A Study On Consumer Usage and Satisfaction Regarding Sakthi Masala in Chinnamanur Town

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :4.311

VOLUME 5, ISSUE 5, MAY 2017
A STUDY ON CONSUMER USAGE AND SATISFACTION

REGARDING SAKTHI MASALA IN CHINNAMANUR TOWN
Dr.A.SULTHAN MOHIDEEN1 M.MOHAMED ISHAQ 2 K.MOHAMED IRSHAD3
1
Assistant Professor of Commerce, Hajee Karutha Rowther Howdia College, Autonomous and
A grade by NAAC, Uthamapalayam- 625 533. Theni District. Tamilnadu. India.
2
A grade by NAAC, Uthamapalayam- 625 533. Theni District. Tamilnadu. India.
3
A grade by NAAC, Uthamapalayam- 625 533. Theni District. Tamilnadu. India
ABSTRACT
Indian spices have been a heart to Indian culture and its fame is much older than Indian
history. Adding more to it, spices have played an important role in the country‘s civilization and
commerce as it was accepted worldwide due to its aroma and its medical benefits. A notable use of
spices and herbs in very early times were in medicine in the making of holy oils and unguents.
Traditionally India was known as the legendary land of spices, and the West coast of India, and was
maintaining very active trade relation with Western world, starting from the ancient Egypt, Greek and
Roman times.
Keywords: Spices, Masala, Powder, Products, Customer satisfaction
INTRODUCTION
Indian spices were mentioned in the ancient Hindu scriptures called the Vedas, ancient Egyptian
papyruses and the Old Testament. Although it was not until the Roman conquests that western
counties discovered their culinary possibilities, spices have always been believed to have healing and
magical qualities. They have been used to cast spells, as incense in religious rites, to embalm corpses,
to add aroma to perfumes and as aphrodisiacs. The word spice comes from Latin species, meaning a
commodity of value and distinction.
Sophistication and subtle use of some herbs & spices characterize Indian food and
Indian cuisine. These spices play a very important role in Indian cooking. If there are no spices, it‘s
not Indian food. We Indians have a habit of spicing up our food to make it more hot and tasty. Some
of the spices are required for the aroma, some for flavor and some for complimenting other spices.
Spices are defined as ―a strongly flavored or aromatic substance of vegetable origin, obtained from
tropical plants, commonly used as a condiment‖. Spices were once as precious as gold. India plays a
very important role in the spice market of the world. In ancient times majority of the spices were
produced in India and exported worldwide. It was then; the spices of India attracted people across the
borders and forced them to come to India for Spice trade. Masala is a word very commonly used in
Indian cooking and is simply the Hindi word for ―spice.‖ So, whenever a combination of spices, herbs
and other condiments are ground or blended together,it is called masala.
The Indian spices can be categorized into three main categories:

 The basic spices
 Complimentary spices
 Aromatic or secondary spices
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1. The Basic spices
There are a few basic spices in Indian cuisine that go into most dishes. Often a very basic vegetable
dish is made by adding cumin or mustard seeds and asafetida in some hot ghee (clarified butter) or oil
until they sizzle and pop. Then the vegetables are added and steamed.
2. Cumin Seed: Other Names: jeera, jeeragam, jilakara, black cumin, kala jeera, royal
cumin, shah jeera, Comino, cumin
A basic Indian spice. Used mainly in North Indian food and is used for its strong distinctive taste.
When roasted, whole cumin seeds release more aroma and gives the dish a sweet flavor. Cumin can
be used as a whole spice or in the powdered form. Cumin seed powder lends a sweet and mild flavor
to a dish and is one of the main ingredients in the popular mixed Indian spice called Garam Masala.
Coriander Seeds: Other Names: dhaniya
Mainly used for its fresh, soothing and cooling taste, coriander seeds are very light weight and have a
mild flavor. Although they come form the same plant, they should not be mixed up with cilantro. A
coriander seed like cumin is used as a whole spice and in a powdered form.
In a powder form it is an indispensable spice in the spice box of Indians. The aromatic fragrance of
the roasted coriander powder enhances the taste of any dish.
Black Mustard Seeds: Other Names: Mohri
In India the black mustard seeds are preferred over the larger yellow ones found in the western world.
It has a strong but pleasing flavor and known for its digestive qualities. It is spluttered in oil or
Ghee(clarified butter) and used as a tempering. Mustard seeds are used in India to flavor vegetables,
pulses and pickles.
Turmeric: Other Names: Haldi
Looks similar to a ginger root but when cut has a gorgeous orange-yellow color. Turmeric is mainly
used in Indian dishes for its medicinal properties and for the gorgeous intensive color it gives to the
dishes. It is mildly aromatic and has a delicate scent of ginger. Turmeric is a wonder spice and is used
throughout Asia to treat cases of stomach and liver ailments. It is also used externally to heal sores
and in cosmetics.
Chilli Powder: Other Names: Lal Mirch, mirchi powder
The Indian chili powder is made from spicy ground chilies and is often hotter that the chili powder
available in the US/European stores. It has a pungent, hot aroma with a strong bite to it.
Asafetida: Other Names:Hing, asafetida powder, asafetida, devil‟s dung, ferula, foetida,
heeng
This is often used as a digestive. It has a strong odor and a slight garlicky flavor. Do not taste this raw
– it is NOT a pleasant experience. Using it in the recommended recipe however, works wonders. Just
a pinch is used for cooking in dishes with lentils and beans.
Garam Masala : Other Names: Mixed Spice powder
Garam Masala is powdered blend/mix of spices (aromatic spices, see below) that may include cloves,
cardamom, cinnamon, black peppercorns, nutmeg, mace. Garam means ―hot‖, but not chili hot, hot in
the sense that these spices are said to increase body temperature. It can be used a mix of whole spices
as well.
A whole garam masala could include whole cinnamon sticks, bay leaves, cloves, cardamom (black or
green), whole mace, and black peppercorns. Powdered garam masala is often added at the end of
cooking in small quantities so that the full aroma is not lost whereas, whole garam masala is used in
north Indian cooking, especially meat dishes and as aromatics for rice dishes. Often these are fried in
hot oil before other wet ingredients such as meat, onions, garlic, and/or ginger are added. Different
regions use different mixtures and proportions of the spices. A Garam masala will vary from
household to household.
2. Complementary spices:
Spices like fennel or nigella seeds are sometimes added along with some of the basic spices to add to
flavours. These are used in combination with the basic spices and aromatics mentioned below
according to the dish being prepared.
Fennel Seeds: Other Names: Saunf

Although this is a basic Indian spice, it is not essential. It is mainly used in North Indian cuisine and
posses digestive qualities. If you often visit Indian restaurants you will find these coated with colored
sugar and offered after meals as a mouth freshener. Fennel seeds are also often used to spice up teas
and drinks.
Fenugreek Seeds: Other Names: Methi, halba
This spice, which is actually a lentil, is used throughout India for it‘s distinctive flavor (it has a slight
bitter taste) it gives the dish and for its wonderful healthful properties. Fenugreek is used in small
quantities and is used throughout India – both in North and South Indian Cooking. As a matter of fact,
after turmeric, fenugreek seeds is the most medically useful item in an Indian kitchen.
Nigella Seeds: Other Names: Kalonji, onion seeds, calonji, hasbasoda, ketza, black
caraway
Small black seed, sometimes called onion seeds, although they are not really seeds from onions. these
are often used in North India to enhance vegetable dishes. Toasting the seeds briefly brings out the
flavor.
Carom Seeds: Other Names: Ajwain
These have a strong peppery-thyme flavor. This poppy seed like plant comes from the lovage plant. It
is very popular in North Indian cooking. It is used in preparing many Indian vegetables and pulses.
Aromatics or Secondary Spices:
To the above spices we would add chopped onions, tomatoes, herbs and any of the following
secondary spices and create a curry. We go light with the Aromatics and added them in small
quantities or in the form of garam masala.
Green Cardamom: Other Names: Elaichi, Choti Elaichi, cardamom pods, cardamom
powder
This is used throughout India to flavor curries, vegetables, rice, dessert and the ever famous masala
chai. The pod itself is neutral in flavor, it is the brown sticky seed inside the pod that gives that
wonderful flavor. The pods should be kept whole, as ground cardamom quickly loses flavor. When
you require cardamom in the powdered form, the best way is to crack open the pods using the back of
a spoon and powder the small brown/black seeds inside in a mortar or it is recommended to grind
small quantities at home using a coffee mill. When a recipe calls for whole cardamom, the pods can
be cracked open slightly to release the full.
Black Cardamom: Other Names: Kali Elaichi

