Involvement International Journal of Business Vol. 1 No.

2, 2024
eISSN: 3032-485X
DOI: https://doi.org/10.62569/iijb.v1i2.19
Received: April 2024/ Revised: April 2024/ Accepted: April 2024

Involvement International Journal of Business

https://ejournal.agungmediapublisher.com/index.php/iijb

A Study on Consumer Satisfaction on Masqati Dairy Products

Bikkumalla Varsha11, Bhanwal Krish2, Zaker Ul Oman3

1,2Student,Department of Commerce, Avinash College of Commerce, Himayat Nagar,

Hyderabad, Telangana, India – 500029.
3Assistant Professor of Commerce, Department of Commerce, Avinash College of

Commerce, Himayat Nagar, Hyderabad, Telangana, India – 500029.

Abstract. This study aims to determine customer satisfaction levels with Masqati Dairy
Products, a supreme dairy brand in India. The research emphasizes identifying the factors
affecting customer satisfaction, including product quality, packaging, pricing, and
distribution, and enhancing them. To determine how masqati dairy products are different
from other dairy products. A mixed-methods approach was used to gather data. The data
would be analyzed and interpreted using statistical techniques such as descriptive
statistics. The finding could indicate that product quality, packaging, and pricing are the
most significant factors affecting customer satisfaction, and identify the areas for
improvement within masqati dairy products while distribution had little impact. The
study would conclude with recommendations for Masqati Dairy Products to enhance its
customer satisfaction and loyalty by improving its product quality, packaging, and product
strategies. This can guide strategic decisions to upgrade or improve customer satisfaction,
loyalty, trust and thereby strengthening Masqati Dairy’s market position.

Keywords: Customer satisfaction; Masqati Dairy Products; Quality; Packaging; Pricing;

Customer Loyalty

1. Introduction
This study focuses on analyzing customer satisfaction with Masqati Dairy products, a
prominent player in India's vast and competitive dairy industry. Customer satisfaction is
critical for Masqati's continued growth and brand loyalty in this dynamic market. The
study acknowledges Masqati's reputation for quality products. However, it recognizes that
there may be areas where customer satisfaction can be improved. Understanding
customer needs and expectations is crucial for Masqati to develop products that meet or
exceed these expectations. Influencing customer satisfaction includes product quality,
variety, availability, packaging, and taste. Satisfied customers are more likely to
recommend Masqati products to others, which can significantly benefit the brand. India's
dairy sector has undergone significant transformations in recent times (Kumar, D. R., &

*Corresponding author’s email: [email protected], Tel.: +6285733553883;

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Bikkumalla Varsha, Bhanwal Krish and Zaker Ul Oman 119

Mohan, A. 2018). Advancements in technology, processing techniques, and distribution

