CHAPTER-I

INTRODUCTION

Customer satisfaction has been a subject of great interest to organizations and researchers
alike. The principal objective of organizations is to maximise profits and to minimise cost. Profit
maximization can be achieved through increase in sales with lesser costs. One of the factors that
can help to increase sales is customer satisfaction, because satisfaction leads to customer loyalty
recommendation and repeat purchase.

Customers became very vital in business during the marketing era of the 1950s when
companies could produce what they can sell and not just selling what they can produce as it was
during the production era. Since the beginning of the consumption era in marketing,
(business.business-key.com) the focus on customers/customers has increased more as the
consumption era also shifts to post-consumption; where organizations are obliged to render more
services in addition to what they provide as offers to their customers. What are the qualities of
these services provided to customers? Are the customers satisfied with these services? Thus, this
research originated from the fact that customer/customer is the key to business. In fact, their
satisfaction is the most important tool that helps to increase sales and generate profits in the
business environment. Moreover, the importance of customer satisfaction and service quality has
been proven relevant to help improve the overall performance of organizations.

Importance of Customer satisfaction

From the view of operations management, it is obvious that customers play important
roles in the organizational process. Before the placement of strategies and organizational
structure, the customers are the first aspect considered by managements. The questions asked in
the strategic planning ranges from who will need to consume these offers, where are they and for
how much can they buy to how to reach the customers and will it yield them maximum
satisfaction? After these questions, the organization will then designs the product, segment the
markets and create awareness. This does not only show the importance of customers in the
business environment but also the importance of satisfying them.

1
 Customers are always aiming to get maximum satisfaction from the products or services
that they buy. Winning in today’s marketplace entails the need to build customer relationship and
not just building the products; building customer relationship means delivering superior value
over competitors to the target customers. Whether an organization provides quality services or
not will depend on the customers’ feedback on the satisfaction they get from consuming the
products, since higher levels of quality lead to higher levels of customer.

Most companies are adopting quality management programs which aim at improving the
quality of their products and marketing processes, because it has been proven that “quality has a
direct impact on product performance, and thus on customer satisfaction”. The reason for this is
to satisfy the customers. But, are the customers satisfied because of the products or service
quality? I.e. are the companies providing the actual qualities perceived by the
customers/customers?

The importance of customers in the business process has made it vital to always conduct
research about customers. There has always been the need for customer research before, during
and after sales, because of changes that may occur in the business process.

It has been proven by an author that “an organization that consistently satisfies its
customers, enjoy higher retention levels and greater profitability due to increase customer
loyalty”. For this reason every company works hard daily to win the hearts of customers by
satisfying them in order that they become loyal customers to their brands in order to increase
sales and profit. When customers have good perceptions about a brand, they will always choose
to go for the brand, because customers form their preferences relative to perceptions and
attitudes about the brands competing in their minds. To get these loyal customers, companies
must create relationships with the customers. To create relationship with customers, companies
need to conduct research to answer questions on how the customers make their purchasing
decision and whether they are pleased with what the organization provides to them as offer in
terms of product quality, service quality, price, etc.

Thus customers will always prefer a product or service that gives them maximum
satisfaction. But how will the organization know whether the customers’ consumption habits
have changed, or if they are well served? How will the organization know if competitors’ brands

2
are doing better than theirs, which can trap their customers? With the increasing number of
businesses and growing competitions today, each company wants to be the customers’ first
choice. To achieve this, organizations need to answer the questions above via continuous
research in this area so as to lead the organizations to their twin objective of satisfying their
customers and making profits.

Because customer satisfaction is the main concern of business sectors of today, their
researchers are always conducting research about the customers especially on what relates to
their satisfaction. Moreover, because this problem of satisfaction concerns the most
unpredictable stakeholder in the business environment (the customers), who remains the main
character that keeps the business in operation; and because satisfaction varies and changes
among individuals, there is a need for continuous research in this area.