The inner seeds are often one of the spices used in Garam Masala.
This is larger in size and darker in color. It is often used to flavor meat, poultry and rice dishes. The
spice is coarser in flavor. Than the green variety
Cinnamon Sticks: Other Names: Dalchini

It is the bark of the cinnamon tree that is often used in India in many curries and
pulavs to give the dish a rich flavor. With its warm, sweet flavour , cinnamon is one of the
biggest workhorses on the spice shelf. Cooks often use it to flavour baked goods and drinks
but cinnamon also works wonders in stews and sauces.
Cloves : Other Names: Laung, lavang
Cloves are nail-shaped dried flower buds that have a strong, pungent, and sweet
flavour. They are used in many meat dishes, marinades, pickles and in many garam masalas.
Cloves are used whole or in powder form. In India clove oil is also used due to its medicinal
value. Many Indians chew on
Nutmeg: Other Names: Jaiphal
This is usually used in powdered form, grated freshly using a whole nutmeg. Often it
is used to flavor Indian sweets, but may be used in some savory dishes.
Mace: Other Names: Jaivitri
Mace is the dried reticulated ‗aril‘ of the same fruit that nutmeg is the seed of. It has a
warm and pleasing flavor. It is best to use the blades whole and remove them after cooking as
biting it is not a pleasant experience. It‘s used to flavor curries, masala chai and certain
vegetables as well as Indian desserts
Black Peppercorns: Other Names: Kali Mirchi
It is said Vasco da Gama risked everything and started on an endless sea voyage
primarily in search of one thing pepper. And was he successful in his great quest! It‘s called
the ‗king of spices‘ and accounts for the lion‘s share of spice exports from India.
White Peppercorns: Other Names: Miri

The most common pepper is round, black, shriveled and hard. White peppercorns are
the same as black ones but the outer black shells are removed. White pepp ercorns are sharper
and less pungent but they are smooth and creamy.
Saffron : Other Names: Kesar, zafran
It requires over two hundred thousand stigmas from crocus sativus flowers and a short
harvest season of just 10 days per year to make a pound of saffron. That‘s why saffron is the
world‘s most expensive spice.Indians use the threads in hot milk for about 15 minutes before
using it to bring out the colors in fancy Mughal dishes it‘s not usually in everyday cooking.
Bay Leaves : Other Names: Tejpat, Laurel Leaf

