A STUDY ON CUSTOMER SATISFICATION TOWARD ARAVIND MILK FOOD PRODUCTS

Abstract

Dairy products have become inevitable of habitual diet. This study aims to investigate the consumers’ satisfaction towards dairy products so as to provide useful information for the manufacturers which would serve as useful inputs for enriching the quality of products delivered. The study involved consumers of dairy products from various demographical backgrounds across South India. The questionnaire focussed on quality aspects of dairy products and also the service provided. A customer satisfaction model was developed based on various factors identified, with robust hypotheses that govern the use of the product. The developed model proved to be statistically significant as it passed the required statistical tests for reliability, construct validity and interdependency between the constructs. Some major concerns detected were regarding the fat content, taste and odor of packaged milk. A minor proportion of people (15.64%) were unsatisfied with the quality of service provided, which is another issue to be addressed to eliminate the sense of dissatisfaction in the minds of consumers.