1.

INTRODUCTION
Customer satisfaction is a marketing term that measures how products or
services supplied by a company meet or surpass a customers expectation. Customer
satisfaction is important because it provides marketers and business owners with a metric
that they can use to manage and improve their businesses.

In a survey of nearly 100 senior marketing managers, 71 percent responded that

they found a customer satisfaction metric very useful in managing and monitoring their
businesses.
There are some reasons why customer satisfaction is so important for any
developing organization. First and foremost thing is that it is leading indicator of
consumer repurchase intentions and loyalty. Another and the second most important
factor is, it reduces customer churn. Customer satisfaction also increases customer
lifetime value and reduces negative word of mouth. It is cheaper to retain customers than
acquire new ones.
Customer satisfaction is a measure of how an organisations total product
performs in relation to set of customers expectations.
Customer satisfaction depends on the products perceived performance relative to
a buyers expectations. If the products performance falls short of expectations, the
customer is dissatisfied. If performance matches expectations, the customer is satisfied.
If performance exceeds expectations, the customer is highly satisfied and delighted.
Most of the companies make a huge mistake, when they are not paying enough
attention to their customer satisfaction. Keeping customers satisfied is the best
competitive advantage against competitors. Customers are loyal, prepared to pay more
and are excellent external marketers.

Here is a list of the reasons for developing long-term relationships with

customers:
Acquiring new customers can cost 5 to 10 times more than the costs involved in
satisfying and retaining current customers.
Loyal customers tend to spend more and cost less to serve
Satisfied customers are likely to recommend your products and services
Retaining exiting customers prevents competitors from gaining market share
A 5 percent reduction in the customer defection rate can increase profits by 25 to
85 percent, depending on the industry.
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 Exceeding the value offered by competitors is the key to marketing success.
Consumers decide upon purchases on the judgements about the values offered by
suppliers. Once the product is bought, customer satisfaction depends upon its perceived
performance compared to the buyers expectations. Customer satisfaction occurs when
perceived performance matches or exceeds expectations. Expectations are formed
through post-buying, experiences, and discussions with other people, and suppliers
marketing activities. Companies need to avoid the mistake of setting customer
expectations too high through exaggerated promotional claims since this can lead to
dissatisfaction if performance falls short of expectations. Customer satisfaction research
is focused on companys current customers to clear up functionality in proportion to
customers expectations. Customer may buy product, because there is not better
available, or he / she doesnt know any other alternatives. In this kind of case, customer
is not committed to a company or a product, but moves over to another alternative as
soon as it will be available.

Research measures total customer satisfaction and also divisions of it, e.g.
products, price, quality, customer service etc. Most important is that research is reliable,
repeated often, results are analysed and problematic points are solved

1.1 Customer Satisfaction -Business Overview:

There is growing managerial interest in customer satisfaction as a means of
evaluating quality. High customer satisfaction ratings are widely believed to be the best
indicator of companys future profit. Satisfaction can be broadly characterized as a post-
purchase evaluation of product quality given pre-purchase expectation.
Customer satisfaction can be experienced in a variety of situations and connected
to both goods and services. It is a highly personal assessment that is greatly affected by
customer expectations. Satisfaction also is based on the customers experience of both
contact with the organization and personal outcomes. Some researchers define a satisfied
customer within the private sector as one who receives significant added value to
his/her bottom linea definition that may apply just as well to public services.
In today's competitive business environment marketing managers are more
influenced from customer expectation and meeting the demand for customer satisfaction
is very important for them. Every organization must define customer satisfaction
regarding their market. So customer satisfaction could not be defined only standard or

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quality of product. Customer satisfaction is about relationships between the customer
and product or service and the provider of a product or service.
Customer satisfaction is a highly personal assessment that is greatly influenced
by individual expectations. Some definitions are based on the observation that customer
satisfaction or dissatisfaction results from either the confirmation or disconfirmation of
individual expectations regarding a service or product. To avoid difficulties stemming
from the kaleidoscope of customer expectations and differences, some experts urge
companies to concentrate on a goal thats more closely linked to customer equity.
Instead of asking whether customers are satisfied, they encourage companies to
determine how customers hold them accountable.
Customer satisfaction is the degree to which a customer perceives that an
individual, firm or organization has effectively provided a product or service that meets
the customers needs in the context in which the customer is aware of and using the
product or service. Satisfaction is not inherent in the individual or the product but is a
socially constructed response to the relationship between a customer, the product and the
product provider /maker. To the extent that a provider / maker can influence the various
dimensions of the relationship, the provider can influence customer satisfaction.

1.2 Why Customer Satisfaction is Important:

There are some reasons why customer satisfaction is so important for any
developing organization. First and foremost thing is that it is leading indicator of
consumer repurchase intentions and loyalty. Another and the second most important
factor is, it reduces customer churn. Customer satisfaction also increases customer
lifetime value and reduces negative word of mouth. It is cheaper to retain customers than
acquire new ones.

1.2.1 Repurchase and loyalty:

Customer satisfaction is the best indicator of how likely a customer will make a
purchase in the future. Asking customers to rate their satisfaction on a scale of 1-10 is a
good way to see if they will become repeat customers or even advocates.
Any customers that give you a rating of 7 and above, can be considered satisfied,
and you can safely expect them to come back and make repeat purchases. Customers
who give you a rating of 9 or 10 are your potential customer advocates who you can
leverage to become evangelists for your company.
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 Scores of 6 and below are warning signs that a customer is unhappy and at risk of
leaving. These customers need to be put on a customer watch list and followed up so you
can determine why their satisfaction is low. Satisfaction provides so much insight into
your customers

1.2.2 Customer satisfaction as point of differentiation:

In a competitive marketplace where businesses compete for customers; customer
satisfaction is seen as a key differentiator. Businesses who succeed in these cut-throat
environments are the ones that make customer satisfaction a key element of their
business strategy.
Imagine a Picture of two businesses that offer the exact same product. What will
make us choose one over the other?
If you had a recommendation for one business would that sway your opinion?
Probably. So how does that recommendation originally start? More than likely its on the
back of a good customer experience. Companies who offer amazing customer
experiences create environments where satisfaction is high and customer advocates are
plenty. This is an example of where customer satisfaction goes full circle. Not only can
customer satisfaction help you keep a finger on the pulse of your existing customers, it
can also act as a point of differentiation for new customers.