Indian Cassia also known as Tejpat (Cinnamomum Tamala) is a small to moderately
sized ever green tree. The leaves of this tree is the spice having clove like taste and a faintly
pepper like odour. The leaf is mainly used for flavouring foods like rice and meat dishes. It is
also a spice used in garam masala.
During their long and fascinating history, spices have often been more valuable than
gold or precious stones and its trade has marked an exponential history of our country. Their aroma
and flavors add extravagant taste to delight to the plate and have enormous combination of a lot of
flavors like sweet, hot, sharp, sour, spicy, mild and fragrant. In order to add that extra flavors it is best
to obtain spices in whole seed form and to grind them just prior to use. The people still today to
enhance or vary the flavors of theirfood , making the tasteless food more nutritious.
Sophistication and the right way to use the Indian spices characterize Indian species and
cuisines. Spices are defined as ―a strongly flavored or aromatic substance of vegetable origin,
obtained from tropical plants, commonly used as a condiment‖. Masala is a world known thing known
for spices and herbs all over whenever herbs and spices are grounded together.
They are different kinds of spices some of them are turmeric, Garam Masala, Daal Chini,
Hing, Mohi, Red chilli powder and many more which make the boring food, mouth watering. Broadly
speaking of which there are two main categories of spices namely major spices and minor spices. The
major spices consists of pepper, ginger, turmeric, chilli powder etc and the minor spices consist of
cumin, dill seed, fennel, garlic, onion, etc. Enjoy the exotic creation of spices and add extravagant
flavors to all the food you cook.
PRODUCT PROFILE
 Chicken preparations in gravy form go well with all roti and chapathi varieties.
 Sakthi Chicken Masala gives you a thick, rich and tasty chicken gravy.
 This masala is also being used widely in preparing vegetable gravies.
Ingredients: Coriander, Chilli, Pepper, Salt, Cumin, Ginger, Cloves, Cinnamon, Cardamom,
Turmeric, Garlic, Onion, Refined Groundnut Oil, etc.
Chilli Chicken Masala

 Chilli Chicken 65, a hot favourite for all those love to have a chicken in dry form.
 Made from the choicest spices, Sakthi Chilli Chicken 65 masala can also be used to prepare
Chilli Gobi, Chilli Mushroom, Chilli Babycorn etc.
Ingredients: Chilli, Salt below 35%, Cinnamon, Cloves, Garlic, Ginger, Cardamom, Refined
Groundnutoil etc.,
Bhaji Bonda Powder

Ingredients: Gram Flour, Rice Flour, Salt, Chilli powder, Sodium Bicarbonate, Asafoetida etc.,
Egg Kurma Masala
 Egg is eaten in many ways. Eating egg with spicy masala opens new avenues to kindle taste
buds of our people.
 Sakthi Egg Kuruma Masala makes the Kuruma thicker, richer and tastier.
 This masala can also be used to prepare several kurumas, samosas and cutlets
Ingredients : Coriander, Pepper, Chilli, Poppy Seed, Cashewnut, Salt, Cinnamon, Aniseed, Turmeric,
Cumin, Cloves, Garlic, Ginger, Refined Groundnut Oil etc.,
Fish Fry Masala

 Tasty fish preparation itself is an art. Making a fish fry tastier is still more an art.
 Sakthi Fish Fry Masala will give that artisitic tool to you.
 Preferred all over the world, Sakthi fish fry masala gets into the flesh and gives you crispy
fish fry.
 Sakthi Fish Fry Masala can also be used to prepare Yam and Potato fries
Ingredients : Chilli, Salt below 30%, cumin, Garlic, Ginger, Aniseed, Cinnamon, Cloves, Gram
Dhal, Pepper etc.,
Lemon Rice Masala
Ingredients : Bengal Gram Dhall, Black Gram Dhall, Salt below 30%, Citric Salt, Chilli, Sugar,
Asafoetida, Mustard, Fenugreek, Turmeric, Curry Leaf, Edible oil etc.,
Sambar Powder
 It has got international recognition as it explosion got in to this world.
 Comes from th poeple who are known for its traditional way of preparing
 Sambar, Sakthi Masala can any day be claimed as "The Orginal"
Ingredients : Coriander, Chilli, Black Gram Dhal, Gram Dhal, Arhar Dhal, Fenugreek, Salt, Curry
Leaves, Cumin, Pepper, Mustard, Asafoetida, Turmeric, Dry Ginger, Tamarind, Cassia, Green
Cardamom, Cinnamon, Refined Groundnut Oil etc.,
Tamrind Rice Masala
Ingredients : Tamarind, Salt below 20%, Groundnut, Gram Dhal, Chilli, Black Gram Dhall,
Coriander, Sesame Seed, Fenugreek, Asafoetida, Mustard, Citric Salt, Curry Leaf, Edible oil etc.,
Rasam Powder
 Rasam means the essence. Rasam powder is the essence of all key spices like Pepper,
Coriander, Cumin etc.,
 Rasam though found its orgin in South India, now become a common one all over the
country.
 Even in west 'Milgutani' the English name for Rasam is very popular

