1.

1 INTRODUCTION

Customer Satisfaction
The definition of customer satisfaction has been widely debated as organizations increasingly
attempt to measure it. Customer satisfaction can be experienced in a variety of situations and
connected to both goods and services. It is a highly personal assessment that is greatly affected by
customer expectations. Satisfaction also is based on the customer’s experience of both contact with
the organization (the “moment of truth” as it is called in business literature) and personal outcomes.
Some researchers define a satisfied customer within the private sector as “one who receives
significant added value’’ to his/her bottom line –a definition that may apply just as well to public
service. Customer satisfaction differs depending on the situation and the product or service. A
Customer may be satisfied with a product or service, an experience, a purchase decision, a
salesperson, store, service provider, or an attribute or any of these.
Some researchers completely avoid “satisfaction” as a measurement objective because it is “too
fuzzy an idea to serve as a meaningful benchmark.”4 instead, they focus on the customer’s entire
experience with an organization or service contact and the detailed assessment of that experience.

For example, reporting methods develop for health care patient surveys often ask customer to rate
their providers and experiences in response to detailed
question such as, “How well did your physicians keep you informed?” These surveys provide
“actionable” data that reveal obvious steps for improvement. Customer satisfaction is a highly
personal assessment that is greatly influenced by individual expectations.

Some definitions are based on the observation that customer satisfaction or dissatisfaction results
from either the confirmation or disconfirmation of individual expectations regarding a service of
product. To avoid difficulties stemming from the kaleidoscope of customer expectations and
differences, some experts urge companies to “concentrate on a goal that’s more closely linked to
customer equity.’’ Instead of asking whether customers are satisfied, they encourage companies
to determine how customers hold them accountable Customer satisfaction, a business term, is a
measure of how products and services supplied by a company meet or surpass customer
expectation. It is seen as a key performance indicator within business.

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Customer Satisfaction depends on the product’s performance relative to a buyer’s Expectation, the
customer dissatisfied. If preference matches expectations, the customers is satisfied. If preference
is exced expectation, the customers is highly satisfied or delighted outstanding marketing
insurance companies go out.
Of their way to keep their customer satisfied. Satisfied customers, make repeat
Purchase insurance products and tell other about their good experiences with the product. The Key
is to match customer expectation with only what they can deliver, then delivering more than the
promise. Consumers usually face a broad array of products and services that might satisfy a given
need. How do they choose among these many marketing markers offers? Consumers make choices
based on their perception of the value and satisfaction that various product and services deliver.

Customer value is the difference between the values the customer gain form owing and using a
product and the costs of obtaining the products customers form expectations about the value of
various marketing offers and buy accordingly. How do buyers form their expectations Customer
expectation are based on past buying experiences, the opinion of friends and marketer and
competitor information and promises.

Customer satisfaction with a purchase depends on how well the product’s

Performance lives up to the customer’s expectation. Customer satisfaction is a key influence on
future buying behavior. Satisfied customers buy again and tell others. An insurance provider open
only to active duty, retired and separated
Military members and their immediate families and therefore not included in the rankings,
achieved a satisfaction ranking equal to that any insurance company.

2
 1.2 NEED FOR THE STUDY

Customer satisfaction plays a vital role in the sales of the product. Maintaining the
customers satisfaction level to the maximum. The need and desires of the customers
should be the first priority of the company.

A study on this will determine the different aspect customer satisfaction and the
awareness that the customer has about the product of the company. Hence the
suggestions and opinion of the customers will be vital for the improvement of the
product. The study is an attempt to determine the need of the customers and not
merely to satisfy him but delight him.

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 1.3 SCOPE OF THE STUDY

➢ The study was helpful to know about customer’s want and needs.
➢ The study helps to learn the ways to maintain the customer satisfaction.
➢ The study helps to understand how to increase their profits by maintaining a
customer satisfaction.
➢ This study helps to know about the sales to maintain a good customer
satisfaction.
➢ This study helps to analysis the ways to market the products for maintain good
customer’s satisfaction.

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 1.4 STATEMENT OF THE PROBLEM

In this competitive world lot of multi-level marketing companies are there in market
and they have variety of products and services line up as well. Some Of them are
going successful and few of them are not doing well. But some of the people are
unsatisfied with navigation problem of tamil nadu salt coporation ltd. This work is
an attempt to study about the pricing, quality & packing, and also the additional
features to be included in the packaging and service of TAMIL NADU SALT
CORPORATION LTD

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 1.5 OBJECTIVES OF THE STUDY

Primary objective:

➢ To study on customer satisfaction with special reference to TAMIL NADU

SALT COPORATION LTD, Chennai

Secondary objectives:

➢ To understand about pricing, quality and packing of the product.