1.2.3 Reduces customer churn:

An Accenture global customer satisfaction report (2008) found that price is not
the main reason for customer churn; it is actually due to the overall poor quality of
customer service.
Customer satisfaction is the metric we can use to reduce customer churn. By
measuring and tracking customer satisfaction we can put new processes in place to
increase the overall quality of your customer service.
By putting an emphasis on exceeding customer expectations and wowing
customers at every opportunity will make customer loyal.

1.2.4 Increases customer lifetime value:

A study by Info Quest found that a totally satisfied customer contributes 2.6
times more revenue than a somewhat satisfied customer. Furthermore, a totally

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satisfied customer contributes 14 times more revenue than a somewhat dissatisfied
customer.
Satisfaction plays a significant role in how much revenue a customer generates
for your business. Successful businesses understand the importance of customer lifetime
value (CLV). If CLV increased, it will increase the returns on your marketing money.
Customer lifetime value is a beneficiary of high customer satisfaction and good customer
retention.

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1.3 What is Retailing ?
Retailing encompasses the business activities involved in selling goods and
services to consumers for their personal, family, or household use. It includes every sale
to the final consumer. Retailing is also the last stage in the distribution process
Today the retail trade comprises a wide and varied collection of outlets for goods
and services. In order that retail exchange can take place, the retailer must offer to sell
products and services that are valued by customers. Retailers create value for customers
by offering the right merchandise, creating a pleasant atmosphere, decreasing shopping
risks, increasing shopping convenience and reducing price by controlling costs
Retailers provide important functions that increase the value of the product and services
they sell to consumers and facilitate the distribution of those products and services for
the manufacturers to produce them. These value-creating functions include:
1. Providing an assortment of products and service
2. Breaking bulk
3. Holding inventory
4. Providing services
Retailers are the final business supply chain that links manufacturers to
consumers. A supply chain is a set of firms that make and deliver a given set of goods
and services to the ultimate consumer.
To implement a retail strategy, management develops a retail mix that satisfies
the need of its target market better than of its competitors. The retail mix includes the
decision variables retailers use to satisfy customer needs and influence their purchase
decisions.
Elements in the retail mix include the types of merchandise and services offered,
merchandise pricing, advertising and promotional programs, store design, merchandise
display, assistance to customers provided by salespeople, and convenience of the stores
locations.

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 INDUSTRY PROFILE

2.1 Introduction

Confectionery, also called sweets or candy, is sweet food. The term varies among
English-speaking countries. In general, though, confectionery is divided into two broad
and somewhat overlapping categories, bakers' confections and sugar confections.

Bakers' confectionery, also called flour confections, includes principally sweet

pastries, cakes, and similar baked goods. In the Middle East and Asia, flour-based
confections are more dominant.

Sugar confectionery includes sweets, candied nuts, chocolates, chewing gum,

sweetmeats, pastillage, and other confections that are made primarily of sugar. In some
cases, chocolate confections (confections made of chocolate) are treated as a separate
category, as are sugar-free versions of sugar confections. The words candy (US and
Canada), sweets (UK and Ireland), and lollies (Australia and New Zealand) are common
words for the most common varieties of sugar confectionery.

The confectionery industry also includes specialized training schools and

extensive historical records. Traditional confectionery goes back to ancient times, and
continued to be eaten through the middle Ages into the modern era.

2.2 Indian Confectionery Market Analysis

The confectionery industry of India, which was ranked 25th in the world in 2009,
has now emerged as one of the largest and well-developed food processing sectors of the
country. The credit goes to liberalization along with growing Indian economy, which has
led several multinational companies to invest in Indias confectionery market, further
changing the face of this industry.
According to our new research report Indian Confectionery Market
Analysis, the Indian confectionery market is going through rapid changes in terms of
trends and consumer behavior pattern. The industry is being benefitted from the
countrys economic boom, and growth in consumer spending. This higher consumer
spending is also driven by the new found mall culture and changing lifestyle.
Besides, the entry of various multinational companies in the Indian confectionery
market has not only increased the competition but also the per-capita consumption, by
launching new products at affordable prices, and creating awareness among the buyers
through advertisements and promotional campaigns. During the research, we found that

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emerging trend of gifting confectionery products and untapped rural market are among
the key factors that are expected to fuel growth in Indian confectionery market in the
near future.
The confectionery market of India is divided into three segments: chocolate,
sugar confectionery and gum market, which is further divided into sub-segments. Our
team of domain experts studied the confectionery market overall, segment wise and sub-
segment wise, and provided market forecast (in terms of volume and value both) .
Among all the sub-segments of Indian confectionery market, chewing gum market is
expected to grow at the fastest rate, by value, in the coming years.
It has been observed that various domestic and multinational companies are
gearing up for gaining profit from the growing confectionery industry of India. Our
report provides market share of the major companies in chocolate and gum market, and
competitive landscape of the Indian confectionery industry, which includes business
overview, product portfolio and recent company activities.
The report, which has been designed to understand the Indian confectionery
market comprehensively, also analyzed the major industry drivers, along with the
challenges hindering the growth of this industry. This way, the report provides inclusive
and in-depth analysis of Indian confectionery market which will prove decisive for the
clients, and help them take sound investment decisions.

