ZENITH International Journal of Multidisciplinary Research ______________ISSN 2231-5780

Vol.5 (6), JUNE (2015)

Online available at zenithresearch.org.in

CUSTOMER SATISFACTION TOWARDS AACHI CHICKEN MASALA IN

AVADI - A STUDY
P ABINAYA*, S KANIMOZHI** AND A.K.SUBRAMANI***

*I YEAR M.B.A
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062, TAMIL NADU, INDIA

**I YEAR M.B.A

VEL TECH BUSINESS SCHOOL,VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062, TAMIL NADU, INDIA
***
ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062, TAMIL NADU, INDIA.

ABSTRACT
Aachi Masala- encountered a lot of hurdles, since selling masala powders during those days
to the oriental women who are traditionally conservative, it was not easy to sell. It was concept
sealing on “Easy Cooking” rather than marketing food products with self-rule and tenacious
attempts it was able to get into the kitchens of our country and the rest of the world. The main
objective of this research is to identify the customer satisfaction towards Aachi chicken masala in
Avadi. Descriptive research was used in this research. The research was based on the customer
satisfaction of Aachi chicken masala and the product preference of the customers to identify the
competitors of Aachi and provides suggests to improve the quality of the Product. Statistical Tools
Used for this research are Percentage method, Independent Sample T-Test and Chi-Square Test is
used for analysis of data. The result of the research is presented through tables. The major findings
of the study are the satisfaction level of customers are moderate with respect to availability, Variety,
Flavours and aroma with the mean value from 3.76 to 3.88. The research outcome also indicates
that, most of the customers were satisfied towards Aachi Chicken Masala with respect to the chosen
factors.

KEYWORDS: Aachi Masala, Cooking, Customer Satisfaction, Food, Masala Powder, Masala
Product

I. INTRODUCTION
Customer satisfaction is a term frequently used in marketing. It is a measure of how
products and services supplied by a company meet or surpass customer expectation. It is defined as
"the number of customers, or percentage of total customers, whose reported experience with a firm,

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its products, or its services exceeds specified satisfaction goals. In a competitive marketplace
where businesses compete for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy. The purpose of this study is to expand
understanding of the factors influencing customer satisfaction and efficiency in contact centers.
More specifically, the focus is on examining the grouped impact of the factors. First, this research
draws on existing research on the factors influencing customer satisfaction. Second, an empirical
research is conducted to discover the combined effect of different factors on customer satisfaction.

II. COMPANY PROFILE

Aachi masala was founded by Mr. A.D.Padmasingh Isaac, from Tirunelveli District.Aachi
brand was established and registered in the year 1998. This Trading Company produce masala
product like Masalas, Pickles, Thokku, Ready to Eat and Ready to Cook Product, Asafetida,
Pappad, Edible Oil, Ghee, Nutritious Food products, Atta, Rava, Vermicelli. Aachi Masala gives
value addition to the agricultural product which helps and encourages the farming community to
market their products also generates lot of employment opportunities to the agriculture labors and
rural people. The company employs mostly women and differently able persons from the rural
areas and makes them to lead an honorary life. The customers of Aachi Masala are the house wives
and those who want quick and easy cooking solution, restaurants, hotels, canteens are the other
consumers. Aachi Masala reaches the houses located in the nook & corner of the country through
its strong marketing network. Success of Aachi Masala lies in the innovation of manufacturing
procedures, as there were no definite machineries for specific production of spice and spice mixes
with the growing experience suitable changes were made to suit the requirement that made. All the
difference in manufacturing spice powders and spice mixes which retains the aroma and flavor.

III. REVIEW OF LITERATURE

 R. Buvaneswari (2013) in her article titled as ” a study on fast moving consumer goods
marketing with special reference to Sakthi masala products” provides information about the
FMCG. Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer
packaged goods. Items in this category include all consumables (other than
groceries/pulses) people buy at regular intervals. The most common in the list are toilet
soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff,
and household accessories and extends to certain electronic goods.

