International Conference on New Dimensions of Commerce in the Globalised ERA -2018 “NDCGE - 2018”

A STUDY ON CONSUMER BEHAVIOUR TOWARDS AACHI MASALA AND

SAKTHI MASALA IN VANIYAMBADI TOWN

Dr.N.Roja Bai, M.Com., M.Phil., MBA. NET., Ph.D.

Assistant Professor & Head, PG Department of Commerce (CA)
Thiruvalluvar University College of Arts and Science, Tirupattur

Dr.A.Noor Mohamed, M.Com.,M.Phil.,MBA.NET., Ph.D

Associate Professor & Head, PG & Research Department of Commerce
Islamiah College (Autonomous), Vaniyambadi

Abstract masala and Sakthi masala. The statistical tools used

Now a day’s masala packaged play a important
role in Indian cooking. So the masala trade is a big
business from time immemorial. Consumer
Behaviour is important in helping us to forecast and
understand the products as well as brand
preference. The main objective of the research is to
identify the customer satisfaction towards Aachi
for this research are percentages method. The
result of the research is presented through tables.
The major findings of the study are the satisfaction
level of masala product, Most of the customer were
satisfied towards Sakthi masala product.
Keywords: Aachi masala, Sakthi masala, Customer
Satisfaction, Consumer Behaviour.

Introduction
Consumer is the king of the market. Each and every company should produce their product by
having consumers in their mind and their products should satisfy the consumer’s needs. In
marketing customer satisfaction is the most important term and it is a measure of how goods and
services produced and supplied by a company meet customer’s expectation in the market. It is a
key element of business strategy. Consumer behaviour is one of the stimulating and challenging
areas in market studies. Understanding the behaviour of the consumer is of great challenge. In
everyday life masala products plays a dominant role and more number of housewives depend on
the masala products as it makes their life easy go masala products make them to cook anytime
with less time, energy, labour etc.

Profile of the Companies

Aachi company
Aachi is a fond reference to “Grandmother” in chettinad Tamil Aachi brand was established
and registered in the year 1998 Aachi group of companies a Chennai based Fast Moving Consumer
Goods company focusing on masala and food products. It has introduced many varieties in their
production and it gets succeeded. It includes spices and masala, pickles, paste and curry, and
ready to cook food products.
It is a south Indian food product having high quality in their ingredients. It presently has a
presence across 12 states in the country. It entered most of the North Indian states. The capacity
expansion plans under progress include setting up of an R&D at an investment of Rs 9 crore to
bring in changes to the products to suit the international tastes and standards. This trading
company has received many awards and certificates. Among them few are National Awards 2016

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from’ President of India. Most Influential Leader 2017 by ERTC. India’s fastest growing brand
award given y FAST 50.

Sakthi Company
Sakthi masala was small turmeric trader from a village called perundurai near Eroad.He
founded Sakthi Trading Company in 1975 Now sakthi masala manufactures over 50 varieties of
spice and masala power, over a dozen varieties of varieties of pickles, appalams ghee and
sunflower oil sakthi masala gives value addition t the agriculture product which helps and
encourages the farming community to market their products also generates lot of employment
opportunites to the agriculture labours and rural people. The company employs mostly women
and differently able persons from the rural areas and makes them to lead an honorary life the
company has bagged with IS/ISO 9001-2008 certification from Bureau of Indian standards, new
delhi.

Need for the Study

The researcher made this study for to know the effectiveness of sales and consumer behaviour
towards Aachi masala products and Sakthi masala products.

Objectives of the Study

1. To fine out preference of the consumer while purchasing masala products.
2. To analyze the factors that affects the purchasing preference between Aachi and Sakthi
masala.
3. To find out the customer satisfaction level of taste, price quality, availability, durability of
Aachi and Sakthi masala products.

Research Methodology
This study is based on both primary and secondary data. The primary data were collected
information through questionnaire, and secondary data were collected through Books, Journals,
Websites, etc. This researcher has adopted convenient sampling technique for collecting data
from 50 respondents.

Statistical Tools Used

The researcher has applied the following statistical tools for analysis. They are tables and
percentage analysis

Statement of the Problem

Today, a lot of masala products are producing companies have started manufacturing masala
products all over the world. The numbers of trading companies are entering into the market to
satisfy the consumer behaviour by purchasing masala products. It is essential to study about the
consumer behaviour towards aachi masala and sakthi masala products, this interest makes the
researcher to take up the research study entitled.

Limitations of the Study

The primary data is collected though a structured questionnaire and the sample size has
limited only 50 respondents. No hypotheses were formulated, Hence, no advanced statistical
techniques were used.

