Вы находитесь на странице: 1из 26



In partial fulfillment for the award of the degree of MASTER OF BUSINESS ADMINISTRATION (2009-2010) Submitted by ) Under the guidance of

Internal Guide Prof.

External Guide


Customer satisfaction helps the firms to understand the desired level of needs and wants of customers. Customer satisfaction is a tool used by the organization to understand the effectiveness of their performance. Customer satisfaction refers to the power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction or improved performance. The analysis of customer satisfaction helps the organization to find out the weakness in their activities.


Organization are increasingly interested in retaining existing customers while targeting non customers; measuring customer satisfaction provides an indication of how successful the organization is at providing product and services to the market place.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from the person to person and product to product. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other option the customer may have and other products against which customer can compare the organizations product.



Ice cream
A smooth, sweet, cold food prepared from a frozen mixture of milk products and flavorings, containing a minimum 10 percent of milk fat and eaten as a snack or desert. Ice cream is made from cream or butter fat, milk, sugar and flavorings. Ice cream is now available in hundreds, if not thousands of flavor. Fruit ices (nondairy frozen desserts) were introduced into Europe from the East some time after being first described by Marco Polo in his journals. Creation of the first true ice cream is credited to a Parisian cafe owner named Tortoni in the late 18th century. Commercial ice cream is made by heating and blending its ingredients to form a mix, which is then pasteurized and homogenized. The mix is ripened for several hours and then agitated while being frozen to incorporate air; the highest-quality ice creams incorporate the least air.These ingredients along with air incorporated during the stirring process, make up ice cream. Generally, less expensive ice creams contain lower-quality ingredients (for example natural vanilla may be replaced by artificial vanillia), and more air is incorporated, sometimes as much as 50% of the final volume. Artisan-produced ice creams contain very little air, although some is necessary to produce the characteristic creamy texture of the product. Generally speaking, the finest ice creams have 3% and 15% air. Because most ice cream is sold by volume, it is economically advantageous for producers to reduce the density of the product in order to cut costs. Ice cream can also be hand-packed and sold by weight. The use of stabilizers rather than cream and the incorporation of air

also decrease the fat and energy content of less expensive ice creams, making them more appealing to those on diets.Ice cream come in a wide variety of flavors, often with additives such as chocolate flakes or chips, ribbons of sauce as caramel or chocolate, nuts, fruit and small candies/sweets. Some of the most popular ice cream flavors are vanilla, chocolate, strawberry and Neapolitan(a combination of the three). Many people also enjoy ice cream sundaes, which often have ice cream, hot fudge, nuts, whipped cream, maraschino cherries or a variety of other toppings. Other toppings include cookie crumbs, butterscotch sprinkles, banana sauce, marshmallows or different variety of candy.

Our love affair with ice cream is centuries old. The ancient Greeks, Romans, and Jews were known to chill wines and juices. This practice evolved into fruit ices and eventually, frozen milk and cream mixtures. In the first century, Emperor Nero reportedly sent messengers to the mountains to collect snow so that his kitchen staff could make concoctions flavored with fruit and honey. Twelve centuries later, Marco Polo introduced Europe to a frozen milk desert similar to the modern sherbet that he had enjoyed in the Far East. The Italians were especially fond of the frozen confection that by the sixteenth century was being called ice cream. In 1533, the young Italian princess Catherine de Medici went to France as the bride of the future king Henry II. Included in her trousseau were recipes for frozen desserts. The first public sale of ice cream occurred in Paris at the caf Procope in 1670.

Frozen desserts were also popular in England. Guests at the coronation banquet of Henry V of England in the fourteenth century enjoyed a dessert called cremfrez. By the seventeenth century, Charles I was served crme ice on regular basis. Eighteenth-century English cook books contained recipes for ice cream flavored with apricots, violets, rose petals, chocolate and caramel. Other early flavorings included macaroon and rum. In early America, George Washington and Thomas Jefferson were especially fond of ice cream. Dolley Madison was known to serve it at White House state dinners. Records of the introduction of ice cream into England are equally meager. In 1979 Mrs. Elizabeth Raffald published a book in London entitled The Experienced Housekeeper in which she gave the recipe for making a kind of ice cream. Ice cream made by a man named Hall, of 75 Chatham Street, now Park Row, was advertised in Newyork June 8, 1786, and there is a record that Mrs. Johnson served ice cream at a ball given in Newyork December 12, 1789.Because ice was expensive and refrigeration had not yet been invented, ice cream was still considered a treat for the wealthy or for those in colder climates. (In a note written in 1794, Beethoven described the Austrians fear that an unseasonably warm winter would prevent them from enjoying ice cream). Furthermore, the process of making ice cream was cumbersome and time consuming. A mixture of dairy products, eggs and flavorings was poured into a pot and beaten while, simultaneously the pot was shaken up and down in a pan of salt and ice. The development of ice harvesting and the invention of the insulated ice house in the nineteenth century made ice more accessible to the general public. In 1846, Nancy Johnson designed a hand-cranked ice cream freezer that improved production slightly. The first documented full-time manufacturing of ice cream took place in Baltimore,