Although there are other factors such as price, product quality etc other than service quality
that determine customer satisfaction my interest on service quality alone for this study is because
service quality has been proven to be the best determinant of customer satisfaction when it come
to service sectors. Also, providing quality services is one of the main targets when it comes to
management with respect of customer satisfaction in the business environment of today, meaning
it is a very vital topic.

1.2 INDUSTRY PROFILE

Water is the most important liquid in the world. Without water, there would be no life, at least
not the way we know it. In today's living condition, the need for Pure Drinking Water is
becoming the issue for the common Man. Eighty percent of the human metabolism consists of
water. This is the reason why 90% of human diseases are water borne. There are 3 types of water
impurities, which are root cause of water bornediseases.1. Microbiological-Bacteria / virus.2.
Dissolved impurities – chemi Water is the most important liquid in the world. Without water,
there would be no life, at least not theway we know it. In today's living condition, the need for
Pure Drinking Water is becoming the issue for the common Man. Eighty percent of the human
metabolism consists of water. This is the reason why 90% of human diseases are water borne.
There are 3 types of water impurities, which are root cause of water borne diseases.

1. Microbiological-Bacteria / virus.

3
2. Dissolved impurities - chemical.

3. Imbalance of Mineral Content.

There are rapid changes that are taking place in our environment since long and the air and the
water pollution is on an increase. The main source of drinking water is river and downstream
which also have not been able to escape the pollution. When a consumer became aware of the
problems caused by water pollution the market saw an advent of ceramic water filters, which
filters the dust and suspended particles but dissolved impurities and microbiological impurities
are not cleared out. The mineral balance is also not maintained.1980's witnessed more changes
by a tap attachment wherein Iodine resin is used to filter the water. It deactivates microbiological
impurities to an extent but has side effects due to iodine and it does not take care of dissolved
impurities mineral balance.

1.3 COMPANY PROFILE

Welcome to ASAI WATER Aqua

ASAI WATER Aqua is one of the leading brands in packaged drinking water sector at
Tamilnadu state ,India which was established in 2010 to bridge the demand and supply of
packaged drinking water for all appliance .

They Process includes Pressure Sand filtration, Activated Carbon Filtration, Micron filtration,
Reverse Osmosis, UV sterilization and Ionization &etc., The freshly manufactured water is
filled & packed hygienically through completely Automatic RFC machines of various capacities
and being sold for reliable affordable cost. We have plentiful valuable clients

4
Asai Products

Family Pack 20 Liters

ASAI WATER is also available in 20L packs so that a glass of refreshing ASAI WATER is only
as far as your dispenser is, when you want it. "This pack is also avilable with a hot/cold water
dispenser"

Aassai 2 Liters

For first time in India, the 1L pack comes with an in-built cup a with a unique double-seal,
thereby making sharing of water easy, without the mess of having to drink from the same spout.

Strengths:

• Quality Standard

• Trust for brand

• Innovation in the form of following

 Packaged drinking water

 Pet Bottles

 Breakaway seal

 Family Pack

• Marketing

• Distribution system.

Weakness:

• Age old Distribution System

• Reuse of bottle by local sellers and illegal manufacturers

• Faults in production

• Pressure by Government Authority

• Not meeting the demand of the customer

5
Opportunities:

• By 2001 the Mineral water market in India was of Rs 500 Crore and was growing @ 40%
p.a.

• Indian fitness market which is a 1,800cr & is growing @ 13% p.a.

• Market expansion by acquiring local brands.

• Launch of premium pack.

• Change of image

• Increase in production

Thread:

• Competitions from rival brands such as Pepsi’s Aquafina & Coca Cola’s Kinley.

• Entering of new player

• Water filter manufacturers

• Illegal manufacturers

• Strong distribution channel of the other manufacturers

• New government policy

Vision:
ASAI WATER began with an ambitious dream in mind that of an India in which every person,
irrespective of geographical barriers or economic limitations, has uninterrupted access to
scientifically purified and fortified drinking water.

Mission:
ASAI WATER to provide every Indian easy access to purify drinking water and to support
initiatives that rejuvenate the Earth’s natural sources of pristine drinking water.