2.3 MAJOR PLAYERS (Competitors)

Cadbury India Ltd. - A big multinational confectionery company which is group of

Mondelez International. It is named after a boy John Cadbury who holds a shop of
mustard and a new side-line - cocoa and drinking chocolate, which he prepared using a
mortar and pestle at 93 bull street Birmingham. In 1849, the first chocolate was
introduced in the market which was a pure form of cocoa unlike the one available in
market now. In later history it was merged with JS Fry & Sons in 1919 and Schweppes
in 1969. Kraft Foods acquired the venture in 2010 which is now known as Mondelez
International. It has Consumers in approx. 165 countries across the globe, treated as
number 1 brand in Biscuits, chocolates and Candy

Type Public, Industry confectionery, Net Revenue - $34 billion, Founded- 1849,
Number of Employees 5000

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Lotte India Co. Ltd. It is a multinational firm with headquarters based in South Korea
and Japan. Established first in June 1948 in Tokyo by Shin Kyuk-Ho, it has 60 business
units with approx. 60000 employees in subgroups like candy manufacturing, beverages,
hotels, fast food, retail, financial services, heavy chemicals, electronics, IT, construction,
publishing, and entertainment. South Korea holds the largest confectionery market of
Lotto, Japan following the same holding the third largest industry. As a matter of fact,
Lotte India Co. Ltd. runs with a vision of being number 1 confectionery company in
Asia by 2018.
Type Public, Industry confectionery, Net Revenue $ 28 billion, Founded- 1948,
Number of Employees 6000+

Nestle India Ltd. The Company is among the leading confectionery company, being a
merger of Anglo- Swiss- Company formed in 1905, and established in 1866 by two
brothers (George Page & Charles Page) founded in 1866 by Henri Nestle. Other than a
confectionery industry it is sub grouped into baby food, bottled water, breakfast cereals,
coffee and tea, dairy products, ice cream, frozen food, pet foods, and snacks. It is the
largest food company in the world with 447 factories, operates in 194 countries, and
employs around 333,000 people as global and have annual sales of over CHF1 billion
(about US$1.1 US).
Type Public, Industry confectionery, Net Revenue $ US 497 million, Founded-
1866, Number of Employees 10001+

Candico India Ltd. The Company started its operations in 1997 with the badge of one
of the largest confectionery companies in India. It operates in 19 countries with an
estimated annual turnover of US$ 2 trillion. Manufacturing units of Candico are based in
India, Tanzania and South Africa. With 24 depots, 1500 authorized dealers and a 250
strong sales force, Candicos distribution network in India has a direct or indirect reach
in most towns and cities with a population of over 25,000.
Type Public, Industry confectionery, Net Revenue US$50 Million, Founded-
1997, Number of Employees 1000+

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Lotus Chocolate Company Ltd. The food processing unit deals in cocoa processing
and a chocolate manufacturing plant. The first production took place in 1992. The
company has had association with MNC's in south-east Asian countries and has
developed various specialty chocolates that have made an identity in the Indian market.
They also manufacture range of pure cocoa which is used in kitchen of various
hotels. Since 2008, Lotus Chocolate Company Limited is an Indian owned entity, as
Hyderabad based entrepreneurs, Mr.Prakash Pai and Mr.Anantha Pai took over the
company as its promoters.
Type Public, Industry confectionery, Net Revenue Rs. 15.12 Cr, Founded-
1992, Number of Employees 500+

Campco Ltd. - Central Arecanut and Cocoa Marketing and Processing Co-operative
Limited (CAMPCO) was introduced in Mangalore in July 1973. This organization or co-
operative venture was founded to fight against the sufferings of Arecanut and Cocoa
growers in Indian states of Karnataka and Kerala. Starting with its Head office at
Mangalore in coastal Karnataka, the CAMPCO began with a handful of procurement
centers in Karnataka and Kerala. The management of CAMPCO vests in the board of
directors consisting 17 directors and they are elected or nominated as per the provisional
by-laws.
Type Public, Industry confectionery, Net Revenue Rs. 41.6 Cr, Founded-
1973, Number of Employees 400

Candicoindia - Candico began its operations in the year 1997. By the year 2002, it grew
to become the second largest Indian confectionery company. Candico is one of the only
two Indian companies to emerge as a confectionery major after the industry consolidated
in the late 90's. Moreover it is a confectionery multinational firm headquartered out of
India with operations in 12 countries and with more than 2 billion confectionery
products sold every year.
Type Public, Industry confectionery, Net Revenue Rs. 10- 100 Cr, Founded-
1997, Number of Employees 500

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Sampre Nutrition is counted among the top 10 confectionery companies of India and
has been manufacturing quality products that include clairs, candies, toffees, powder
etc. It has more than 500 employees that are trained to manufacture finest products. It is
ISO certified company and follow quality guidelines in product development.

Wrigley India is a global confectionery company that has production unit in India.
Overall more than 17000 employees are associated with the company and has net sales
of $30 billion.

Perfetti Van Melle India Pvt. Ltd is another prominent confectionery company that has
global presence. It has started operations in India in 1994 and has become the most
selling brand. Some of the most sold products of the company are Alpenliebe Creamfills,
Alpenliebe POP, Centre Fruit, Juzt Jelly, Mangofillz, Chlormint, Chocoliebe, Fruittella,
Happydent White, Protex Happydent, Marbels, Mentos.

2.4 Risks in Confectionary Industry

Excessive consumption of confectionary has been association with increased

incidences of type 2 diabetes, obesity and tooth decay.

Contaminants and coloring agents in confectionary can be particularly harmful to

children. Therefore confectionary contaminants such as high levels of lead, have been
restricted to 1 ppm in the US. There is no specific maximum in the UE. Candy colorants,
particularly yellow colorants such as E102 Tartrazine, E104 Quinoline Yellow and E110
Sunset Yellow FCF, do have many restrictions around the world. for example, can cause
allergic and asthmatic reactions and was once banned in Austria, Germany, and Norway.
Some countries such as the UK have asked the food industry to phase out the use of
these colorants, especially for the product marketed to children.

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 3.COMPANY AND PRODUCT PROFILE

3.1 COMPANY PROFILE

Company Overview
Mapro Foods is fruit processing company. It was founded by visionary Shri
Kishore Vora. It came into existence in 1959 A. D. The company used to produce jams
from strawberries and raspberries when it was established but later it started
manufacturing various other products like crushes, squash, confectionaries, sweets,
jellies and many more products. The company is one of the leading companies in India.
The Managing Director of the company at present is Mayur Vora. The company is
situated at Chesson Road, Mahabaleshwar and Panchgani. The plant is BVQI certified
and provided with facility of state of art Food Park and cold storage. Mapro Foods
Private Limited is the flat organization where management works along with their
technical and sales functionaries to achieve the vision and mission of Mapro Foods.

Mission:
Mapro will develop, produce, package & sell food products, with high regards
for safety, nutrition & taste, which we can confidently give to our customers by
implementing and continually improving Quality Management system & food safety
management system to meet & exceed customers expectations.

