A STUDY ON CUSTOMER SATISFACTION TOWARDS TATA SALT

WITH SPECIAL REFERENCE TO KOMARAPALYAM TOWN

INTRODUCTION

Tata salt is India’s first branded salt. Tata salt pioneered the branded salt movement in
India in 1983. It was the first slat in India to be manufactured using vaccum evaporation
technology. By doing so, it created a successful niche for itself and continues to occupy the
leadership position. The Tata salt advertising campaign lent voice to the emotional connect and
warmth that people associate with salt. In espousing the cause of the common man, through its
insistence on saltiness for taste and the adequacy of iodine to ensure complete wellness, it earned
for itself the epithet of Tata salt and the trust of consumers across the country. In our study is
denotes a consumer preference of Tata salt. Today the brand is seen as reliable and trustworthy
and promoting the health of customers. Its appeal cuts across regions and it has become an integral
component of a majority of Indian kitchens.

The brand has kept up with the times, reinventing itself in an age of health consciousness
with Tata Salt Life. Tata salt upholds values of trust and purity. Twenty-five years after it stormed
the marketplace with a high-quality branded salt for consumers who had no alternative to rock salt,
the brand continues to deliver delight and satisfaction to its customers.

The story of Tata Salt is a story of consistency on three fronts: superior quality delivered
over the years, a wide distribution network and the consistently told brand story. Apart from this
is the vacuum evaporation manufacturing process, which ensures uniformity in the texture and size
of the grains. “This enables us to deliver consistently even saltiness,” says Richa Arora, COO –
consumer products business, Tata Chemicals.

Any great brand is built on a combination of magic — emotional connect, and logic — its
functional underpinning. This is exactly what Tata Salt stands for.
 While the company partnered with the government to find a solution to the problem of
micro-nutrient deficiency in India and started the journey towards universal salt iodisation in the
country, Tata Salt struck an emotional connect with its consumers.

The word namak (salt) has an emotional connotation in the Indian context. Eating salt
loosely translates to aapka namak khaya hai, which implies one’s loyalty to a person or
community. The brand thus pays homage to, and celebrates the values of loyalty, honesty and
integrity of the people of India towards their country.

Today, Tata Salt is the only brand from the house of Tata to consistently feature in the
country’s Top 10 most trusted brands, according to The Economic Times Brand Equity’s ‘Most
Trusted Brands’ survey. It not only garners more than 25 per cent market share in the country but
is also four times bigger than its nearest competitor. Eight out of 10 people in the country think of
Tata Salt as the first brand when it comes to salt. So, what sets Tata Salt apart from other brands?

Beyond business

Tata Salt’s onus goes beyond business and sales figures. Having started with a health
agenda, the brand has, over the years, developed various platforms to engage with consumers on
nutrition. “Our genesis was in partnering with the government to address the issue of micro-
nutrient deficiency in the country. Tata Salt was the first iodised salt brand in India. Today, 92 per
cent of the country’s population is iodised and about 78 per cent adequately iodised (15ppm). We
are extremely proud of the key role we have played in that journey. Our story has always been
rooted in health, but the narrative has changed. We launch products to address the evolving health
needs of the Indian population,” says Ms Arora.

Mass appeal

Tata Salt’s pull cuts across every socio-economic segment. The brand reaches its diverse
audience through varied and relevant touch points. From displaying wall paintings in hinterlands
and creating meaningful engagements in melas to celebrating World Health Day (for Tata Salt
Lite), the brand is also reaching the new-age audience through digital campaigns such as #Missing
for World Iodine Deficiency Day.

“Our share of digital spend has been increasing over the years, because as a medium it
helps us innovate and create contextual communication. We created around 75 hyper-targeted ads
for YouTube, which speak to the viewers basis the context of their current search,” says Ms Arora.

Another consideration for the brand was to reach the right target audience. Earlier,
advertising was directed towards the woman of the house, but today the kitchen — and by
extension cooking — are no longer the preserve of only women. Therefore, the brand moved
towards gender-neutral campaigns.

For instance, communication for Tata Salt Lite, which addresses a major concern of
modern India (hypertension), persuades both men and women to switch to an active lifestyle. The
mainline Tata Salt advertising is more slanted towards the female audience, whereas campaigns
designed to strike a chord with the audience on an emotional level that go beyond the product,
speak to all sections of the society and both genders.

