A STUDY ON

“CUSTOMER SATISFACTION”
(With special reference to Vishakha Dairy , VIZAG)

A project report submitted to Jawaharlal Nehru Technological University-K, Kakinada

In partial fulfilment of the requirements for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

PUJITHA SALUGULA

Regd.No:23A81E0058

Under the steemed guidance of

P. PAVAN KUMAR
Assistant Professor

DEPARTMENT OF MANAGEMENT STUDIES

SRI VASAVI ENGINEERING COLLEGE(Autonomous)

(Affiliated to Jawaharlal Nehru Technological University, Kakinada)

Pedatadepalli, Tadepalligudem , West Godavari District.

2023-2025
 DEPARTMENT OF MANAGEMENT STUDIES

SRI VASAVI ENGINEERING COLLEGE

(Affiliated to Jawaharlal Nehru Technological University- K, Kakinada)

CERTIFICATE

This is to certify that the project work titled A STUDY ON “CUSTOMER

SATISFACTION (with special reference to SRI VIJAYA VISHAKHA MILK
PRODUCERS COMPANY LTD ”submitted by PUJITHA SALUGULA with
RegdNo:23A81E0058 has been examined and adjudged sufficient for the partial fulfilment
of the award of the degree of Master of Business Administration, by Jawaharlal Nehru
Technological University-K, Kakinada from SRI VASAVI ENGINEERING COLLEGE,
Tadepalligudem.

INTERNAL GUIDE HEAD OF THE DEPARTMENT

Department Of Management Studies

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION

I, PUJITHA SULUGUGULA , here by solemnly declare that the project report entitled A
STUDYON “CUSTOMER SATISFACTION” a SRI VIJAYA VISHAKHA MILK
PRODUCERS COMPANY LTD , VISAKHAPATNAM. Submitted by me is a bona-fide
work done and it is not submitted to any other university any time before. This project work
is in partial fulfillment of the requirement for the award of the degree of Master of
Business Administration from Sri Vasavi Engineering College.

PUJITHA SALUGULA
23A81E0058

Place:
Date:
 ACKNOWLEDGEMENT

The satisfaction that accompanies the successful completion of any task would be
incomplete without mentioning people who made it possible and whose encouragement and
constant guidance made me to complete the work.

I wish to express my deep sense of gratitude to Dr.G.V.N.S.R. Ratnakara Rao,

Principal, Sri Vasavi Engineering College, Pedatadepalli for giving me an environment of
learning and development in the campus and for the opportunity to undertake project work.

I am grateful to Mr. Naveen Kumar D, Head of the Department, Department of

Management Studies, for permitting me to pursue my project at “Hindustan Unilever Ltd”.

It is an honor for me to do my project work under the guidance of K.PAVAN

KUMAR, Asst. professor Department of Management Sri Vasavi Engineering College,
Pedatadepalli. It is a pleasure to thank him for helping me a lot by giving his valuable
guidance and encouragement in each and every stage of my project work and for his patience
in bringing out this report.

Finally,I extend my thanks to all my friends and family members for supporting me in
the process of completion of this report.

PUJITHA SALUGULA

23A81E0058
CHAPTER-I
 INTRODUCTION

MARKETING:

Marketing is indeed an ancient art it has been practiced in one way or the other since the days of
adam and eve. Its emergency as a management discipline, however, is of relatively recent origin.
And with in this relatively short period, it has gained a great deal of importance and stature, in
fact today most management thinkers and practitioner's the world over, regarding marketing as
the most important of all management function in any business.

Definition of Marketing:

"Marketing is a social and managerial process by which individuals and group obtain what they
need and want through creating, offering and exchanging products of value with others".

-Philip Kotler

"Marketing consist of all activities which a company adopts itself to its environment- creativity
and profitability".

-Roy Core
CUSTOMER SATISFACTION:

Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customer's expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability.

These metrics quantify an important dynamic. When a brand has loyal customers, it gains
positive word-of-mouth marketing, which is both free and highly effective."

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

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

"In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying.
NEED FOR THE STUDY

Need of Study increasing competition ever growing market easy availability of the finances and
increasing population of young executives with huge disposable incomes over the past few years
has substantially increased the sales in the communication also the competition among the
dealers of the product as increased with each trying to maximize their customer base. the study
tries understand the key service parameters and reflect upon the dysfunctional areas thus
providing the dealer with an insight into the level of customer satisfaction and changing trends of
the customer expectation
OBJECTIVES OF THE STUDY

The objectives of the study are:

1. To study the customer satisfaction level of Vishakha services.

2. To study the factors that influence customer preferring Vishakha dairy Products.

3. To study the impact and behavioural factors of the customers of choosing particular Product.

4. To study the problems faced by the customers in the process of buying products.
SCOPE OF THE STUDY

Before business can develop marketing strategies, they must understand what factors influence
buyers' behaviour and how they make purchase decision to satisfy their needs and wants. This
study aims towards collecting information about customers Psychology towards reliance and
thus helping reliance in understanding customer's nature and help in developing strategies which
will thus help them in increasing their business.

It is done to understand what customers consider while going for purchasing reliance Products.
By this study we came to know how the organization retaining and sustaining its customer. The
main purpose of this project is to study customers buying, behaviour and develop strategies
which help reliance in increasing their market share.

This study is mainly focused on various factors that affect customers buying decision. Such as
social, psychological and personal. This study helps to understand the satisfactory level of
customers towards the brand. And also understanding the customer attitudes and their buying
motives by means of company brand image.
 METHODOLOGY OF THE STUDY

METHODS OF DATA COLLECTION:

The Data has collected in two ways:

 Primary Data:

"Primary data are those, which are collected for the first time, and they are original in character.
A suitable combination of Questionnaire techniques, & discussion with the respondents was used
to collect the required Primary data. Primary data gives higher accuracy and facts, which is very
helpful for any research and its findings.

Secondary data: -

"Secondary data are those, which are already collected by someone for some purpose and are
available for the present study. Secondary data was collected from the websites and other such
sources.

Sample Size: 120

DATA COLLECTION:

The Study used the survey method to collect the raw information specific to the current research
work. The survey method is advantageous because it helps to collect detailed information about
an individual respondent.
SURVEY:

The type of survey undertaken was that of sample type keeping in consideration the time
constraints besides the viability of census survey. The sample survey undertaken to reach the
desired destination was carefully planned and executed by using selected samples.

STATISTICAL TOOLS:

The tool used for obtaining the relevant information was questionnaire. A well- structured
questionnaire was administered to the sample of the study. The questionnaire was designed
keeping in view both major and minor objectives of the study.

Simple random Sampling method :

With the customer being unknown and given the time and resource constraints simple random
sampling method was obtained from the population. The random sampling is a type of sampling
method where each individual unit has an equal probability of being chosen. For completion of
this study, resulting in a final sample size of 120 respondents who completely filled the
questionnaire.

DATA COMPLETION AND ANALYSIS:

After the data was collected, it was tabulated and findings of the project were presented followed
by analysis and interpretation to reach certain conclusions. Pie diagram, bar graph, frequency
tables etc,