History:
Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a
businessman named Kishor Vora decided to make some Strawberry Jam. Today his
'Hobby' has borne fruit in the shape of Mapro one of the most modern, hygienic,
quality-conscious Jam and Fruit Products Manufacturing Concerns in Western India. Mr
Vora could have rested easy on success of his Fruit recipe. But he wanted to on develop
innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and Rose
Syrups with Rose Petals . All for the first time in country.

Mapro does not use advertising medium like press, radio and television to
propagate its product but the taste of product and nutritional value, and uniqueness result
in repeat sales. Today Mapro is leading supplier of tasty as well as nutritious fruit
product to the International market. Mapro is known to care for its employees. Mapro is
a home where there is mutual understanding between employee and employer like
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members in the family. It features a blend of hard work and dedication. It is now in the
process of certification under ISO 9000.

Most of Mapro's business is largely concentrated in the Western regions of India.

Currently, Mapro exports its products to about 12 countries through merchant
distributors; these account for less than 10 per cent of its total sales. It has its
manufacturing units in Panchgani, Wai and Gurgaon. The company is going to open its
manufacturing units in Delhi and Pathankot lately. The main market segment currently is
in Maharashtra and Gujarat. It is also concentrating in expanding its market to the other
cities like Kanpur, Lucknow, and in Punjab. The annual growth rate of the company is
more than 50%. It earns 40%-50% profits from the sales of its products. The leading
product of Mapro is Rose syrup (made from the rose petals and their extracts). For the
production of the products the company buys the fruits from both the sectors i.e. the
local farmers and market and import from other countries as well. The machineries and
other raw materials are imported from various countries like Egypt, China, New
Zealand, Australia, etc.

Beyond Business:

Mapro Foods has a flat organizational structure where management and

employees work hand-in-hand. Lunch is cooked in the common canteen for one and all,
including guests, who all eat the simple, sumptuous and wholesome meal together.
Employees who have put in a number of years of service are recognized and felicitated.
The education of children of employees is encouraged and supported and employees
families are included in all celebrations. Mapro has successfully led the socio-economic
upliftment of people in this region.

Besides men, women have had the means of earning a livelihood too, and there is
a focus on education of the younger generation.

The development of the village of Gureghar, comprising around 70 families,

between 1971 and 1985, is a case-study in itself. It started out with 12 persons working
as permanent employees at the Gureghar fruit processing unit, with the rest into
subsistence farming. But for them too, there was hope. They had continuous and
sustained income with a ready market at their doorstep. They started growing
strawberries, with technical guidance from Mapro, and today the region has the highest
produce of strawberries in all of India, one of the major catalysts for the manifold

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increase in tourist inflow over time. All these achievements have been through
sustainable means, keeping the regions ecology in mind. Gureghar boasts of being one
of the first villages to have 100% sanitation with every house having their own biogas
plant. Today, statistics reveal 100% employment in the village, with none under poverty
line, and 100% literacy with a 0% dropout rate. Mapros vision does truly extend beyond
business.

Strawberry Festival:

Held in the month of March/April (during the Easter weekend), the Mapro
Strawberry Festival at Mapro Garden, has become a much awaited annual event. Started
four years ago, when strawberry production far exceeded market demand, Mapro
conceptualized this unique four-day festival dedicated to promoting strawberries,
encouraging overall fruit consumption and boosting tourism in Mahabaleshwar and
Panchgani. The Festival is supported by the All India Strawberry Growers Association
(AISGA), to promote strawberry cultivation in the country.

The Festival has grown in size over the years with a turnout of thousands of
enthusiasts. Through the Festival, tourists get to experience Mapros array of products
and state-of-the-art technology. The Festival showcases raw strawberries and innovative
strawberry-based products such as strawberry pizza, strawberry bhel, chocolate dipped
strawberries and strawberry sandwiches among others. The four-day event also includes
free strawberry farm visits, Mapro Food Park visits, and other cultural and entertainment
activities. Over 250 farmers from nearby villages participate in the festival, opening their
farms to tourists, and Mapro garden offers strawberries that you can eat to your hearts
content, completely free!

CSR-Corporate Social Responsibility:

At Mapro, Corporate Social Responsibility is part of the business. During the

year 2015, the Company contributed towards the Rural Development by providing water
pipe line from Chandak gaon to Gulumb gaon under the scheme "Jalyukt Shivar
Abhiyan" initiated by Government of India. This will help farmers and local community
for supply of water. The contribution made by the Company will help in rural
development of India.

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 3.2 PRODUCT PROFILE

There are various products produced by the Mapro Foods. It is basically involved
in producing jams, Faleros, squashes, crush, syrups, ice creams, etc. The various
products manufactured by Mapro Foods Pvt. Ltd are listed below along with few details.
Jams:
Jams are used in various meals courses especially for refreshments and light
snacks and they are found tasty with fresh breads buns and toast, parathas, rotis and puri
and also on a variety of salted biscuits. Mapro jams are made from the respective fruit
pulp, pectin, sugar and citric acid. There are various flavours of the jams that are
manufactured.
Squashes:
Squashes are used in the preparation of Soft drinks in chilled water, soda water
and ice Lollies and slushs and mock tails. The key indegrients used by the Mapro Foods
for the preparation of the Squash are Sugar, water, respective fruit juice or pulp and
some added ingredients like pectin acid depending upon the flavour or fruit.
Syrups:
Syrups have a number of applications such as to make refreshing soft drinks in
chilled water, Soda water and in milk for milk shakes and add a taste to Faloodas and
Shahi Lassi and Mock tails. Syrup is also used in preparing Ice creams, as dessert
topping and to give a taste to ice lollies and Slushs.
Crushes:
Crushes give a refreshing and nourishing drink when prepared in chilled water
and Soda water. Kokum syrup is also used in Ice Lollies and in the preparation of
slushs. Mapro Foods uses sugar, water, citric acid, pectin and the respective fruit juice
or pulp

