically, personalizing the service, avoiding long queues, having well lit,
ventilated and clean surroundings.
18. Athanassopoulous, A., Gounraris, S. and Stathakopuoulos V. (2001), the paper

investigates the behavioural consequences of customer satisfaction in the banking
industry. The authors examine the impact of customer satisfaction on customer’s
behavioural responses. The findings indicate that when customers assessed customer
satisfaction to be high, they either decided to stay with the existing service provider or
subdue their negative behavioural intensions. Customer satisfaction is also found to have
strong positive association with word-of mouth communication. The research results
confirm prior research and indicate that the customer satisfaction dimensions are not
industry specific, but also country specific. The authors suggest to develop strategies to
enhance behavioural responses to customer satisfaction and prohibit negative ones. Such
strategies can include meeting customers desired service levels, preventing service

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problems from occurring, dealing effectively with dissatisfied customers, solving service
problems effectively when they occur and dealing with customer complaints positively.
19. Sureshchandar G.S., Rajendran C. and Anantharaman R.N. (2002) adopt a

different approach and view customer satisfaction as a multi-dimensional construct just as
service quality, but argues that customer satisfaction should be operationalized along the
same factors (and the corresponding items) on which service quality is operationalized.
Based on this approach, the link between service quality and customer satisfaction has
been investigated. The results indicate that the two constructs are indeed independent but
are closely related, implying that an increase in one is likely to lead to an increase in
another.
20. Singh S. (2004) empirically studies the appraisal of customer services of PSBs in
terms of level of customer service and satisfaction determined by brand, location and
design, variety of services, rates and changes, systems and procedures etc. The study
concludes that staff behaviour is very polite and services are provided even in the late
hours. Study reveals that 62 percent respondents answer that immediate credit is not given
for outstation cheques, 93 percent feel that they do not hold periodical meetings and
services are not provided according to the given schedules. It concludes that services of
private sector banks are better than the services of public sector banks.
21. Saha P. and Zhao Y. (2005) analyse the relationship between service quality and
customer satisfaction in internet banking and five service quality dimensions are selected.
A quartative research approach is used to get a better understanding of this issue. A small
quantitative survey has been also conducted to support the results obtained from the
quartative study. Nine service quality dimensions i.e. efficiency, reliability,
responsiveness, fulfilment, privacy, communication, personalization, technology update
and logistic/technical support are identified in this study. The quality performance of all
the nine dimensions is shown to have a strong impact on customer satisfaction

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22. Mishra J.K. and Jain M. (2007) study various dimensions of customer satisfaction in
nationalized and private sector banks. Two-stage factor analysis is computed to arrive at
the dimensions of customer satisfaction the study analyses ten factors and five dimensions
of customer satisfaction for nationalized and private sector banks respectively. The study
concludes that satisfaction of the customers is an invaluable asset for the modern
organizations, providing unmatched competitive edge, it helps in building long term
relationship as well as brand equity. The best approach to customer retention is to deliver
high level of customer satisfaction that result in, strong customer loyalty.
23. Vimi Jham & Kaleem Mohd Khan, (2008), conducted a study on Customer
Satisfaction in the Indian Banking Sector, among five Indian banks, aimed at identifying
customer satisfaction variables which lead to relationship building, and developing a
conceptual framework of relationship marketing practices in Indian banks by capturing
the perspectives of customers with respect to their satisfaction with various services. It
also sought to identify whether demographics have a role to play in customer satisfaction.
The three relationship dimensions, namely, traditional services, multi-channel banking

and intimal marketing, which lead to customer satisfaction, were identified through factor
analysis. A repeated measure of ANOVA was run on the relationship dimensions to assess
significant difference in the level of satisfaction of the customer. A perceptual map was
created using the factor scores of each of the five banks which helped identify how each
bank was positioned in the customers' minds.
Reporting on the different satisfaction levels of the customers, the findings suggest that
while private banks have been able to attract the younger customers with higher
educational levels, who are comfortable with multi-channel banking, the customers of the
national bank are older and more satisfied with the traditional facilities. The results from
this study could provide managerial lessons on assessment of strengths and improvement
of services and in evolving a research strategy that will benefit the management of banks.

