IMPACT OF QUALITY ON CUSTOMER SATISFACTION AN

EMPIRICAL STUDY ON THIRUCHENGODE AGRICULTURAL

PRODUCERS CO-OPERATIVE MARKETING SOCIETY LTD.

A Report submitted to the Periyar University in partial fulfilment of the

requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

A.DHARSHINIPRIYA

C21UG183BAD043

Under the Guidance of

Dr. S. VIJAYANAND, MBA., M.A. (HRM)., PGDIM., PGDMM., SET(TN)., Ph.D.

GUEST LECTURER

DEPARTMENT OF MANAGEMENT STUDIES

GOVERNMENT ARTS AND SCIENCE COLLEGE

IDAPPADI- 637 102

MARCH-2024
CERTIFICATE
 GOVERNMENT ARTS AND SCIENCE COLLEGE,
IDAPPADI- 637102
DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that the Report entitled “IMPACT OF QUALITY ON

CUSTOMER SATISSFACTION AN EMPIRICAL STUDY ON TCMS
ARTHANAREESWARASOAP THIRUCHENGODE”. Is a bonafide work carried
out byADHARSHINIPRIYA, (Reg. No.C21UG183BAD043) under my supervision
and guidance during the academic year 2023 – 2024 in partial fulfilment of the
requirements for the award of the degree of BACHELOR OF BUSINESS
ADMINISTRATION and the work is an original one and has not formed
basis for the award of any degree, diploma, associate ship, fellowship of any
other similar title.

PROJECT GUIDE HEAD OF THE DEPARTMRNT

Project evaluationand viva-voce examination conducted on ________________.

INTERNAL EXAMINER EXTERNAL EXAMINER

DECLARATION
 GOVERNMENT ARTS AND SCIENCE COLLEGE,
IDAPPADI- 637102
DEPARTMENT OF MANAGEMENT STUDIES

DECLARATION

I hereby declare that this report entitled “IMPACT OF QUALITY ON

CUSTOMER SATISFACTION AN EMPIRICAL STUDY ON TCMS
ARTHANAREESWARA SOAP THIRUCHENGODE”submitted to the
GOVERNMENT ARTS AND SCIENCE COLLEGE, IDAPPADI, in
partial fulfilment of the requirements for the award of BACHELOR
OFBUSINESS ADMINISTRATIONis an original one and has not been
submitted earlier either to this university or to any other institution for
the award of any degree / diploma.

DATE: CANDIDATE SIGNATURE

PLACE: IDAPPADI
ACKNOWLEDGEMENT
 GOVERNMENT ARTS AND SCIENCE COLLEGE, IDAPPADI
DEPARTMENT OF MANAGEMENT STUDIES

ACKNOWLEDGEMENT

I extend my wholehearted gratitude to LORDALMIGHTY for having given me the

physical and mental strength to complete this report successfully.

I express my sincere thanks to Honourable VICE CHANCELLOR and

REGISTRAR,Periyar University, Salem for having given me the opportunity to pursue BBA
course. I express my deep sense of gratitude to Dr. K.TAMIZHARASI, M.A., M.Phil., Ph.D.,
Principal, Government Arts and Science College, Idappadi for providing me the opportunity to
do the report.

I take this opportunity to express my profound thanks toDr. T.KARTHIKEYAN,

M.B.A., Ph.D., Assistant Professor and Head, Department of Management Studies, Government
Arts and Science College, Idappadi for his valuable guidance for the successful completion of
this report.

I take this opportunity to express my thanks to Dr. V.SITHARTHA SANKAR,

M.B.A., M.Phil., Ph.D., Assistant Professor and Dr. S.RAVI, M.B.A.,M.B.M., M.Phil.,Ph.D.,
Assistant Professor ,Department of Management Studies, Government Arts and Science
College, Idappadi for their valuable guidance for the successful completion of this report.

I take this opportunity to express my profound thanks to my distinguished guide Dr. S.

VIJAYANAND, M.B.A., M.A. (HRM)., PGDIM., PGDMM., SET(TN)., Ph.D., Guest lecturer,
Department of Management Studies, Government Arts and Science College, Idappadi for his
valuable guidance for the successful completion of this report.

I would like to express my sincere thanks to my Department faculty members Dr.

M.MURUGESAN M.com., MBA., M.Phil. Ph.D.,Mr.J. S. MAHESWARAN, M.B.A., SET., Dr.
U. MALINI, M.B.A., Ph.D., Dr. V. MANJULA, M. Com., M.B.A., M.Phil.,Ph. D.,Guest Lecturers
fortheirvaluable suggestions and encouragement.

I also thank the Manager and Staff members of “THE NAMAKKAL DISTRIC
THIRUCHENGODE CO-OPERATIVE MARKETING AND SOCIETY LTD.,” for permitting
and guiding me to complete my report successfully.

A.DHARSHINIPRIYA
1. INTRODUCTION

Customer satisfaction (CSAT) is a measure of how well a company’s products and services
meet customers’expectations. It reflects yourbusiness’ health byshowinghow well
yourproducts are resonating with buyers. In Other Words, Customer Satisfaction (CSAT) is
a metric used to quantifythe degree to which a customer is happy with a product, service,
or experience. When it comes down to it, customer satisfaction is a reflection of how a
customer feels about interacting with a business

ImportanceofCustomerSatisfaction
Increasedsales

Increasing customer satisfaction can have a drastic effect on a business's sales. When
customers are satisfied, they are more likely to stay loyal to the brand and make repeat
purchases. Additionally, satisfied customers are more likely to leave positive reviews,
which can be a powerful selling point for the sales team. Positive customer reviews can
also lead to more potential customers being attracted to the brand, boosting retention and
overall sales. Furthermore, businesses will save money on acquisition costs as the cost to
acquire new customers is 6-7 times higher than retaining existing customers. Therefore, by
investing in improving customer satisfaction, businesses can save money and increase
sales.

Increasedcustomerloyalty

Increased customer loyalty has a positive effect on a business’s sales revenue. When
customers
aresatisfied,theybecomeloyalandshowrepeatbusiness.Thisrepeatbusinesshelpsincreasethe
bottom line. A report from Adobe shows that loyal customers spend 67% more than new
customers. Moreover, they also tend to promote the brand to their friends and family which
adds more customers to the company. Research has also revealed that it is five to twenty-
five times more cost-effective to retain customers than to acquire new ones. Therefore,
focusing on customer loyaltyand satisfaction is essential for sustaining a business and
enhancing its revenue. Companies like Tesla are known to go the extra mile to ensure their
customers are satisfied and stick with them. This strategy has proven to be beneficial in the
long run as customers remain loyal and promote the brand to new customers.

ImprovedbrandPerception

Improved customer satisfaction can result in a positive perception of the brand. Satisfied
customers will stand by in times of crisis, and they will care for the brand and want to see it
thrive. Customer satisfaction will also have an impact on brand reputation and popularity
as customers will be willing to provide honest feedback and recommend products and
services to friends and family. Additionally, customer satisfaction surveys help to gather
detailed
informationaboutcustomerattitudes,whichcanbeusedtoboostmarketingorsalesefforts.By
taking steps to improve customer satisfaction, companies can ensure customer loyalty and
recognition, and build a strong, positive reputation for their brand.

Increasedrevenue

Increased customer satisfaction leads to higher revenue because it leads to customer loyalty,
repeat purchases, and an increase in the customer lifetime value. Customers who are satisfied
with the products and services they receive from a business are more likely to remain loyal,make
repeat purchases, and even recommend the business to their friends and family. When customers
are satisfied, they are also more likely to spend more money with the business. In addition,
companies that havehigh customersatisfaction scores are8.7 times morelikelyto have
significantly grown customer spend during the first 6 months of the COVID-19 pandemic.
Therefore, businesses should strive for higher customer satisfaction in order to increase their
revenue.