networks have led to a wider variety of dairy products being available to consumers. This
has generally increased customer satisfaction with quality, quantity, variety, and
convenience.
However, the industry also faces challenges that can negatively impact customer
satisfaction. These challenges include adulterated products, inefficiencies in the supply
chain, price fluctuations, and inadequate cold storage facilities (Sirisha, T., & Kalyan, N. B.
2023). Adulteration of milk and dairy products is a major concern, as it breaks down
customer trust and confidence in the quality of the products they purchase.
This study aims to leverage customer satisfaction as a tool to identify areas for
improvement within Masqati Dairy. By evaluating customer feedback and perceptions, the
study will provide practical insights to enhance Masqati's product offerings and elevate
the overall customer experience. Understanding the specific aspects that influence
customer satisfaction (positive or negative) is essential for Masqati's long-term success.
This will allow them to bridge the gap between what customers expect and what they
experience. The ability to leverage customer satisfaction data can inform strategic
decision-making at Masqati Dairy. Gaining insights into customer satisfaction with
Masqati products will provide valuable information about customer preferences and
expectations. This will allow Masqati to identify its strengths and weaknesses within its
product line and customer service processes. By addressing customer concerns and
aligning its offerings with market demands, Masqati can demonstrate a deep commitment
to delivering exceptional value and quality to its customers. Through careful analysis of
customer satisfaction data and identification of key factors influencing customer
perception, Masqati Dairy can refine its strategies to better align with customer needs.
Ultimately, increased customer satisfaction can lead to greater brand loyalty, positive
word-of-mouth promotion, and a stronger market position for Masqati Dairy in the long
run. The study emphasizes that focusing on these key dimensions – brand loyalty, market
differentiation, profitability, innovation, and corporate reputation – is essential for
Masqati's continued success in the competitive Indian dairy market. By prioritizing
customer satisfaction, Masqati can achieve sustainable business growth and differentiate
itself from its competitors.
This research focuses on understanding consumer satisfaction with Masqati Dairy
Products within a specific target market. It aims to identify areas where Masqati excels
and areas for potential improvement to enhance customer satisfaction and loyalty. This
study will help to analyze the customer and take necessary steps for improvement of the
services by the company. Thus, customers are the real ambassadors for any products. So,
the company should be in a position to meet its customer requirements and also should
maintain the customer relationship. These days it is very clear that the market is
undergoing drastic changes and all the companies are acting according to it to survive in
the market. This could be achieved by studying customers opinion and analysing their
future requirements. The scope of customer satisfaction with Masqati dairy products
comprises a comprehensive investigation of factors that influence consumer perception,
experiences, and preferences with the company contribution. Their performance with the
other or competitor's standards to identify best practices and opportunities for
differentiation. It includes analyzing trends, patterns, and correlations, innovations with
customers increasing sales, and finding the market for masqati dairy. It appreciates the

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120 A Study on Consumer Satisfaction on Masqati Dairy Products

powerful nature of consumer behavior and seeks to modify them It is also expansive and
multifaced. How it also increases the consumer and retailer's expectations and helps in
the expansion of more business outlets.
2. Methods
The research design for this study will be primarily descriptive in nature. Descriptive
research is well-suited for exploring consumer satisfaction as it allows for the systematic
observation and documentation of consumer perceptions, preferences, and experiences
without manipulating variables. Through descriptive research, we aim to provide a
detailed understanding of consumer satisfaction levels with Masqati Dairy Products. A
structured survey questionnaire will be developed to collect data from consumers
regarding their satisfaction with Masqati Dairy Products. The survey will include
questions about product quality, taste, packaging, pricing, availability, and overall
satisfaction. Surveys will be distributed both online and in-person to reach a diverse
sample of consumers. In-depth interviews will be conducted with a select group of
consumers to gather qualitative insights into their satisfaction with Masqati Dairy
Products. These interviews will provide a deeper understanding of the factors influencing
consumer satisfaction, including personal preferences, past experiences, and expectations.
Observation is used for supplement survey and interview data. Researchers will
observe consumer behaviors, such as purchasing patterns and product interactions, in
retail settings where Masqati Dairy Products are available. Observation will provide
additional context and insights into consumer satisfaction. Primary data will be collected
directly from consumers through surveys and interviews. This firsthand information will
offer unique insights into consumer perceptions and satisfaction levels with Masqati Dairy
Products. Secondary data sources, such as industry reports, market research studies, and
company documents, will be utilized to provide a broader context for the study. Secondary
data will complement primary data by offering insights into market trends, competitor
analysis, and industry benchmarks. The study will employ a mixed data approach by
integrating both quantitative and qualitative data sources. Quantitative data from surveys
will provide numerical measurements of consumer satisfaction, while qualitative data
from interviews will offer in-depth explanations and narratives. By combining
quantitative and qualitative data, the study aims to provide a comprehensive
understanding of consumer satisfaction with Masqati Dairy Products. The methodology
outlined above will guide the systematic investigation of consumer satisfaction with
Masqati Dairy Products. Through a combination of surveys, interviews, observation, and
mixed data analysis, the study will provide valuable insights that can inform product
development, marketing strategies, and overall customer satisfaction initiatives for
Masqati Dairy.
3. Results and Discussion
3.1. Marketing Strategies of Masqati Dairy Products
Masqati Dairy Products, with its establishment dating back to 1965, boasts a rich
tradition and heritage deeply rooted in Hyderabad. Leveraging this longstanding
presence, the company can emphasize its commitment to traditional practices, resonating
with customers seeking familiar and trusted brands. By highlighting their dedication to
heritage, Masqati Dairy can establish a strong emotional connection with consumers,
reinforcing loyalty and preference for their products. Understanding the demographics,