Having built a mass and broad-based appeal for over 35 odd years, today the persona of
Tata Salt is what they call, the ‘everyday hero’ archetype. And all their recent brand ambassadors
such as Mary Kom and Konkana Sen Sharma personify this.

Tata Salt is indirectly responsible for saving 4 billion intelligence quotient points in the
country, through the salt iodisation programme.

8 out of 10 people in India recall Tata Salt as the first brand when it comes to salt.

Tata Salt not only garners more than 25+ per cent market share in the country, but also is
four times bigger than its nearest competitor.

Tata Salt distributes to about 19 lakh kirana (brick and mortar store) outlets across the
country.
OBJECTIVES

[1] To find out the consumers awareness of the brands in the salt market.

[2] To find out the factors influencing the consumers preference in salt brands.
[3] To find out switching behavior of consumers in the salt brands.

[4] To find out to what extent consumers are brand loyal to the salt brand

[5] To find out and suggest the strategies for retention of customers.
 RESEARCH METHODOLOGY

In this study have been comprised both the Primary data have been collected from the
respondents are beneficiaries of the study. The secondary data have collected from the books,
journals, magazines, newspaper, website and so on.

• Geographical Coverage

This study covered in komarapalayam Town only.

• Sampling Design

The researcher has been collected the data from 50 respondents in Salt users in
komarapalayam city.

• Period of the study

The study covers the period of about January to April.

➢ Field work and data collection

Field work of this was study carried on by the researcher from March. The researchers have
been used through interview schedule for collection of primary data from the beneficiaries of Tata
Salt users.
 COMPANY PROFILE

Tata Salt is among the few vacuum evaporated brands on the market. The brand is
currently packaged in 500g, 1 kg and 2 kg sizes with the 1 kg size being the most popular. The
1kg pack retails for Rs.22 MRP. Produced on the western tip of India in the town of Mithapur,
Tata Salt reaches around 3.75 Crore Households in India according to the IMRB Household Panel.
Economic Ties Brand Equity’ ranked Tata Salt as the “Most Trusted Food Brand” and seventh
“Most Trusted Brand” overall in its 2009 “Most Trusted Brands” survey. Tata Salt has been ranked
the most trusted food brand five times since 2004. The brand is currently packaged in 500g, 1kg
and 2kg sizes with the 1 kg size being the most popular.

➢ Iodized salt
It is table salt mixed with a minute number of various salts of the element iodine.
The ingestion of iodide prevents iodine deficiency.
➢ Crystalline salt
Samunder Crystal Salt is a refined, iodized, clean, white crystal salt. It offers
customers a purer and cleaner alternative.
➢ Vacuum salt
Vacuum salt is edible common salt, manufactured by evaporating sea brine in steam
heated vacuum evaporators.
➢ Pure salt
Pure salt is almost pure sodium chloride and has all its inherent properties. As of
June, 2019, more than 90 thousand metric tons of Tata Salt is sold through over 65
lakh retail outlets reaching 161 million households across the country each month.
The market for packaged iodized salt and other salts in India is estimated to
be worth Rs.21.7billion or 17.3% of the market. Domestic competitors include
Ankur, Annapurna, Sarbu, Captain Cook, I-shakti, Nirma Shudh and Aashirvaad.
However major competition is only given by Surya Salt which holds the second
largest the second largest market share after Tata Salt.
TATA salt is sold in two types of packing:
1. Multilayer Laminate Pouch
2. Jaras (PET & Glass)
TATA salt produce four different type of salt

1. TATA salt plus

In its advertising, Tata Salt positions itself as 29 September 2013 at the Wayback Machine,
translating roughly to “The Nations Salt”. The latest ad for the brand talks about the unity in
diversity of India as a nation and how its people blend with each other just the way Tata salt
completely dissolves in water, showing that it is a pure salt. Price is Rs.20 in North Each and
Rs.18 in rest of India.
Tata salt was ranked 316th among India’s most trusted brand according to the Brand Trust
Report 2012, a study conducted by Trust Report 2013. Tata Salt was ranked 106th among India’s
most trusted brands while according to the Brand Trust Report 2014, Tata salt was ranked 199 th
among India most trusted brands, it was among 16 of Tata Group’s subsidiary brands to feature in
the report apart from the parent brand. Ratan Tata also featured in the report among India’s most
trusted ‘personality’ brands. Tata Salt was the 2nd Most Trusted Brand of India in 2015.
 DATA ANALYSIS AND INTERPRETATION

TABLE:1

Gender of the Respondents

Gender No of respondents Percentage

Male 41 82%

Female 9 18%

Total 50 100%

Sources: Primary data

Interpretation:

From the above table gender of respondents, 82% percentages are male and 34%
percentages are female.