1.2.5Reducedcustomerchurnrate

Customer satisfaction can help reduce customer churn rate by providing customers with positive
experiences that make them loyal to the brand. Research has shown that acquiring newcustomers
is five to 25 times more expensive than keeping current customers, and that 61% of respondents
in one survey noted "generating traffic and leads" as their number one marketing challenge.
Additionally, research from think Jar has found that 67 percent of people cite bad experiences as
a reason for churn. Therefore, in order to reduce customer churn rate, businesses should strive to
increase customer satisfaction by providing quality customer service, meeting customer needs,
and providing a positive overall experience with the products or servicesoffered. For example,
Tesla prides itself on effortless car services, which in turn leads to loyal customers who are less
likely to churn.

Reducedcustomersupportcosts

Reducing customer support costs can have a positive impact on customer satisfaction, as it
demonstrates that the business values customer feedback and is willing to invest the necessary
resources to ensure a good customer experience. Companies that invest in customer service by
providing prompt and accurate responses to customer inquiries are likely to see an increase in
customer loyalty and satisfaction.

Additionally, this investment can also help attract potential customers, as customers are more
likely to purchase from businesses that provide quality customer service. Automation can also
help reduce costs as it eliminates the need for a team member to respond to customer inquiries
manually. Automation can also provide additional context about the customer or their issue,
which can help reduce customer frustration and improve customer satisfaction. In conclusion,
reducing customer support costs can have a positive impact on customer satisfaction by
increasing customer loyalty and attracting new customers.
 Improvedemployeemorale

Improving employee morale is an effective way to increase customer satisfaction. When

employees feel appreciated and take pride in their work, they are more likely to provide better
customer service. This is because employees who feel valued and appreciated tend to be more
motivated and engaged in their work, which leads to improved performance.

Additionally, providing a personalized 'thank you' and introducing an employee of the month
program can help to foster a sense of pride and ownership in the work they do. Moreover,
customer happiness can be further improved by engaging in role playing exercises to develop
customer service skills, eliminating or managing customer wait times, and providing proactive
support to customers. Ultimately, customer satisfaction is key to a successful business, as
customers who are satisfied with the service they receive are more likely to remain loyal and
recommend the business to their peers.

Increasedworkplaceefficiency

Increased customer satisfaction helps to increase workplace efficiency by providing a number of

advantages. When employees feel appreciated, they can provide better customer service, leading
to higher retention and sales among your existing customer base. Providing self-help resources,
such as live chat, self-service order management software, and self-service kiosks, reduces wait
time and allows customers to quicklycompletetheirorders without having to wait forassistance.

Additionally, giving employees the authority to handle customer issues without resorting to
escalation keeps customers happy and reduces agent turnover, saving on operational costs.
Finally,customersatisfactionsurveyshelp youmeasurecustomerexpectationsandhowwell you meet
those expectations, allowing you to identify pain points and make changes accordingly. All of
these measures help to improve the customer and employee experience, leading to increased
brand loyalty and customer lifetime value, which, in turn, increase workplace efficiency.

Increasedproductivity

Increased customersatisfactioncanhelpincreaseproductivitybydrivingloyaltyto yourbusiness and

creating repeat customers. When customers are satisfied with your products or services, they are
more likely to come back and purchase from you again, which can reduce the time and costof
acquiring new customers.

Additionally, customer satisfaction surveys can help you identify areas of improvement,allowing
you tofocuson areas thatmayneed moreattentionorimprovement.Thiscan resultin a more efficient
and productive workflow, making it easier to deliver quality services tocustomers. Finally,
customer satisfaction can help create a positive work environment where
employeesfeelappreciatedandsupported,leadingtobetterperformancesandimproved
customer service. Overall, increased customer satisfaction can result in higher levels of
productivity, enabling your business to reach its goals faster and more effectively.

Improvedbusiness reputation

Improved customer satisfaction improves business reputation by creating positive word-of-

mouth referrals, increasing customer loyalty, and inspiring social media shares and
recommendations. Accordingto Accenture, 55 percent ofconsumers will recommend companies
they love to friends and family, while 83 percent of consumers prefer recommendations from
their personal network over any other form of marketing. Improved customer satisfaction can
also result in positive reviews which, in turn, attract more potential customers. Similarly,
customers who are satisfied with a brand are more likelyto stand byit in times of crisis. Finally,
according to Zendesk's 2022 CX Trends Report, 73 percent of business leaders report a direct
link between their customer service and business performance or a brand.

Customer satisfaction is a measure that helps businesses understand how happy and satisfied
customers are with their products, services, and/or functionalities. It can reveal major insights
into how customers relate to a brand and how they will interact with it. Customer satisfaction
(often abbreviated as CSAT) is calculated using a customer's perceived quality, value and
expectations of a company and its offers. It is important for companies to focus on satisfying
their customers, as this can impact customer acquisition cost, customer time to value, and
customer retention numbers. Customer satisfaction should aim to go beyond simply meeting
customers' needs and expectations and instead strive to delight them.

Servicequality
Service quality (SQ), in its contemporary conceptualisation, is a comparison of perceived
expectations(E)ofaservicewithperceivedperformance(P),givingrisetotheequationSQ=P
− E. This conceptualistion of service quality has its origins in the expectancy-disconfirmation
paradigm.

A business with high service qualitywill meet orexceed customer expectations whilstremaining
economically competitive.Evidence from empirical studies suggests that improved service
qualityincreases profitabilityand long term economic competitiveness. Improvements to service
quality may be achieved by improving operational processes; identifying problems quickly and
systematically; establishing valid and reliable service performance measures and measuring
customer satisfaction and other performance outcomes. From the viewpoint of business
administration, service quality is an achievement in customer service. It reflects at each service
encounter. Customers form service expectations from past experiences, word of mouth and
marketing communications. In general, customers compare perceived service with expected
service, and if the former falls short of the latter the customers are disappointed.
For example, in the case of Taj Hotels Resorts and Palaces, wherein TAJ remaining the old
world,luxurybrandinthefive-starcategory, theumbrellabrandingwasdilutingtheimageofthe TAJ
brand because although the different hotels such as Vivanta by Taj- the four star category,
Gateway in the three star category and Ginger the two star economy brand, were positioned and
categorised differently, customers still expected high quality of Taj.

The measurement of subjective aspects of customer service depends on the conformity of the
expectedbenefitwiththe perceivedresult.Thisin turnsdependsupon thecustomer's expectation in
terms of service, they might receive and the service provider's ability and talent to present this
expected service. Successful companies add benefits to their offering that not only satisfy the
customersbut also surpriseand delight them. Delightingcustomersis amatterof exceedingtheir
expectations.

Pre-defined objective criteria may be unattainable in practice, in which case, the best possible
achievable result becomes the ideal. The objective ideal may still be poor, in subjective terms.

Service quality can be related to service potential (for example, worker's qualifications); service
process (for example, the quickness of service) and service result (customer satisfaction).
Individual service quality states the service quality of employees as distinct from the quality that
the customers perceived

Dimensionsofservicequality
Thefive dimensionsof service quality

A customer's expectation of a particular service is determined by factors such as

recommendations, personal needs and past experiences. The expected service and the perceived
service sometimes may not be equal, thus leaving a gap. The service quality model or the ‘GAP
model’ developed in 1985, highlights the main requirements for delivering high service quality.It
identifies five ‘gaps’ that cause unsuccessful delivery. Customers generallyhave a tendencyto
compare the service they 'experience' with the service they 'expect'. If the experience does not
match the expectation, there arises a gap. Given the emphasis on expectations, this approach to
measuring service quality is known as the expectancy-disconfirmation paradigm and is the
dominant model in the consumer behaviour and marketing literature.

A model of service quality, based on the expectancy-disconformation paradigm, and developed

by A. Parasuraman, Valarie A. Zeithaml and Len Berry, identifies the principal dimensions (or
components) of service quality and proposes a scale for measuring service quality, known as
SERVQUAL. The model's developers originallyidentified ten dimensions of service qualitythat
influence customer's perceptions of service quality.However, after extensive testing and
retesting, some of the dimensions were found to be auto correlated and the total number of
dimensions was reduced to five, namely - reliability, assurance, tangibles, empathy and
responsiveness.Thesefivedimensionsarethoughttorepresentthedimensionsofservicequality
across a range of industries and settings. Among students of marketing, the mnemonic, RATER,
an acronym formed from the first letter of each of the five dimensions, is often used as an aid to
recall.