6
 CHAPTER-II
REVIEW OF LITERATURE

This chapter attempts to review different literatures on customer satisfaction with reference to
marketing industry and presents various studies made regarding the issues related with marketing
industry and customer satisfaction.

Goedkoop, van Halen et al. 1999; Mont 2000 the product service system (PSS) concept has
been suggested as a way to contribute to this system level improvement. Here the environmental
impacts of products and associated services should be addressed already at the product and
service design stage. Special focus should be given on the use phase by providing alternative
system solutions to owning products.

Schrader 1996; Littig 1998 a number of examples in B2B area exist that confirm the potential
of PSS for reducing life cycle environmental impact. It is, however, increasingly evident that
business examples are difficult to directly apply to the private customer market. Private
customers, contrary to businesses, prefer product ownership to service substitutes. Even if
accepted, the environmental impacts of “servicised products” offers depend to a large extent on
customer behaviour.

(Fine 1997) considerable body of literature in a range of different disciplines exists on

consumption, customer behaviour, and customer decision-making process. Research in
economics, business, marketing, psychology and sociology domains studies customer behaviour
from different theoretical premises: “for economists, consumption is used to produce utility; for
sociologists, it is a means of stratification; for anthropologists – a matter of ritual and symbol; for
psychologists – the means to satisfy or express physiological and emotional needs; and for
business, it is a way of making money”(Fine 1997).

Schrader 1999; Meijkamp 2000 more than a decade now, a range of studies that address
environmentally sound customer behaviour, e.g. car use, waste sorting, minimisation and
recycling practices, have been conducted. However, few studies evaluated customer acceptance

7
of the PSS concept – a consumption based on non-ownership of physical products, see, for
example, studies on car sharing schemes , ski rental and washing services

Engel, Blackwell et al. 1995 the paramount goal of marketing is to understand the customer and
to influence buying behaviour. One of the main perspectives of the customer behaviour research
analyses buying behaviour from the so-called “information processing perspective" (Holbrook
and Hirschman 1982).

Hardy (1980) found the impact of telecommunication on growth taking 45 countries data into
consideration. It was found that telecommunication has largest effect in the least developed
countries and the smallest effect in the developed countries.

Shridhar & Sridhar (2004)observed that telecommunication infrastructure development and

economic growth proceed together taking 68 countries data in the study for analysis. It was
found that a significant impact of cellular Services on national output. The impact of telecom
penetration on total output is significantly lower for developing countries.

Fink et al (2003) analyses the impact of policy reform in telecommunication for 86 developing
countries over the period from 1985 to 1999. The study concludes that both privatization and
competition leads to significant improvements in performance. Due to the reform process, the
level of productivity has increased compared to years of partial and no reform.

Prahlad and Ramaswamy (2000) have rightly states that consumers/customers are changing the
dynamics of the marketplace. The market has become a forum in which customers play an active
role in creating and competing for value. Customers are becoming a new source of competence
for the corporation. The competence that customers bring is a function of the knowledge, skills
and their willingness to learn and experiment and ability to engage in an active dialogue.

Pakola et al. (2003) surveyed 397 Finnish customer-purchasing motives on one hand and factors
affecting operator choice on the other and the result indicates that audibility; price and other
related factors are regarded as the most- important in the choice of the mobile phone service
provider.

Kesti and Ristola (20O3) investigates customer intentions to use different mobile services. The
services were divided into three groups such as personal communication, guidance service and

8
mobile advertisements. The group of personal communication differed from the other two groups
in a way that the users could not test all these services in the field trials. The main findings of the
study indicated that the perceptions users got from testing mobile services in the future. The test
users regarded the guidance services such as to know the location of stores, public services,
product search etc., as the most important, followed by mobile ads and communication services.

Mano and Oliver (1993) examined the three aspects of the post consumption experience-
product evaluation, product elicited affect and product satisfaction. Product satisfaction is best
characterized as an attitude-like post consumption evaluative judgment (Hunt, 1977) with the
evaluative aspect of that judgment varying along the hedonic continuum (Oliver 1989;
Westbrook and Oliver 1991)

Kumar and Oliver (1997) indicated that satisfaction was associated with customers
expectations being met, feeling they got "fair" value and feeling contented.