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24. R.K. uppal (2009) studded customer service and customer satisfaction in Indian
commercial banks and concluded that in the emerging competitive environment and IT era
with little or no distinction in the product offering, it is speed of rendering service that
sets apart one bank from another. Prompt service is equated with quality service. Time is
a major factor which affects the quality & reputation of the banks. E-banks are providing
quick service & that is why they are becoming more popular. Hence, it is very essential
that all bank groups should put in place the right kind of systems to further cut down on
service time and render instantaneous service to the customers. Only such banks will
satisfy the customers' expectations and tend to survive in the rat race for market shares in
the days to come
25. Kumbhar V. M (2011) attempted to examine a contribution of various dimensions of

service quality in customers' satisfaction A result of the study indicates that, all 13
variables were found significant and were good predictors of overall satisfaction in e-
banking. However, A result of principle component analysis indicates that, Perceived
Value, Brand Perception, Cost Effectiveness, Easy to Use, Convenience, Problem
Handling, Security/Assurance and Responsiveness are important factors in customers
satisfaction in e-banking it explains 48.30 per cent of variance. Contact Facilities, System
Availability, Fulfilment, Efficiency and Compensation are comparatively less important
because these dimensions explain 21.70 per cent of variance in customers' satisfaction.
Responsiveness, Easy to Use, Cost Effectiveness and Compensation are predictors of
brand perception in e-banking and Fulfilment, Efficiency, Security/Assurance,
Responsiveness, Convenience, Cost Effectiveness, Problem Handling and Compensation
are predictors of perceived value in e-banking. Therefore, banker and e-banking service
designers should think over these dimensions and make possible changes in the e-banking
services according to the customers' expectations and need of the time. It will be helps to
enhance service quality of e-banking and increase the level of customers' satisfaction in
ebanking

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CHAPTER III
COMPANY PROFILE OF AACHI PRODUCT
AACHI GROUP was found in the year 1995 by Mr. A.D.Padmasingh Issac. A first
generation Entrepreneur with BBA and hailing from Nazareth in Tirunelveli District of Tamil
Nadu. Mr. Issac had earlier served for Godrej Soaps as Area Manager for over a decade. The
Tamil word ‘Aachi’ is used for addressing women with respect. It has also been derived from
the word “Aatchi” which means ‘to rule’. In Silappathikaram, a Tamil epic, the AACHIYAR
FAMILY provided food and shelter to Kovalan and Kannaki, the legendary couple!
Undoubtedly, AACHI has come to rule kitchen today!
The companies which are under the shadow of AACHI roof are:-
o AACHI MASALA FOODS (P) LTD

o AACHI SPICES & FOODS (P) LTD
o AACHI SPECIAL FOODS (P) LTD
AACHI has become a household name because of its excellent quality products and at the
same time catering to the common man at prices affordable by him. The product range is so
wide and backed up by quality products that no household can afford to miss Aachi products
from kitchen. The success of the brand “Aachi “ may be attributed to meet the demand of
consumer from all walks of life at affordable price. AACHI Group, which started as a smell
proprietorship concern in 1995, has enlarged its branches. The Sales turnover for the year
2014-15 has touched Rs.858 Crores from Aachi Masala Foods (p) Ltd alone. The total
turnover of the Group has reached Rs.1000 Crores during 2018-19.
Todays pace and pressures on the time of home makers have made AACHI to sharpen
focus and cater better to customers increasing needs.

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3.1THE WINNING STRATEGY
Phenomenal success of AACHI in the shortest span of time stems from its consumer –
oriented approach and for any branded company of equivalent dimension would have
taken several decads, stems from its consumer –oriented approach. AACHI’s R&D
develops the products asper the consumers needs. Conforming to international quality
guidelines and specification which are very stringent for Food Processing Industries, the
products are manufacture adopting the state-of-the-art latest technology in the hygienic
environment.
3.2 AACHI’s CORE STRENGTHS

 Dedicated and Motivated Teems
 Loyal customers
 Continuous market analysis and Survey of customers needs
 Strong resources & Marketing Network
 Excellent Quality products
 Standardization & Upgradation of products as per international standards
 Adherence to International business standard ethics
 Targeting marketing of all walks life.
 Excellent Brand Recall
AACHI Groups’ turnover has been increasing at Compounded Annual Growth Rate of
30% over the last three years which is higher than that of the national average of 50% for Food
Processing Industries. The Growth Rate As been 38% during 2013-15 over 200-11. The
Economic Slowdown in all industrial sector,. AACHI groups cold achieve higher turnover
event during the Economic slowdown in all Industrial sector. AACHI avails currently 150
products range in different pack sizes to suit every house hold.
AACHI’s wide range of products include

 Pure and blended spice powders (masalas)
 Wheat products
 Edible oil
 Ghee
 Ready to cook products

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 Asafetida
 Papad
 Rice and wheat products for diabetic patients
 Tea
 Biscuits
 Vegetable pickles, rice paste varieties& thokku varieties
 Soups
 AACHI has lined up few products which are to be launched soon.
 Mineral water
 Snacks products
 Frozen Foods (veg. & non veg.)
 Fruit juices & beverages
 Non veg. pickles
“Aachi” gained recognition as the best FMCG Company for the year 2007 by a
survey conducted by “sai ram institute of management studies”. The Chairman Mr.Issac
has been recognized by the rotary club as the “best entrepreneur”. Mr. Issac has been
elected to the southern regional council of CII recently, representing talim nadu is the
chairman of MSME panel of CII Chennai zone.
3.3 DETAIL ABOUT FOUNDER:

Mr. A.D. Padmasingh Issac, Chairman and Managing Director of AACHI Group of
Companies was born in December 1955 in a middle class family at Nazareth, Tirunelveli
District. He did his graduation in Business Administration from Aditanar College,
Tiruchendur and Joined for Godrej Soaps as Sales Officer. In view of his excellent and
meritorious performance, within 2 years he was promoted as Area Sales Manager in charge
of Tamil Nadu. His 10 years of experience in Godrej Soaps that kindled his entrepreneurial
spirit in Mr. Issac! In 1995, he started with a product of Liquid Blue and thereafter,
introduced AACHI MASALA products in rural and semiurban areas of Tamil Nadu. He is
well knowledge in the abundant market potential of all standards of work life before
several MNCs stepped in aggressive rural marketing.

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3.4 VISION MISSION:
VISION:
To manufacture and market food products on a sustainable basis catering to all segments of
the society at affordable prices and increase the intrinsic value for all stakeholders with the
highest Corporate Governance Standards.
MISSION:
We are dedicated to provide our customers with the finest, high-quality products,
hygienically prepared and competitively priced, living up to the expectations of our customers
and suppliers for achieving symbiotic relationship. We will achieve this with best business
ethics & practices.

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CHAPTER IV
ANALYSIS AND INTERPRETATION
TABLE: 4.1
AREA WISE CLASSIFICATION
AREA NO OF PERCENTAGE
RESPONDENTS
Semi urban 42 42%
Rural 58 58%
Total 100 100
INTERPRETATION:
From the table it shows that 42(42%) of the respondents belongs to Semiurban area and
58(58%) of the respondents belongs to Rural area.
Majority 58(58%) of the respondents belong to Rural area.

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CHART- 4.1
AREA WISE CLASSIFICATION

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TABLE:4.2
AGE WISE CLASSIFICATION
AGE NO OF PERCENTAGE
RESPONDENTS
Below 20 12 12%
21 to 30 28 28%
31 to 40 34 34%
Above 40 26 26%
Total 100 100
INTERPRETATION:
From the above table it shows that 12(12%) of the Respondents are Below the age group
of 20; 28(28%) of the Respondents are in between the age group of 21-30; 34(34%) of the
Respondents are in the age group of 31-40; 26(265) of the Respondents are above the age group of
40.
Hence 34(34%) of the Respondents belong to the age group of 31 to 40.
CHART 4.2

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AGE WISE CLASSIFICATION
TABLE: 4.3

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CLASSIFICATION BASED ON MARITAL STATUS
MARITAL STATUS NO OF PERCENTAGE

RESPONDENTS
Married 70 70%
Unmarried 30 30%
Total 100 100
INTERPRETATION:
From the above table it shows that 70(70%) of the Respondents are Married; 30(30%)
of the respondents are Unmarried.
Majority 70(70%) of the Respondents are Married.
CHART-4.3
CLASSIFICATION BASED ON MARITAL STATUS

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TABLE: 4.4
CLASSIFICATION BASED ON OCCUPATION

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OCCUPATION NO OF PERCENTAGE
RESPONDENTS
Govt. employee 10 10%
Private. Employee 18 18%
Business 10 10%
Professional 0 0%
Students 16 16%
Agriculture 12 12%
House wife 34 34%
Others 0 -
Total 100 100
INTERPRETATION:
From the above table it shows that 10(10%) of the Respondents belongs to Govt.
Employee; 18(18%) of the Respondents are Private employee; 10(10%) of the Respondents are
doing Business; 16(16%) of the Respondents are in Students category; 12(12%) of the
Respondents are doing agriculture; 34(34%) of the Respondents are being House wife.
Hence 34 (34%) of the Respondents are House wife.
CHART: 4.4
CLASSIFICATION BASED ON OCCUPATION

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TABLE: 4.5
CLASSIFICATION BASED ON MONTHLY INCOME

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MONTHLY INCOME NO OF PERCENTAGE
RESPONDENTS
Below 10,000 12 12%
10,001 to 25,000 58 58%
25,001 to 50,000 26 26%
Above 50,000 2 2%
Total 100 100
INTERPRETATION:
From the above table it shows that 12(12%) of the Respondents Monthly Income is below
Rs10, 000; 58(58%) of the Respondents Monthly Income is between Rs.10,001 to Rs.25,000;
26(26%) of the Respondents Monthly Income is between Rs.25,001 to Rs.50,000 and the
remaining 2( 2%) of their Monthly Income is above Rs. 50,000.
Majority 58 (58%) of the Respondents Monthly income is between 10,001 and 25,000.
CHART: 4.5
CLASSIFICATION BASED ON MONTHLY INCOME

