CHAPTER-I

1.1 INTRODUCTION

Customer satisfaction has been a subject of great interest to organizations

and researchers alike. The principal objective of organizations is to maximize
profits and to minimize 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

1
importance of customers in the business environment but also the importance of
satisfying them.

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?

Reasons for researching in this area

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

2
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 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

3
diseases are water borne. There are 3 types of water impurities, which are root
cause of water borne diseases.

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 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 borne diseases.

 Microbiological-Bacteria / virus.
 Dissolved impurities - chemical.
 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.

4
 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.

 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

5
 Not meeting the demand of the customer

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.

CHAPTER-II
6
 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.

It has been recognized that eco-efficiency improvements at production and

product design level can be significantly reduced or totally negated by rebound
effect from increased consumption levels. In line with this problem factor 10 to
20 material and energy efficiency improvements have been suggested (Factor 10
Club 1994; Schmidt Bleek 1996; Bolund, Johansson et al. 1998; Ryan 1998). The
improvements, however, if not carefully done, may still lead to rebound effects
through changes in resource prices.

As a potential solution to the factor 10/20 vision system level

improvements have to be made, contrary redesigning individual products or
processes (Weterings and Opschoor 1992; Vergragt and Jansen 1993; von
Weizsäcker, Lovins et al. 1997; Ryan 1998; Manzini 1999; Brezet, Bijma et al.
2001; Ehrenfeld and Brezet 2001).

The product service system (PSS) concept has been suggested as a way to
contribute to this system level improvement (Goedkoop, van Halen et al. 1999;
Mont 2000). 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.

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 (Schrader 1996; Littig 1998). Even if accepted, the
environmental impacts of “servicised products” offers depend to a large extent on
customer behaviour.

7
 To address this problem, either behavioural or service system design
changes are needed. Changing human behaviour and existing lifestyles
contributes to the vision of sustainable development, but at the same it is
extremely difficult and time-consuming process.

A potentially easier way is changing the design of product-service system

to reduce behavioural pitfalls. In order to change system design, it is necessary to
understand how customer acceptance of more sustainable solutions is formed,
influenced or changed, what the influencing factors are and what are the leverage
points for best results with lowest costs. Understanding customer perceptions and
behaviour in this context is crucial.

Customer research in different disciplines

A 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).
For more than a decade now, a range of studies that address environmentally
sound customer behaviour, e.g. car use, waste sorting, minimization and recycling
practices have been conducted. However, few studies evaluated customer
acceptance of the PSS concept – a consumption based on non-ownership of
physical products, see, for example, studies on car sharing schemes (Schrader
1999; Meijkamp 2000), ski rental and washing services (Hirschl, Konrad et al.
2001).
One reason explaining the lack of studies in the area could be that, there
are still not many PSS schemes in place to serve as test grounds. Another reason
could be uniformity of research focus. Most of customer research focused on
adopter categories, habits, attitudes and intentions, rather than on actually
measuring the satisfaction level with the service. The reason is probably that PSS
ideas have been promoted by researchers from the environmental management,

8
marketing, design and engineering fields, and to a lesser extent by sociologists,
who hold the banner of research in customer satisfaction.
Customer satisfaction process
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). According to the
model, customer decision-making process comprises a need-satisfying behaviour
and a wide range of motivating and influencing factors. The process can be
depicted in the following steps (Engel, Blackwell et al. 1995):
 Need recognition – realization of the difference between desired situation
and the current situation that serves as a trigger for the entire consumption
process.
 Search for information - search for data relevant for the purchasing
decision, both from internal sources (one's memory) and/or external
sources.
 Pre-purchase alternative evaluation - assessment of available choices that
can fulfill the realized need by evaluating benefits they may deliver and
reduction of the number of options to the one (or several) preferred.
 Purchase - acquirement of the chosen option of product or service.
 Consumption - utilization of the procured option.
 Post-purchase alternative re-evaluation - assessment of whether or not and
to what degree the consumption of the alternative produced satisfaction.
 Divestment - disposal of the unconsumed product or its remnants.
Besides the information processing perspective, marketing analyses customer
behaviour by employing a psychologically grounded concept of attitudes
(Balderjahn 1988; Ronis, Yates et al. 1989; Luzar and Cosse 1998). It is customer
attitudes that are usually named as the major factor in shaping customer behaviour
and a wealth of studies is available on the topic of how attitudes can predict
behaviour.
Inter-disciplinarily of customer research
Different research disciplines diverge in their presuppositions about the human
nature, factors influencing customer behaviour, market response, etc. Therefore, they
naturally employ different research approaches. However, despite that seemingly