Ingredients : Coriander, Dhal, Cumin, Horse gram, Chilli, Pepper, Asafetida, Fenugreek, Garlic,
Turmeric, Curry etc.,
COMPANY PROFILE
SAKTHI MASALA" the Queen of spices as the household name among the
millions today, Mr.P.C.DURAISAMY, the Founder of the Company was a small time turmeric
trader, from a village called Perundurai near Erode. He found SAKTHI TRADING COMPANY in
1975 and was doing Turmeric Trading for some time. Later, he entered into the arena of pure spice
powders like Turmeric, Chilli and Coriander. His inquisitiveness let him to enter into masala world
with dauntless. He encountered a lot of hurdles, since selling masala powders during those days to
the oriental women who are traditionally conservative, was not that easy. It was the concept selling
on "Easy Cooking" rather than marketing food products. With self -determination and persistent
attempts he was able to get into the kitchens of our country and the rest of the world.
The story may look like a miracle, but the hard work, the pot holes and the bumps on
the way and the stormy inclement weather are known only to him. The person who stood behind him
for all his achievements was his business partner and understanding life partner Dr.Santhi Duraisamy,
the Director of the Company.
SAKTHI TRADING COMPANY has transformed into SAKTHI MASALA PRIVATE

LIMITED named after its brand name "SAKTHI" in 1997. Now SAKTHI MASALA manufactures
over 50 varieties of Spice and Masala powders, over a dozen varieties of Pickles, Flour varieties,
Appalams, Ghee and Sunflower Oil. Sakthi Masala gives value addition to the agricultural products
which helps and encourages the farming community to market their produces. Furthermore, they
generate a lot of employment opportunities to the agricultural labours and rural people.
The Company employs mostly women and differently abled persons from the rural areas and
makes them to lead an honorary life. The company has bagged with IS/ISO 9001:2008 certification
from Bureau of Indian Standards, New Delhi.
The customers of SAKTHI MASALA are the house wives and those who need easy and
quick cooking solutions. Restaurants, hostels, hotels, canteens are the other prominent consumers.
SAKTHI MASALA reaches the houses located in every nook & corner of the country through its
strong marketing network.
Success of SAKTHI 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 in order to match the requirements that made all the
differences in manufacturing spice powders and spice mixes which retain the aroma and flavour.
'Tradition and Technology perfectly blended' is the shibboleth of SAKTHI MASALA. With all the
quality of being humble (humility),wecan declare that SAKTHI MASALA is qualitatively a superior
product because the raw materials used are the best and are processed and packed hygienically.
The company uses modern technology in drying the raw materials. The largest Solar heating
channels by a masala company in Asia, are used to dry the raw materials without losing its natural
quality, flavor & aroma. Sakthi Masala is serving the society through Sakthi Devi Charitable trust, as
extented arm Sakthi Masala.
"SAKTHI MASALA"
Quality, Fair Business, Social Upliftment