 Theo Muller (2010) in his article titled as “Loyal customers don’t quit... Satisfied
customers do”. IN this essay we aim to debunk the long-held belief that customer
satisfaction research is the one and only measure to determine customer loyalty. In fact, a
customer satisfaction score is nothing more than a snapshot of how customers feel about
your products, your service or your brand, at a given point in time. Tomorrow is another day
and they may change their mind if one of your competitors offers a better deal. If the bribe
or incentive is big enough, even satisfied customers will abandon your brand in droves. The
reason for this is that merely being satisfied, or even very satisfied, is a rational state of

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mind – there is little or no emotion attached to that mind set. So any customer loyalty
assumed from their level of satisfaction alone would be misplaced. Customer satisfaction,
therefore, should not be confused with customer loyalty. This is supported by a survey we
conducted in 2007 for a financial services provider. The customer satisfaction score
consistently hovered above the 90% mark, yet, “only” 41% of respondents (all customers) in
that survey claimed that they would not change to another provider if that provider offered a
better interest rate and/or lower fees. A loyal customer is certainly a satisfied customer, but
a satisfied customer is not necessarily a loyal customer.

IV. NEED FOR THE STUDY

Most of the companies want to know about the customer satisfaction, because normally
they had made a huge amount of investment to make the product known to the customers. In order
to know the effectiveness of sales and customer satisfaction can be made through the particular
survey. If the customers are not satisfied they would switch over to the other products it is very
difficult to bring back those customers to make purchase and encourage them to make a word of
mouth.

V.STATEMENT OF THE PROBLEM

Today, a lot of masala products producing companies have started manufacturing masala
products all over the world. One of the most popular or famous was Aachi masala product. This
Trading Company produce masala product like Masalas, Pickles, Thokku, Ready to Eat and Ready
to Cook Product, Asafetida, Pappad, Edible Oil, Ghee, Nutritious Food products, Atta, Rava ,
Vermicelli. For large scale under the brand name of Aachi. It is essential to study about the
customer satisfaction of Aachi Masala product, this interest makes the researcher to take up the
research study entitled.

VI. OBJECTIVES OF THE STUDY

1. To find out the opinion of the consumers of Aachi Chicken Masala powder.
2. To analyze the factors that affects the purchasing patterns of the consumer in Aachi
Chicken Masala in Avadi.
3. To find out the customer satisfaction level of taste, price, quality, availability, aromaof
Aachi Chicken Masala.
4. To offer suggestions to improve the customer satisfaction of Aachi Chicken Masala.

VII. LIMITATIONS OF THE STUDY

The area of study is limited to the segment selected within Avadi. This study is mainly
confined to the customer satisfaction only.

VIII.RESEARCH METHODOLOGY
This research followed Descriptive research. The research includes the respondents who
are using Aachi chicken Masala.People who are the customers of Aachi Chicken Masala residing in

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Avadi.Sample Size is 50. Type of data used is Primary and Secondary data.Structured questionnaire
is used to collect the primary data. Survey method is used to collect data. Samples were selected
based on Convenient sampling (Non- probability sampling technique). Statistical Tools Used for
this research arePercentage method, Independent Sample T-Test and Chi-Square Test is used for
analysis of data. The result of the research is presented through tables.

IX. DATA ANALYSIS AND INTERPRETATION.

1. FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the
reader.

Table 1 Frequency Analysis on Gender, Age, Nature of Job, Family income rangeand
Proportion of income spend on food
S.NO Particulars Frequency Percent
1 Gender
Male 18 36.0
Female 32 64.0

2 Age group in years

18 to 25 18 36.0
25 to 35 17 34.0
35 to 45 8 16.0
Above 45 7 14.0

3 Nature of job
Student 12 24.0
Employee 18 36.0
Self-Employed/Business 7 14.0
Home maker/Retired 13 26.0

4 Family income range

<Rs.10000 24 48.0
Rs.10000 to Rs.25000 17 34.0
Rs.25000 to Rs.50000 7 14.0
Rs.50000 to Rs.100000 2 4.0

5 Proportion of your income spend on food

10 % 9 18.0

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25 % 19 38.0
50 % 17 34.0
60 % 5 10.0

(Source: Primary Data)

INFERENCE
From the above Table 1, it inferred that,majority 64%of the respondents are female, and
remaining are male. 36% of the respondents are belongs to the age group of 18-25 years. 36% of the
respondentsare employees. 48% of the respondents’ income range is below Rs.10, 000.38%
respondents spends about 25% of their income only for food.