In spite of the dominance of the expectancy-disconfirmation paradigm, scholars have questioned

its validity. In particular scholars have pointed out the expectancy-disconfirmation approach had
its roots in consumer research and was fundamentally concerned with measuring customer
satisfaction ratherthanservicequality. In otherwords,questions surround thefacevalidityofthe
model and whether service quality can be conceptualised as a gap.

CustomerSatisfactionandLoyalty
Customer satisfaction is a term frequently used in marketing to evaluate customer experience. It
is a measure of how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals."Enhancing customer satisfaction and fostering customer loyalty are
pivotal for businesses, given the significant importance of improving the balance between
customer attitudes before and after the consumption process.

Expectancy Disconfirmation Theory is the most widely accepted theoretical framework for
explaining customer satisfaction. However, other frameworks, such as Equity Theory,Attribution
Theory, Contrast Theory, Assimilation Theory, and various others, are also used to gain insights
into customer satisfaction. However, traditionally applied satisfaction surveys are influence by
biases related to social desirability, availability heuristics, memory limitations, respondents'
mood while answering questions, as well as affective, unconscious, and dynamic nature of
customer experience.

The Marketing AccountabilityStandards Board endorses the definitions, purposes, and measures
that appearin Marketing Metricsas part ofits ongoingCommon Language in Marketing Project. In
a survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.Customer
satisfaction is viewed as a key performance indicator within business and is often part of a
Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a major differentiator and increasingly has become an important
element of business strategy.

Customer loyalty is the result of consistently positive emotional experience, physical attribute-
based satisfaction and perceived value of an experience, which includes the product or services.
To build loyalty, customer experience management blends the physical, emotional and value
elements of an experience into one cohesive experience. Retaining customers is less expensive
than acquiring new customers, and customer experience management is the most cost-effective
waytodrivecustomersatisfaction,customerretentionandcustomerloyalty.Notonlydoloyal
customers ensure sales, but they are also more likely to purchase ancillary, high-margin
supplemental products and services. Loyal customers reduce costs associated with consumer
education and marketing, especially when they become advocates for a brand.

FactorsthatInfluencingCustomerSatisfaction
Accessibility

Have you madeit easyforcustomersto interact with you to ask questions, voice concerns, or get a
problem solved? Or, do customers have to jump through a number of hoops, do an extensive
Google search, and prayto thegods of customerservicethat theycan get a hold of you? Whileit
may be unpleasant dealing with an unhappy customer, it's significantly worse dealing with an
unhappy customer who took 2 hours out of their day to track you down.

Empathy

Mistakes happen, and despite the old adage, the customer isn't always right… but if you'd like to
keep them as a customer, they must always be happy. You can ensure this by hearing them out
when they are upset, showing concern for the situation, and letting them know that you'll do
everything in your power to make it right.

Language

Every industry and company has its own "shop terms" and lingo that they use to describe what
theydo and how theydo it. Unfortunately, this insider language doesn't resonate with customers.
They want to know that you understand their problem and have a solution for it. In order to
communicate that, you need to figure out what words they use when they talk about it.

ResponseTime

We live in a fast-moving world. Customers expect products to arrive on their doorstep hoursafter
they order them, and questions to be answered within minutes (if not sooner!) of them asking.

Whilemanycompaniescan'taffordround-the-clockstaff,awaymessagesthatcontainanswersto FAQs
and chat bots make it possible to interact with your customers on their time.

Convenience

Very few customers will go out of their way to do business with you. If you make it difficult for
them to browse, shop, schedule, or buy, they'll be looking for another company to provide the
solutions they need. It's important to review your buyer's journey on a regular basis and see ifany
areas could be tweaked to increase convenience.
Choices

Customers like to have options when it comes to purchasing. They want different colors, styles,
levels of services, and different methods for delivery. These choices help them feel in control of
their own buying experience.

Simplicity

While customers like having options, too many options can cause analysis paralysis and cause
your potential customer to give up before they finalize a purchase. As you design your products
and your processes, remember that a confused mind never buys.

Quality

Your customer service maybe top-notch, but if your product is of poor quality, you won't have a
returning buyer. Make sure that you create the best possible product that customers can't live
without.

ReasonablePrices

There will always be low range, mid-range, and high range prices. If your products are of superb
quality and your customer service consistently wows, it's okay to charge more. However, if you
chargemorethanthemarketwillbear,andmorethan youridealcustomercanafford, you'llprice yourself
right out of business.

Appreciation

Customers want to feel appreciated for doing business with you. You should have some sort of
follow-up procedure in place to saythank you. This can range from a quick email to a thank you
gift (depending on the value of the product or service), but will always let your customer know
that they are important to you.

LoyaltyPrograms

It's wonderful to offer incentives to new customers coming in, but what about the
loyalcustomersthathavestuckwith you fromthe beginning? Considerinstitutingsome sortofloyalty
program where existing customers receive discounts, freebies, or access to special content or
products as a thank you for their continued support.

Community

The business relationship doesn't have to stop just because the credit card has been swiped. As
humans, we want to feel like we are a part of something bigger. Creating a community, whether
virtual or in-person, around your product, will help keep your customers engaged with your
brand.
The present study target of consumers in Coimbatore district, understanding their behavior helps
to identify the preference influence of brand in their purchase decision etc on the purchase of
soap. The insight will help the manufactures to adopt new strategies which would help not onlyto
attract new customer but also maintain the loyalty ofthe existingcustomer,asinthe
presentcompetitivescenariotheconsumerarepreparedto choose their right product not onlybased
on theirneeds but also onthebasisofpersonal interest shownbythemanufactures on them.

1.5.STATEMENTOFTHE PROBLEM

The study on customer satisfaction towards the bath soap products is aimed to know how the
customer are, what they want, how they use and react to the Product. This study also helps to
know how various marketing variables such as price, product features, advertising messages and
corporate image affect the buyer. The study on customer satisfaction reveals to the management
about the taste, preference and choice of different people and so on.

This study will help to gain knowledge about the factors influencing customer satisfaction on
bath soap product and problems faced by the customers on using the bath soap products. In this
context, the researcher felt that it is suitable to study the market condition of bath soap products
from the view of customer. This studywill help to gain knowledge on issues such as the primary
factors influencing customer satisfaction, purchase opinion and ideas of customers

SCOPEOFTHESTUDY
The study is conducted to know the customer satisfaction about various choices and satisfaction
towards Arthanareeswara soap Tiruchengode. As the researcher of this study is the native of
Tamilnadu and doing his graduation in the Salem District, the very near soap industry to his
native place is TCMSArthanareeswara soap, Tiruchengode, salem District. It is a well
established organization having more number of employees and many workers have the contract
working with this company. Hence having a study with those workers definitely give a clear
picture about their prevailing problems in the soap industry. Also, the outcome of this research
will give an idea to the company to handle their workers in future.

NEEDFORTHE STUDY:
 Customersatisfactionshouldbeofgreatconcern inallorganization.
 Customersatisfaction plays thekeyrole in the growth ofanyorganisation.
 Customer satisfaction is one way in which on organization gets establishment and gains
recognition among the public.
 Thestudywillhelpinfindingoutwheretheindustrylacksbehindandhowcanit improve and it
also help to understand the satisfaction of customers at various levels.
As discussed above, customer satisfaction is the core for every marketers and this satisfaction
could be achieved only through delivering good service quality. But, it is not known to at
customers who are purchasing “Arthanareeswara“ soap from TCMS have reached this
satisfaction level. Hencethis either a need is study to customer satisfaction among the customer
these who are purchasing “Arthanareeswara“ soap from TCMS- Tiruchengode Co- operative
Marketing and Society.