9
insurmountable abyss between disciplines, we see that many research topics and methods
overlap, and that there is no clear-cut line between different domains of customer
research. Many consumption-related issues are being increasingly addressed from
interdisciplinary or multidisciplinary perspectives.
Many interdisciplinary concepts and factors are of interest for research on customer
satisfaction with eco-efficient services and PSS. Contrary to the suggestions from many
traditional neoclassical theories, consumption patterns are much more flexible and prone
to various influences. Today customer behaviour is increasingly dynamic as the choice of
alternatives increases with the growth of global markets. The complexity of the decision-
making process and a large number of influencing factors suggest that changing customer
behaviour towards more sustainable consumption is a challenging process, which
requires coordination at individual and societal level.
The area of PSS and eco-efficient services is still developing. Further efforts are
required in order to understand relations between functional and emotional needs
of customers’ Basic services package.

Shopping services

Facilitating services

Core services

Service culture
However, customer contact at service quality stage on the basis of core
service and additional services. At this point, customer becomes very judgmental
about the product quality and they create an image quickly whether the service is
good or bad. Thus if contact person does give the right information or become
rude every effort goes negatively, and they do not get a second chance to make
this positive. Customers’ expectation and experience are to be conflicted here. In
the figure 3 showing that service quality image is spared in 2 dimension where
customer already hold an image about the experience of owning or some others
statements, on the other hand after experiencing service with company personnel,
environment, equipments etc. if the everything goes positively, customer

