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Ananda Kumar, A.
- An Empirical Study on Customer Satisfaction Towards Micro Brands in Union Territory State of Pondicherry (A Special Reference to Selected Food Products)
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Authors
A. Ananda Kumar
1,
S. Babu
2
Affiliations
1 School of Management, Christ College of Engineering & Technology, Puducherry, IN
2 Department of Business Administration, M.R. Government Arts College, Mannargudi, Tamilnadu, IN
1 School of Management, Christ College of Engineering & Technology, Puducherry, IN
2 Department of Business Administration, M.R. Government Arts College, Mannargudi, Tamilnadu, IN
Source
South Asian Journal of Marketing & Management Research, Vol 3, No 12 (2013), Pagination: 11-31Abstract
Customer satisfaction has now-a-days become an integral part of every firm. It’s recognized as a catalyst for business success and is regarded as key element for customers’ retention & sustainability, customers’ attraction, promoting sales, profitability, marketability, business diversification & expansion and fulfilling customers’ needs and desires according to their expectations. The present research paper empirically examines the level of customer satisfaction in case of food products by micro brands and to find which of these factors has greater influences to buy micro brands product in Union Territory of Pondicherry. The data is collected from various users of micro brands’ in Union Territory of Pondicherry. A Sample of 350 is selected to analyze the level of satisfaction towards micro brands. The respondents were taken from the place of various Retails Outlets, Streets Vendors, Super Markets and Petty Shops, etc. On the basis of their responses, Cross Tabulation, Data Matrix Street, Weight Average Method, Two-way Anova and Percentage Analysis was applied. Finding shows that the customers are satisfied with micro brands.Keywords
Business, Customer Satisfaction, Food Products, Micro Brands.
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