26
TABLE: 4.6
CLASSIFICATION BASED ON TYPE OF FAMILY
TYPE OF FAMILY NO OF PERCENTAGE

27
RESPONDENTS
Joint family 32 32%
Nuclear family 68 68%
Total 100 100
INTERPRETATION:
From the above table it shows that 32 (32%) of the Respondents belong to Joint family; 28
(28%) of the Respondents are belong to Nuclear family.
Majority 68(68%) of the Respondents belong to Nuclear family.
CHART: 4.6
CLASSIFICATION BASED ON TYPE OF FAMILY

28
TABLE: 4.7
CLASSIFICATION BASED ON AWARENESS OF AACHI PRODUCT

29
AWARENESS NO OF PERCENTAGE
RESPONDENTS
Friends 22 22%
Relatives 34 34%
Colleagues 6 6%
Neighbour 10 10%
Media 28 28%
Others 0 0%
TOTAL 100 100
INTEPRETATION:
From the above able it shows that 22(22%) of the Respondents know about Aachi
product through their friends; 34(34%) of the Respondents know through their Relatives; Six (6%)
of the Respondents know through their Colleagues; 10(10%) of the Respondents come to know
through Neighbor; 28(28%) of Respondents come to know through Media.
Hence 34 (34%) of the Respondents know about Aachi product through their
Relatives.
CHART: 4.7
CLASSIFICATION BASED ON AWARNESS OF AACHI PRODUCT

30
31
TABLE: 4.8
CLASSIFICATION BASED ON FREQUENT OF PURCHASING
FREQUENT OF NO OF PERCENTAGE
PURCHSING RESPONDENTS
Daily 18 18%
Weakly 28 28%
Monthly 54 54%
Total 100 100
INTERPRETATION:
From the table it shows that 18(18%) of the respondents are purchase with daily; 28
(28%) of the respondents buy it weakly; 54 (54%) of the respondents purchase it monthly.
Majority 54 (54%) of the respondents purchase Aachi product.
CHART: 4.8

32
CLASSIFICATION BASED ON FREQUENT OF PURCHASING
TABLE: 4.9

33
CLASSIFICATION BASED ON QUANTITY OF PURCHASING
QUANTITY NO OF PERCENTAGE
RESPONDENTS
20g 10 10%
50g 12 12%
100g 14 14%
200g 22 22%
500g 28 28%
1kg 16 16%
10kg 0 -
Total 100 100
INTERPRETATION:
From the above table it shows that 10 (10%) of the respondents purchase Aachi
product in 20g packs; 12 (12%) of the respondents purchase 50g packs; 14 (14%) of the
respondents purchase 100g packs; 22 (22%) of the respondents purchase with 200g packs; 28
(28%) of the respondents purchase 500g packs; 16 (16%) of the respondents purchase 1kg.
Hence 28 (28%) of the respondents purchase 500g packs.
CHART: 4.9
CLASSIFICATION BASED ON QUANTITY OF PURCHASING

34
TABLE: 4.10
PERIOD OF USAGE

35
PERIOD OF USAGE NO OF PERCENTAGE
RESPONDENTS
1-5 years 15 15%
6-10 years 35 35%
Above 10 years 50 50%
Total 100 100
INTERPRETATION:
From the above table it shows that 15(15%) of the respondents are using Aachi
product from 1-5 years; 35(35%) of the respondents are using from past 6-10 years; 50(50%) of
the respondents areusing Aachi product above 10 years.
Majority 50 (50%) of the respondents using Aachi product from 1-5 years.
CHART: 4.10
PERIOD OF USAGE

36
TABLE:3.11
CLASSIFICATION BASED ON PLACE OF PURCHASING
PLACE OF NO OF PERCENTAGE

37
PURCHASING RESPONDENTS
Retail shop 14 14%
Department store 32 32%
Grocery shop 54 54%
Total 100 100
INTERPRETATION:
From the above table it shows that 14 (14%) of the respondents purchase Aachi
product from Retail shop; 32 (32%) of the respondents purchase from Departmental store; 54
(54%) of the respondents purchase it from grocery shop.
Majority 54 (54%) of the respondents are purchase Aachi product from the
departmental store.
CHART: 4.11
CLASSIFICATION BASED ON PLACE OF PURCHASING