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International Conference on New Dimensions of Commerce in the Globalised ERA -2018 “NDCGE - 2018”

The area of the study is limited to vaniyambadi town only

Analysis of data
Table 1 Sex Categories of Respondents
S.No. Genders Frequencies % From the above table shows that out of 50
1 Male 16 32% respondents, 64% of the respondents are female, 32%
2 Female 32 64% of respondents are male and 4% respondents are
Transgender buyer. This table analysis is showing 64%
3 Transgender 2 4%
respondents are female buyer.
Total 50 100
Table 2 Marital Status of Respondents
Marital From the above table inferred that out of 50
S.No. Frequencies %
Status respondents, 58% of the respondents are married and
1 Married 29 58% 42% respondents are unmarried persons. This above
2 Unmarried 21 42% analysis is showing 58% of the product user are
Total 50 100 married persons.

Table 3 Occupational of Respondents

S. Occupational From the above table shows that out of 50
Frequencies %
No. Status respondents, 40% of the respondents are employee,
1 Employee 20 40% 24% of the respondents are home maker, 20%
2 Business 8 16% respondents are students and 16% respondents are
3 Students 10 20% business persons. This above table showing employee
4 Home Maker 12 24% are more using masala product.
Total 50 100

Table 4 Influencing Media of their brand

S. The above table shows that out of 50 respondents,
Media Frequencies % 48% of the respondents are television viewers, 18% of
No.
1 Television 24 48% the persons influencing radio and other media, and 16%
2 Radio 9 18% of the respondents are influencing though newspaper.
3 Newspaper 8 16% This analysis is showing 48% of the respondents are
4 Others 9 18% influencing from television.
Total 50 100

Table 5 Introducers of Masala brand

S. From the above table inferred that out of 50
Introducers Frequencies %
No. respondents, 36% of the respondents are Friends, 28%
1 Relatives 14 28% of the respondents are Relatives, 24% respondents are
2 Friends 18 36% neighbors and 12% respondents are others persons. 36%
3 Neighbors 12 24% of the respondents are using masala products
4 Others 6 12% recommend through friends.
Total 50 100

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Table 6 Preferable brand masala

S.No.
Masala
Frequencies %
From the above table inferred that out of
Products 50 respondents, 52% of the respondents are Sakthi
1 Sakthi Masala 26 52% masala product user, 30% of the respondents are Aachi
2 Aachi Masala 15 30%
3 Others 9 18%
masala product user and 13% of the respondents are
Total 50 100 other persons. 52% of the respondents are consuming
Sakthi masala products.

Table 7 Customer Preference to choose their brand

S.No. Particulars Frequencies % The table shows that out of 50 respondents, 36% of
1 Price 7 14% the respondents are choosing their brand for taste, and it
2 Taste 18 36% is followed by other factors such as quality, price and
3 Varity 5 10% Availability, and finally verity.
4 Availability 7 14%
5 Quality 13 26%
Total 50 100

Table 8 Customer satisfaction Level towards masala

S.No. Particulars Frequencies % From the above table shows that out of 50
1 Highly Satisfied 5 10% respondents, nearly 84% of the respondents are
2 Satisfied 42 84% satisfied of masala products, 10% of the
3 Moderately Satisfied 3 6% respondents are highly satisfied , 6% of the
4 Dissatisfied - - respondents are moderately satisfied.
5 Highly dissatisfied - -
Total 50 100
Findings
 Majority of 64% of the respondents are Female user belong to masala products.
 Nearly 58% of the users are married persons.
 Nearly 40% of the respondents are employee.
 48% of the respondents opined that television advertisement plays an important role for
masala products.
 Nearly 36 % of the respondents are using masala products recommend through friends.
 Majority of 52% of the respondents are sakthi masala product user.
 The most influencing factors to purchasing masala products is taste.
 Majority of 84% of the respondents are satisfied to using masala products.

Conclusion
Masala is a very essential for daily using commodity. From this study the researcher conclude
that the masala are more preferable in vaniyambadi town. Sakthi masala is preferred by majority
of the respondents.

References
1. Kothari C.R.(2007) Research Methodology. New Age International Publication, New Dhelli
2. Sheriekar S.A. Marketing Management, Himalaya Publishing House, 13th revised edition.
3. Mc Goldrick PJ. Thompson MG. Distribution and Consumer Research 1992,2,81-98
4. Peppers, D and Rogers, M. Managing Customer Relationships, 2 nd Edition John Wiley and
Sons2011.
5. www.Sakthimasala.com
6. www. Aachimasala.com

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