10
experience goes overwhelmed and they do not notice and fault or defect. But if
experiences do not meet the expectation then they see all the faults and reinforces.
(Isoviita and Lahtinen 1994.114-116)
Customer satisfaction definition
Westbrook and Reilly define- Customer satisfaction is as emotional
response to the experience provided by, (or associated with) particular products or
services purchased, retail outlets, or even molar patterns of behaviour, as well as
the overall marketplace. (1983, 3) Another author Hunt (1977) defines customer
satisfaction as a process of evaluation rendered that the experience was at least as
good as it was supposed to be.
Tse and Wilton (1988) elaborated hunt definition where they said
‘customer satisfaction is a process of customer’s response to the evaluation of the
perceived discrepancy between prior expectations and the actual performance of
the product as perceived after its consumption’.
Satisfaction is the customer’s fulfillment response. It is a judgmental that a
product or service feature, or the product or service itself, provides a pleasurable
level of consumption related fulfillment. (Oliver 1977). ‘This definition
approaches two sides where the first approach defines satisfaction as a final
situation or as end-state resulting from the consumption experience and the
second approach emphasizes the perceptual, evaluative and psychological process
that contributes to satisfaction’. (Evangelos and Yannis 2010, 2)
Importance of customer satisfaction
Modern business philosophy business should be customer oriented and the
implementation of the main principles of continuous improvement, justifies the
importance of evaluating and analyzing customer satisfaction. In short, customer
satisfaction is considered as baseline of standardize and excellence of
performance for many business. It also helps to identify the potential market
opportunities. (Evangelos and Yannis 2010, 1-2)
Mentioning about importance of customer satisfaction in business
perspective Zairi (2000) said in one magazine ‘Customers are the purpose of what
we do and rather than them depending on us, we very much depend on them. The
customer is not the source of a problem, we shouldn’t perhaps make a wish that
customers ‘should go away’ because our future and our security will be put in
jeopardy.’
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 However, the concept of customer satisfaction is not a new one. It hit the
business sectors in early 1980’s where some researchers considered that customer
satisfaction is the best window into loyalty. They also found that it has direct
relationship with company profitability, ROI (return on investment), or share of
market. Satisfied customer think twice or several times before switching to
alternatives because they become attached emotionally and also afraid to believe
on alternatives quality. Oliver (1997)
Zairi (2000) mention more about the importance as- ‘numerous studies
that have looked at the impact of customer satisfaction repeat purchase, loyalty
and retention. They all bring the similar message. First, satisfied customers share
their experience with average five or six people and dissatisfied customers
normally tell ten people about their unfortunate experience. Secondly, many
customers do not complain about dissatisfaction but it is needs to realize by the
company and it differs from industry to industry. Finally, people do not think
dealing customer satisfaction is not as costly as to recruit a new customer.
Actually it is only twenty five percent of the recruit a new customer’.
Measuring customer satisfaction
Now a day’s measuring customer satisfaction become an important issue
to most of business organization. In this regard there is a rumored by Lord Kelvin
(19th century) ‘If you cannot measure something, you cannot understand it’. In
recent decades importance of customer satisfaction has increased thus many
organization considered measuring customer satisfaction should be set as a
parameter. ‘It also considered as reliable feedback and it provides as effective,
direct, meaningful and objective way the customers’ preferences and
expectations’. (Gerson, 1993)
Wild (1980) and Hill (1996) said, customer satisfaction measurement
provides a sense of achievement and accomplishment for all employees involved
in any stage of the customer service process and it motivates people to perform as
well as achieve higher levels of productivity.
Evangelos and Yannis (2005, 5) mentioned in their book about main
advantages of measuring customer satisfaction, one- measuring customer
satisfaction helps to evaluate business current position against its competition and
accordingly design its future plans. Second Satisfaction measurement is able to
identify potential market opportunities. Third- it helps to understand customer
12
behaviour and particularly to identify and analyze customer expectations, needs
and desire. Fourth- It improve the communication the total clientele. Fifth- By
this measurement it is also possible to examine whether new actions, efforts and
programs have any impact on the organizations’ clientele. Sixth- Organizations
weakness and strength against competition are determined, based on customers’
perceptions and judgment. Seventh- Personnel is motivated to increase its
productivity.
Determinates of customer satisfaction
Customer satisfaction is one of the most important issues concerning
business organizations of all types. Business organizations try to give best service
to the customer and also look for the reason that can increase the satisfaction
level. According to Hokinson (1995, 13), these factors include friendly
employees, knowledgeable employees, Helpful employees, accuracy of billing,
billing timeliness, competitive pricing, service quality, good value, billing clarity
and quick service.

Friendly employees Good value

Courteous employees
Helpful employees Overall customer satisfaction
Knowledgeable
Quick service employees

Billing clarity Billing accuracy

Competitive pricing Billing timeliness

Product and service features

Customer satisfaction is significantly influenced by the customer’s

evaluation of product or service features. Thus, firms also study concerning
satisfaction what features and attributes of their services customer measure most
and that firms measures the perceptions of those features and overall service
satisfaction. In this regard, research has found that normally customers make

13
trade-offs among service like, price level versus service quality or friendliness of
personnel versus customization. (Zeithaml et al. 2006, 110-111)

Customer emotions

Customer emotions played a significant role with the product or services

satisfaction. When a customer in a happy moment of life or positive frame of
mind that influenced the service experience and feel good. Alternatively when
customers passing through bad mood or negative feelings they might over react or
respond negatively towards the service. It is normally seen that positive emotions
had a stronger effect than negative one. Specific emotions may also be influenced
by the consumption experience itself, influencing consumes’ satisfaction with the
service. (Zeithaml et al. 2006, 111)