➢ To understand the features that encourages to purchase the product
➢ To examine the overall satisfaction level of TNSC salt.
➢ To find out the selection criterion of the customers to buy TNSC salt.
➢ To give suggestions for future improvement.

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 1.6 LIMITATIONS OF THE STUDY

• The sample size is restricted to 120 customers.

• Customers may be careless and may not give correct answer to the questions,
because of so many reasons.
• Some customers are not interested in filling the questionnaire feedback
• Time is the major limitation, which has affected the inferences drawn in the
study.

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 2.1 INDUSTRY PROFILE

SALT INDUSTRY IN INDIA

India is the third largest Salt producing Country in the World after China and
USA with Global annual production being about 230 million tones. The growth and
achievement of Salt Industry over the last 60 years has been spectacular. When India attained
Independence in 1947, salt was being imported from the United Kingdom & Adens to meet
its domestic requirement. But today it has not only achieved self-sufficiency in production of
salt to meet its domestic requirement but also in a position of exporting surplus salt to foreign
countries. The production of salt during 1947 was 1.9 million tones which has increased ten
fold to record 22.18 million tones during 2011-12.

SOURCES OF SALT

The main sources of salt in India are

➢ Sea brine
➢ Lake brine
➢ Sub-soil brine
➢ Rock salt deposits

MAJOR SALT PRODUCING CENTERS

Sea water is an inexhaustible source of salt. Salt production along the coast is limited
by weather and soil conditions. The major salt producing centres are

➢ Marine Salt works along the coast of Gujarat(Jamnagar, Mithapur,Jhakhar,Chira,

Bhavnagar, Rajula, Dahej, Gandhidham, Kandla, Maliya, Lavanpur) Tamil Nadu
(Tuticorin, Vedaranyam, Covelong)Andhra Pradesh (Chinnaganjam, Iskapalli,
Krishnapatnam, Kakinada &Naupada)Maharashtra(Bhandup, Bhayanda,Palghar),
Orissa (Ganjam, Sumadi) and West Bengal (Contai).

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 ➢ Inland Salt Works in Rajasthan using lake brine and sub-soil brine viz. Sambha
Lake, Nawa, Rajas, Kuchhaman, Sujangarh and Phalodi

➢ Salt works in Rann of Kutch using sub-soil brine viz: Kharaghoda, Dhrangadhra;
Santalpur

➢ Rock Salt Deposits at Mandi in the State of Himachal Pradesh

PROFILE & STATUS OF SALT INDUSTRY

There are about 11799 salt manufacturers engaged in production of Common salt
in an extent of about 6.09 lakh acres in the Country. It is estimated that 87.6 per cent of the
total number of salt manufacturers are small salt producers (having an individual extent of
less than 10 acres for salt manufacture), 5.8% is large scale producers (having an individual
extent of more than 100 acres) and 6.6 % is medium scale producers (having an individual
extent between 10 and 100 acres)

Average Annual Production of Salt in India is 215.80 lakh tones whereas ever high
production of 240 lakh tones was recorded during 2009-10 followed by 221 lakh tonnes during
2012-13 (Upto 2/13). Gujarat, Tamil Nadu and Rajasthan are surplus Salt producing States
accounting for about 96 per cent of the Country’s production. Gujarat contributes 76.7 per
cent to the total production, followed by Tamil Nadu (11.16 %) and Rajasthan (9.86%). The
rest 2.28% production comes from Andhra Pradesh, Maharashtra, Orissa, Karnataka, West
Bengal, Goa, Himachal Pradesh, Diu & Daman. On an average 62% of the total production
is from Large salt producers followed by small scale producers (28%) and rest by medium
scale producers

The average annual supplies of salt for human consumption is about 59 lakh tonnes
and that for industrial consumption is about 107 lakh tones; 60% of the salt for human
consumption moves by rail and 40 % by road. 88% of the salt for industrial consumption
moves by road, 10 % by rail and 2% by coastal shipment to various industries; when the total
indigenous supplies is taken, 72 per cent moves by road, 27% moves by rail and 1% by sea

India exports surplus production of salt to the tune of about 35 lakh tonnes on an
average; During the year 2011-12, a record export of 38 lakh tonnes was achieved primarily

9
due to surge of demand from China. Other major countries importing salt from India are Japan,
Bangladesh, Indonesia, South Korea, North Korea, Malaysia, U.A.E., Vietnam, Quatar etc.