38
TABLE: 4.12
FAMILY MEMBERS LIKE TO PREFER MOSTLY

39
PREFERENCE NO OF PERCENTAGE
RESPONDENTS
Vegetarian 16 16%
Non-vegetarian 30 30%
Both 54 54%
Total 100 100
INTERPRETATION:
From the above table it shows that 16 (16%) of the respondents like to prefer
vegetarian food; 30(30%) of the respondents preferring Non-vegetarian; 54 (54%) of the
respondents prefer Both Vegetarian and Non-vegetarian food.
Majority 54 (54%) of the respondents like to prefer Both vegetaraian and Non-
vegetarian food.
CHART: 4.12
FAMILY MEMBERS LIKE TO PREFER MOSTLY

40
TABLE: 4.13
FAMILY MEMBER’s FEEDBACK

41
FEEDBACK NO OF PERCENTAGE
RESPONDENTS
Very good 56 56%
Good 44 44%
Bad 0 -
Total 100 100
INTERPRETATION:
From the above table it shows that 56 (56%) of the respondents feels that Aachi
product is very good; 44(44%) of respondents feels Aachi product is good.
Majority 56 (56%) of the respondents feels very good by using Aachi product.
CHART: 4.13
FAMILY MEMBER’s FEED BACK

42
TABLE: 4.14.1
SATISFACTION IN BRAND IMAGE

43
BRAND IMAGE NO OF PERCENTAGE
RESPONTENTS
HIGHLY SATISFIED 84 84%
SATISFIED 16 16%
DISSATISFIED 0 0%
HIGHLY DISSATISFIED 0 0%
TOTAL 100 100
INTERPRETATION:
From the above table it shows that 84 (84%) of the respondents are highly satisfied
with brand image; 16 (16%) of the respondents are satisfied with brand image.
Majority 84 (84%) of the respondents are highly satisfied with Brand Image of
Aachi product.
CHART: 4.14.1
SATISFACTION IN BRAND IMAGE

44
TABLE: 4.14.2
SATISFACTION IN PRICE

45
PRICE NO OF PERCENTAGE
RESPONDENTS
SATISFIED 40 40%
DISSATISFIED 2 2%
TOTAL 100 100
INTERPRETATION:
with price; 40 (40%) of the respondents are satisfied;2(2%) of the respondents are
dissatisfied;1(1%) of the repondents are highly dissatisfied with price
Majority 57 (57%) of the respondents are highly satisfied with the Price of Aachi
product.
CHART: 4.14.2
SATISFACTION IN PRICE

46
47
TABLE: 4.14.3
SATISFACTION IN QUALITY
QUALITY NO OF PERCENTAGE
RESPONDENTS
SATISFIED 46 46%
DISSATISFIED 0 0%
HIGHLY 0 0%
DISSATISFIED
TOTAL 100 100
INTERPRETATION:
with quality of Aachi product; 46 (46%) of the respondents are satisfied with quality of the
product.
Majority 54 (54%) of the respondents are highly satisfied with the quality of Aachi.

48
CHART: 4.14.3
SATISFACTION IN QUALITY

49
TABLE: 4.14.4
SATISFACTION IN QUANTITY
QUANTITY NO OF PERCENTAGE
RESPONDENTS
SATISFIED 60 60%
DISSATISFIED 3 2%
TOTAL 100 100
INTERPRETATION:
From the above table it shows that 35(35%) of the respondents are highly satisfied
with quantity provided by Aachi; 60 (60%) of the respondents are satisfied ;3(3%) of the
respondents are dissatisfied;2(2%) of the repondents are highly dissatisfied with quantity
provided.
Majority 60 (60%) of the respondents are highly satisfied by with the Quantity
provided Aachi product.
CHART: 4.14.4

50
SATISFACTION IN QUANTITY
TABLE: 4.14.5

51
SATISFACTION IN TASTE
TASTE NO OF PERCENTAGE
RESPONDENTS
SATISFIED 46 46%
DISSATISFIED 2 2%
TOTAL 100 100
INTERPRETATION:
with taste; 46 (46%) of the respondents are satisfied with taste; two (2%) of the respondents are
dissatisfied with taste.
Majority 52 (52%) of the respondents are highly satisfied in Taste by using Aachi
product.
CHART: 4.14.5
SATISFACTION IN TASTE

52
TABLE: 4.14.6
SATISFACTION IN SMELL

53
SMELL NO OF PERCENTAGE
RESPONDENTS
SATISFIED 40 40%
DISSATISFIED 2 2%
TOTAL 100 100
INTERPRETATION:
with smell; 40 (40%) of the respondents are satisfied with smell; two (2%) of the respondents are
dissatisfied with smell of Aachi product.
Majority 58 (58%) of the respondents are highly satisfied with Smell of Aachi
product.
CHART: 4.14.6
SATISFACTION IN SMELL