ConceptualModel:

Price

ServiceQuality
Availability

Promotion

CustomerSatisfaction

Productquality

Figure1.1:Theoretical Modelof theStudy

 ObjectiveoftheStudy
Based on the conceptual model and the review of the literature, the following objectives were
framed.

1. Toidentifytheassociationbetweenthedemographicprofileoftheworkersandthefactorsthat
influencing their satisfaction in soap industry.

2. Toinvestigatetheimpactofthefactorsthatinfluencingtheproblemamongthesoapproducers and
their satisfaction

3. Toanalyzetheassociationamongthefactorsthatinfluencingtheproblemamongthesoap producers
and their satisfaction.

RESEARCHHYPOTHESIS

Hypothesesofthestudy

H1: There is a significant association between the demographic profile and the factors that
influence the problem in soap industry and workers satisfaction.

H2:Problems in soap companysignificantlyinfluencingthe worker’ssatisfaction

H3: There is a positive association among the factors under problem in soap industry and their
level of satisfaction.

RESEARCHMETHODOLOGY
RESEARCH DESIGN

The descriptive study typically concern with determining the frequency of something occurs or
how two variables vary together. Descriptive research design was adopted to study the factors
that influence the level of satisfaction of Arthanareeswara soap consumers.

SAMPLINGDESIGN

Universe

As the population of soap consumer is infinite and very large, it is decided to take samples to
represent the population which is confined within Tiruchengode City.

Samplesize

As the Study is based on unknown population of 101 customers who are using Arthanareeswara
soap was considered as the sample of this study.
DataCollectionandanalysis

A pilot study was undertaken and necessary changes in the questionnaire were made to
accomplish the objective of the study. Structured – undisguised questionnaires were used
for collection of information. For analysis, the simple percentage method used.

PrimaryData

The primary data was collected from a sample consisting of 101 Consumers selected from
populationthroughConvenience sampling technique.Thedatawerecompiled tabulated and
analyzed separately.

1.10.LimitationoftheStudy
The core objective of this study is identifying the problems in soap industry among the
workers who were having the contract with TCMS Arthanareeswara soap Tiruchengode.
But this study has the following limitations.

1. Theentirestudyis confined to oneorganizationand in one district

2. Thesample sizeconsidered in this studyis verylow

3. Thetools usedin analysisis limited

4. Nocross sectional or comparativestudywas donein this research

Chapterization
Thisresearchhasthe followingsections.

1. Chapter 1: This chapter dealt with the introduction, statement of the problem, need of
the study, scope of the study, conceptual model, research methodology, limitations and
chapterization.

2. Chapter2:Thischapterdealt withthereviewof literatureandthe research gap

3. Chapter3: Thischapter dealtwith theprofileof the company

4. Chapter4:Thischapter dealtwiththedata analysisand interpretation

5. Chapter5:Thischapterdealtwiththefindings,discussionand implication
REVIEWOFLITERATURE

1. Santhi (2017) conducted a study on the customer satisfaction towards online shopping in
Tirupati Town. The findings of the studyrevealed that train / flight tickets, movie / event
tickets, books / CDs were the products customers’ purchase often online. IRCTC, Flipkart
and Amazon were the websites customers’ frequently shop from. Payment options, product
variety / availability, speed & quality of delivery, security and user friendly presentation
were the most vital features a customer looked for in a shopping portal. Cash on delivery
and internet banking were the highly preferred payment methods. Failed transactions and
insecure payment options which were not trustworthy were the factors which annoyed the
customers the most.

2. Lim et al., (2016) assessed the factors influencing online shopping behaviour and the
mediatingroleof purchaseintention.The author attemptedtodeterminetherelationship
between subjective norm, perceived usefulness and online shoppingbehavior while
mediated bypurchase intention. It was pointed out from the results that subjective norm and
perceived usefulness significant positively influenced online purchase intention but
subjective norm insignificant influenced shopping behavior in a negative way. It was also
observed from the analysis that perceived usefulness also insignificantly influenced online
shopping behavior. Findings also uncovered that purchase intention significantly positively
influenced online shopping behavior.

3. Shierly and Sihombing (2015) attempted an empirical study on predicting online

purchase intention of consumer with respect to online store brand Zalora. The author
explored five factors in his study viz., perceived risk, customer trust, perceived benefit,
hedonic motivation and attitude toward online shopping and attempted to forecast its
impact on online purchaseintention. The results indicated that there were found to be
positive relationship between; (1) the hedonic motivation and attitude toward online
shopping, (2) trust and attitude toward online shopping, and lastly (3) attitude toward
online shopping and online purchase intention.

4. Bhattacharya and Pal (2015) aimed to investigate perceived service quality and
customer loyaltytowards Flipkart.com among youngadults belongingof Kolkata City. The
findings of the study found out that there was difference between the service quality
perceived by male and female respondents. Although, there was no significant difference
found in customer loyalty on
genderbasis.Theresultsalsoindicatedthatthemoretheshoppingperiod,higheristheservice
quality as well as customer loyalty. Beside this, there was positive correlation observed between
perceived service quality and customer loyalty.

5. Mateen (2015) in his study had focused on customer’s satisfaction towards online shopping
with special reference to Nainital district. The study aimed to examine the customer’ssatisfaction
derived from e-shopping and also made an attempt to investigate the influence of online
shopping on attitude of consumers. It was revealed from the analysis that availability, trust,
convenience and discounts were the important determinants that attracted the customers to shop
online. The outcomes also established that e-shopping had positive effect on customer
satisfaction as well.

6. Alshamyleh et al., (2015) carried out a study to measure the quality of e-services and its
impact on student’s satisfaction at Jordanian University. The dimensions of E-services observed
to know its impact on student’s satisfaction were website design, reliability, efficiency,
responsiveness, ease of use, availability and privacy. The outcomes of the study suggested thatall
the dimensions except ease of use had an impact on satisfaction of Jordanian students.

7. Chahal (2015) undertook a study on factors affecting consumer’s behaviour towards online
shopping. Data was collected from secondary sources which included online journals, internet
and other sources. It was concluded in the study that convenience, low cost of product, product
variety, saving of time and secure transaction were the most significant factors which attracted
consumers towards online shopping. It was suggested to the online marketers and retailers to
concentrate on these factors while formulating their strategies to attract new customers and to
retain existing ones.

8. Ganpathi (2015) performed a study on factors affecting online shopping behaviour of

Consumers in Chennai. The exploratory factor analysis was applied to obtain the factorsaffecting
online shopping behaviour of consumers and to study their impact on consumer behaviour
multiple linear regression method was used. Findings of the research showed that convenience,
security, website features and time saving were the factors which positively and significantly
influenced the purchasing decision of consumers.

9. Khanh and Gim (2014) carried out an empirical investigation on the factors affecting the
onlineshoppingbehaviourinVietnam.Aconceptualmodelwasdevelopedandregression
analysis was used on the data to test the hypothesis. The results of the study suggested that
perceived economic benefits, perceived merchandise and perceived payment benefits madedirect
effects on consumer behaviour in adoption of online shopping. It was observed that for the
development of e-commerce in Vietnam it was necessary to maintain the risk at minimum level
while making buying and selling transactions.

10. Sharma et al., (2014) conducted a research to understanding online shopping behaviour of
Indian shoppers. The studyalso attempted to gather information about the scope of improvement
in the strategies of e-stores. The outcomes of thestudyconducted in Punjab state established that
e-stores had made shoppingveryeasyfor the Indian customers and there was an increasing trend
in the method of e-shopping. It was also identified from the results that the youngsters form the
major part of the online industry and created the maximum demand from the web stores.

11. Liat and Wuan (2014) assessed factors influencing consumers’ online purchase intention
among university students in Malaysia. Results of the study showed that subjective norm
followed by trust and perceived usefulness had a valuable role in predicting online purchase
intention. On the other hand, perceived ease of use and perceived enjoyment were not found
significant in predicting thevariance in onlinepurchaseintention. The factors foundimportant in
the results provided retailers with better understanding of customer purchase intention while
buying online.