Attributions for service success or failure

Attributions are a cause to influence perceptions of satisfaction. Even

when customers do not take responsibility for the outcome, customer satisfaction
may be influenced by other kinds of attributions. Like sometime customers do not
take any consideration of fault made by the personnel, if they found it rarely
happens or it is beyond an agent’s control. (Zeithaml et al. 2006, 112)

Perceptions of equity and fairness

Perception of equity and fairness has a great impact on customer

satisfaction. Customers usually think about whether they treated fairly compare to
other customer, was the price eligible for the service, was they get good service.
These senses of fairness are central to customer satisfaction, particularly in
service recovery situations. (Zeithaml et al. 2006, 112)

Others customers, family members and co-workers

Customer satisfaction not only depends on the product or service features,
one’s own experience rather it also influenced by other customer perception,
experiences etc. As for example, family members’ satisfaction or dissatisfaction
influenced tremendously towards particular service – like a vacation trip.
Sometimes friends and families other member experience stopped thinking of that
service. (Zeithaml et al. 2006, 112)

14
Price influence on customer satisfaction
Price is a very popular tactic for customer satisfaction. Customer will
indicate higher levels of satisfaction when they get a better deal (pay less price)
relative to a comparison other than they will when they pay more for relative
worse deal. They thought they paid less than the published price for that item if
the customer is satisfied.
According to Zeithaml et al. (1996, 116-128) the customers’ use of price as a
signal to quality depends on several factors, they are accessibility of services cues
to quality, brand names that offer evidence of a company’s, level of advertising
and the risks associated with the service purchase. Usually when the price is high,
customer expects higher quality and better services. On the other hand, when the
price is too low, customer may doubt about the quality of services. Thus, when
company use any price promotion tactic, such as- volume discounts, rebates,
preferred customer discount, holiday sales or other countless marketing offers
they should be very careful about their product image and how customer respond
to their product and services.
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. Improving customer
satisfaction is mainly the improvement of the gap arises in service quality formed
by the customer expectations when they interact with the services.

15
Dimensions of
service quality Expected
service Gaps in service
Reliability quality or actual
Responsiveness service quality
Assurance
Customer
Empathy Perceived satisfaction
Tangibles service or
actual service
Price influence

Determinatio
Good element of n of customer
service satisfaction

Measuring
customer
satisfaction

Development of service
and loyalty to customer

16
 CHAPTER-III
RESEARCH METHODOLOGY

3.1 INTRODUCTION

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”.

3.2 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

3.3 STATEMENT 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.

3.4 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.

17
 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.

3.5 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.

3.6 OBJECTIVES OF THE STUDY

Primary Objective

To study about the customer satisfaction towards Asai Water Company.

Secondary 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.

3.7 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. The questionnaire
comprises of close ended as well as ended questions.
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

18
collected so as to have accurate results. Required data was collected from various
books, magazines, journals and internet.

Sample Size:

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

Tool Used:

 Simple percentage

3.8 LIMITATIONS OF THE STUDY

The Asai Water Company Chennai 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.

19
 CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
s

TABLE NO 1

AGE OF THE RESPONDENT

NO OF % OF
S.NO PARTICULARS
RESPONDENTS RESPONDENTS

1 Below 30 34 30.9

2 30-40 30 27.27
3 40-50 36 32.72
4 Above 50 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 30
years, 27.27% of the respondents are 30-40 years, 32.72% of the respondents are
40-50 years, and 9.09% of the respondents are above 50 years.

CHART NO 1
20
 AGE OF THE RESPONDENT

NO OF RESPONDENTS % OF RESPONDENTS

32.72
30.9
27.27

36
34
30 9.09

10

Below 30 30-40 40-50 Above 50

TABLE NO 2

21
 GENDER OF THE RESPONDENT

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.