54
TABLE: 4.14.7
SATISFACTION IN FLAVOUR

55
FLAVOUR NO OF PERCENTAGE
RESPONDENTS
SATISFIED 40 40%
DISSATISFIED 4 4%
TOTAL 100 100
INTERPRETATION:
with flavor; 40 (40%) of the respondents are satisfied with flavor; four (4%) of the respondents are
dissatisfied with flavor.
Majority 56 (56%) of the respondents are highly satisfied with the Flavor of Aachi
product.
CHART: 4.14.7
SATISFATION IN FLAVOUR

56
TABLE: 4.14.8
SATISFACTION IN VARIETY

57
VARIETY NO OF PERCENTAGE
RESPONDENTS
SATISFIED 30 30%
DISSATISFIED 4 4%
TOTAL 100 100
INTERPRETATION:
with variety; 30 (30%) of the respondents are satisfied with variety availabl in Aachi product;
four(4%) of the respondents are dissatisfied with variety.
Majority 66 (66%) of the respondents are highly satisfied with the variety available in
Aachi product.
CHART: 4.14.8
SATISFACTION IN VARIETY

58
59
TABLE: 4.14.9
SATISFACTION IN EASY TO COOK
EASY TO COOK NO OF PERCENTAGE

RESPONDENTS
SATISFIED 43 43%
DISSATISFIED 3 3%
TOTAL 100 100
INTERPRETATION:
due to its comfort in cooking; 43(43%) of respondents are satisfied for its comfort in cooking.
Majority 54 (54%) of the respondents are highly satisfied with Aachi brand due to
its comfort in cooking.
CHART: 4.14.9

60
SATISFACTION IN EASY TO COOK
TABLE: 4.14.10

61
SATISFACTION IN COLOR
COLOR NO OF PERCENTAGE
RESPONDENTS
SATISFIED 48 48%
DISSATISFIED 0 0%
HIGHLY 0 0%
DISSATISFIED
TOTAL 100 100
INTERPRETATION:
with color; 48 (48%) of the respondents are satisfied with color.
Majority 52 (52%) of the respondents are highly satisfied with the color of Aachi
product.
CHART: 4.14.10
SATISFACTION IN COLOR

62
TABLE: 4.14.11
SATISFACTION IN OFFER

63
OFFER NO OF PERCENTAGE
RESPONDENTS

SATISFIED 52 52%
DISSATISFIED 4 4%
TOTAL 100 100
INTERPRETATION:
with offer provided by Aachi brand; 52 (52%) of the respondents are satisfied with offer; four(4%)
of the respondents are dissatisfied with offer.
Majority 52 (52%) of the respondents are highly satisfied with the offer being
provided by Aachi product.
CHART: 4.14.11
SATISFACTION IN OFFER

64
TABLE: 4.14.12
SATISFACTION IN AVAILABILITY

65
AVAILABILITY NO OF PERCENTAGE
RESPONDENTS
SATISFIED 50 50%
DISSATISFIED 2 2%
HIGHLY 0 0%
DISSATISFIED
TOTAL 100 100
INTERPRETATION:
with of Aachi product availability; 50 (50%) of the respondents are satisfied availability of
products; Two(2%) of the respondents are dissatisfied with availability.
Majority 50 (50%) of the respondents are highly satisfied with the availability of
Aachi product.
CHART: 4.14.12
SATISFACTION IN AVAILABILITY

66
TABLE: 4.14.13
SATISFACTION IN TIME SAVING

67
TIME SAVING NO OF PERCENTAGE
RESPONDENTS
SATISFIED 46 46%
DISSATISFIED 4 4%
TOTAL 100 100
INTERPRETATION:
with time saving while cooking; 46 (46%) of the respondents are satisfied with time saving; four
(4%) of the respondents are dissatisfied with time saving.
Majority 50 (50%) of the respondents are highly satisfied with time saving while
cooking through Aachi product.
CHART: 4.14.13
SATISFACTION IN TIME SAVING

68
TABLE: 4.14.14
SATISFACTION IN PACKAGE

69
PACKAGE NO OF PERCENTAGE
RESPONDENTS

SATISFIED 46 46%
DISSATISFIED 4 4%
TOTAL 100 100
INTERPRETATION:
From the above table it shows that respondents 50(50%) of the respondents are
highly satisfied with package; 46 (46%) of the respondents are satisfied with package; four (4%)
of the respondents are dissatisfied with package.
Majority 50 (50%) of the respondents are highly satisfied with the Package of Aachi
product.
CHART: 4.14.14
SATISFACTION IN PACKAGE