Hence, it can be understood that majority of the respondents are 82% of the male.
 Chart No:1

Gender of the Respondents

90%
82%
80%

70%

60%
percentage

50%

40%

30%

18%
20%

10%

0%
Male Female
 Table:2
Age of the Respondents:

Age No of respondents Percentage

Below 20 years 26 52%

21-40 years 16 32%

41-60 years 8 16%

Above 60 years 0 0%

Total 50 100%

Sources: Primary data

Interpretation:

From the above table It is revealed that 52% percentage of the respondents were under 20
years of age, 32% were between 21 to 40 years of age, 16% percentage were 41 to 60 years of
age and 0% percentage were above 60 years of age.

Hence, it can be understood that majority of the respondents are 52% of the below 20
years.
 Chart No 2

The Age of the Respondents

60%

52%
50%
% of the respondents

40%

32%
30%

20%
16%

10%

0%
0%
Below 20 years 21-40 years 41-60 years Above 60 years
 Table 3

Marital States of the Respondents

Marital States No of respondents Percentage

Married 19 38%

Unmarried 31 62%

Total 50 100%
Sources: Primary data

Interpretation:

From the above table in case of marital status of the respondents, 38% percentage of the
respondents are married and 62% percentages of the respondents are unmarried.

Hence, it can be understood that majority of the respondents are 62% of the Unmarried.
 Chart No 3

Marital States of the Respondents

70%
62%
60%
% of the respondents

50%

40% 38%

30%

20%

10%

0%
Married Unmarried
 Table 4
Education of the Respondents

Education No of respondents Percentage

Schooling/Diploma/polytechnic 17 34%

Under Graduation 18 36%

Post-Graduation 1 2%

Professional 2 4%

Others 12 24%

Total 50 100%

Sources: Primary data

Interpretation:

From the above table Number of respondents, the Schooling/Diploma/Polytechnic 34%

Hence, it can be understood that most of the respondents are 36% of under graduation.
 Chart No 4

The Education of the Respondents

20
18
18 17

16
% of the respondents

14
12
12

10

4
2
2 1

0
 Table 5

Occupation of the Respondents

Occupation No of respondents Percentage

Private Employed 14 28%

Government Employed 5 10%

Self Employed 18 36%

Business 13 26%

Total 50 100%

Sources: Primary data

Interpretation:

From the above table It is revealed that 28% percentage of respondents is private
employed, 10% percentage of respondents is government employed, 36% percentage of
respondents is self-employed and 26% percentage of respondents is business.

Hence, it can be understood that most of the respondents are 36% of the self
employed
 Chart No 5

The Occupation of the Respondents

40%
36%
35%

30% 28%
26%
% f the respondents

25%

20%

15%
10%
10%

5%

0%
Private Employed Government Employed Self Employed Business
 Table 6
Family Monthly Income of the Respondents

Family Monthly Income No of respondents Percentage

up to Rs. 15,000 31 62%

Rs.15,000 - Rs.40,000 15 30%

Rs.40,000 - Rs.60,000 2 4%

Above Rs.60,000 2 4%

Total 50 100%

Sources: Primary data

Interpretation:

From the above table It is revealed that respondents Up to Rs15,000 within 62%
percentage, Rs15,000-Rs40,000 within 30% percentage, Rs40,000-Rs60,000 within 4%
percentage and Above Rs60,000 within 4% percentage.