Table 2 FrequencyTable- Customer Satisfaction

S.NO Particulars Frequency Percent
1 Masala adds to the taste of your food
Flavours 29 58.0
Appearance 9 18.0
Aroma 6 12.0
Spicy nature 6 12.0

2 Preferable brand masala

Shakthi 9 18.0
Aachi 39 78.0
MTH 2 4.0

3 Awareness about Aachimasala products

Advertisements 26 52.0
Super market 8 16.0
Newspaper 8 16.0
Words of mouth 8 16.0

4 Fresh all the time

Yes 47 94.0
No 3 6.0

5 Type of Aachi masala

Chicken masala 31 62.0
Chicken 65 9 18.0
Mutton masala 2 4.0

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Fish fry masala 4 8.0

Pepper chicken 3 6.0

6 Package size prefer

10GMS 9 18.0
20GMS 5 10.0
50GMS 15 30.0
100GMS 10 20.0
200GMS 7 14.0
500GMS 4 8.0

(Source: Primary Data)

INFERENCE
From the above Table 2, it inferred that majority 58% of respondents were like the flavours.
78%of the respondents’ preferable brand is Aachi and 18% of the respondents’ preferable brand is
Sakthi. 52% of the respondents know Aachimasala through advertisement, 94% of the respondent
are telling that it is fresh in all the times. Majority (62%)of the respondents are using Aachi chicken
masala, 30% of the respondent are using 50gm pack.

2.MEAN AND STANDARD DEVIATION

Table 3 Mean and Standard Deviation-Customer Satisfaction

S.No Particulars N Mean Std. Deviation
1 Taste 50 3.52 1.165
2 Flavours 50 3.80 0.990
3 Aroma 50 3.76 0.916
4 Variety 50 3.86 1.088
5 Availability 50 3.88 1.023
6 Brand Image 50 4.04 1.049
7 Quality 50 4.02 1.059
8 Packaging 50 4.08 0.986
9 Previous Experience 50 4.14 0.904
(Source: Primary Data)

INFERENCE
Customers are more satisfied with respect to brand image, quality, packaging, previous
experience having mean value more than 4.00.

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3. INDEPENDENT SAMPLE T-TEST

HYPOTHESIS 1
Null Hypothesis:
There is no significant difference between male and female respondents with respect to the factors
of customer satisfaction towards Aachi Chicken Masala.

Table 4 t-test for significant difference between male and female respondents with respect to
the factors of customer satisfaction towards Aachi Chicken Masala
S.No Gender Mean Std. Deviation t value p value
Particulars
1 Male 3.50 1.339 0.090 0.929
Taste
Female 3.53 1.077
2 Male 3.78 1.060 0.118 0.907
Flavours
Female 3.81 0.965
3 Male 3.56 1.149 1.189 0.240
Aroma
Female 3.88 0.751
4 Male 4.11 1.023 1.230 0.225
Variety
Female 3.72 1.114
5 Male 3.61 1.335 1.408 0.166
Availability
Female 4.03 0.782
6 Male 4.17 1.150 0.636 0.527
Brand Image
Female 3.97 0.999
7 Male 4.06 1.259 0.176 0.861
Quality
Female 4.00 0.950
8 Male 3.94 1.056 0.725 0.472
Packaging
Female 4.16 0.954
9 Male 4.00 1.029 0.819 0.417
Previous Experience
Female 4.22 0.832
(Source: Primary Data)
INFERENCE:
In the above table it is inferred that the p values of all the factorsof customer satisfaction are
greater than 0.05, so the null hypothesis is accepted and alternative hypothesis is rejected at 5%
level of significance. Hence it is concluded that no significant difference between male and female
respondents with respect to the factors of customer satisfaction towards Aachi masala products.
Male customers are comparatively more satisfied with the quality of Aachi chicken masala.
4. CHI SQUARE

HYPOTHESIS 2
There is no association between gender and overall satisfaction towards Aachi Chicken Masala.