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Honey:
Honey is the only natural sweetener known that needs no additional refining or
processing to be utilized. Honey is an invert sugar composed of 38% fructose, 31%
glucose, 1% sucrose and 9% other sugars along with water and small amounts of
vitamins, minerals, enzymes and amino acids. As a carbohydrate, honey is a good
supplier of energy at 64 calories per tablespoon. Because of honey's unique composition,
it is digested a little differently than other sweeteners. When compared to table sugar,
honey has less of an effect on blood glucose levels primarily due to its higher fructose
content.
Falero:
Falero is the newest product from Mapro Foods a leading F&B manufacturer in
India. Kishore Vora went on to develop innovative products such as jelly sweets, fruit
cubes with fruit juice and rose syrup with rose petals all for the first time in the
country. In keeping with this spirit of innovation, another creation of the Mapro Food
Technology Labs bore fruit over five years ago. Ever since, Falero has been tantalizing
everyones taste buds. Farm-fresh fruits being their primary ingredient, these fruity
chews are irresistibly delectable and have a huge fan following from all age groups
alike! Mapro Labs constantly aim towards bringing newer fruit flavours for these fans!

FALERO PRODUCTS:

Mouthwatering pulpy fruit chews made from real fruit juice give an instant spurt
of energy. Their delectable taste and bursting pulpiness make Faleros unique. Just pop
one in your mouth and experience how it melts away, leaving you asking for more!

Select from our exotic range of fruity flavours

1. Kacchi Kairi -Pulpy Raw Mango Chews

2. Strawby Baby -Pulpy Strawberry Chews
3. Django Mango - Pulpy Mango Chews
4. Bacchi Litchi -Pulpy Litchi Chews
5. Santra Mantra - Pulpy Orange Chews
6. Wah Wah Guava - Pulpy Guava Chews
7. Jambu Dada- Pulpy Jamun Chews

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8. Manchali Imli - Pulpy Imli Chews
9. Pineapple Panga - Pulpy Pineapple Chews

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 4. OBJECTIVES

Objectives of the study:

To find out customer satisfaction regarding Falero chocolates.

To evaluate service rendered by the company
To know about awareness of Falero
To find out the areas of improvement
To suggest the measures for Mapros Falero, this would result into further
enhancing the satisfaction of their customers

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 5. RESEARCH METHODOLOGY

Research methodology is a way of systematically solving the research it may be

understood as a science of how research is done. Purpose of research is to discover answer
to the question thorough application scientific procedure.

This chapter present detail idea about the project work was conducted. That is
purpose of research, research approach, research strategy, sample selection methods,
data collection methods and data analysis methods.

5.1 STATEMENT OF THE PROBLEM:

A Study of Customer Satisfaction of Falero Pulpy Chews for Retailers

RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a
particular study. It is a map (or) blue print to which the research is to be conducted.
Descriptive research design has been considered as a suitable methodology for present
study and for data analysis.

5.2 TYPE OF RESEARCH

Descriptive Research:
Descriptive research is used to describe characteristics of a population or
phenomenon being studied. It does not answer questions about how/when/why the
characteristics occurred. Rather it addresses the "what" question (what are the
characteristics of Minnesota state population or situation being studied?) The
characteristics used to describe the situation or population is usually some kind of
categorical scheme also known as descriptive categories.
Descriptive research can be either quantitative or qualitative. It can involve
collections of quantitative information that can be tabulated along a continuum in
numerical form, such as scores on a test or the number of times a person chooses to use
a-certain feature of a multimedia program, or it can describe categories of information
such as gender or patterns of interaction when using technology in a group situation.
Descriptive research involves gathering data that describe events and then organizes,
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tabulates, depicts, and describes the data collection. It often uses visual aids such as
graphs and charts to aid the reader in understanding the data distribution. Because the
human mind cannot extract the full import of a large mass of raw data, descriptive
statistics are very important in reducing the data to manageable form. When in-depth,
narrative descriptions of small numbers of cases are involved, the research uses
description as a tool to organize data into patterns that emerge during analysis. Those
patterns aid the mind in comprehending a qualitative study and its implications.
The description is used for frequencies, averages and other statistical
calculations. Often the best approach, prior to writing descriptive research, is to conduct
a survey investigation. Qualitative research often has the aim of description and
researchers may follow-up with examinations of why the observations exist and what the
implications of the findings are.

5.3 SAMPLING:
SELECTION OF SAMPLE
It is because of time constraint, impossible to contact each and every individual
of the population due to limitation of essential resources like time and money.
Thereafter, the study is preferably narrowed down to a representative sample to make the
study more manageable.
Keeping in view of the other objectives and resources limitations of the study, a
sample of 150 respondents were considered. The selected sample is representative of the
population is accurate and practicable.
A sample is a part of population. The sample should be representative of the
population and the information obtained must be reliable. In any survey where reliability
is desired, the errors variances have to be controlled, measured and interpreted.

Sampling Technique: Non-probability sampling(A non-probability sampling technique

is that in which each element in the population does not have an equal chance of getting
selected.)

Sample Unit: Retailers

Sample Size: Total 150 respondents were conveniently selected, who are the customers
of Mapro food products.

20
Sampling Method: Convenient Sampling Method was used as it was suitable for the
survey carried out to calculate certain number of samples (Retailers) and this method
was easy to understand the percentage of satisfaction and other data.

Universe (Area of study): Pune City

COLLECTION OF DATA

After the research problem has been defined and the research design has been
checked out, the task of data collection begins. The data can be collected mainly through
primary sources & it can be supplemented by secondary data. For the collection of
primary data, the respondents were contacted personally and the research instrument
used for gathering the data was the questionnaire. To supplement the primary data & to
facilitate the process of drawing inferences, secondary data was collected from published
sources like magazine, journals, newspapers, internet etc.

5.4 DATA COLLECTION TECHNIQUES:

There are basically two methods of collecting data:

i. Primary Data
ii. Secondary Data

(i) Primary Data:

By primary data we mean that, data has been collected originally for the first
time. In other words, primary data may be the outcome of an original statistical enquiry,
measurement of facts or a count that is undertaken for the first time. For instance, data of
population census is primary. Primary data being fresh from the fields of investigation is
very often referred to as raw data. In the collection of primary data, a good deal of time,
money and energy are required. The primary data for this project is collected through
structured questionnaire (Feedback form) administered personally to the respondents.