12. Sawant and Malviya (2014) assessed perception of youth towards online shoppingin Indore
city. The purpose of the study was to analyse the determinants related to youth perception
towards e-buying. Six factors viz., web portal quality, web portal ease of use, security and other
policy, clear payment and delivery, pre and post sales services, trust on web portal were
identified in the research which affected the perception of the youth and were named as Youth
Perception for Web Portal (YPWP).

`13.Muhammad (2013) examined factors affecting the repurchase online shopping intention of
Thaicustomers in Bangkoktowards a wellknown e-commercewebsiteebay.com. The outcomes of
the study concluded that independent variables viz., customer satisfaction, perceived usefulness,
perceived interactivity and trust directly affected the dependent variable i.e.
repurchaseintentionofThaieBaycustomers.Itwasalsoobservedthattherelationshipof
privacy with trust had an indirect impact on repurchase intention and trust in a website also had
the ability to affect the perceived usefulness of eBay.

14. Al-maghrabi et al., (2011) analysed determinants of customer continuance of online

shoppingin Saudi Arabia. The findings revealed that perceived usefulness, enjoyment and social
pressurewereimportant determinantsofe-shoppingcontinuanceintention. It wasalso concluded
from the results that age difference of customer also affected continuance intention directly and
indirectly. Younger customers were more likely to buy from the internet stores than older ones.

15. Al-Kasasbeh et al., (2011) reviewed factors affecting e-service satisfaction in Jordan. To
understand the attitude of customers’ towards online stores three major factors; website design,
navigation and personalization were explored in the study. The study pointed out that all thethree
factors were found to be predictors of e-service satisfaction and thus, plays a crucial role in the
overall evaluation of e-service satisfaction. The results helped online sellers to understand that
their website is the only medium to communicate with the buyers and if the website ispoorly
designed and hard to use it will provoke customers to move to other online stores.

16. Xue et al., (2000) investigated how website efficiencyof e-store drives customer satisfaction
and customer loyalty. The study aimed to find out how to fulfil consumers’ complexexpectations
for the retailing websites without sacrificing speed and simplicity. The results revealed that
individual website features viz., payment options, website navigation and customer support had
major impact on overall website efficiency. Also, correlation analysis was applied and it revealed
that there was strong positive correlation between customer satisfaction of the website shopping
experience and customer loyalty. A website which was more efficient and exceeded the
expectations of their customers’ website shopping experience was more likely to have loyal
customers as well.
COMPANY PROFILE

The rural areas of Namakkal district are well known for the cultivation of commercial crops like
cotton, groundnut, gingili, turmeric and food crops like paddy and cereals. It was reported that
more than 60% of the people were engaged in cultivation of cotton, groundnut, gingili, turmeric
and more than 50% of farming communities were provided with a good package of benefits from
co-operative Marketing societies. Three Agricultural Producers Marketing Co-operative societies
such as Thiruchengode Agricultural Producers Co-operative Marketing Society(TCMS),
Namakkal Agricultural Producers Co-operative Marketing Society(NCMS) and Rasipuram
Agricultural Producers Co-operative Marketing Society(RCMS) are functioning in Namakkal
district, Tamil Nadu.

The Headquarters of Tiruchengode Agricultural Producers Co-operative Marketing Society Ltd

No.S 351 (TCMS) is located at the foothills of Lord Arthanareeswara Hill temple at No.9
Katchery street, Velur Road, Thiruchengode as taluk headquarter of the Namakkal district. This
society was registered in 16.4.1930 and commenced its business on 30.04.1930 and has
successfully completed 88 years of its service. The command area of TCMS is confined to the
whole of Namakkal and Salem district consisting of Tirchengode, Sankari, and Edappadi Taluks,
Currently, the TCMS has two branches, one at Konganapuram (started on 05.12.1936) and
another one at Mallasamudran (started in 16.07.1975).

The Namakkal Agricultural Producers Co-operative Marketing Society Ltd No.S. 607 (NCMS)
is situated at 69, Tiruchengode Road,at Namakkal. It was registered on 02.05.1939 and
commenced its operation in 21.06.1939. It has completed 79 years of its business and its
command are covers both Namakkal and Paramathi Taluks. The NCMS markets the agricultural
produces and supplies agricultural inputs like seeds and fertilizers to its member farmers. It
issues both produce pledge loans and jewel loans to needy members. The society also supplies
controlled and non-controlled goods through fair price shops. Once this society sold iron and
steel, but currently this service is not offered due to high fluctuation of price and stiff
competition from private traders in the market. Recently it has started supplying medicine to
customers.
 The Rasipuram Agricultural Producers Co-operative Marketing Society Ltd No. S 318 (RCMS)
is located at 7, Chinna Mettu Street, heart of Rasipuram town at Namakkal district. The society
was registered on 02.04.1929 and started its business on 25.08.1929. The RCMS is the oldest
marketing society in Namakkal Taluk and it has completed 89 years of its working. The
Rasipuram Revenue Taluk is the command area of this society and in addition to marketing of
cotton, groundnut and turmeric; it undertakes supply of fertilizer, consumer goods, and liquefied
petroleum gas cylinders to customers. Further, it acts as a lead society for Public Distribution
system(PDS)

Structure of Marketing Co-operative in India.

The structure of Cooperative marketing societies in india consists of: (A) National Agricultural
Cooperative Marketing Federation (NAFED) at the National level, (B) State Marketing
Federation at state level, (C) District or Regional Marketing Societies at the intermediate level
and (D) Primary Marketing Societies at the base level.

a. National Agricultural Cooperative Marketing Federation (NAFED)

NAFED the National Agricultural Cooperative Marketing Federation of India (NAFED) is an

apex organization of marketing cooperatives in the country. It deals in procurement, processing,
distribution, export and import of selected agricultural commodities.

b. State Marketing Federation at state level.

State Marketing Federation are state level institutions working as a federal body of primary
marketing cooperatives and they are working in all state head quarters with the objectives of
facilitating, coordinating and promoting the trading and marketing activities of the members, to
undertake inter-state and intra-state trade, to undertake purchase, sale and distribution of
agricultural requisites, to act as an agent of NAFED, NCDC, TRIFED, etc

c. District or Regional Marketing Societies.

The central or district marketing societies existed only in few states. These societies are expected
to co-ordinate the functions of primary marketing societies both in regard to marketing of
agricultural produce and distribution of agricultural commodities and consumer goods and also
undertake processing, and where necessary inter district trade etc. in actual practice these
societies are mostly engaged in the distribution of agricultural production requisites like

fertilizers and essential consumer articles.

d. Primary Agricultural Producers Cooperative marketing societies

(APCMS) in Tamilnadu.

There are 110 Agricultural Producers Cooperative Marketing Societies (APCMS) in the State
functioning with the primary objectives of marketing of agricultural produce and selling
fertilizers and other inputs. Most of them also participate in the Public Distribution
System(PDS). Out of 110 APCMS in Tamilnadu, 93 APCMS are identified as successful
societies based on the high turnover, services rendered and profit earning capacity.
 INDUSTRY PROFILE
Introduction

Soap is the term for a salt of a fatty acid or for a variety of cleansing and lubricating products
produced from such a substance. Household uses for soaps include washing, bathing, and other
types of housekeeping, where soaps act as surfactants, emulsifying oils to enable them to be
carried away by water. In industry, they are used as thickeners, components of some lubricants,
and precursors to catalysts. Bath Soap is formulated to clean body. It is also known as body soap.

Body soap contains skin friendly soaps in solution form that are anything but easy to utilize and
exceptionally compelling in eliminating germs and microscopic organisms from body. Bath
soaps are cleaning products that have become an essential commodity in our daily lives.
Cleaning products play an essential role in our daily lives. By safely and effectively removing
soils, germs and other contaminants, they help us to stay healthy & pleasant.