Oliver (1987) defined customer satisfaction as an outcome of a purchase/ usage experience

would appear to be an important variable in the chain of purchase experience linking product
selection with other post purchase phenomena including favourable word-of-mouth and customer
loyalty.

Cadotte et al (1987) conceptualized customer satisfaction is la widely accepted as a view of the

process by which customers develops feeling from an evaluation of the use experience.

Cote, Foxman and Bob (1989) suggest that satisfaction is determined at the time the evaluation
occurs. In some cases, satisfaction assessment may be a naturally occurring, internal response
such as after consumption, or prior to repurchase. In some case of the assessment of satisfaction
may be externally driven.

(Assaari & Karia, 2OOO) Customer satisfaction and customer service has been critical factors
of the cellular industry Cellular service providers need to ensure about the technology that
provides customer service best in the industry. It is stated that investment in people and in
technology helps in providing best customer service for today and for the future. One common
ground that most carriers and customers agree on is that good customer service can have a key
impact on how a customer views firm’s services and company.

9
Theoretical framework

The overall literature of this thesis can be divided in two parts. The first parts concentrate
on the dimension of service quality; the second part focuses on measuring and developing the
customer satisfaction. These two parts linked together at customer satisfaction point. In figure 8,
the overall idea of the theoretical section of this thesis is presented shortly. In the first section of
theoretical part focuses on good elements of service, four characteristics of service, five
important dimensions of service quality and gaps of service quality are described.

The second section of the theoretical section concentrates on the importance of customer
satisfaction, measuring and determining customer satisfaction, price influence on customer
satisfaction, customer loyalty and customer retention. The theoretical part helps to understand
that service quality and price influences determine customer satisfaction.

Dimensions of
service quality Expected service
Gaps in service
Reliability
quality or actual
Responsiveness
service quality
Assurance
Empathy Customer
Percived service
Tangibles satisfaction
or actual service

Price influence

Determination of
Good element of customer satisfaction
service

Measuring customer
satisfaction

Development of service
and loyalty to customer

10
 CHAPTER-III
RESEARCH METHODOLOGY

3.1STATEMENT OF THE PROBLEM

This research is pertaining to find out the present customer satisfaction of product or any
other in the study area with special of product. The study on customer satisfaction helps to know
who the customers were, what they want, how they use react to the mobile. The customers were
carefully studied by conducting survey on customer satisfaction. This study will help to gain
knowledge about the market factors influencing the customer to prefer a particular brand and
problems faced by on using such brands and so on.

3.2 Scope of the study

To provide excellent service, an organization needs to exceed customer expectations. An

important factor in providing good service is to keep promises always and not to guarantee
things that cannot be delivered.

The scope of the study is confined to the level of satisfaction of customers towards asai water
company.

This study will help to gain knowledge about the market factors influencing the customer to
prefer the brand and problems faced by the user while using asai products.

3.3 Purpose of the study

The purpose of this study is to measure the current satisfaction level of the customer as well
as better understand the customer’s needs from asai water company’s point of view for
improving the service level.

11
3.3 OBJECTIVES OF THE STUDY

Primary Objective

To study about the customer satisfaction towards asai water company.

Seconday objectives

 To know the socio-economic status of respondents.

 To know the awareness level towards product in terms of features, applications and
services etc..,
 To study the factors to be considered while buying the asai product.
 To study the major competitors & market position of the asai product.
 To know the satisfaction level of customers’ towards asai product.
 To offer suggestions to improve the quality of asai product.

To accomplish the objectives of the study, both primary and secondary data’s were
collected.

3.4 Data collection methods

Primary Data

Primary data is that data which is collected for the first time. It is original in nature in the
shape of raw material for the purpose of collection of primary data a well structured
questionnaire was filled by the respondents.

Secondary Data

Secondary data is the data which is already collected by someone. They are secondary in
nature and area in shape of finished product. Secondary data was collected so as to have accurate
results. Required data was collected from various books, magazines, journals and internet.