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Bikkumalla Varsha, Bhanwal Krish and Zaker Ul Oman 121

preferences, and media consumption habits of their target audience is crucial for Masqati
Dairy to effectively tailor its marketing strategies. By employing targeted marketing
approaches, such as leveraging local media outlets, community gatherings, and social
media platforms, the company can deliver personalized messages that resonate with
specific consumer segments. This tailored approach ensures that marketing efforts
effectively reach and engage the intended audience, maximizing the impact of promotional
campaigns.
A cornerstone of Masqati Dairy's marketing strategy is its unwavering focus on
quality and purity. The company prides itself on sourcing high-quality ingredients and
implementing stringent quality control measures throughout its production processes. By
prominently highlighting these aspects in advertising and packaging, Masqati Dairy can
build trust and credibility among health-conscious consumers who prioritize the quality
and purity of dairy products. This emphasis on quality not only differentiates Masqati
Dairy from competitors but also reinforces its reputation as a reliable and reputable
brand. Masqati Dairy's diverse product portfolio, which includes milk, curd, lassi, paneer,
ghee, and ice creams, reflects its commitment to catering to diverse consumer preferences
and dietary needs. By offering a wide range of options, Masqati Dairy ensures that
consumers have access to products that align with their tastes, values, and lifestyle
choices. This product diversification strategy allows the company to capture a larger
market share and maintain relevance in an increasingly competitive industry.
Establishing a strong brand identity is paramount for Masqati Dairy to differentiate
itself and foster brand loyalty among consumers. A clear and consistent brand image,
reflected in the quality of products, packaging design, advertising campaigns, and social
media presence, is essential for building brand recognition and trust. By maintaining a
cohesive brand identity across all marketing channels, Masqati Dairy can reinforce its
positioning in the market and create a memorable impression in the minds of consumers.
In addition to product quality and branding, promotional activities play a crucial role in
driving consumer engagement and sales for Masqati Dairy. Seasonal promotions and
discounts, particularly during the summer season when demand for dairy products is
high, can attract new customers and encourage repeat purchases. Furthermore,
partnering with local businesses or participating in community events provides
opportunities to increase brand visibility and support small enterprises, thereby
strengthening Masqati Dairy's ties with the local community while expanding its customer
base. Through a holistic approach that encompasses tradition, targeted marketing, quality
assurance, product diversification, brand identity, and promotional activities, Masqati
Dairy can effectively position itself as a leading player in the dairy industry, driving
growth and success in the marketplace.
3.2. SWOT Analysis of Masqati Dairy Products
Masqati Dairy possesses several strengths that underpin its position in the market.
One of its key strengths lies in its established market position, rooted in a long history of
delivering quality products. This legacy not only instills trust among consumers but also
provides the company with a solid foundation for sustained growth and brand loyalty.
Additionally, Masqati Dairy's healthy product diversity, with 25% of its revenue derived
from various products, ensures operational flexibility and mitigates risks associated with
relying on a single product line. This diversified portfolio not only caters to diverse

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122 A Study on Consumer Satisfaction on Masqati Dairy Products