CHART NO 2

22
 GENDER OF THE RESPONDENT

MALE FEMALE

36

32.72

74
67.27

NO OF RESPONDENTS % OF RESPONDENTS

TABLE NO 3

23
 QUALIFICATION OF THE RESPONDENT

% OF
NO OF
S.NO PARTICULARS RESPONDENTS
RESPONDENTS

1 SSLC 24 21.81

2 HSC 30 27.27
3 UG 38 34.54
4 PG 14 12.7
5 Diploma 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

24
QUALIFICATION OF THE RESPONDENT

NO OF RESPONDENTS % OF RESPONDENTS

34.54

27.27

21.81

12.7

38
3.6
30

24 14

SSLC HSC UG PG Diploma

TABLE NO 4

25
 SATISFIED WITH THE ASAI PRODUCTS

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.

CHART NO 4

26
 SATISFIED WITH THE ASAI PRODUCTS

Yes No

42

38.18

68
61.81

NO OF RESPONDENTS % OF RESPONDENTS

TABLE NO 5

27
 LIKE IN ASAI PRODUCTS

% OF
NO OF
S.NO PARTICULARS RESPONDENTS
RESPONDENTS
1 Quality 24 21.81

2 Design 30 27.27

3 Price 38 34.54

4 Availability 14 12.7

5 Color 4 3.6

TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 21.81% of the respondents are like to
quality of product, 27.27% of the respondents are like to design, 34.54% of the
respondents are like price of product, 12.7% of the respondents are like to
availability, and 3.6% of the respondents are color preferred.

CHART NO 5

28
 LIKE IN ASAI PRODUCTS

NO OF RESPONDENTS % OF RESPONDENTS

34.54

27.27

21.81

12.7

38
30
24 3.6

14
4
S

or
e
lit

lit
R

ig

ic

ol
LA

bi
es

Pr
ua

C
ila
U

D
Q
C

va
TI

A
R
PA

TABLE NO 6

29
THE PRICE OF THE PRODUCT IS HIGH/LOW COMPARED
TO COMPETITOR’S PRODUCT
NO OF % OF
S.NO PARTICULARS
RESPONDENTS RESPONDENTS
1 45
Strongly Agree
40.91
2 15
Agree
13.64
3 40
Neutral
36.36
4 8
Disagree
7.27
5 2
Strongly Disagree
1.82
TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that 40.91% of the respondents are said
strongly agree, 13.64% of the respondents are said agree, 36.36% of the
respondents are said neutral, 7.27% of the respondents are said strongly disagree,
and 1.82% of the respondents are said disagree.

CHART NO 6
30
THE PRICE OF THE PRODUCT IS HIGH/LOW COMPARED
TO COMPETITOR’S PRODUCT

NO OF RESPONDENTS % OF RESPONDENTS

100

40.91
36.36

110
7.27
13.64
1.82

34 26 30 20 10

Agree Strongly Neutral Strongly Disagree TOTAL

agree disagree

TABLE NO 7

31
 REASON FOR BUYING AN ASAI PRODUCT

NO OF % OF
S.NO PARTICULARS
RESPONDENTS RESPONDENTS
1 Quality
24 21.82
2 Design
26 23.64
3 Price
30 27.27
4 Availability
20 18.18
5 Color
10 9.09
TOTAL
110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, (27.27% )most of the respondents of the
say price is the reason for buying an Asai product, 21.82% of the respondents are
quality, 23.64% of the respondents are design, 18.18% of the respondents are
availability, and 9.09% of the respondents are say color.

CHART NO 7

32
REASON FOR BUYING AN ASAI PRODUCT

Quality Design Price

Availability Color

18 9%
%
22
%

24
%

27
%

TABLE NO 8

33
 EXPECTATIONS FROM ASAI PRODUCT
NO OF % OF
S.NO PARTICULARS
RESPONDENTS RESPONDENTS
1 Improve Quality 47
42.73
2 More new Design 23
20.91
3 Reasonable Price 20
18.18
4 Provide offers 12
10.91
5 More new Colors 8
7.27
TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 43.73% of the respondents are improve
quality, 20.91% of the respondents are more new design, 18.18% of the
respondents are reasonable price, 10.91% of the respondents are provide offers,
and 7.27% of the respondents are more colors.