Qualities of good Bath Soap

1. Bubbly – this gives the soaps ability to lather

2. Cleansing – the ability of the soap to trap the dirt on the skin andwash it away

3. Hardness – the firmness of the soap bar

4. Conditioning – the amount of moisture that is left on the skin

5. Creamy – this measures the stability and creaminess of the soaplather

The soap industry is a vital component of the personal care sector, encompassing various
products such as bar soaps, liquid soaps, body washes, and specialty soaps. It is driven by
consumer demand for hygiene, skincare, and fragrance preferences.

Key Players:
Major players in the soap industry include multinational corporations like Procter & Gamble,
Unilever, Colgate-Palmolive, and Johnson & Johnson, as well as numerous smaller, niche brands
catering to specific consumer segments.

Market Trends:
Natural and Organic Products: There's a growing trend towards natural and organic
ingredients, driven by consumer preferences for sustainability, eco-friendliness, and health
consciousness.

Customization and Personalization: Companies are offering customizable and personalized

products to meet individual consumer needs and preferences.
 Online Retail: E-commerce is reshaping the soap industry, with more consumers purchasing
products online, leading to increased competition and the emergence of direct-to-consumer
brands.

Innovative Packaging: Brands are investing in innovative packaging designs that are both
functional and aesthetically pleasing, to stand out on store shelves and appeal to consumers.

Sustainability Initiatives: Sustainability practices, including reducing plastic usage, water

conservation, and ethical sourcing of ingredients, are becoming increasingly important to
consumers and are thus adopted by many soap companies.

Challenges:
Competition: The soap industry is highly competitive, with numerous players vying for market
share. Differentiating products and building brand loyalty is essential.

Regulatory Compliance: Compliance with regulations regarding ingredient safety, labeling, and
environmental impact can pose challenges for soap manufacturers.

Raw Material Costs: Fluctuations in the prices of raw materials, especially natural and organic
ingredients, can impact production costs and profit margins.

Consumer Preferences: Changing consumer preferences and trends require constant innovation
and adaptation to stay relevant in the market.

Opportunities:
Emerging Markets: Expansion into emerging markets presents significant growth opportunities,
as rising disposable incomes and changing lifestyles drive increased demand for personal care
products.

Product Diversification: Diversifying product lines to include skincare, haircare, and other
personal care items can broaden the customer base and enhance revenue streams.

Brand Partnerships and Collaborations: Collaborating with other brands or influencers can help
increase brand visibility and reach new customer segments.

Technological Advancements: Investing in research and development to leverage technological

advancements for product innovation, manufacturing efficiency, and marketing strategies.

Overall, the soap industry offers both challenges and opportunities for companies to thrive by
staying attuned to consumer preferences, embracing innovation, and maintaining a competitive
edge in the market.

SOAP INDUSTRIES IN INDIA:

 Hindustan Unilever Limited (HUL) - Manufacturers of brands like Lux, Lifebuoy, Dove, andLiril.

Godrej Consumer Products Limited - Known for brands such as Cinthol, Godrej No. 1, and
Godrej Protekt.

Wipro Consumer Care & Lighting - Makers of Santoor, Chandrika, and Wipro Safewash.

ITC Limited - Produces Fiama Di Wills, Vivel, and Savlon soaps.

Dabur India Limited - Manufacturers of Dabur Vatika and Dabur Red soaps.

These are some of the prominent soap industries in India, but there are many more catering to
various segments of the market.

In Tamil Nadu, some soap industries include:

Cholayil Private Limited - Makers of the famous Medimix Ayurvedic soap.

Vaadi Herbals - Known for their herbal and natural soap products.

Kovai Pazhamudir Nilayam - Produces a variety of herbal and natural soaps.

Arasan Soap - Manufacturer of laundry soaps and detergents.

Sri Ram Balaji Chemicals - Produces detergent cakes and powders.

These are just a few examples, and there are many more soap industries in Tamil Nadu catering
to different consumer preferences
CHAPTER IV

RESULTS AND INTERPRETATION

4.1Gender of the respondents

Gender is a fundamental aspect of human identity that influences various aspects of life,
including behavior, attitudes and societal roles. Hence the gender of the respondents of this study is
considered here and the output of the analysis is given in table 4.1 below.

Table 4.1: Table showing the gender of the respondents

S. No Of
No Gender Respondents Percentage
1 Male 33 33%
2 Female 67 67%
TOTAL 100 100%

From the above, it is seen that maximum respondents were found under male category
(33 respondents with 33 percent) and 67 respondent with 67 percent found under thefemale
category.

Gender of the respondents

80%
67%
70%
60%
50% MALE
40% 33% FEMALE
30%
20%
10%
0%
MALE FEMALE

Figure 4.1: Graph showing the gender category of the respondents

4.2Age of the respondents

 he age of therespondents is a crucial demographic factor in surveys and research studies, as it
can influence their perspectives, behaviors , and preferences .Hence the age of the respondents of
this study is considered here and the analysis is given in table 4.2 below.

Table 4.2:Table showing the age of the respondents

NO OF
S.NO AGE RESPONDENTS PERCENTAGE
1 BELOW 20 YEAR 6 6%
2 20 TO 30 YEARS 22 22%
3 31 TO 40 YEARS 33 33%
From the 4 ABOVE 40 YEARS 39 39% above, it
is TOTAL 100 100% observed
that 6 respondents with 6 percent were found below 20 years and 22 respondents with 22 percent
were found less than 20 TO 30 years and 33 respondents with 33 percent under 31 TO 40 years and
39 respondents with 39 percent were found under the age group of above 40 years.

AGE OF THE RESPONDENTS

ABOVE 40… 39%

Series1
31 TO 40 YEARS 33%

20 TO 30 YEARS 22%

BELOW 20… 6%

0% 10% 20% 30% 40%

Figure 4.2: Graph showing the age category of the respondents

4.3 Marital status of the respondents

 Married individuals may have different financial priorities and responsibilities compared
to unmarried individuals. Hence the marital status of the respondents of the study is considered
here and the output of the analysis is given in table 4.3 below.

Table 4.3: Table showing the marital status of the respondents

S.NO
From the above table, it is seen that majority of the respondents were found under married category (8
MARITALSTATUS NO OF RESPONDENTS PERCENTAGE
1 MARRIED 83 83%
2 UNMARRIED 16 16%
3 DIVORCEE 0 0%
4 WIDOWER 1 1%
TOTAL 100 100%

Majority of the respondents were found under married category (83 respondents with
83 percent) and 16 respondents with 16 percent were found under unmarried category.
0 respondents with 0 percent and 1 respondents with 1 percentage.

MARITAL STATUS OF THE RESPONDENTS

100% 83%

16%
0% 1%
0% Series1
Series1

Figure 4.3: Graph showing the marital status of the respondents

4.4 Educational qualification of the respondents

 The educational attainment often correlates with socio-economic status individuals with
higher levels of education may have greater access to resources, higher income potential, and
different consumption patterns compared to those with lower levels of education .Hence the
educational qualification of the study is considered here and the output of the analysis is given in
table 4.4 below.

Table 4.4: Table showing the educational qualification of the respondents

NO OF
S.NO EDUCATIONALQUALIFICATION RESPONDENTS PERCENTAGE
1 UNDER GRADUATE 52 52%
2 POST GRADUATE 26 26%
3 SCHOOL LEVEL 17 17%
4 ILLITERATE 5 5%
TOTAL 100 100%

It is observed that 52 respondents with 52 percent under graduate category and 26

respondents with 26 percent were post graduate. 17 respondents with 17 percent School level. 5
respondents with 5 percent illiterate.

EDUCATIONAL QUALIFICATION
OF THE RESPONDENTS
52%
60%
40% 26%
17% Series1
20% 5%
0%

Figure 4.4: Graph showing the educational qualification of the respondents

4.5 Occupation of the respondents

 The occupations of individuals participating in this study serve as a crucial demographic
variable that sheds light on their professional backgrounds, economic activities, and areas of
expertise. Hence the occupation of the respondents of this study is considered here and the output
of the analysis is given in table 4.5 below.