Hence, it can be understood that majority of the respondents are 62% of the up to
Rs.15000.
 Chart No 6

The Family Monthly Income of the Respondents

Above Rs.60,000 2%
% of the respondents

Rs.40,000 - Rs.60,000 2%

Rs.15,000 - Rs.40,000 15%

Upto Rs. 15,000 31%

0 5 10 15 20 25 30 35
 Table 7
Family Size of the Respondents

Family Size No of respondents Percentage

Upto 2 nos. 8 16%

3 to 4 nos. 30 60%

above 4 nos. 12 24%

Total 50 100%

Sources: Primary data

Interpretation

From the above table It is revealed that 16% percentages of the respondents of upto 2
member and 60% percentages of respondents 3 to 4 member and 24% percentages of respondents
above 4 members.

Hence, it can be understood that majority of the respondents are 60% of the 3 to 4 hours.
 Chart No. 7

The Family Size of the Respondents

70%

60%
60%

50%
% of the respondents

40%

30%
24%

20% 16%

10%

0%
Upto 2 nos. 3 to 4 nos. above 4 nos.
 Table 8
Family Type of the Respondents

Family Type No of respondents Percentage

Joint Family 30 60%

Nuclear Family 20 40%

Total 50 100%
Sources: Primary data

Interpretation:

From the above table in case of family type of the respondents 60%percentage of the
respondents are joint family and 40% percentage of respondents are nuclear family.

Hence, it can be understood that majority of the respondents are 60% of the joint family.
 Chart No :8
Family Type of the Respondents

30

25% 25%
25
% of the responedents

20

15

10

0
Joint Family Nuclear Family
 Table 9

Why do you use Tata salt of the Respondents

Reasons No of respondents Percentage

Taste 18 36%

Healthy 17 34%

The price is low 8 16%

Others 7 14%

Total 50 100%
Source: primary data

Interpretation:
From the above table It is revealed that36% percentage respondents, of taste the
34%percentage respondents, healthy in16%percentage of respondents the price is low, in the
others 14% percentage respondents.

Hence, it can be understood that most of the respondents are 36% of the taste.
 Chart No 9
Why do you use Tata salt of the Respondents

40
36
35 34

30
% of the respondents

25

20
16
15 14

10

0
Taste Health The price is low Others
 Table 10

What is your favorite salt in Tata chat of the Respondents?

Favorite salt No of respondents Percentage

Tata black salt 15 30%

Tata salt plus 11 22%

Tata salt lite 16 32%

Tata rock salt 8 16%

Total 50 100%
Sources: Primary data

Interpretation:

From the above the It is revealed that 30% percentages of the respondents Tata black salt,
22% percentages of the respondents Tata salt plus, 32% percentages of the respondents Tata salt
lite and 16% percentages of the respondents of the remaining Tata rock salt.

Hence, it can be understood that most of the respondents are 32% of the tata salt lite.
 Chart No10
The What is your favorite salt in Tata chat of the Respondents

35
32
30
30

25
% of the respondents

22

20
16
15

10

0
Tata black salt Tata salt plus Tata salt lite Tata rock salt
 Table 11

How long have you been Eating Tata salt of the Respondents

Eating Tata salt of the

2 years 17 34%

2-5 years 13 26%

5-10 years 14 28%

Above 10 years 6 12%

Total 50 100%
Source: primary data

Interpretation:

From the above table is revealed No. of respondents are 2 years 34% percentages, No.
Of respondents are 2-5 years 26% percentages, no of respondents are 5-10 years, 28%
percentages and above 10 years, 12% percentages.

Hence, it can be understood that most of the respondents are 34% of the 2 years.
 Chart No 11

How long have you been Eating Tata salt of the Respondents

60

50
50

40
% of the respndents

30

20 17%
13%

10
6

0
2 years 2-5 years 5-10 years Above 10 years Total
 Table 12

Have you told anyone about Tata salt of the Respondents

About Tata salt No of respondents Percentage

Yes 30 60%

No 20 40%

Total 50 100%
Sources: Primary data

Interpretation:

From the above table It is revealed that 60% percentage of respondents told Tata salt
and 40% percentage of respondents without told Tata salt.

Hence, it can be understood that majority of the respondents are 60% of the yes.
 Chart No12

The Have you told anyone about Tata salt of the Respondents

40
36%
35 34%

30
% of the respondents

25

20
16%
15 14%

10

0
Taste Health The price is low Others
 Table 13

Where do you buy Tata salt of the Respondents?

