consumer behavior
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Introduction The concept of customer behaviour is an important component of marketing practices and thoughts. In most marketing decisions, the problem can ultimately b e traced to predicating the response of buyers to specific actions by the marketers. The better understanding of satisfaction satisfaction level of customers can provide valuable insights into the prob lem. Though there is an overflow of dairy products, very few have been able to satisfy the customers. The insight of the research study is to get the feedback of the customers who use u se these products and to analyze their feedback. The study is focused only to the local Bhubaneswar market, where the comparison is in between Omfed curd vs. the products of other leading brands in the market.
Review literature Various literatures was studied such as “Three issues in consumer quality perception and acceptance of dairy products” by b y Klaus G. Grunert, “Consumer Dissatisfaction: The effect of Disconfirmed Expectancy on perceived Performance” by Rolph E. Anderson, “Consumer Expectations, Product Performance, and perceived Product Quality” by Richard W. Olshavcky and John A. Miller, “Price“Price- Quality Realtionship: An Extension” by James E. Stafford and Ben M. Enis and a nd “An Investigation Investigation Into the Determinant of Customer Satisfaction” by Gilbert A. Churchill, JR. and Caraol Susprenanut.
Objective To measure the customer satisfaction satisfaction level of Curd of OMFED.This research study study helps in effective decision making in two different stages before purchasing and after purchasing of products.
Research Methodology The present study is mainly based on primary data collected from around 100 respondents from Bhubaneswar near patia region.
Sampling Technique used by us is Convenient Sampling . Idea behind choosing this sampling is
because we clustered the population according to our convenience into their income groups. It is least expensive and least time consuming of all sampling techniques. The sampling units are accessible, easy to measure and cooperative. Four different income groups are selected which consist of Below 10,000 bucks, Between 10,001 to 30,000 bucks, Between 30,001 to 70,000 bucks and More than 70,001 bucks. Close-end questions are a question format that limits respondents with a list of answer choices from which they must choose to answer. Likert Scale is a measurement scale with five response categories ranging from “Strongly disagree” to “Strongly agree” which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects. In our Instruments we used both Close-end Questions and Likert scale of 5 point ranging from “Strongly Disagree” to “Strongly Agree” and 7 point ranging from “Poor” to “Good”. After choosing this scale, it is important to find scales that are reliable. Cronbach’s alpha coefficient is used as an indicator to check an internal consistency of scale. For curd section it is 0.750 detail mentioned in above figure. It shows that our scale is reliable because it is m ore than 0.7. Table 1 .Reliability Statistics Cronbach's Alpha
N of Items .750
12
Factor Analysis Table 2.KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity
Approx. Chi-Square df Sig.
.882 448.809 10 .000
1. The correlation matrix is computed and examined. It reveals that there are enough correlations to go ahead with factor analysis. 2. Kaiser-Meyer-Olkin measure of sampling adequacy is computed which is found to be 0.892. It is coming under 0 to 1 and above 0.6. 3. The overall significance of correlation matrices is tested with Bartlett Test of Sphericity (approximately chi square = 448.809 and significant at 0) provided as well as support for validity of the factor analysis of the data set (Table 2).
Table 3.Total Variance Explained Initial Eigenvalues
Compo nent
Total
% of Variance
Extraction Sums of Squared Loadings
Cumulative %
1
4.030
80.603
80.603
2
.364
7.282
87.884
3
.320
6.401
94.285
4
.151
3.022
97.307
5
.135
2.693
100.000
Extraction Method: Principal Component Analysis.
Rotation Method with Varimax Component Score Coefficient Matrix
Component 1
Convenience in availability of
.215
products Best Quality among others
.232
Packaging of brand
.229
Better Life time (Doesn't get
.227
spoiled) Best price among all others Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Component Scores.
.210
Total 4.030
% of Variance 80.603
Cumulative % 80.603
From the above table (Refer to Annexure Table3 .) We can see that out of five factors (Packaging of Curd Brand, Better Life Time, Best Quality of Curd among others, Best Price and Convenience in Availability) only one factor whose Eigen value is more than 1. Convenience is an important for respondent.
Conclusion : This research study had led to the conclusion that Omfed has built up a very strong brand image in the market over the years. Even though some consumers have rated the Omfed Packaged curd as average they s till prefer to consume this product because of various reasons such as easy availability, better in quality and better life expectancy and also because they trust the name Omfed.