Table 4.5: Table showing the occupation of the respondents

NO OF PERCENTAGE
S.NO OCCUPATION RESPONDENTS
1 PUBLIC SECTOR 27 27%
2 PRIVATESECTOR 18 18%
3 BUSINESS 8 8%
4 AGRICULTURE 2 2%
5 HOUSEWIFE 25 25%
6 OTHER 16 16%
7 observed
It is STUDENTS
that 27 respondents4 with 27 percent public
4% sector category andwith
18 respondents
4 with 18
percent TOTAL 100 100% students.

OCCUPATION OF THE RESPONDENTS

STUDENTS 4%
16%
25%
AGRICUITURE 2%
8% Series1
18%
PUBLIC SECTOR 27%

0% 50% 100%

Figure 4.5: Graph showing the occupation of the respondents

4.6 Monthly income of the respondents

The monthly income of respondents serves as a pivotal metric in understanding their

financial circumstances, consumer behaviors, and economic well-being. Hence the monthly income
of the respondents of this study is considered here and the output of the analysis is given in table
4.6 below.

Table 4.6: Table showing the monthly income of the respondents

NO OF
MONTHLY INCOME RESPONDENTS PERCENTAGE
NO INCOME 36 36%
RS.20000 45 45%
RS.20000 TO RS.40000 8 8%
RS.40000 TO RS.50000 5 5%
RS.50000 6 6%
TOTAL 100 100%

From the above table, it is interpreted that 36 respondents with 36 percent were found with
no income. Followed by 45 respondents with 45 percent rs20000/-.8 respondents with 8 percent
rs20000/- to rs40000/- and 5 respondents with 5 percent rs40000/- to rs50000/-.6 respondents with
6 percent rs50000/-.

MONTHY INCOME OF THE RESPONDENTS

RS.50000 6%

RS.40000 TO… 5%
Series1
8%
RS.20000 TO… Series2
RS.20000 45%

NO INCOME 36%

0% 50% 100%

Figure 4.6: Graph showing the monthly income of the respondents

4.7 Family type of the respondents

Understanding the family type of respondents provides valuable insights into their
household structures, support systems, and social dynamics .Hence the family type of the
respondents of this study is considered here and the output of the analysis is given in table 4.7
below.

Table 4.7: Table showing the family type of the respondents

No Of
S. No Family Type Respondents Percentage
1 Nuclear Family 70 70%
2 Joint family 30 30%

TOTAL 100 100%

From the above table, it is majority highlighted that 70 respondents with 70 percent were
identified nuclear family followed by 30 respondents with 30 percent were identified joint family.

FAMILY TYPE OF THE RESPONDENTS

80% 70%
70%
60% Series1
50%
40% 30%
30%
20%
10%
0%
NUCLEAR FAMILY JOINTFAMILY

Figure 4.7: Graph showing the family type of the respondents

4.8 Brand TCMs ARTHANAREESWARA of the respondents

Brand TCMs ARTHANAREESWARA represents a unique blend of tradition and

innovation in the realm of consumer goods. Hence the brand TCMs ARTHANAREESWARA of
the respondents of this study is considered here and the output of the analysis is given in table 4.8
below.

Table 4.8 table showing the Brand TCMs ARTHANAREESWARA of the respondents
 BRAND TCMS
S.NO ARTHANAREESWARA NO OF RESPONDENTS PERCENTAE
1 BY ADVERTISEMENT 31 31%
2 BY RELATIVES 17 17%
3 BY FRIENDS 13 13%
4 BY OTHER MEAN'S 39 39%
TOTAL 100 100%

From the above table, it is seen that of the respondents were found under member category
(31 respondents with 31 percent) and 17 respondents with 17 percent were found by relatives and
13 respondents with 13 percent by friends category. 39 respondents with 39 percent by other means
category.

BRAND TCMS ARTHNAREESWARA

OF THE RESPONDENTS
BY OTHER MEAN'S 39%

BY FRIENDS 13% Series1

BY RELATIVES 17% Series2

BY ADVERTISEMENT 31%

0% 50% 100%

Figure 4.8: Graph showing the Brand TCMs ARTHANAREESWARA of the respondents

4.9 Impressed you in purchasing of the respondents

If you’re referring to the purchasing behavior of respondents who are impressed by a

certain product or service, you could phrase it like this. Hence the impressed you in purchasing of
the respondents is considered here and the output is given in table 4.9 below.

Table 4.9: table showing the impressed you in purchasing of the respondents

IMPRESSED YOU IN NO OF
PURCHASING RESPONDENTS PERCENTAGE
1 PRICE 4 4%
2 QUALITY 23 23%
3 AVAILABILITY 3 3%
 4 ORGANIC NATURE 23 23%
5 ALL TE ABOVE 47 47%
TOTAL 100 100%

It is observed that 4 respondents with 4 percent price and 23 respondents with 23 percent
quality. and 3 respondents with 3 percent availability. 23 respondents with 23 percent organic
nature. 47 respondents with 47 percent were found all the above.

IMPRESSED YOU IN PURCHASING

OF THE RES PONDENTS

AII THE ABOVE 47%

ORGANIC… 23%

AVAILABILITY 3% Series1

QUALITY 23%

PRICE 4%

0% 20% 40% 60%

Figure 4.9: Graph showing the impressed you in purchasing of the respondents
S.NO. Variables Variable Strongly Disagree Neither Or Strongly Agree
Number Disagree Nor Agree

PRICE
01. The price offered for the product is PRI 1 1(1%) 19(19%) 2(2%) 42(42%) 36(36%)
comparatively low.
02. No other product is available for this price PRI 2 4(4%) 7(7%) 4(4%) 74(74%) 11(11%)
level.
03. Product is very worth for this price level. PRI 3 2(2%) 4(4%) 2(2%) 61(61%) 31(31%)

AVAILABILITY

04. This brand is available in all the shops in this AVA1 7(7%) 41(41%) 5(5%) 46(46%) 1(1%)
down.

05. This product is available in all the level of AVA2 6(6%) 6(6%) 1(1%) 79(79%) 8(8%)
quantity.
0.6 This product is available in online platform AVA3 24(24%) 24(24%) 30(30%) 17(17%) 5(5%)
too.
PROMOTION
07. Advertisement and other promotional PRO1 4(4%) 62(62%) 10(10%) 20(20%) 4(4%)
activities
Are available for this product.
08. For boosting the sales, retailer is offering PRO2 5(5%) 14(14%) 20(20%) 56(56%) 5(5%)
sales promotions through offered discounts.
09. They are creating brand awareness through PRO3 3(3%) 23(23%) 10(10%) 56(56%) 8(8%)
their
Promotional activities.
PRODUCT QUALITY

10. The quality of this product is good. PRO1 1(1%) 44(44%) 55(55%) 0(0%) 0(0%)

11. This product is having Organic nature and PRO2 1(1%) 57(57%) 42(42%) 0(0%) 0(0%)
Herbal nature.
12. The quality of this product is on par with PRO3 1(1%) 26(26%) 9(9%) 54(54%) 10(10%)
other reputed brand in the market.
CUSTOMER SATISFACTION

13. I am satisfied with the quality and price of CUS1 6(6%) 2(2%) 68(68%) 24(24%) 0(0%)
this product.
14. I am giving first preference in purchasing this CUS2 5(5%) 3(3%) 67(67%) 25(25%) 0(0%)
product among other soap items.
15. I am having overall satisfaction in the CUS3 1(1%) 3(3%) 49(49%) 47(47%) 0(0%)
performance
Of this product.
Regarding the price facility of the respondents, it is seen that 78 respondents with 78 percent have
strongly agreed/agreed that , and 20 respondents with 20 percent is said neither or nor and 2
respondent with 2 percent was disagree this statement. 85 respondents with 85 percent have
strongly agreed/agreed ,4 respondents with 4 percent said neither or nor and 11 respondent with 11
percent is disagreed with this statement. 92 respondents with 92 percent have strongly
agreed/agreed and 2 respondents with 2 percent said neither or nor and 6 respondents with 6
percent have disagreed with this statement. The price offered for the product is comparatively low.
No other product is available for this price level. Product is very worth for this price level.