Buying Tata salt No of respondents Percentage

Online purchasing 3 6%

Shops near home 25 50%

Departmental store 6 12%

Super market 16 32%

Total 50 100%

Sources: Primary data

Interpretation:

From the above table It is revealed that 6% percentage of respondent are online
purchased, 50% percentage of respondent are shops near home, 12% percentage of respondents
are departments store and 32% percentage of respondents are super market.

Hence, it can be understood that most of the respondents are 50% of the shops near home.
 Chart No13

Where do you buy Tata salt of the Respondents

Super market 16%

Departmental store 6%

Shops near home 25%

Online purchasing 3%

0 5 10 15 20 25 30
 Table 14

How much will you buy Tata salt of the Respondents

much will you buy Tata salt No of respondents Percentage

One pack 33 66%

2kg 13 26%

2kg-4kg 4 8%

Total 50 100%

Sources: Primary data

Interpretation:

From the above table It is revealed that 66% percentage of respondents are one pack,
26% percentage of respondents are 2kg and 8% percentage of respondents 2kg-4kg.

Hence, it can be understood that majority of the respondents are 66% of the use one
pack.
 Chart No 14

How much will you buy Tata salt of the Respondents

20
19%

18 17%

16

14
% of the respondnets

12

10

8 7% 7%

0
2g-5g 5g-10g Enough Others
 Table 15

Are there any side effects of Tata salt of the Respondents

side effects of Tata salt No of respondents Percentage

Yes 11 22%

No 39 78%

Total 50 100%

Sources: Primary data

Interpretation:

From the above table it is revealed that 66% percentage of respondents are one pack,
26% percentage of respondents are 2kg and 8% percentage of respondents 2kg-4kg.

Hence, it can be understood that majority of the respondents are 78% of the say no.
 Chart No 15

Are there any side effects of Tata salt of the Respondents

90%
78%
80%

70%
% of the respondents

60%

50%

40%

30%
22%
20%

10%

0%
Yes No
 Table 16

How much salt do you take in your food of the Respondents

take in your food No of respondents Percentage

2g-5g 19 38%

5g-10g 7 14%

Enough 17 34%

Others 7 14%

Total 50 100%
Sources: Primary data

Interpretation:

From the above table It is revealed that 38% percentage of respondents are 2g-5g,
14% percentage of respondents are 5g-10g, 34% percentage of respondents are enough and 14%
percentage of respondents are others.

Hence, it can be understood that most of the respondents are 38% of the 2g-5g.
 Chart No 16

How much salt do you take in your food of the Respondents

20 19

18 17

16

14

12

10

8 7 7

0
2g-5g 5g-10g Enough Others
 Table 17

What is your feedback in Tata salt of the Respondent

feedback in Tata salt No of respondents Percentage

Good 39 78%

Excellent 7 14%

Poor 4 8%

Bad 0 0%

Total 50 100%

Interpretation:

From the above table It is revealed that you feedback in Tata salt respondents, 78%
percentage of respondents are good, 14% percentage of respondents are excellent,8% percentage
of respondents are poor and 0% percentage of respondents are bad.

Hence, it can be understood that majority of the respondents are 78% of the say good.
 Chart No17

What is your feedback in Tata salt of the Respondents

60

50

40

30

20

10

0
Good Excellent Poor Bad Total
 FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

• It can be understood that majority of the respondents are 82% of the male.
• It can be understood that majority of the respondents are 52% of the below 20 years.
• It can be understood that majority of the respondents are 62% of the unmarried.
• It can be understood that most of the respondents are 36% of under graduation.
• It can be understood that most of the respondents are 36% of the self-employed.
• It can be understood that majority of the respondents are 60% of the 3 to 4 hours.
• It can be understood that majority of the respondents are 62% of the up to rs.15000.
• It can be understood that majority of the respondents are 60% of the joint family.
• It can be understood that most of the respondents are 36% of the taste.
• It can be understood that most of the respondents are 32% of the tata salt lite.
• It can be understood that most of the respondents are 34% of the 2 years.
• It can be understood that majority of the respondents are 60% of the yes.
• It can be understood that most of the respondents are 50% of the shops near home.
• It can be understood that majority of the respondents are 66% of the use one pack.
• It can be understood that majority of the respondents are 78% of the say no.
• It can be understood that most of the respondents are 38% of the 2g-5g.
• It can be understood that most of the respondents are 38% of the 2g-5g.
 SUGGESTION