Quality is our watch word and Sakthi Masala believes in providing Quality products of
international standard to the consumer at an affordable cost.
Despite being in a competitive world, the company believes that only fair business practices
will keep one ahead of their competitors. The growth of a company is not complete without the
development of the society it lives in. Sakthi Masala therefore feels privileged to play its role in the
development of society though its equal arm Sakthi Devi Charitable Trust. Quality Products, Fair
Business Practice and Social Upliftment is our mission.
QUALITY POLICY
Sakthi Masala Private Limited are committed to providing customers with range of safe and
hygienic Spice Powders and Mixed Spice Powders. It will be our endeavor to understand customers
expectations. This will be achieved though continial improvement of Quality Managrment System and
Process improvement. The aim at overall leadership in the Market though empowered employees,
sustained efforts and continually improving our Product Quality.
OBJECTIVES OF THE STUDY
1.To find out the opinion of the consumers of Sakthi Masala products.
2. To analyze the factors that affects the purchasing patterns of the consumer in sakthi Masala
products in chinnamanur town.
3. To find out the customer satisfaction level regards taste, price, quality, availability, durability of
sakthi Masala products.
4. To analyze the most effective media of advertisement.
5. To offer suggestions to improve the customer satisfaction of Sakthi Masala products.
RESEARCH METHODOLOGY
RESEARCH DESIGN
A marketing research design specifies the procedure for conducting and controlling the
research project. The choice of particular research design would follow from the problem. As such
there is no single best design. However, any marketing research study must explicitly state its plan
about collection and analysis of data.
SAMPLING DESIGN
a. Sampling Unit
It deals with the people to be surveyed the researcher must define the target
b. Sampling Size
The sample size of the specific study is 100 respondents
METHODOLOGY
The researcher is used data, which had collected in two ways such as primary and secondary
data.
a. Primary Data
Primary data is gathers through questionnaire, interview schedule.
b. Secondary Data
The secondary data has collected through structured account statement of the
concern, books, journals, magazines, news paper.
c. Statistical Tools
Percentage method is used for analysis of data. The result of the research is
presented through tables.
SCOPE OF THE STUDY
The area of study is limited to the segment selected within chinnamanur town. This study is
mainly confined to the customer satisfaction only.
STATEMENT OF THE PROBLEM
Today, a lot of Masala products companies have started manufacturing masala products all over
the world. One of the most popular or famous is Sakthi masala product. This Trading Company
produce masala product like pickles, Ghee, oil etc., For large scale under the brand name of Sakthi. It
is essential to study about the customer satisfaction of Sakthi Masala product, this interest makes the
researcher to take up the research study entitled.
Limitations of the Study
 The survey was limited only to chinnamanur town.

 The survey was conducted only among the limited size of sample.
 Some respondents feel irritated to answer the questions.
 Faced more difficulties in gathering data
 Wrong information was given by some respondents.
 The time is not enough to take study about this project.
DATA ANALYSIS AND INTERPRETATION
This is an attempt to organize and summaries data in order to increase results. Usefulness in
such a manner that enables the researcher to relate critical points with the study objectives. Sometimes
these organizing and summarizing of data requires the use of summary statistical measures. Such as
percentage averages and dispersions since most marketing of the summary estimates is required to be
determined. In this survey the collected data are analyzed and interpreted by the percentage analysis
method
TABLE 1 - USER OF MASALA PRODUCT
S.NO PARTICULAR NO. OF RESPONDENT PERCENTAGE

1 YES 100 100
2 NO 0 -
TOTAL 100
Source: primary data
Among 100 percentage respondents,
 100% people use the masala.


TABLE 2 - BRANDS OF MASALA
S. NO BRANDS NO. OF RESPONDENT PERCENTAGE

1 Sakthi masala 60 60
2 Aachi masala 20 20
3 M.R T masala 10 10
4 Karam masala 10 10
TOTAL 100 100
SOURCE: Primary data
Among 100% respondents,
 60% of respondents are using the ―Sakthi masala‖.

 20% of respondents are using the ―Aachi masala‖.
 10% of respondents are using the ―M.R.T masala‖.
 10% of respondents are using the ―karam masala‖.
TABLE 3 -INTRODUCERS OF THE SAKTHI MASALA
S.NO PARTICULARS NO.OF.RESPONDENT PERCENTAGE

1 Relatives 25 42
2 Friends 20 33
3 Neighbors 11 18
4 Others 4 7
TOTAL 60 100
Source: Primary data

 42% of respondents are buying the Sakthi Masala induced by relatives
 33% of respondents are buying the Sakthi Masala induced by Friends
 18% of respondents are buying the Sakthi Masala induced by Neighbors
 7% of respondents are buying the Sakthi Masala induced by others
TABLE 4 - INFLUNCING MEDIA

S.NO MEDIA NO.OF.RESPONDENT PERCENTAGE
1 Television 36 60
2 Radio 14 23
3 News paper 10 17
TOTAL 60 100

 60% of respondents influenced by television.
 23% of respondents influenced by radio.
 17% of respondents influenced by news paper.