CHART NO 8
34
 EXPECTATIONS FROM ASAI PRODUCT

100

90

80

70

60
% OF RE-
50 SPONDENTS

40 NO OF RE-
SPONDENTS
30

20

10

0
s

s
y

or
lit

r
ic
ig

fe
es

Pr
ua

ol
of

C
D
Q

le

w
w

ab

id
e

ne
ov

ne

ov
n
pr

so

e
Pr
e

or
Im

or

ea

M
M

TABLE NO 9

35
 CONSUMER OPINION TOWARDS ASAI PRODUCT

% OF
NO OF
S.NO PARTICULARS RESPONDENTS
RESPONDENTS
1 Very poor 8
7.27
2 Poor 15
13.64
3 Average 45
40.91
4 Good 22
20.00
5 Excellent 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.

CHART NO 9

36
CONSUMER OPINION TOWARDS ASAI PRODUCT

NO OF RESPONDENTS % OF RESPONDENTS

45
45
40.91

40

35

30

25
20.00
22 18.18
20
13.64 20
15
15
7.27
8
10

0
Very poor
Poor
Average
Good
Excellent

TABLE NO 10

37
BUY ASAI PRODUCT/BRAND RATHER THAN ANY OTHER
BRANDS AVAILABLE
NO OF % OF
S.NO PARTICULARS
RESPONDENTS RESPONDENTS
1 Agree 64 58.2
2 Neutral 35 31.8
3 Disagree 11 10
TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 58.2% of the respondents are said agree,
31.8% of the respondents are said neutral, 10% of the respondents are said
disagree.

CHART NO 10

38
BUY ASAI PRODUCT/BRAND RATHER THAN ANY OTHER
BRANDS AVAILABLE

10%
Agree Neutral Disagree

32%

58%

NO OF RESPONDENTS

TABLE NO 11

39
 WILLING TO RECOMMEND OTHERS TO BUY ASAI
PRODUCT / BRAND

NO OF % OF
S.NO PARTICULARS
RESPONDENTS RESPONDENTS
1 Agree 57
51.8
2 Neutral 35
31.8
3 Disagree 18
16.4
TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 51.8% of the respondents are said agree,
31.8% of the respondents are said neutral, 16.4% of the respondents are said
disagree.

CHART NO 11

40
WILLING TO RECOMMEND OTHERS TO BUY ASAI
PRODUCT / BRAND

NO OF RESPONDENTS % OF RESPONDENTS

31.8 16.4
51.8

57 35 18

Agree Neutral Disagree

TABLE NO 12
41
 YEARS OF USAGE
NO OF % OF
S.NO PARTICULARS RESPONDENT RESPONDENT
S S
1 0-1 years 35 31.81

2 1-3 years 36 32.72

3 Above 3 years 49 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 4.12

42
 YEARS OF USAGE

0-1 years 1-3 years Above 3 years

29%
41%

30%

NO OF RESPONDENTS

TABLE NO 13

43
 AVAILABILITY OF THE PRODUCT

NO OF % OF
S.NO PARTICULARS RESPONDENT RESPONDENT
S S
1 AGREE 49 44.54

2 NETURAL 36 32.72

3 DISAGREE 35 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 13

44
 AVAILABILITY OF THE PRODUCT

NO OF RESPONDENTS

50
49
45

40 44.54

35 36
35
30 32.72

31.81
25

20

15

10

0
AGREE
NETURAL
DISAGREE

TABLE NO 14

QUALITY OF THE PRODUCT

45
 % OF
NO OF
RESPONDENT
S.NO PARTICULARS RESPONDENT
S
S
1 AGREE 50 45.45

2 NETURAL 38 34.55

3 DISAGREE 22 20

TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 45.45% of the respondents are agree,
34.55% of the respondents are more neutral, 20% of the respondents are said
disagree.