(ii) Secondary Data:

Secondary data is the data that are in actual existence in accessible records,
having been already collected and treated statistically by the persons maintaining the
records. In other words, secondary data are the data that have been already collected,

21
presented, tabulated, treated with necessary statistical techniques and conclusions have
been drawn.

Secondary Data used for this Project is the website of the company
i.e.www.mapro.com and another one is books related to the subject of marketing and
customer satisfaction (refer bibliography).

5.5 FORMATION OF QUESTIONNAIRE:

Questionnaire is considered as the heart of the research operation. Hence it

should be constructed carefully. It is an instrument that is widely used to collect various
types of data and consist of long list of questions designed to collect any information. It
has been generally seen that people are more frank in giving replies through the
questionnaire then the interview. Though being less expensive it has certain limitations
like incomplete entries and incomplete responses. But the education qualification of the
respondent is an additional factor by which this technique is more relied upon.

Formation of a good questionnaire involves intensive thinking and deliberation of

the problem with predetermined objectives and aims properly placed in the questionnaire
are framed with a specific objective in mind all are placed in a logical & sequential
order. Questionnaire is a set of question with some space to answer. The questionnaire
for the report consists of open ended, closed ended. Accordingly, data analysis was done,
and based on the findings, recommendations and suggestions were given.

5.6 ANALYSIS TECHNIQUES:

After collecting all the data processes of analysis begins. To summarize and
rearrange the data several interrelated procedure are performed during the data analysis
stage.
For quantitative data analysis, statistical tools of Microsoft excel are used for
data input and analysis. The statistics results were presented by graphical form with
detail description. Data interpretations are given below the graph.

22
5.7 SCOPE OF THE STUDY:
From this study the various reasons due to which customer buy or dont buy
Falero Chocolates can be identified. Retailers preference towards Falero Chocolates can
be understood. The percentage of selling of Chocolates will increase. The Retailers
buying tendency can be understood.
The present research work was done to analyze performance and improve its
relationship with Retailers to increase the level of satisfaction.

5.8 LIMITATIONS OF THE STUDY:

As no person is perfect in this world, in the same way no study can be considered
as fully reliable at one glance. There are a no. of uncontrollable factors acting as
limitations in conducting the study. Some of such limitations encountered by me in study
are:
1. Time factor was the main limitation for the study as project was restricted to
two months
2. Research was limited only to Pune city so result cant be generalized to whole
market.
3. The Sample Size taken for research was concerned only for 150 retailers
4. Since the project has to be completed within a short period of time, the
information collected could be biased.

23
 6. DATA ANALYSIS AND INTERPRETATION

6.1 Introduction:
The collected data were not easily understandable so that it was analyzed and
interpreted in a systematic manner in this chapter.

The analysis and interpretation of the data involves the detailed examination of
the elements of the data, classify and then interpret with pictorial representation such as
bar charts, pie charts and others.

24
 Table No. 1

Classification of Respondents on the basis of keeping of Falero Chocolates

Sr. No. Particulars No. of Respondents Percentage

1 Yes 120 80%
2 No 30 20%
Total 150 100%

Graph No. 1
Classification of Respondents on the basis of keeping Falero

20
Yes

No
80

Interpretation:
The above graph no. 1 shows keeping of Falero chocolates by Retailers in their
shop.
80 % of the respondents i.e. 120 respondents out of 150 are keeping Falero
chocolates in their shop. 20% of the respondents i.e. 30 respondents out of 150 do not
keep Falero chocolates. Maximum i.e. 80% respondents keeps Faleros in their shop

25
 Table No. 2
Classification of Respondents on the basis of flavours

Sr. No. Flavours No. of Respondents Percentage

1 Strawberry 40 33.33%
2 Guava 17 14.17%
3 Jamun 9 7.5%
4 Imli 12 10%
5 Mango 8 6.67%
6 Assorted (mix) 34 28.33%
Total 120 100 %

Graph No. 2
Classification of Respondents on the basis of Flavours

34 33.33 Strawberry
Guava
Jamun
Imli
Mango
Assorted(mix)
6.67 14.17
10 7.5

Interpretation:
The graph no. 2 shows the classification of respondents on basis of different
flavours of Falero like strawberry, guava, etc.
33.33% of the respondents keep strawberry flavour of Falero in their shop and
28.33% of the respondents keep Assorted i.e. Mix flavours of Falero in their
shop,14.17% of the respondents keep guava flavour whereas 10% respondents keep Imli
flavour and only 6.67% out of 100% keep Mango flavour

26
 Table No. 3
Classification of Respondents on the basis of Price
Sr. No. Particulars No. of Respondents Percentage
1 Strongly satisfied 39 32.5
2 Satisfied 55 45.83
3 Not satisfied 26 21.67
Total 120 100 %

Graph No. 3
Classification of Respondents on the basis of Price

Price

Strongly satisfied
21.67%
32.50%
Satisfied

45.83% Not satisfied

Interpretation:
The above graph no. 3 reveals the satisfaction on basis of price.
45.83% i.e. Maximum numbers of the respondents are satisfied with the price of
Falero jar, 32.5% of the respondents are strongly satisfied with the price whereas 21.67%
respondents are not satisfied with the price.

27
 Table No. 4
Classification of the Respondents on the basis of Chocolates delivered at the time
convenient to them.

Sr. No. Particulars No. of Respondents Percentage

1 Yes 36 30%
2 No 84 70%
Total 120 100%

Graph No. 4
Classification of the respondents on the basis of chocolates delivered at the time
convenient to them.

Delivery

30 Yes

No
70

Interpretation:
The above graph no. 4 reveals the satisfaction of the respondents on the basis of
Chocolates delivered at the time convenient to them.
Maximum i.e. 70 % of the respondents are not satisfied because they dont get
the delivery as per their convenience whereas 30% of the respondents are satisfied with
the delivery of Falero chocolates.