Maryland, in 1851 when a milk dealer named Jacob Fussel found himself with a surplus of fresh cream. Working quickly before the cream soured, Fussel made an abundance of ice cream and sold it at a discount. The popular demand soon convinced him that selling ice cream was more profitable than selling milk.After World War II, with raw materials readily available again, the ice cream industry produced over 20 qt of ice cream for each American per year. During the 1950s, competition sprang up between the ice cream parlor and the drug store that sold packaged ice cream. It was during this time that usage of lesser quality ingredients increased. Many producers were adding very low percentages of butterfat and pumping large quantities of air into the ice cream to fill out the carton.The 1970s saw the development of gourmet ice cream manufactures with an emphasis on natural ingredients. People also became interested in making ice cream at home. Upscale restaurants offer homemade ice cream on their dessert lists.

KERALA SOLVENT EXTRACTIONS LIMITED was in 1963 that now known as KSE ltd entered the Solvent Extractions Industry, setting up the very first solvent extraction plant in Kerala. The solvent extraction plant went on stream in 1972 and in 1976,a new plant was setup to manufacture ready mixed cattle feed. The last 3 decades have seen KSE emerging as a leader insolvent extraction and ready mixed cattle feed in the country. Today KSE commands the resources, expertise and infrastructure to manufacture a range of live stock feed in high volumes, coconut oil from coconut oil cake and re fined edible oil.Driven by a commitment to high standards of quality, KSE has not only won customer confidence but also national recognition

through several awards and accolades. With modern manufacturing facilities spread over 3 states, KSE caters to the vast belt stretching across southern India and enjoys a significant presence in exports too.Since the early days, KSE as endeavored to supply its products to customers through an extensive network of dealers and retailers, which form a dedicated force behind the success of KSE. Its a matter of pride that KSE is a house hold name today With a strong commitment to customers and product quality and being cost competitive, KSE stands poised


We shall endeavor to maintain leadership through quality products. Explore new avenues in product development and marketing, create a strong bond between the management, work force, dealers and customers contribute to social development and rural upliftment and constantly strive for excellence in all spheres of our activities.

We at KSE Ltd, Irinjalakuda division shall endeavor to produce animal feed industrial and edible oil to satisfy the needs of customer and with the regulatory requirements and look for continual improvement in all spheres of our activities through wholehearted efforts of our committed and trained employees.Apart from making profit, a business organization should be entitled to fulfill certain social obligation. The social obligation is the desire to satisfy the needs of the society. A healthy business of its growth should try for up-liftment of the needs of the society, as the healthy business cannot exist in a society. Finally business units have responsibility to its shareholders, its employees and above all to the society.

Irinjalakuda unit of the company has been accredited with ISO 9000-2000 registration by KPMG quality Registrar. Both the dairy units at Konikkara and Thalayuthu have been accredited with ISO 14001: 1996 by the same quality registrar. For the dairy units mentioned, registration under ISO 9000-2000 and HACCP is at final stages.The ISO certification was given to the firm after making sure that what ever transaction the company was dealing in properly accounted, that is properly documented and also by noticing what all strategies were adopted by KSEL for maintaining the quality standards.



: Mr. T.O. PAUL






: Mr. K. P. JOHN




: Mr. P. D. PINTO







1972 The Company started production in Irinjalakuda with a Solvent Extraction capacity of 40 MTs per day 1976 - Ready mixed cattle feed production begins. 1988 - Cattle feed in Tamil Nadu went into operation at Swaminathapuram. 1990 Introduction of KS SUPREME pallets bypass protein cattle feed. 1991 Palakkad branch started. 1993 KS enters export market. 1994 Keyes forte, the new feed supplement introduced. 1995 Cattle feed production started at Mysore in Karnataka state. Vegetable oil refining unit commenced operations at Irinjalakuda. 1996 240 TPD cattle feed plant are vedagiri in kottayam district started operation. Company renamed as KSE LIMITED.

1999 A modern childrens park and information has been completed at Irinjalakuda for the benefit of the Public.

Company introduced KS DELUXE PLUS the pelleted feed in HDPE bags for kerala market.