CHART NO 14

46
 QUALITY OF THE PRODUCT

Series2

45.45
100
90
80
70
60
34.55
50
40
20.00
30
20
50
10
0 38
22
AGREE

NETURAL

DISAGREE

TABLE NO 15

47
 PRICE OF THE PRODUCT

% OF
NO OF
RESPONDENT
S.NO PARTICULARS RESPONDENT
S
S
1 AGREE 55 50

2 NETURAL 45 40.9

3 DISAGREE 10 9.09

TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 50% of the respondents are agree, 40.9%
of the respondents are more neutral, 9.09% of the respondents are said disagree.

48
 CHART NO 15

PRICE OF THE PRODUCT

NO OF RESPONDENTS % OF RESPONDENTS

55
50.00

45

40.91

9.09
10

AGREE NETURAL DISAGREE

49
 TABLE NO 16

SERVICE SATISFACTION

NO OF % OF
S.NO PARTICULAR RESPONDENT RESPONDENT
S S
1 AGREE 48 43.63

2 NETURAL 37 33.63

3 DISAGREE 35 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.

50
 CHART NO16

SERVICE SATISFACTION

120

110

100 100.00

80

60
48

40 32
43.64 30

27.27
29.09
20

0
AGREE NETURAL DISAGREE TOTAL

NO OF RESPONDENTS % OF RESPONDENTS

51
 TABLE NO 17

PRODUCTS AVAILABILITY

NO OF % OF
S.NO PARTICULARS RESPONDENT RESPONDENT
S S
1 AGREE 52 47.27

2 NETURAL 35 31.81

3 DISAGREE 33 30

TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

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

52
 CHART NO 17

PRODUCTS AVAILABILITY

PRODUCTS AVAILABILITY
PRODUCTS AVAILABILITY

47.27

31.81 30

AGREE NETURAL DISAGREE

53
 TABLE NO 18

DELIVERY TIME

NO OF % OF
S.NO PARTICULARS RESPONDENT RESPONDENT
S S
1 AGREE 56 50.9

2 NETURAL 44 40

3 DISAGREE 10 9.1

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, 9.1% of the respondents are said disagree.

54
 CHART NO 18

DELIVERY TIME

DELIVERY TIME
DELIVERY TIME

50.9

40

9.09

AGREE NETURAL DISAGREE

55
 TABLE NO 19

OVERALL SATISFACTION OF THE PRODUCT

NO OF % OF
S.NO PARTICULARS RESPONDENT RESPONDENT
S S
1 AGREE
48 43.64
2 NETURAL
31 28.18
3 DISAGREE
31 28.18
TOTAL 110 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 43.64% of the respondents are agree ,
28.18% of the respondents are more neutral, 28.18% of the respondents are said
disagree.