28
 Table No. 5
Satisfaction of the respondents on the basis of Quality

Sr. No. Particulars No. of Respondents Percentage

1 Satisfied 72 60
2 Neutral 36 30
3 Dissatisfied 12 10
Total 120 100

Graph No. 5
Satisfaction of the respondents on the basis of Quality

Quality

Satisfied
10%
Neutral

30% Dissatisfied
60%

Interpretation:
The above graph no. 5 shows that satisfaction of the respondents on the basis of
Quality of Falero chocolates.
60% of the respondents are fully satisfied with the quality. 30% of the
respondents dont want to give their opinion about the quality of Falero so they are
stayed neutral, whereas Minimum i.e. 10% of the respondents are dissatisfied with the
quality of Falero chocolates

29
 Table No. 6
Satisfaction of the respondents on the basis of Service
Sr. No. Particulars No. of Respondents Percentage
1 Satisfied 21 17.5%
2 Neutral 37 30.83%
3 Dissatisfied 62 51.67%
Total 120 100%

Graph No. 6
Satisfaction of the respondents on the basis of Service

Service

Satisfied
17.50%
Neutral
51.67%
30.83%
Dissatisfied

Interpretation:
The above graph no. 6 represents that satisfaction of the respondents regarding
the Service provided by the company.
The above table shows that, 17.5% i.e. 21 respondents outs of 120 said that they
were satisfied with the service of the company, 30.83% of respondents didnt gave any
opinion about service whereas Maximum i.e. 51.67% of respondents were dissatisfied
with the service.

30
 Table No. 7
Respondents regarding the Scope of Improvement
Sr. No. Particulars No. of Respondents Percentage
1 Quality 10 8.33%
2 Service 50 41.67%
3 Price 15 12.5%
4 Availability 26 21.67%
5 Quantity 19 15.83%
Total 120 100%

Graph No.7
Respondents regarding the Scope of Improvement

15.83% 8.33% Quality

Service
Price
21.67%
41.67% Availability
Quantity
12.50%

Interpretation:
The above graph no. 7 tells us that respondents thinks where there is scope of
improvement i.e. in quality, service, price, etc.
Majority of the respondents i.e. 41.67% of the respondents thinks that Falero has
scope of improvement in Service; they said that, service needs to be improved a lot
whereas 21.67% of the respondents thinks that availability should be improved, 15.83%
thinks quantity, 12.5% says thinks and 8.33% thinks quality respectively have scope of
improvement.

31
 Table No. 8
Satisfaction of the Respondents regarding Awareness
Sr. No. Particulars No. of Respondents Percentage
1 Much better 20 16.67%
2 Better 65 54.17%
3 About the same 31 25.83%
4 Worse 4 3.33%
Total 120 100%

Graph No.8
Satisfaction of the respondents regarding Awareness

Awareness
3.33%
16.67%
Much Better
25.83%
Better

About the same

Worse

54.17%

Interpretation:
The above graph no. 8 shows the awareness of the respondents towards Falero
than other brands of chocolates.
54.17% of the respondents feels that Falero is better that other brands of
chocolates, 25.83% of the respondents feels that it is same as compared to other brands
and stayed neutral, whereas 16.67% of the respondents feels it is much better than other
brands while 3.33% of the respondents feel it is worse than other brands of chocolates.

32
 Table No. 9
Classification of the respondents regarding meeting of specifications on purchase
order
Sr. No. Particulars No. of Respondents Percentage
1 Met all 62 51.67%
2 Met most 40 33.33%
3 Met some 10 8.33%
4 Met a few 5 4.17%
5 Not met 3 2.5%
Total 120 100%

Graph No.9
Classification of the respondents regarding meeting of specifications on purchase
order

Specifications
2.50%
4.17%
8.33% Met All

Met Most

Met Some
51.67%
Met a few
33.33%
Not Met

Interpretation:
Table No. 9 reveals that, classification of the respondents regarding meeting of
the specifications on purchase order.
51.67% of the respondents told that company have met all of specifications on
purchased order, While 33.33% of the respondents told that company has met most of
the specifications, while there were very less respondents telling that company has met
some, a few, not met specifications respectively on purchased order.

33
 Table No. 10
Respondents regarding delivery of chocolates within the timeframe in contact on
purchase order
Sr. No. Particulars No. of Respondents Percentage
1 Always 17 14.17
2 Mostly 30 2.5
3 Sometimes 15 12.5
4 Never 58 48.33
Total 120 100%

Graph No.10
Respondents regarding delivery of chocolates within the timeframe in contact on
purchase order

Always
14.17%
Mostly
48.33% Sometimes
25%

Never
12.50%

Interpretation:
The above table no. 10 shows the respondents regarding delivery of chocolates
within the timeframe in contact on purchase orderi.e.in how many days the delivery
comes after the purchase order was given
Regarding this services 14.17% of the respondents told that always the delivery
comes with the timeframe in contact on purchase order,25% of the respondents told that
most of the time whereas 12.5% of the respondents told sometimes the delivery comes
within the timeframe in contact on purchase order, while 48.33% of the respondents told
that the delivery never came within the timeframe in contact on purchase order

34
 Table no. 11

Rating of Respondents regarding Packaging of Falero Chocolates

Sr. No. Particulars No. of Respondents Percentage

1 Excellent 28 23.34%
2 Good 55 45.83%
3 Average 37 30.83%
Total 120 100%

Graph No.11
Rating of Respondents regarding Packaging of Falero Chocolates

Packaging

Excellent
30.83% 23.34%
Good

Average
45.83%

Interpretation:
The above graph no. 11 shows Rating of Respondents regarding Packaging of
Falero Chocolates
Regarding Packaging, 23.34% of the respondents told that packaging of Falero
chocolates were Excellent and up to the mark, whereas 45.83% of the respondents told
that packaging was good than others while 30.83% of the respondents told that it was
average

35
 Table no. 12
Rating of Respondents regarding Advertisements of Falero
Sr. No. Particulars No. of Respondents Percentage
1 Excellent 24 20%
2 Good 36 30%
3 Average 60 50%
Total 120 100%

Graph No.12
Rating of Respondents regarding Advertisements of Falero

Advertisement

Excellent
20% Good
50% Average
30%

Interpretation:
The above graph no. 12 shows Rating of Respondents regardingAdvertisements
of Falero Chocolates
Regarding Advertisements, 20% of the respondents said that Advertisements of
Falero chocolates were Excellent and up to the mark, whereas 30% of the respondents
said it was good than others while 50% of the respondents told that it was average.