70
71
SIMPLE CORELATION
4.2.1
Correlation between Purchasing carried by Classification Based On Purchasing and Period Of

Usage
Calculation of correlation
Let X be the Frequent of purchasing carried by Classification Based On Frequent Of Purchasing

and Y be the Frequent of purchasing carried by Period Of Usage
S.NO X Y x2 y2 XY
1 18 15 324 225 270
2 28 35 784 1225 980
3 54 50 2916 2500 2700
TOTAL 100 100 4024 3950 3950
R =
=0.944911
The value more than 0.5 is highly correlated and the value of this correlation is 0.9,

72
so it is highly correlated.
4.2.2
Correlation between the Frequent Of Purchasing carried by Classification Based On Purchasing

and Period Of Usage
Let X be the Frequent of purchasing carried by Based On Place Of Purchasing Purchasing

and Y be the Frequent of purchasing carried by Prefer Mostly
S.NO X Y x2 y2 XY
1 14 16 196 256 224
2 32 30 1024 900 960
3 54 54 2704 2916 2196
TOTAL 100 100 3924 4072 3380
R =
= 0.995668

73
4.2.3
Correlation between the most satifcation to the customer
Let X be the most satifcation to the customer carried by price and Y be the most satifcation to the
customer carried by quanty
S.NO X Y x2 y2 XY
1 57 35 3249 1225 1995
2 40 60 1600 3600 2600
3 2 3 4 9 6
4 1 2 1 4 2
TOTAL 100 100 4854 4838 4403
R =
= 0.811173

74
4.2.4
Correlation between the most satifcation to the customer
Let X be the most satifcation to the customer carried by easy to cook and Y be the most satifcation
to the customer carried by timing saving
S.NO X Y x2 y2 XY
1 54 50 2916 2500 2700
2 46 46 2116 2116 2116
3 0 4 0 8 0
4 0 0 0 0 0
TOTAL 100 100 5032 4624 4816
R =
= 0.996812

75
CHAPTER IV
FINDINGS AND SUGGESTIONS
FINDINGS:
 58(58%) of the respondents belong to Rural area.
 34(34%) of the Respondents belong to the age group of 31 to 40.
 70(70%) of the Respondents are Married.
 34 (34%) of the Respondents are House wife.
 58 (58%) of the Respondents Monthly income is between 10,001 and 25,000.
 68(68%) of the Respondents belong to Nuclear family.
 34 (34%) of the Respondents know about Aachi product through their Relatives.
 50 (50%) of the respondents purchase Aachi product.
 28 (28%) of the respondents purchase 500g packs.
 50 (50%) of the respondents using Aachi product from 1-5 years.
 50 (50%) of the respondents are purchase Aachi product from the departmental store.
 54 (54%) of the respondents like to prefer Both vegetaraian and Non-vegetarian food.

76
 56 (56%) of the respondents are purchase Aachi product is very good.
 84 (84%) of the respondents are highly satisfied with Brand Image of Aachi product.
 58 (58%) of the respondents are highly satisfied with the Price of Aachi product.
 54 (54%) of the respondents are highly satisfied with the quality of Aachi.
 64 (64%) of the respondents are highly satisfied by with the Quandity provided Aachi
product.
 52 (52%) of the respondents are highly satisfied in Taste by using Aachi product.
 58 (58%) of the respondents are highly satisfied with Smell of Aachi product.
 56 (56%) of the respondents are highly satisfied with the Flavor of Aachi product.
 66 (66%) of the respondents are highly satisfied with the variety available in Aachi product.
 54 (54%) of the respondents are highly satisfied with Aachi brand due to its comfort in
cooking.
 52 (52%) of the respondents are highly satisfied with the color of Aachi product.
 52 (52%) of the respondents are highly satisfied with the offer being provided by Aachi
product.
 50 (50%) of the respondents are highly satisfied with the availability of Aachi product.
 50 (50%) of the respondents are highly satisfied with time saving while cooking through
Aachi product.
 50 (50%) of the respondents are highly satisfied with the Package of Aachi product.

77
SUGGESTIONS
 Middle age group are highly satisfied when compared with other three groups .The company
should take necessary steps to satisfy all segments of people.
 Hence, it is suggested that the masala product manufacturers have to demonstrate the high utility
of using Masala product to this segment.
 Generally the buying decision taken by household women. Hence sales promotion for Masala
product should target this group.
 84% of the respondents are highly satisfied with brand image of aachi product.

78
CHAPTER V
CONCLUSION
Indian consumers are showing a strong interest in new, good quality Masala products. As a
result a number of Indian companies have given birth to new brands of Masala products coupled
with the entry of many multinational corporations. A good future awaits for these products
because people especially younger generation aspire for western living style and standards. In the
masala product business, education customer is the key and any purchase decision likely to be
influenced by family members, friends, relatives etc.
The present study was undertaken to examine the consumer satisfaction towards various
brands of Masala products and on the basis of the study some practical suggestive measures have
been recommended. If these suggestions are duly considered and implemented, the customers will
get a great satisfaction.