TABLE 5 - AVAILABILITY OF SAKTHI MASALA
1 Yes 60 100
2 No 0 -
TOTAL 60 100
Among 60% respondents
 100% of respondents say that the Sakthi Masala is easily available.

TABLE 6 - PLACE OF PURCHASING OF SAKTHI MASALA
S.NO PLACE NO.OF.RESPONDENT PERCENTAGE

1 Departmental store 28 47
2 Retailer 22 37
3 Whole saler 10 16
TOTAL 60 100
 47% of respondents purchased from departmental store

 37% of respondents purchased from retailer
 16% of respondents purchased from whole sale.
TABLE 7- REASON FOR BUYING SAKTHI MASALA

1 Price 30 50
2 Quality 20 33
3 Quantity 10 17
TOTAL 60 100
 50% of respondents purchased for quality.

 33% of respondents purchased for service.
 17% of respondents purchased for customer care.
TABLE 8 - OPINION ABOUT PRICE OF THE SAKTHI MASALA

1 Reasonable 30 50
2 Moderate 24 40
3 High 6 10
TOTAL 60 100
 50% of respondents opinion is quiet reasonable

 40% of respondents opinion is quiet moderate
 10% of respondents opinion is quiet high
TABLE 9 - PERIODS OF USING SAKTHI MASALA

1 1 TO 2 Years 10 16.5
2 2 To 4 Years 10 16.5
3 Above 4 Years 40 67
TOTAL 60 100
 16.5% of respondents are using Sakthi Masala for 1 to 2 years
 16.5% of respondents are using Sakthi Masala for 2 to 4 years
 67 % of respondents are using Sakthi Masala for 4 years
TABLE 10 - AVAILABILITY OF SAKTHI MASALA

1 Very Rare 30 35
2 Optimum 20 15
3 Freely 50 50
TOTAL 100 100
 35 % of respondents said that the availability of sakthi masala is Very Rare

 15% respondents said that the availability of sakthi masala is Optimum
 50% of respondents said that the availability of sakthi masala is Freely

TABLE 11 - OPINION ABOUT THE PACKAGE
S.NO PARTICULARS NO.OF RESPONDENT PERCENTAGE

1 Excellent 40 40
2 Good 30 30
3 Satisfied 20 20
4 Poor 10 10
TOTAL 100 100
Among 100% of respondents,
 40% of respondents opinion about the Sakthi masala is Excellent

 30% respondents opinion about the Sakthi masala is Goods
 20% of respondents opinion about the Sakthi masala is Satisfied
 10% of respondents opinion about the Sakthi masala is Poor
TABLE 12 - RECOMMENDATION TO OTHERS
S.NO PARTICULARS NO.OF RESPONDENT PERCENTAGE

1 Yes 50 83
2 No 10 17
TOTAL 60 100
Among 60% of respondents
 83% of respondents are recommending for sakathi masala to others

 17% of respondents are not recommending for sakthi masala to others
FINDINGS
 100% of respondents are using the masala.