consumer preferences but also enhances operational efficiency by spreading risk across
multiple product categories. Furthermore, Masqati Dairy has demonstrated improved
business performance, with revenue on an upward trajectory, indicating effective
strategic management and successful customer satisfaction initiatives.
However, Masqati Dairy is not without its weaknesses and challenges. The company is
vulnerable to fluctuations in milk prices, a critical raw material, which can impact
profitability and operational margins. Managing this volatility in input costs requires
proactive risk management strategies to ensure financial stability. Moreover, Masqati
Dairy faces supply chain challenges due to its reliance on external suppliers for raw
materials. This dependence increases the risk of supply disruptions and quality issues,
necessitating robust supply chain management practices to mitigate potential disruptions
and maintain product quality standards.
Despite these challenges, Masqati Dairy has identified several opportunities for
growth and expansion. One such opportunity lies in exploring export markets to increase
revenue and expand its global footprint. By leveraging its reputation for quality and
reliability, Masqati Dairy can capitalize on growing demand for dairy products in
international markets. Additionally, the company has the potential to contribute to
employment generation and economic development through the expansion of its
operations, creating job opportunities and fostering socioeconomic progress in its
operating regions. However, Masqati Dairy also faces threats that could impact its
competitive position in the market. Competition from larger firms and new entrants poses
a significant threat, potentially eroding market share and pricing power. To counter this
threat, Masqati Dairy must focus on continuous innovation, strategic differentiation, and
aggressive marketing efforts to maintain a competitive edge. Furthermore, the rapid pace
of technological advancements in the food and dairy industry presents a challenge for
Masqati Dairy. To stay ahead of the curve, the company must invest in research and
development, adopt innovative technologies, and embrace digitalization to enhance
operational efficiency and product quality. Failure to adapt to evolving technologies could
result in loss of market relevance and competitiveness for Masqati Dairy.

12%
8%

QUALITY
QUANTITY
80% PRICE

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Bikkumalla Varsha, Bhanwal Krish and Zaker Ul Oman 123

Figure 1 Graph Showing the Product Factor that affect Satisfaction

The data suggests that quality is the most important factor that respondents consider
when deciding a percentage of 80%. However, price and quantity are also important to
some extent when compared to all other factors that are mentioned above and it is also
important that all other factors are equally important and we can't ignore them. (Figure
1)
25 45.00%
40.00%
20 35.00%
30.00%
15
25.00%
20.00%
10
15.00%
5 10.00%
5.00%
0 0.00%
STRONGLY AGREE AGREE NEUTRAL STRONGLY DISAGREE
DISAGREE

NO. OF RESPONDENTS PERCENTAGE

Figure 2 Showing That the Products are Accepted Based On Their Price Interpretation
The above data illustrates how many respondents agree with the fact that the
masqati dairy products are accepted based on their price. The above information says
that most of the respondents are buying the products based on product price 38.4% (20
respondents) agree with this fact some respondents are neutral about the price and very
few disagree with the statement. (Figure 2)

VIJAYA

MOTHER DAIRY

MASQATI

AMUL

0 5 10 15 20 25 30 35 40

AMUL MASQATI MOTHER DAIRY VIJAYA

PERCENTAGE 56.70% 61.70% 11.70% 18.30%
NO. OF RESPONDENTS 34 37 7 11

Figure 3 Graph Showing Which Brand of Products Are Mostly Preferred Interpretation
The data given above tells us which brand is preferred by the respondents mostly
when compared to all other mentioned brands. By the above data, we can say that

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124 A Study on Consumer Satisfaction on Masqati Dairy Products

masqati dairy products 61.7% of respondents more than Amul which comes second, and
after that all other brands. (Figure 3)

5%
8%
9%
ICE CREAM
10% MILK
CURD
68%
GHEE
OTHERS

Figure 4 Graph Showing Which Products Attract More Customers of Masqati

The above data shows that A majority of respondents (68.3% or 41 people) indicated
ice cream as the product they are most likely to purchase. Milk, curd, and ghee are also
chosen by some respondents, but to a lesser extent than ice cream. We can say that ice
cream is the most popular product among the Masqati dairy products. (Figure 4)
35

30

25

20

15

10

0
FRIENDS AND SELF
NEWSPAPER ADVERTISEMENT
RELATIVES REALISATION
NO. OF RESPONDENTS 29 9 9 13
PERCENTAGE 48.30% 15% 15% 21.70%

Figure 5 Graph Showing the Factors Influencing Buying the Masqati Dairy Products
The data illustrates that they are buying masqati dairy products through different
modes but mostly they are buying the products through the reviews of friends and
relatives 48.30% are influenced by relatives and friends and others are influenced
through advertisement, newspapers, and self-realization. These all are the factors that
influence the customers to buy.