79
BIBLIOGRAPHY
BOOKS:
1. Gupta, S.P Statistical Methods, New Delhi: Sultan Chand and Sons, 1997.
2. Kothair, C.R research Methodology New Delhi: New age Insternational Publications, 2004.
3. Mamoria, C.B marketing Management, KitabMahal, Allahabad.
4. Philip Kotler, Principles of Marketing, New Delhi: prentice Hall of India Private Limited, 1983.s
5. Pillai, R.S.N. and Bagavathi, Modern Marketing principles and practices, S.Chand and company
LtdRamnagar, New Delhi, 1987.
WEBSITES:
1. www.achimasala.com
2. www.allproducts.com
3. www.indianmba.com
4. www.Knorrsoupymasala.com
5. www.google.com
6. www.yahoo.com

80
A STUDY OF CUSTOMER SATISFICATION TOWARDS AACHI
MASALA
1. Area of residence
a. Semi urban b. Rural
2. Age
a. Below 20 b.21 to 30 c. 31 to 40 d. above 40
3. Marital status
a. Married b.Unmarried
4. Occupational status
a. Govt. employee b.Private employee c.Business d. Professional
e. Students f.Agriculturists g.House wife h. Others______
5. Monthly income
a. Below 10,000 b.10,001 to 25,000 c. 25,001 to 50,000 d. above 50,000
6. Type of family
a.Joint family b.Nuclear family
7. How you get awareness about Aachi product?
a. Friends b. Relatives c. Colleagues d. Neighbour
e. Media f. Others______
8. Frequent of purchasing
a. Daily b.weakly c.Monthly
9. What quantity you are purchase?
a.20g b.50g c.100g d.200g e.500g f.1kg g.10kg

81
10. How many years you are purchasing aachi product?
a. 1-5years b.6-10years c. above10years
11. Where you are purchasing?
a. Retail shop b. Department store c. Grocery shop
12. Your family members like to prefer mostly?
a. Vegetarian b. Non-vegetarian c. Both
13. What is the feedback from your family, after tasting your preparation?
a. Very good b. Good c. Bad
14. State your level of satisfaction on the following:
Satisfaction Highly satisfied Satisfied Dissatisfied Highly

Dissatisfied
1.Brand Image
2.Price
3.Quality
4.Quanty
5.Taste
6.Smell
7.Falvour
8.Variety
9.Easy to cook
10.Colour
11.Offer
12.Availability
13.Time saving
14.Package
15.Suggestions:__________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
______________________________________________________________________

82

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A STUDY OF CUSTOMER SATISFACTION TOWARDS AACHI

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

 To identify the customer satisfaction towards AACHI product

 To offer valuable suggestions to improve Masala products.

1.2 STATEMENT OF THE PROBLEM

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

TOOLS OF DATA COLLECTION:

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

Simple correlation Method:

When two variables are studied it is called simple correlation.

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

REVIEWS OF THE LITERATURE

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

18. Athanassopoulous, A., Gounraris, S. and Stathakopuoulos V. (2001), the paper

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

19. Sureshchandar G.S., Rajendran C. and Anantharaman R.N. (2002) adopt a

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

The three relationship dimensions, namely, traditional services, multi-channel banking

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

25. Kumbhar V. M (2011) attempted to examine a contribution of various dimensions of

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

o AACHI MASALA FOODS (P) LTD

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

3.2 AACHI’s CORE STRENGTHS

AACHI’s wide range of products include

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

3.3 DETAIL ABOUT FOUNDER:

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

ANALYSIS AND INTERPRETATION

AREA WISE CLASSIFICATION

Majority 58(58%) of the respondents belong to Rural area.

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

AREA WISE CLASSIFICATION

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

AGE WISE CLASSIFICATION

Hence 34(34%) of the Respondents belong to the age group of 31 to 40.

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

MARITAL STATUS NO OF PERCENTAGE

Majority 70(70%) of the Respondents are Married.

CLASSIFICATION BASED ON MARITAL STATUS

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

CLASSIFICATION BASED ON OCCUPATION

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

Hence 34 (34%) of the Respondents are House wife.

CLASSIFICATION BASED ON OCCUPATION

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

CLASSIFICATION BASED ON MONTHLY INCOME

DEPARTMENT OF COMMERCE,SRI KRISHNA ARTS AND SCIENCE COLLEGE

CLASSIFICATION BASED ON MONTHLY INCOME