 60% of respondents are using sakthimasala.
 42% of respondents are known through relatives.
 60% of respondents influenced by television.
 100% of respondents says that sakthi masala is available in their aria.
 47% of respondents are purchasing sakthi masala from departmental store.
 50 % of respondents are buying sakthi masala for its Price.
 50% of respondents opinion about price is quiet reasonable.
 67% of people respondents using sakthi masala above 4 years.
 46% of respondents‘ opinion is Excellent about sakthi masala‘s package.
 83% of respondents are recommend for sakthi masala..
 64% of respondents say no need to change for further use in sakthi masala.
 55% of respondents are buying 20gm pack, because it is very low price for poor people also
buying.
SUGGESTIONS
Sakthi Masala Product at present so many varieties available. But, they do not have customer
awareness about masala produces, so if they provide awareness to their customer they will get more
customer. Based on my analysis Sakthi Masala Producer could producer could provide credit facilities
to their customers.
They Sakthi Masala company need more advertisement about their product availability.
CONCLUSION
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 is very difficult
to bring back those customers. So keeping in mind this study has undertaken.
There are at present so many varieties of masala products are available in the market. Sakthi
Masala got more attraction from its customers in connection with smell, taste, quality, cost, packing of
the product in the study area. To conclude, the customers of sakthi masala in the study area are highly
satisfied with the performance of the product.

A Study On Consumer Usage and Satisfaction Regarding Sakthi Masala in Chinnamanur Town

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A Study On Consumer Usage and Satisfaction Regarding Sakthi Masala in Chinnamanur Town

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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :4.311

A STUDY ON CONSUMER USAGE AND SATISFACTION

The Indian spices can be categorized into three main categories:

Coriander Seeds: Other Names: dhaniya

Black Mustard Seeds: Other Names: Mohri

Turmeric: Other Names: Haldi

Chilli Powder: Other Names: Lal Mirch, mirchi powder

Garam Masala : Other Names: Mixed Spice powder

Fennel Seeds: Other Names: Saunf

Fenugreek Seeds: Other Names: Methi, halba

Carom Seeds: Other Names: Ajwain

Black Cardamom: Other Names: Kali Elaichi

Cinnamon Sticks: Other Names: Dalchini

Cloves : Other Names: Laung, lavang

Nutmeg: Other Names: Jaiphal

Mace: Other Names: Jaivitri

White Peppercorns: Other Names: Miri

Saffron : Other Names: Kesar, zafran

Bay Leaves : Other Names: Tejpat, Laurel Leaf

Chilli Chicken Masala

Bhaji Bonda Powder

Egg Kurma Masala

Fish Fry Masala

Lemon Rice Masala

Tamrind Rice Masala

SAKTHI TRADING COMPANY has transformed into SAKTHI MASALA PRIVATE

Success of SAKTHI MASALA lies in the innovation of manufacturing procedures, as there

Quality, Fair Business, Social Upliftment

OBJECTIVES OF THE STUDY

4. To analyze the most effective media of advertisement.

5. To offer suggestions to improve the customer satisfaction of Sakthi Masala products.

SCOPE OF THE STUDY

STATEMENT OF THE PROBLEM

 The survey was limited only to chinnamanur town.

DATA ANALYSIS AND INTERPRETATION

TABLE 1 - USER OF MASALA PRODUCT

S.NO PARTICULAR NO. OF RESPONDENT PERCENTAGE

Among 100 percentage respondents,

 100% people use the masala.

S. NO BRANDS NO. OF RESPONDENT PERCENTAGE

Among 100% respondents,

 60% of respondents are using the ―Sakthi masala‖.

S.NO PARTICULARS NO.OF.RESPONDENT PERCENTAGE

Among 60% respondents,

TABLE 4 - INFLUNCING MEDIA

Among 60% respondents,

S.NO PLACE NO.OF.RESPONDENT PERCENTAGE

 47% of respondents purchased from departmental store

TABLE 7- REASON FOR BUYING SAKTHI MASALA

S.NO PARTICULARS NO.OF.RESPONDENT PERCENTAGE

Among 60% respondents,

 50% of respondents purchased for quality.

TABLE 8 - OPINION ABOUT PRICE OF THE SAKTHI MASALA

S.NO PARTICULARS NO.OF.RESPONDENT PERCENTAGE

Among 60% respondents,

 50% of respondents opinion is quiet reasonable

TABLE 9 - PERIODS OF USING SAKTHI MASALA

S.NO PARTICULARS NO.OF.RESPONDENT PERCENTAGE