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Table 5 Chi- Square test for gender and overall satisfaction towards Aachi Chicken Masala
Satisfied with Aachi Chicken Masala Chi-square p
S.No Gender HDS DS N S HS Total Value value

2 2 2 9 3 18
1 Male
0.7 1.8 3.6 9.7 2.2 18.0
5.295 0.258
0 3 8 18 3 32
2 Female
1.3 3.2 6.4 17.3 3.8 32.0
2 5 10 27 6 50
Total
2.0 5.0 10.0 27.0 6.0 50.0
(Source: Primary Data)
INFERENCE:
Since p value is 0.258 which is greater than 0.05 null hypothesis is accepted & alternative
hypothesis is rejected at 5% level of significance. Hence concluded that there is no association
between gender and overall satisfaction towards Aachi Chicken Masala. Based on the row and
column percentage, the female gender is highly satisfied with Aachi chicken Masala.

HYPOTHESIS 3
There is no association between age and overall satisfaction towards Aachi Chicken Masala.

Table 6 Chi- Square test for association between age and overall satisfaction towards Aachi
Chicken Masala
S.No Age Satisfied with Aachi Chicken Masala Total Chi- pvalue
Group in HDS DS N S HS Square
Years value
0 2 4 10 2 18
1 18 to 25
0.7 1.8 3.6 9.7 2.2 18.0
2 2 3 9 1 17
2 25 to 35
0.7 1.7 3.4 9.2 2.0 17.0 7.028 0.856
0 1 1 4 2 8
3 35 to 45
0.3 0.8 1.6 4.3 1.0 8.0
0 0 2 4 1 7
4 Above 45
0.3 0.7 1.4 3.8 0.8 7.0
2 5 10 27 6 50
Total
2.0 5.0 10.0 27.0 6.0 50.0
(Source: Primary Data)

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INFERENCE:
Since p value is 0.856 which is greater than 0.05 null hypothesis is accepted & alternative
hypothesis is rejected at 5% level of significance. Hence concluded that there is no association
between age and overall satisfaction towards Aachi Chicken Masala.

X. DISCUSSIONS:
 There is no significant difference between male and female respondents with respect to the
factors such as Taste, Flavours, Aroma, Variety, Availability, Brand Image, Quality,
Packaging and Previous Experience of customer satisfaction towards Aachi chicken masala.
 There is a significant difference between male and female of the respondents with respect to
satisfactory level of Aachi chicken masala, where female gender customers are more
satisfied than male customers.
 From the Mean and Std. deviation, it is inferred that the satisfaction level of customers are
moderate with respect to availability, Variety, Flavours and aroma with the mean value from
3.76 to 3.88.

XI. IMPLICATIONS:
 Increasing the Flavours with spiciness may improve the satisfaction level of male
customers.
 Aachi chicken masala may be improved by keeping the product availability in all places, so
that they may improve their satisfaction level towardsAachi Chicken masala.
 Aachi Masala Company may provide offers to attract and get more customers, through
increasing package weight by 5 to10 grams. So, that improvement may occurs in Aachi
chicken Masala.

XII CONCLUSION:
Through the research paper entitled, “A study on customer satisfaction towards Aachi
Chicken Masala in Avadi”, it is concluded that the demographic variables such as age group,
gender and Nature of job of the Avadi people are having less impact on the factors of customers
satisfaction. The research outcome also indicates that, most of the customers were satisfied towards
Aachi Chicken Masala with respect to the chosen factors.

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4. http://www.indiamart.com/Aachi-masala/aboutus.html
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