3.5 Limitations Of The Study

12
 The Asai Water Company trichy region only, so it cannot be generalized to all the
cities.
The samples size is limited to 110 customers only.
Time is one of the major constraints.
At most care taken by the researches to choose the correct information from the
respondents.
The study is based upon primary data, so any wrong information given by the
respondents may mislead the findings.

3.6 Research Methodology:

Research methodology is a way to systematically solve the research problem. It may be

understood as science of studying hoe research is done.“The study of methods by which we gain
knowledge, it idea with the cognitive process imposed on research by the problems arising from
the nature of its subject-matter”.

Research Design:

This research studies are concerned with describing the characteristics of a particular
individual or of a group. This study concerned with specific predictions, with narration of facts
and characteristics concerning individual, group or situation are examples of descriptive study

Sample Size:

The study was carried out through levels of the customers and the sample size was 110

Tool Used:

 Simple percentage
 Chi-square test

CHAPTER-IV
13
 DATA ANALYSIS AND INTERPRETATION

TABLE NO 1

AGE WISE CLASSIFICATION

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

Below 30
1 34 30.9
30-40
2 30
27.27
40-50
3
36 32.72
Above 50
4
10 9.09

TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 30.9% of the respondents are below 25 years, 27.27% of
the respondents are 26-35 years, 32.72% of the respondents are 36-45 years, 9.09% of the
respondents are above 46 years.

14
 CHART NO 1

AGE WISE CLASSIFICATION

age
5
4.5
4
3.5
3
age
2.5
2
1.5
1
0.5
0
below 25 26-35 36-45 46 above

15
 TABLE NO 2

GENDER WISE CLASSIFICATION

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 MALE 74 67.27

2 FEMALE 36 32.72

TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that the highest 67.27 % are male and 32.72% of
the respondents are male.

16
 CHART NO 2

GENDER WISE CLASSIFICATION

gender
70

60

50

40 gender

30

20

10

0
male famale

TABLE NO 3

QUALIFICATION WISE CLASSIFICATION

17
 NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

SSLC
1 24 21.81
HSC
2 30
27.27
UG
3 38
34.54
PG
4 14 12.7

Diplomo
5 4 3.6

TOTAL
110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 21.81% of the respondents are SSLC, 27.27% of the
respondents are HSC, 19% of the respondents are UG, 34.54% of the respondents are PG, and
3.6% of the respondents are Diploma.

CHART NO 3

18
 QUALIFICATION WISE CLASSIFICATION

Qualification
40

35

30

25
qualification
20

15

10

0
SSLC HSC UG PG DIPLOMO

4. Are you satisfied with the ASAI products you are consuming?

19
 Table 4

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 Yes 68 61.81

2 No 42
38.18

TOTAL
110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that the highest 61.81% are yes and 38.18% of the
respondents are no.

20
 CHART NO 4

Are you satisfied with the asai products you

are consuming
70

60

50
Are you satisfied with the asai
products you are consuming
40

30

20

10

0
YES NO

21
5.What do you like in ASAI products

Table 5

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

Quality
1 24 21.81
Design
2 30
27.27
Price
3 38
34.54
Availability
4 14 12.7

Color
5 4 3.6

TOTAL
110 100

SOURCE: Primary Data

INTERPRETATION

From the above table, price places an important factor I liking the asai products.

CHART NO 5

22
 What do you like in ASAI products
40

35

30

25 What do you like in ASAI

products
20

15

10

0
Quality Design Price Availability Color

6.Do you think the price of the product is high/low compared to competitor’s product

23
 NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

Agree
1 45 21.81
Strongly agree
2 15
27.27
Neutral
3 40
34.54
Strongly disagree
4 8 12.7

Disagree
5 2 3.6

TOTAL
110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 35% of the respondents are said that price of the product
is nominal.

CHART NO 6

24
 Do you think the price of the product is
high/low compared to competitor’s product
40
35
30
25 Do you think the price of the
product is high/low compared
20 to competitor’s product

15
10
5
0
Agree Strongly Neutral Strongly Disagree
agree disagree

7. do you think that company is focusing on quality

25
 NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

Yes
1 70 63.7
No
2 40
36.3

TOTAL
110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 63.7% of the respondents said company has focused on
quality.