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Bikkumalla Varsha, Bhanwal Krish and Zaker Ul Oman 125

28

14
12

1 20% 46.70% 23.30%

8.30% 1.70%

1* 2 ** 3 *** 4 **** 5 *****

NO. OF RESPONDENTS PERCENTAGE

Figure 6 Graph Showing the Satisfaction Level of Masqati Dairy Products

The above data shows the most frequent satisfaction level is 4 (46.7% of
respondents). This indicates that a plurality of customers rated the Masqati dairy
products as "good". The average satisfaction level is 3.00. This suggests that customers
are somewhat satisfied with the Masqati dairy products. Masqati dairy products have a
positive reputation among customers. While a small percentage of people were
dissatisfied, the majority of respondents were satisfied or very satisfied. (Figure 6).
3.3. Major Findings
The major findings of this study underscore the importance of leveraging customer
satisfaction data to drive improvements across various facets of Masqati Dairy's
operations. By delving into customer preferences and experiences, Masqati can tailor its
product offerings, refine marketing strategies, and enhance overall customer experience.
This customer-centric approach not only fosters greater brand loyalty but also generates
positive word-of-mouth promotion, ultimately strengthening Masqati's market position
and competitive advantage. Masqati Dairy boasts a wide range of dairy products, including
milk, curd, ghee, butter, ice cream, paneer, and sweets, catering to diverse consumer
preferences and dietary needs. This extensive product portfolio positions Masqati as a
one-stop destination for dairy products, appealing to a broad customer base and ensuring
market relevance.
Furthermore, Masqati distributes its products through multiple channels, including
supermarkets, specialty stores, retail outlets, and online platforms, facilitating convenient
access for consumers. This omnichannel presence not only expands Masqati's reach but
also enhances its visibility and accessibility, particularly in its stronghold of Hyderabad
and its ongoing expansion efforts throughout India. The study highlights Masqati Dairy
Products as a well-established company with a strong reputation for quality and customer
satisfaction. This positive brand image is a testament to Masqati's unwavering
commitment to excellence and its relentless pursuit of customer satisfaction. Moreover,
Masqati's emphasis on innovation and continuous improvement underscores its proactive
approach to meeting evolving consumer needs and preferences.

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126 A Study on Consumer Satisfaction on Masqati Dairy Products

Masqati Dairy operates on a four-part business model that encompasses farmers,

processors, marketers, and customers, illustrating its commitment to fostering mutually
beneficial relationships across the value chain. This collaborative approach not only
ensures a sustainable supply of high-quality dairy products but also promotes economic
development and empowerment within local communities. With its focus on quality,
sustainability, and social responsibility, Masqati Dairy Products is well-positioned for
continued success in the future. By staying true to its core values and leveraging customer
insights to drive innovation and growth, Masqati is poised to maintain its leadership
position in the dairy industry while further solidifying its reputation as a trusted provider
of premium dairy products.
4. Conclusions
This report provides a comprehensive analysis of Masqati dairy products based on a
customer survey. The findings offer valuable insights into customer demographics,
purchasing habits, and satisfaction levels. Quality is the overwhelming factor influencing
purchase decisions. The most important factor for customer satisfaction with new dairy
products is the best quality. While a slight majority agree the price is fair, a significant
portion remains neutral. Offering promotions and discounts can attract price-sensitive
customers. Masqati enjoys a solid brand preference. Consideration of product innovation
and expansion into new dairy categories can cater to evolving customer preferences and
increase market share.
Masqati can leverage these insights to develop targeted strategies aimed at
strengthening its brand presence, improving customer satisfaction, and increasing market
share in the dairy product industry. Understanding the demographics, preferences, and
influences of its customer base is crucial for Masqatis's long-term success and growth.

Acknowledgments
We would like to acknowledge the support of Dr. Savitri Devi, Principal, Avinash
College of Commerce for providing opportunity to undergo with the research and
constantly helpful during the research.

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