2000 Company started production and marketing of pasteurized Mild and Milk products from Konikkara diary, Thrissur district, Kerala market. 2002 Ice cream VESTA launched. 2003 Started producing cattle feed in a leased land at Edayar, Kalamassery. 2004 Acquired land from KINFRA for starting the new project of 200 TPD Solvent Plant and 100 TPD Oil Physical Refining Plant at Kinfra park, Koratty. ISO 9001:2000 Accreditation for Irinjalakuda.

2005 Cattlefeed Production capacity at Irinjalakuda unit increased to 210 MTs per day. Company acquired property at Mysore. ISO 9001:2000 accreditation for Vedagiri and Swaminathapuram units.

2006 The 200 TPD Solvent Extraction Plant at koratty commissioned. 100 TPD Physical Refining Plant at Koratty commissioned. Solvent Plant at Irinjalkuda dismantled.

2008 - Ice cream production unit commissioned at thalayuthu.

2009 Cattle Feed production capacity at Swaminathapuram increased to 200 MTs per day. Commissioned Fractionation plant at Koratty.

Commenced 500 TPD Fully State-of-the-Art German Technology Animal Feed Plant at Irinjalakuda.


1. Best productivity performance for Cattle feed in India Award from National

productivity council for the year 1996-97 to 2006-2007. 2. The Solvent Extractors Association of India SEA Award for highest processor of coconut cake in India, since institutions of the award continuously for 19 years including the current year. 3. Kerala state productivity council award. 4. Top Cattle feed Award for aflatoxin free feed from The Indian Association of Veterinary Pathologists (IAVP) and Kerala Agricultural University. 5. Tamilnadu Productivity Council Safety Award. 6. Animal Nutrition Society of India Award for companys contributions for propagation of balanced compound livestock feed in India. 7. Industry Excellence Award from the Indian Society for the Study of Animal Reproduction for the year 2001. 8. Entrepreneur Award from the college of veterinary and Animal Sciences.


Apart from making profit, a business organization should be also entitled to fulfill certain social obligations. The social responsibility is the desire to satisfy the needs of the society. A healthy business for its growth should try for up- liftment of society, as the healthy business cannot exist in a sick society. Finally business units have responsibility to itself, its shareholders, and its employees and above all to the society at large.KSEL is aware of its social obligation. Some of the important social activities done by them are 1. They are having high responsibility towards young generation, so they are doing all the developmental activities for the benefit of young students. 2. They are providing employment directly and indirectly to thousands of people. 3. They have built a modern public park and are providing computer education to small children. 4. They donate a large amount of money for charity purposes. KSEL has contributed around RS.10 lakh for the tsunamirelief fund, a amount of Rs.5 lakh for Kargil fund and Rs. 3 lakh for Gujarat Earth quake relief fund. 5. They impart valuable advice to farmers through the seminars, cattle shows and educate them about the advantages of cattle feed. 6. They have utilized a agricultural waste to make a value added product.



The company has a Veterinary Doctor as the nutritionist. It is in consultation with Nutritionist that marketing department decides for the new products.

An exceptional range of products Ks Ks SUPER : One of that all time favorite in the cattle feed. : Special cattle feed that won immense popularity

Ks DELUX PELLETS : The feed having largest demand specially make for PLUS JERSEY KEYES FORTE KS SUPREME cattles with superior germ plasma : Protein rich tasty, de-oiled coconut cake. : An invigorating feed supplement for cattle : Refined sunflower expeller oil-now stopped production

Solvent extract coconut oil

Refined solvent extracted coconut

PRODUCT MIX OF COMPANY K.S.E Company was having 4 product mix but now it has stopped the production of poultry feeds, so the current product mixes are: Product mix width

Cattle feed KS Super KS Deluxe

Refined oil KS Supreme

Milk product KS Milk KS Ghee

Production Line length

KS forte Mineral mix KS special

KS Sambharam


SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

Brand image of the company.

Good marketing network.

Value addition to agricultural waste.

Quality products.

Financially strong.

Perishable goods.

Non availability of raw materials as and when required.

High transportation cost.

Mass acceptability of products.

Market for dairy sector is large waiting to be tapped.

Wide spread market in neighboring states.

Presence of competitors.

Government rules and policies.

Probable entry of foreign Entities.

Recent strikes.

Depletion of cattles population.


The primary objectives of the study are,

1. To know about the products awareness among the customers.

2. To identify the customer satisfaction

3. To study about the customer satisfaction of vesta ice cream with special reference to K.S.E LTD

1. To know about the company in detail. 2. To identify the strengths and weakness of the company. 3. To assess the findings and to give suggestions 4.To study market position of each flavor of Vesta ice-cream 5.To know about factors affecting customer satisfaction of ice-cream


To study the customer satisfaction of Vesta Ice cream with special reference to Kerala Solvent Extractions Ltd.

