Performance evaluation of Kerala state co-operative coir marketing federation (COIRFED)

Abstract

The study "Performance Evaluation of Kerala State Cooperative Marketing Federation (COIRFED)" comprehensively examines COIRFED's financial performance, employee job satisfaction, and customer satisfaction with its products over a ten-year period (2010-11 to 2019-20). It utilizes primary and secondary data, employing ratio analysis for financial assessment and index and percentage analysis for employee and customer satisfaction. Despite COIRFED achieving record sales in coir and coir products, it faced financial losses, indicating poor profitability. While certain products enjoyed high market status, employees expressed dissatisfaction primarily in areas like achievement, compensation, and relationships with supervisors and coworkers. Customers exhibited good awareness of product quality but lacked information on certain attributes like skin friendliness, affordability and availability. Overall, most customers held a negative attitude towards COIRFED products, citing issues with accessibility, variety in designs, information reliability, and pricing. Addressing these concerns could significantly enhance customer satisfaction and improve COIRFED's role as a marketing hub for coir and coir products in its operational area.