CHART NO 7

26
 What are your suggestion/ expectations
from Asai
70

60

50
What are your suggestion/
expectations from Asai
40

30

20

10

0
yes No

27
8. Consumer opinion towards Asai product

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

Very poor
1 8 7.27
poor
2 15
13.63
average
3 45
40.9
good
4 22 20

excellent
5 20 18.18

TOTAL
110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 7.27% of the respondents are very poor, 13.63% of the
respondents are poor, 40.9% of the respondents are average, 20% of the respondents are good,
and 18.18% of the respondents are excellent.

28
 CHART NO 8

Consumer opinion towards Asai product

45

40

35

30
Consumer opinion towards Asai
25 product
20

15

10

0
Very poor poor average good excellent

29
9.I am willing to recommend others to buy Asai product/brand

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

Agree
1 57 51.81
Neutral
2 35
31.81
Disagree
3 18 16.38

TOTAL
110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 33.63% of the respondents are said agree, 30% of the
respondents are said srongly disagree, 31.81% of the respondents are said neutral , 5.45% of the
respondents are said strongly disagree , and 9% of the respondents are said disagree.

CHART NO 9

30
 I am willing to recommend others to buy
Asai product/brand
60

50

40 I am willing to recommend oth-

ers to buy Asai product/brand
30

20

10

0
Agree Neutral Disagree

31
10. How Long You Use This Product

Table 4.10

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 35
0-1 years
31.81

2 36
1-3 years
32.72
3 49
Above 3 years
44.54

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 31.81% of the respondents are more 0-1 years , 32.72%
of the respondents are more 1-3 years, 44.54% of the respondents are said above 3 years.

CHART 4.10

32
 HOW LONG YOU USE THIS PRODUCT

45
40
35
30 HOW LONG YOU USE THIS
PRODUCT
25
20
15
10
5
0
0-1 years 1-3 years above 3 years

11 .Availability Of The Product in near by retail outlets

Table 4.11

33
 NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 49
AGREE
44.54

2 36
NEUTRAL
32.72
3 35
DISAGREE
31.81

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 44.54% of the respondents are agree , 32.72% of the
respondents are more NEUTRAL, 31.81% of the respondents are said disagree.

CHART 4.11

34
 AVAILABILITY OF THE PRODUCT

45
40
35
30
AVAILABILITY OF THE PRODUCT
25
20
15
10
5
0
AGREE NETURAL DISAGREE

12.Quality Of The Product

35
 Chart 4.12

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 50
AGREE
45.45

2 38
NEUTRAL
34.54
3 22
DISAGREE
20

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 45.45% of the respondents are agree , 34.54% of the
respondents are more NEUTRAL, 20% of the respondents are said disagree.

CHART 4.12

36
 Quality

50
45
40
35
Quality
30
25
20
15
10
5
0
AGREE NETURAL DISAGREE

13.Price Of The Product

Chart 4.13

37
 NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 55
HIGH
40.1

2 45
MEDIUM
50
3 10
LOW
9.9

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 50% of the respondents said price is medium.

CHART 4.13

38
 PRICE OF THE PRODUCT

50
45
40
35
PRICE OF THE PRODUCT
30
25
20
15
10
5
0
AGREE NETURAL DISAGREE

14.Service Satisfaction

Table 4.14

39
 NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 48
AGREE
43.63

2 37
NEUTRAL
33.63
3 35
DISAGREE
31.81

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 43.63% of the respondents are agree , 33.63% of the
respondents are more NEUTRAL, 31.81% of the respondents are said disagree.

Chart 4.14

40
 SERVICE SATISFACTION

45
40
35
30
SERVICE SATISFACTION
25
20
15
10
5
0
AGREE NETURAL DISAGREE

15.did you enjoy our services

Table 4.15

41
 NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 52
AGREE
47.27

2 35
NEUTRAL
31.81
3 33
DISAGREE
30

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 47.27% of the respondents are agree that company
service is good , 31.81% of the respondents are more NEUTRAL, 30% of the respondents are
said disagree.