• People generally consider price and hygiene product. So, the company should concentrate
the above.
• Tata Salt must ensure that its customer becomes brand loyal toward it and thus necessary
efforts must be taken by the company.
• Tata Salt must increase its sales doing sales promotion activities, providing samples,
discounts etc.
• The company should give more attention to all the segments.
• The companies should come up with some attractive schemes to attract more and more
customers.
• People must be made aware about the different offerings of the products and the varieties
that are available in the market
• As many reasons are there for the consumption of such product, Tata Salt must make sure
that their product lies at the top for each of the reasons be it tastes, availability etc.
• The customers who are not brand loyal to other brands must be attracted by the company
by different sales promotion activity.
 CONCLUSION

Branding the commodities is not the end of the road, but it is up to the Salt companies to
adapt to the customers’ requirements over time and deliver the value in a consistent manner. The
marketer of salt with the help of proper application of Marketing mix can convert a basic
commodity like salt into brand which is perceived by customers as offering total satisfaction in
fulfilling the customers' needs. Preference-behavior model clearly indicates the high brand loyalty
in commodity product like salt. The manufactures can highly concentrate on improving the quality
of product and building the favorable brand image. Hence the marketer must build their brands
based on these key factors so that a strong long term loyal customer base will be created. Tata salt
emerged as the leader. Later in 1997, with increasing attention being focused on iodine deficiency
and iodization of salt, salt companies promoted the product as iodized salt which promised to
benefit people in terms of health. Further, salt has also been marketed as the whitest, cleanest and
most evenly sized salt in the market. Many players marketed their product as the iodized salt with
a stable iodine technology which helped in limiting the iodine lost in storage, transportation and
cooking methods. Yet another way of promoting salt has been introduction of low-sodium salt for
people with high blood pressures.

Further, marketer has also promoted salt as a motivator for young mothers by promising
dreams of bright and healthy children. Indian salt market consumes many other varieties of edible
salt including Iron Fortified Salt, Double Fortified Salt and Low sodium salt. In Tamil Nadu, a
new variant of salt, "Health Salt" which contains micronutrients iodine, iron and folic acid, has
also been introduced. The study found variations in the marketing strategies adopted by salt
manufacturing companies in Tamil Nadu. While some companies used competitive pricing, others
used premium pricing. Some companies promoted themselves as clean and pure salt, the others
promoted on the basis of health benefits offered. Also, different companies launched different
types of salts like low sodium, Iron Fortified Salt, Double Fortified Salt etc. However, the strategy
of competitive pricing was found to be more successful with Tata iodised salt as the product since
companies opting for these were found to be most popular and occupied largest market shares
 ANNEXURE

QUESTIONNARIE

1. Gender:
a) Male b) Female

2. Age :
a) Below 20 years b) 21-40 years

c) 40-60 years d)Above 60 years

3. Marital states :
a) Married b) Unmarried

4. Education :
a) Schooling/diploma b) Under graduation

c) Post graduation d) Professional e) Others

5. Occupation :
a) Private employed b) Government employed

c) Self employed d) Business

6. Family monthly income :

c) Rs.40, 000 – 60,000 d) Above 60,000

7. Family Size:

a) Above 2nos b) 3-4nos c) Above4nos

8. Family Type:

a) Joint family b) Nuclear Family

a) Taste b) Healthy c) The price is low

d) Others

10. What is your Favourite salt in Tata Salt?

a) Tata black salt b) Tata salt plus c) Tata Salt Lite

d) Tata Rock Salt

11. How long have you been Eating Tata salt?

a) 2 years b) 2-5years c) 5-10 years

d) Above 10 years

12. Have you told anyone about Tata salt?

a) Yes b) No

13. Where do you buy Tata salt?

a) Online purchasing b) Shops near home c) Departmental store

d) Super Market

14. How much will you buy Tata salt?

a) 1kg b) 2kg c) 2kg – 4kg

15. Are there any side effects of Tata salt?

a) Yes b) No

16. How much salt do you take in your food?

a) 2g – 5g b) 5g – 10g c) Enough

d) Others

17. What is your feedback in Tata salt?

a) Good b) Excellent c) Poor

d) Bad