Regarding the availability facility, found that 47 respondents with 47 percent have strongly
agreed/agreed that they have, and 5 respondent with 5 percent have disagreed and neither or nor.
48 respondents with 48 percent have strongly agreed/agreed that the availability of the soap is in
good quality and not the one, and 1 respondents with 1 percent have said neither or nor and 12
respondents with 12 percent strongly disagreed/disagreed the statement. This brand is available in
all the shops in this down. This product is available in all the level of quantity. This product is
available in online platform too.

Regarding the promotion facility, it is seen that 66 respondents with 66 percent have strongly
disagreed/disagreed that having and 24 respondent with 24 percent have agreed the statement. 10
respondents with 10 percent said neither or nor and 19 respondents with 19 percent have strongly
disagreed/disagreed the statement. 61 respondents with 61 percent have strongly agreed/agreed that
Advertisement and other promotional activities they are creating brand awareness through their
.promotion activities.
Regarding the product quality facility,0 respondents with 0 percent have strongly agreed/agreed
and 55 respondents with 55 percent said neither or nor in the statement. 45 respondents with 45
percent have strongly agreed/agreed that and 0 respondents with 0 percent said neither or nor and
58 respondent with 58 percent disagreed the statement. 64 respondents with 64 percent have
strongly agreed/agreed that 9 respondents with 9 percent said neither or nor and 27 respondent
with 27 percent have disagreed the statement. The quality of this product is good. This product is
having Organic nature and Herbal nature. The quality of this product is on par with other
reputed brand in the market.

Regarding the customer satisfaction about the as well as with the company, it is seen that 24
respondents with 24 percent have strongly agreed/agreed that they satisfied 8 respondents with 8
percent have strongly agreed/agreed that Also, it is that 8 respondents 8 percent have strongly
disagreed/disagreed. I am satisfied with the quality and price of this product. I am giving first
preference in purchasing this product among other soap items. i am having overall satisfaction in
the performance Of this product.
FINDINGS

1. It is seen that maximum respondents were found under male category (33
respondents with 33 percent) and 67 respondent with 67 percent found under the
female category.

2. It is observed that 6 respondents with 6 percent were found below 20 years and 22
respondents with 22 percent were found less than 20 TO 30 years and 33
respondents with 33 percent under 31 TO 40 years and 39
Respondents with 39 percent were found under the age group of above 40 years.

3. Majority of the respondents were found under married category (83 respondents
with 83 percent) and 16 respondents with 16 percent were found under unmarried
category. 0 respondents with 0 percent and 1 respondents with 1 percentage.

4. It is observed that 52 respondents with 52 percent under graduate category and 26

respondents with 26 percent were post graduate. 17 respondents with 17 percent
School level. 5 respondents with 5 percent illiterate.

5. It is observed that 27 respondents with 27 percent public sector category and 18

respondents with 18 percent were private sector and 8 respondents with 8 percent
business and 2 respondents with 2 percent agriculture.25 respondents with 25
percent house wife and 16 respondents with 16 percent others.4 respondents with 4
percent students.

6. It is interpreted that 36 respondents with 36 percent were found with no income.

Followed by 45 respondents with 45 percent rs20000/-.8 respondents with 8
 percent rs20000/- to rs40000/- and 5 respondents with 5 percent rs40000/- to
rs50000/-.6 respondents with 6 percent rs50000/-.

7. It is majority highlighted that 70 respondents with 70 percent were identified

nuclear family followed by 30 respondents with 30 percent were identified joint
family.

8. The respondents were found under member category (31 respondents with 31
percent) and 17 respondents with 17 percent were found by relatives and 13
respondents with 13 percent by friend’s category. 39 respondents with 39 percent
by other means category.

9. It is observed that 4 respondents with 4 percent price and 23 respondents with 23

percent quality. And 3 respondents with 3 percent availability. 23 respondents
with 23 percent organic nature. 47 respondents with 47 percent were found all the
above.
SUGGESTION

1. Based on the finding of the study, the research would like to suggest the following:

2. The customer is suggested improving the durable customer products.

3. The customer is satisfied with the easy quality selected of the product.

4. It is suggested that the product should be newly made of the goods.

5. Customer goes by the quality while making the purchase. Hence, the supplier should maintain

and Enhance the quality of the products.

6. The customer is suggested to avoid frequent use of self-interest while purchasing both home

Appliances products.

7. People are unsatisfied with the price and quality of products.

8. According to the study, the awareness of the customer over the home appliances seems to be

9. Low. Hence step should be taken to increase the awareness level through various word of

Mouth
 CONCLUSION

Survey of the people has been conducted to know the liking pattern of the products. It is
observed that overall people like to purchase quality. It is concluded that mostly people preferred
due to its style. Therefore, the study of customer satisfaction is very vital to target the entire
customer from different demographical areas. The research that has been carried out in Salem
town brings to light certain important facts. The customer is quality conscious and there is a need
to make them more and more aware of home appliances. At the same time, customers are not so
price conscious and they are ready to pay the price if they are convinced about the quality. Hence
the research feels that the manufacture could keep this fact in mind so that the sales as well as the
customer purchase satisfaction will be positive.
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http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.26.3121&rep=rep1&type=pdf
 QUESTIONNAIRE

I, A.DHARSHINIPRIYA, 3rd year BBA student of Government Arts and

ScienceCollege, Idappadi637102doingprojecton“Impact of Quality on Customer
Satisfaction-An empirical study on TCMS
ArthanareeswaraSoap,Tiruchengode”.I request you to spare your valuabletime to
give opinion onthe points raised by me in the questionnaire. I assure you
thatyourfeedback willbekeptconfidential andwouldbeusedonlyforresearch purposes.

PARTA -DemographicVariables

1. Nameof the Customer :

(Optional)
2. e-mailof theCustomer :
(Optional)

3. Gender :a)Male: b)Female:

4. Age :a)below20Years: b)20 to30
Years:
c)31to40Years:
d)above40Y
ears
5. MaritalStatus :a)Married b)Unmarried
c) Divorcee d) Widower
6. EducationalQualification: a) Under Graduate b)Post Graduate

7. Occupation : a)Public sector b)Privatesector

c)Business d)Agriculture
e)Housewife f)Others:
g) Student
8.MonthlyIncome :a ) Noincome
b)<Rs.20000/
c)Rs.20000/=toRs.40000/=
d)Rs.40001/=to Rs.50000/= e)>Rs.50000/=
9. Familytype :a)Nuclear family b)JointFamily
10. How you came about the brandTCMS Arthanareeswara?
a) By advertisement b) By c) By
relatives friends

d) By other mean’s
11. What are the features that impressed you in purchasing the TCMS
Arthanareeswara.
a) price b)quality
c)Availability d)Organic nature
e)All the above
Sl. NameoftheFactor Strongly Disagree Neither Agree Strongly
No. Disagree or Agree
(1) (2) Nor( (4) (5)
3)
PRICE
01. Thepriceofferedfortheproductis
comparativelylow.
02. Nootherproduct is available for this price
level.
03. Product is very worth for this price level.

AVAILABILITY
04. This brand is available in all the shops in
this town.
05. This product is available in all the level
of quantity.
06. This product is available in online
platform too.
PROMOTION
07. Advertisement and other promotional
activities are available for this product.
08. For boosting the sales, retailer is
offeringsales promotions through offered
discounts.
09. They are creating brand awareness
through their promotional activities
PRODUCT QUALITY
10. The quality of this product is good.

11. This product is having Organic nature

and Herbal nature.
12. The quality of this product is on par with
other reputed brand in the market.
CUSTOMER
SATISFACTION
13. I am satisfied with the quality and price
of this product.
14. I am giving first preference in
purchasing this product among other
soap items.
15. I am having overall satisfaction in the
performance of this product.
Part B
Itisrequested torate
thefollowingwith
Suggestions___________________________________________________________

Signature of the Customer