CHART 4.15

42
 PRODUCTS AVAILABILITY

50
45
40
35
30 PRODUCTS AVAILABILITY

25
20
15
10
5
0
AGREE NETURAL DISAGREE

16.Delivery Time

Table 4.16

43
 NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 56
AGREE
50.9

2 44
NEUTRAL
40
3 10
DISAGREE
9.09

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 50.9% of the respondents are agree , 40% of the
respondents are more NEUTRAL, 9.09% of the respondents are said disagree.

CHART 4.16

44
 DELIVERY TIME

60

50

40 DELIVERY TIME

30

20

10

0
AGREE NEUTRAL DISAGREE

45
17. Overall Satisaction Of The Product

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 48
AGREE
43.63

2 36
NEUTRAL
32.72
3 36
DISAGREE
32.72

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 43.63% of the respondents are agree , 32.72% of the
respondents are more NEUTRAL, 32.72% of the respondents are said disagree.

CHART 4.17

46
 OVERALL SATISACTION OF THE PRODUCT

45
40
35
30 OVERALL SATISACTION OF THE
PRODUCT
25
20
15
10
5
0
AGREE NETURAL DISAGREE

47
18.How Is Your Overall Experience In ASAI water

NO OF % OF
S.NO PARTICULARS RESPONDENTS RESPONDENTS

1 68
AGREE
61.81

2 32
NEUTRAL
29.09
3 10
DISAGREE
9.09

TOTAL 110
100
SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 61.81% of the respondents are agree , 29.09% of the
respondents are more NEUTRAL, 9.09% of the respondents are said disagree.

48
 CHART 4.18

How Is Your Overall Experience In asai water

70

60

50
How Is Your Overall Experience
40 In asai water

30

20

10

0
AGREE NETURAL DISAGREE

CHI-SQUARE TESTS
4.19 CUSTOMER EXPECTATIONS FROM ASAI WATER

49
 To know customer expectations from asai water , Chi-Square test was conducted on the
collected information.
Null Hypothesis (H0):
There is no significant difference between reasons for changing the brand.
Level of significance:
Let the level of significance (α) be 5% (i.e. 0.05).

Particulars Observed N Expected N

Improve Quality
33.0
47

More new Design

33.0
23

Reasonable Price
33.0
20

Provide offers
33.0
12

More new Colors

33.0
8

TOTAL
33.0
110

Test Statistics
χ2o 3df = ∑ [(O – E)2/ E ]
χ2o 3df = 8.422

Expected value
χ2e 3df = 7.82 for 3 degrees of freedom @ 5% level of significance
Since χ2o > χ2e , Null hypothesis is rejected

50
INFERENCE
Hence from the test, it is inferred that majority of the respondents do prefer price and
quality.

4.20 OPINION TOWARDS ASAI WATER:

To know the opinion towards asai water, Chi-Square test was conducted on the collected
information.

51
Null Hypothesis (H0):
There is no significant difference between the reasons for selecting the brand.
Level of significance:
Let the level of significance (α) be 5% (i.e. 0.05).
Reasons Observed N Expected N
Very poor
26.4
8

poor
26.4
15

average
26.4
45

good
26.4
22

excellent
26.4
20

Total 110

Test Statistics
χ2o 3df = ∑ [(O – E)2/ E ]
χ2o 3df = 31.864
Expected value
χ2e 3df = 7.82 for 3 degrees of freedom @ 5% level of significance
Since χ2o > χ2e , Null hypothesis is rejected
INFERENCE
From the table, it is inferred that majority of the respondents said average.
CHAPTER-V

FINDINGS,SUGGESTIONS AND CONCLUSION

FINDINGS
52
 • REASONABLE PRICE.

• PRODUCT IS GOOD

• QUALITY IS GOOD

• Majority of the customers are using products for more than 3 years

• More than 51% Customers recommend as a product.

