Consumer satisfication on branded products of double horse

Abstract

Consumer satisfaction measures how products and services supplied by a company. Consumer satisfaction is seen as key differentiator and increasingly has become a key element of business strategy .The present study was an attempt to analyse the satisfaction level of consumers or the respondents towards double horse branded products. The study mainly focus on three categories of products they are Rice products(highly demanded), masalas (medium demanded) and instant ready to cook category (low demanded). In order to evaluate the width of consumption pattern study was conducted in two districts of Kerala .fifty respondents from Malappuram , above 20Km radius and fifty respondents from Thrissur, 20Km within radius The study also reveals the technological adaptability of double horse products . In order to evaluate brand equity perception of Double Horse rice and rice products, a consumer survey was carried out. For the purpose a sample of 100 product consumers was randomly chosen. The collected data through consumer survey by means of an interview schedule were analysed using appropriate statistical tools like percentages and indices. In order to evaluate the consumer satisfaction building efforts of Manjilas, an interview with the officials with the help of a structured schedule was carried.