36
 Table no. 13
Respondents keeping other than Falero
Sr. No. Particulars No. of Respondents Percentage
1 Jam 38 31.67%
2 Fruit crush 33 27.5%
3 Dessert Topping 24 20%
4 Other 25 20.83%
Total 120 100%

Graph No.13
Respondents keeping other than Falero

Jam
20.83%
31.67%
Fruit crush

20% Dessert Topping

27.50%
Other

Interpretation:
The above table no. 13 shows Respondents keeping other products of Mapro
31.67% of the respondents said that they keep jams in their shop,27.5% of the
respondents said they keep fruit crushes in their shop whereas 20% of the respondents
said they keep dessert toppings while the remaining 20.83% of the respondents said they
keep other products of Mapro.

37
 7. OBSERVATIONS AND FINDINGS

The findings of the present research work are as follows-

It is found in the present research that,

1. Maximum i.e. 80% respondents keeps Faleros in their shop

2. 33.33% of the respondents keep strawberry flavour of Falero in their shop and
28.33% of the respondents keep Assorted i.e. Mix flavours of Falero in their shop
3. 45.83% i.e. Maximum numbers of the respondents are satisfied with the price of
Falero jar
4. Maximum i.e. 70 % of the respondents are not satisfied because they dont get
the delivery as per their convenience
5. 60% of the respondents are fully satisfied with the quality whereas minimum i.e.
10% of the respondents are dissatisfied with the quality of Falero chocolates
6. Maximum i.e. 51.67% of respondents are dissatisfied with the service.
7. Majority of the respondents i.e. 41.67% of the respondents thinks that Falero has
scope of improvement in Service
8. 54.17% of the respondents feel that Falero is better that other brands of
chocolates.
9. 48.33% of the respondents told that the delivery never came within the timeframe
in contact on purchase order
10. 50% of the respondents told that Advertisements of Falero is average.

38
 8. SUGGESTIONS AND RECOMMENDATIONS

Company should focus on the packaging of the product i.e. it can change its
packaging after certain period of time and come up with new attractive ideas.

Company should focus more on advertisements so that it helps to increase their sales.

Eye catching banners, hoardings, pamphlets, slogans should be introduced.

Company should focus more on service as the service is not up to the mark and the
products should be delivered within the timeframe of order.

Company should surprise their customers with unexpected value. If you sell
products, include an unadvertised bonus with every order. If you sell services, get
into the habit of doing something extra for every client without charging for it.

39
 9. CONCLUSION

From the study conducted the following conclusions can be drawn. In order the
dreams comes into reality and for turning liabilities into assets one must have to meet the
needs of the customers. The factors considered by the customer before purchasing is
quality, price and the brand name

Majority of the customers are satisfied with the Falero chocolates because of the
features, quality and price. Some customers are not satisfied with the company because
of lack of manpower, not providing timely and quick services etc. therefore, if slight
modification in the marketing and sales programme such as give various schemes,
promotion programmers, payment options etc., definitely company can be as a monopoly
and strong market leader.

Mapro Foods has also to take care of his competitors into consideration as well,
as the future technology changes.

Visiting to the Mapro Foods has been great privilege for me to learn about many
macro aspects of marketing strategy and customer service. I was very widely exposed by
the survey. A practical knowledge has been attained to me. According to my knowledge,
Mapro Foods is a well-established organization and it will take some time for more
development and to capture the market. Mapro Foods is well established and developing
company due to its departmental co-ordination. They know the ground realities of market,
customer needs and preferences. The people in Mapro are more knowledgeable and
enthusiastic.

Falero Chocolate is well established in Pune common market. I got good response
in market. Falero has a good brand name and value in market.

40
 BIBLIOGRAPHY

References
Marketing Management by Philip Kotler, Pearson education, New-Delhi
Research Methodology by C.R. Kothari, Tata McGraw-Hill New Age
International (P) Ltd., New Delhi.

Web

www.mapro.com
www.wikipedia.com

41
 ANNEXURE

Questionnaire

Dear Sir/Madam,

I am conducting a survey entitled A Study on Customer Satisfaction of

Falero Pulpy Chews Please give your valuable information, your information will be
kept confidential and will be used only for academic purpose.

Bhushan Nagori
MBA Marketing

Q. 1 Personal Information
Name :-------------------------------------------------------------------------------

Contact No. :-------------------------------------------------------------------------------

Q.2Do you keep Mapros Falero Chocolates?

a) Yes b) No

Q.3Which Flavours of Faleros do you keep in the shop?

a) Strawberry b) Guava
c) Jamun d) Imli
e) Mango f) Assorted (Mix)

Q.4 Are you Satisfied with the Price of Falero Jar?

a) Strongly Satisfied
b) Satisfied
c) Not Satisfied

42
Q.5 Were the Chocolates Delivered at the time convenient to you?
a) Yes b) No

Q.6 Are you satisfied with the Quality of Falero?

a) Satisfied
b) Neutral
c) Dissatisfied

Q.7 Are you satisfied with the Service of the company?

a) Satisfied
b) Neutral
c) Dissatisfied

Q.8 In which aspect do you think Falero has scope of improvement?

a) Quality b) Service
c) Price d)Availability
e) Quantity

Q.9 Based on your Awareness of Falero, is it better, the same or worse

than other brands of chocolates?
a) Much Better b) Better
c) About the Same d) Worse

Q.10 To what extent did the product that you ordered meet the
specifications on purchase order?
a) Met all of my specifications b) Met most of my specifications
c) Met some of my specifications d) Met a few of my specifications
e) Not met any of my specifications

43
Q.11 Were the chocolates delivered to you within the timeframe in
contact on your purchase order?
a) Always b) Sometimes
c) Mostly d) Never

Q.12 How will you rate the Packaging of Falero chocolates?

a) Excellent
b) Good
c) Average

Q.13 How will you rate Advertisements done by the company?

a) Excellent
b) Good
c) Average

Q.14 Besides Falero, which products of Mapro do you keep?

a) Jam b) Fruit crush
c) Dessert Topping d) Other

Name and Sign. of Respondent

44