To know about factors affecting customer satisfaction of Vesta Ice cream. To study market position of Vesta Ice cream.

Research is the process of searching for knowledge. It can be defined as a scientific and systematic search for pertinent information on a specific topic, subject or area of information backed by collection, computation, presentation, and interpretation of relevant data. According to Clifford woody Research comprises defining and redefining problems formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions and at least carefully testing the conclusion to determine whether they fit the formulating hypothesis.

Research methodology
Research methodology is a scientific and systematic way to solve research problems. It may be understood as a science of studying how research is done scientifically. Researcher has to design his methodology. Research methodology deals with research methods and takes into consideration the logic behind the method. It also deals with objective of research study, the method of defining the problem, type of data collected, methods used for collecting and analyzing data.

Research design

Research design is the conceptual structure with in which research is conducted. It constitutes the blue print for the collection, measurement and analysis of data. The Research design specifies the method of study. Research design is prepared after formulating the research problem.

Research type
The type of research design used for this study is the descriptive research design. Descriptive research is the research for fact finding the major use of descriptive research is explanation of state of affairs, as it exists at present.

Sample survey or sampling

Sampling may be defined as the process of obtaining information about an entire population by examining only a part of it. In any investigation if data collected only from a representative part of the universe we say that the data are collected by sampling. The representative part is called a sample.

Sampling techniques
Sampling may be defined as the process of obtaining information about an entire population by examining only a part of it. In any investigation if data collected only from a representative part of the universe we say that the data are collected by sampling the representative part is called sampling. Type of sample used here is non-probability sampling .non-probability sampling is that sampling procedure which does not afford any basis for estimating the probability for each item to be included in the sample. In non probability sampling

generally the person selecting the sample purposively select a sample suitable for his study.

which is

Method used for sampling is purposive sample is one which is selected by the researcher subjectively. The researcher attempt to obtain sample that appears to him representative of the population and will usually try to ensure that a range from one extreme to the other included

Tools for analysis

Simple percentage method Chi-square Rank analysis


The main limitations of the study were, 1. The researcher was not able to meet the entire population. Since the sample is small compared to the universe the researcher cannot generalize the results. 2. Some of the respondents may be biased. 3 As convenient sampling was done, so the study has all limitations of that method.

4. The information collected from the respondents during the process of survey was considered for analysis and there is likelihood of exaggerated response in some cases. 5. The time span of study was limited to 1 month and the area of study was limited.


1. ow do you come to know about Vesta ice cream? Advertisements ( ). Word of Mouth ( ). Shop Keepers ( ). Neighbours ( )

2. How do you rate the Quality and Taste of the Vesta ice cream?

.Excellent ( ). Good ( ). Satisfactory ( ). Poor ( )

3. Which type of flavor do you prefer? Vanilla ( ). Chocolate ( ). Pista ( ). Others ( ).

4. How do you rate the Price of Vesta ice cream?

Over priced ( ). Under priced ( ) Reasonable ( ).

5. How do you rate the Availability of Vesta ice cream?

Excellent ( ). Good ( ). Satisfactory ( ). Poor ( )

6. How do you rate the Packing of Vesta ice cream

Excellent ( ). Good ( ). Satisfactory ( ). Poor ( )

7. How frequently do you purchase Vesta ice cream? Every day ( ). Once a week ( ). 3-4 times a week ( ). Once a month ( ).

8. How do you prefer to have your Vesta ice cream in? Cup ( ). Cone ( ). Stick ( ). Color ball ( ).

9. Would you like to recommend Vesta icecream to friends, relatives and others? Yes ( ). No ( )

10. Where do you usually buy your ice cream? Ice cream parlour ( ) Supermarket ( ). Minimart ( ). Ice cream vehicle ( ).

11.Are you satisfied with the advertisement provided by the company. Yes ( ) No ( ).

12.What is your preferred media of advertisement? T.V ( ). Radio ( ). Hoardings ( ) Print ( ).

13.Which type of promotions will attract you to buy more icecream? Buy 1 get 1 free ( ). Seasonal discount ( ). Discount Voucher. ( ).

14. How satisfied are you with Vesta ice cream? Very satisfied ( ). Somewhat satisfied ( ). Dissatisfied ( ).

15.Whether the company name KSE Ltd influence to buy Vesta Ice cream? Yes. ( ). No. ( ).

16.What improvement that you would like to see in Vesta Ice cream? More new flavors ( ). Lower pricing ( ). Healthier Ice cream ( ). Improvement in the quality ( ).

Suggestions if any .


PHILIP KOTLER: MARKETING MANAGEMENT C. R KOTHARI: Research methodology method and techniques.


WWW.kselimted.com WWW.wikepeedia.com WWW.google.com