56
 CHART NO 19

OVERALL SATISFACTION OF THE PRODUCT

NO OF RESPONDENTS % OF RESPONDENTS

48

43.64

31 31
28.18 28.18

AGREE NETURAL DISAGREE

57
 TABLE NO 20
OVERALL EXPERIENCE IN ASAI WATER

NO OF % OF
S.NO PARTICULARS RESPONDENT RESPONDENT
S S
1 AGREE 68 61.81

2 NETURAL 32 29.09

3 DISAGREE 10 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.

58
 CHART 20

OVERALL EXPERIENCE IN ASAI WATER

How Is Your Overall Experience In asai water

61.81

29.09

9.09

AGREE NETURAL DISAGREE

59
 CHAPTER-V

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

 Majority of the age wise respondents are 40-50 years. (30.9%) of the
respondents are below 30 years, and 30-40 years. (27.27%)
 Majority of the respondents are 67.27% are male and 32.72% of the
respondents are female.
 The most of the respondents 34.54% are PG, 27.27% of the respondents
are HSC, 21.81% of the respondents are SSLC, 19% of the respondents
are UG, and 3.6% of the respondents are diploma.
 The highest 61.81% are saying Yes and 38.18% of the respondents are say
No.
 34.54% of the respondents are like to product price, 27.27% of the
respondents are like to design, 21.81% of the respondents are like to
product quality, 12.7% of the respondents are like to availability, and
3.6% of the respondents are color preferred.
 It is observed that 40.91% of the respondents are said strongly agree,
13.64% of the respondents are said agree, 36.36% of the respondents are
said neutral, 7.27% of the respondents are said strongly disagree, and
1.82% of the respondents are said disagree.
 (27.27%) most of the respondents are saying price is the reason for buying
an Asai Product.
 Majority of the respondents 43.73% are preferred improving the quality,
20.91% of the respondents are more new design.
 The consumer opinion towards Asai Product 40.9% of the respondents are
say average,
 58.2% of the respondents are said agree, 31.8% of the respondents are said
neutral, 10% of the respondents are said disagree.
 51.8% of the respondents are said agree, 31.8% of the respondents are said
neutral, 16.4% of the respondents are said disagree.

60
 31.81% of the respondents are more 0-1 years, 32.72% of the respondents
are more 1-3 years, and 44.54% of the respondents are said above 3 years.
 44.54% of the respondents are agreed, 32.72% of the respondents are
more neutral, and 31.81% of the respondents are said disagree.
 45.45% of the respondents are agreed, 34.55% of the respondents are
more neutral, and 20% of the respondents are said disagree.
 50% of the respondents are agreed, 40.9% of the respondents are more
neutral, and 9.09% of the respondents are said disagree.
 43.63% of the respondents are agreed, 33.63% of the respondents are
more neutral, and 31.81% of the respondents are said disagree.
 47.27% of the respondents are agreed, 31.81% of the respondents are
more neutral, and 30% of the respondents are said disagree.
 50.9% of the respondents are agreed, 40% of the respondents are more
neutral, and 9.1% of the respondents are said disagree.
 43.64% of the respondents are agreed, 28.18% of the respondents are
more neutral, and 28.18% of the respondents are said disagree.
 61.81% of the respondents are agreed, 29.09% of the respondents are
more neutral, and 9.09% of the respondents are said disagree.

61
 SUGGESTIONS

 Though the respondents are satisfied with the packaging of Asai Water
Company and its label information, there are too many local brands that
are using the same type of packaging and this may lead to counterfeit of
the product. So the company can take some legal action and stop others
from copying their packaging model or change their packaging method.
 Since packaged drinking water industry is in hyper competition the
company may ensure the availability of their product at all retailed stores
or prospective locations.
 They should do the regular consumer satisfaction survey to know the
movement of their product in the market and to capture their market in
this competitive world.

62
 CONCLUSION

Through the project entitled, “A study on consumer satisfaction towards Asai

Water company”, it is concluded that the demographic variables such as age
group, gender and occupation are having more impact on the factors of
consumers satisfaction. The research outcome also indicates that, most of the
consumers were satisfied towards Asai Water Company to the chosen factors.
This study also indicates that the consumers‟ loyalty towards the Asai is also
excellent.

63
 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.
 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

64
 QUESTIONNARRIE

A STUDY ON CUSTOMER SATISFACTION ASAI WATER

COMPANY IN TRICHIRAPALLI
1. Age

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

2. Gender

a) Male
b) Female

3. Qualification

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

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

a) yes
b) No

5. What do you like in ASAI products?

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

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

product?

65
 a) Agree
b) Strongly agree
c) Neutral
d) Strongly disagree
e) Disagree

7. What is the reason for buying/ not buying Asai Products?

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

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) excellent

10. I would buy Asai product/brand rather than any other brands available

a) Agree
b) Neutral
c) Disagree

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

a) Agree

66
 b) Neutral
c) Disagree

12. How Long You Use This Product

a) 0-1 years
b) 1-3 years
c) Above 3 years
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

67
18. Delivery Time

a) Agree
b) Neutral
c) Disagree

4.19 Overall Satisfaction of the Product

a) Agree
b) Neutral
c) Disagree

20. How Is Your Overall Experience in Asai Water

a) Agree
b) Neutral
c) Disagree

68