Introduction The concept of customer behaviour is an important component of marketing practices and thoughts. In most marketing decisions, the problem can ultimately b e traced to predicating the response of buyers to specific actions by the marketers. The better understanding of satisfaction satisfaction level of customers can provide valuable insights into the prob lem. Though there is an overflow of dairy products, very few have been able to satisfy the customers. The insight of the research study is to get the feedback of the customers who use u se these products and to analyze their feedback. The study is focused only to the local Bhubaneswar market, where the comparison is in between Omfed curd vs. the products of other leading brands in the market.
Review literature Various literatures was studied such as “Three issues in consumer quality perception and acceptance of dairy products” by b y Klaus G. Grunert, “Consumer Dissatisfaction: The effect of Disconfirmed Expectancy on perceived Performance” by Rolph E. Anderson, “Consumer Expectations, Product Performance, and perceived Product Quality” by Richard W. Olshavcky and John A. Miller, “Price“Price- Quality Realtionship: An Extension” by James E. Stafford and Ben M. Enis and a nd “An Investigation Investigation Into the Determinant of Customer Satisfaction” by Gilbert A. Churchill, JR. and Caraol Susprenanut.
Objective To measure the customer satisfaction satisfaction level of Curd of OMFED.This research study study helps in effective decision making in two different stages before purchasing and after purchasing of products.
Research Methodology The present study is mainly based on primary data collected from around 100 respondents from Bhubaneswar near patia region.
Sampling Technique used by us is Convenient Sampling . Idea behind choosing this sampling is
because we clustered the population according to our convenience into their income groups. It is least expensive and least time consuming of all sampling techniques. The sampling units are accessible, easy to measure and cooperative. Four different income groups are selected which consist of Below 10,000 bucks, Between 10,001 to 30,000 bucks, Between 30,001 to 70,000 bucks and More than 70,001 bucks. Close-end questions are a question format that limits respondents with a list of answer choices from which they must choose to answer. Likert Scale is a measurement scale with five response categories ranging from “Strongly disagree” to “Strongly agree” which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects. In our Instruments we used both Close-end Questions and Likert scale of 5 point ranging from “Strongly Disagree” to “Strongly Agree” and 7 point ranging from “Poor” to “Good”. After choosing this scale, it is important to find scales that are reliable. Cronbach’s alpha coefficient is used as an indicator to check an internal consistency of scale. For curd section it is 0.750 detail mentioned in above figure. It shows that our scale is reliable because it is m ore than 0.7. Table 1 .Reliability Statistics Cronbach's Alpha
N of Items .750
12
Factor Analysis Table 2.KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity
Approx. Chi-Square df Sig.
.882 448.809 10 .000
1. The correlation matrix is computed and examined. It reveals that there are enough correlations to go ahead with factor analysis. 2. Kaiser-Meyer-Olkin measure of sampling adequacy is computed which is found to be 0.892. It is coming under 0 to 1 and above 0.6. 3. The overall significance of correlation matrices is tested with Bartlett Test of Sphericity (approximately chi square = 448.809 and significant at 0) provided as well as support for validity of the factor analysis of the data set (Table 2).
Table 3.Total Variance Explained Initial Eigenvalues
Compo nent
Total
% of Variance
Extraction Sums of Squared Loadings
Cumulative %
1
4.030
80.603
80.603
2
.364
7.282
87.884
3
.320
6.401
94.285
4
.151
3.022
97.307
5
.135
2.693
100.000
Extraction Method: Principal Component Analysis.
Rotation Method with Varimax Component Score Coefficient Matrix
Component 1
Convenience in availability of
.215
products Best Quality among others
.232
Packaging of brand
.229
Better Life time (Doesn't get
.227
spoiled) Best price among all others Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Component Scores.
.210
Total 4.030
% of Variance 80.603
Cumulative % 80.603
From the above table (Refer to Annexure Table3 .) We can see that out of five factors (Packaging of Curd Brand, Better Life Time, Best Quality of Curd among others, Best Price and Convenience in Availability) only one factor whose Eigen value is more than 1. Convenience is an important for respondent.
Conclusion : This research study had led to the conclusion that Omfed has built up a very strong brand image in the market over the years. Even though some consumers have rated the Omfed Packaged curd as average they s till prefer to consume this product because of various reasons such as easy availability, better in quality and better life expectancy and also because they trust the name Omfed.