• Products are available in nearby retail outlets

• Company is following the legal norms of govt.

• Customer satisfaction is high

• Company service is good

SUGGESTIONS

• Develop customer service communities

• Treat customers like you would want to be treated

• Provide multichannel support

• Turn customer survey data into action

• Figure out what the customers really wants

• Benchmark customer satisfaction

• Empower your agents

CONCLUSION

• on the growing influence of globalization on the indian industry ,a no of manufactures are

coming into packed water industry.

• In such a dynamic environment ,asai need to be more quality conscious since the
products offered are almost similar.

53
 • Most of the consumers prefer asai brand due to strong brand image.

BIBLOGRAPHY

BOOKS

 Robert.B.Cialdini, Influence : The psychology of persuasion, 2012, 56: 33–37.

 Al Ries, The 22 immutable laws of marketing: Violate them at your own risk,
2000, 21, 120–125.

54
  Emanuel Rosen, The Anatomy of Buss: How to create word of mouth marketing, 1998,
273, 24-36
 Guy Kawasaki, Rulesfor Revolutionaries: The capitalist manifesto for creating and
marketing new products and services, 2012, 145, 257-262.
 Elaine Buxton, A comparison of mystery shopping studies and consumer satisfaction
studies 2000. 6. A guide to developing a CRM process in the health care setting 2005.

JOURNALS

 Harishchandra Sb, “Consumer Satisfaction Towards Bisleri Bottled Water”, Golden

Research Thoughts, Feb2013, Vol. 2 Issue 8, Pp 1 – 5.
 Subrata Ray And Indranil Chatterjee, “Consumer Preferences Of “Kinley” Brand
Packaged Drinking Water In Siliguri: A Case Study”, Sit Journal Of Management, Vol.
1. No. 1. June 2012. Pp.195 – 206.

WEB REFERENCES

 http://www.wufoo.com/gallery/templates/surveys/consumer-satisfaction-website/
 http://www.webperformance.com/library/files/UKTT17.pdf
 http://www.marketingworld.co.in/2010/12/case-study-of-Bisleri.html
 http://whatis.techtarget.com/definition/consumer-satisfaction-CSAT

55
 QUESTIONNARRIE

A STUDY ON CUSTOMER SATISFACTION TOWARDS ASAI WATER

COMPANY IN TRICHY

1.Name:

2.Age

56
 a) Below 30
b) 30-40
c) 40-50
d) Above 50

3.Gender

a) male
b) Female

4.Qualification

a) SSLC
b) HSC
c) UG
d) PG
e) Diplomo

5. Are you satisfied with the ASAI products you are consuming?

a) yes
b) No

6.What do you like in ASAI products

a) Quality
b) Design
c) Price
d) Availability
e) Color

57
7.Do you think the price of the product is high/low compared to competitor’s product

a) Agree
b) Strongly agree
c) Neutral
d) Strongly disagree
e) Disagree

8. What are your suggestion/ expectations from Asai

a) Improve Quality
b) More new Design
c) Reasonable Price
d) Provide offers
e) More new Colors

9.Consumer opinion towards Asai product

a) Very poor
b) poor
c) average
d) good
e) excellen

11.I am willing to recommend others to buy Asai product/brand

a) Agree
b) Neutral
c) Disagree

12. How Long You Use This Product

a)0-1 years

b)1-3 years

c)Above 3 years

58
13 .Availability Of The Product

a) Agree
b) NEUTRAL
c) Disagree

14.Quality Of The Product

a) Agree
b) NEUTRAL
c) Disagree

15.Price Of The Product

a) Agree
b) NEUTRAL
c) Disagree

16.Service Satisfaction

a) Agree
b) NEUTRAL
c) Disagree

17.Products Availability

a) Agree
b) NEUTRAL
c) Disagree

59
18.Delivery Time

a) Agree
b) NEUTRAL
c) Disagree

4.19 Overall Satisaction Of The Product

a) Agree
b) NEUTRAL
c) Disagree

20.How Is Your Overall Experience In Asai Water

a) Agree
b) NEUTRAL
c) Disagree

60