Government of India has adopted the strategy of Universal Salt Iodisation and
Consumption for elimination of Iodine Deficiency Disorders (IDD) in the country under the
National Iodine Deficiency Disorders Control Programme(NIDDCP). Iodine is supplemented
in the diet through Iodised Salt for combating IDD. The Programme was started in 1962
initially confining to Goitre endemic areas but after 1984 it was implemented throughout the
country. Thus as on date a significant progress has been made on Universal Salt
Iodisation. The country produces about 62 lakh tones of Iodised salt and about 59.7akh tones
of iodised salt is supplied for human consumption against the requirement of about 60.5 lakh
tones for entire population. The country has created more than adequate salt iodisation
capacity of over 175 lakh tones.

Salt Industry is labour intensive in the country. About 1.11 lakh labourers are
employed daily in the Salt Industry on an average. Salt Commissioner’s Organisation has put
in place a number of Labour Welfare Schemes ameliorating the working and living conditions
of salt labourers.

GOVERNMENT OF INDIA’S ROLE IN DEVELOPMENT OF SALT INDUSTRY

Salt is a Central subject in the Constitution of India and appears as item No.58 of the
Union List of the 7th Schedule, which reads:

➢ Manufacture, Supply and Distribution of Salt by Union Agencies; and

➢ Regulation and control of manufacture, supply and distribution of salt by other
agencies.

➢ Central Government is responsible for controlling all aspects of the Salt Industry. Salt
Commissioner’s Organisation, an attached Office under the Ministry of Commerce &
Industry (Department of Industrial Policy & Promotion), Government of India, is
entrusted with the above task.

➢ Government of India has delicensed Salt Industry by deleting provisions relating to

Salt in the Central Excise & Salt Act, 1944 vide Finance Bill of 1996-97.

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 ➢ In line with Government of India’s Policy of Liberalisation and simplification of
Procedures, the Salt Cess Rules, 1964, have been amended vide Notification No.GSR
639(E) dated 04.09.2001. Salt Commissioner’s Organisation plays a facilitating role
in overall growth and development of Salt Industry in the country.

THE THRUST OF THE SALT COMMISSIONER’S ORGANISATION CURRENTLY

IS ON THE FOLLOWING

➢ Technological Development and Quality Improvement

➢ Salt Iodisation Programe for combating Iodine Deficiency Disorders
➢ Infrastructure Development promoting Salt Industry
➢ Labour Welfare Schemes for Salt Workers particularly housing under NAMAK
MAZDOOR AWAS YOJNA
➢ Export of Salt

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 2.2 COMPANY PROFILE

Tamil Nadu Salt Corporation Limited herein referred to as TNSC Ltd. was registered under
the Indian Companies Act 1956 as a Company with the Registrar of Companies,Tamil Nadu on
the 22nd July of 1974. It was registered as a Company with the entire share holding being held by
the Government of Tamil Nadu and TNSC has been continuing to be a wholly owned Government
of Tamil Nadu Undertaking.
TNSC started its commercial operations during the year 1974-75 and it has successfully
completed 32 years of its effective business life. TNSC, which has started making profit from the
year 1990-91, has been continuing to be profitable and has been growing steadily over the years.

OBJECTIVE :
➢ To manufacture from sea water or from brine or from bitterns or by undertaking mining
operations and trade or otherwise deal in all varieties of salt, salt based chemicals and by-
products thereof and marine chemicals of all kinds.
➢ To treat, cure, refine, purify, compound, manipulate, submit to any process, manufacture
or render marketable whether on account of the Company or otherwise, all varieties of
salt, salt based chemicals and by-products thereof, marine and allied chemicals, minerals
and produce of all kinds,
➢ To manufacture, buy, sell, import, export or otherwise deal in salt, marine and allied
chemicals of all kinds, organic or inorganic;

ACTIVITIES OF TNSC
➢ TNSC manufactures Industrial Grade Salt and other Fortified Salts like Iodized Salt and
Double Fortified Salt (Iodine and Iron).
➢ Manufacturers of quality Crystal iodized Salt for the benefits of millions of rural
population in the entire South India.
➢ Distributes Double Fortified Salt and iodized Salt to the Noon Meal Programme (NMP)
for the school going children in the entire of Tamil Nadu, Karnataka, Andhra pradesh and
some northern States.
➢ Distributing quality iodized Salt at affordable price for the welfare of the below poverty

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 line people through retail outlets of the PDS in Tamil Nadu, Andhra Pradesh, &
Puducherry.

CSR ACTIVITES
In order to eradicate the Iodine deficiency among the rural mass living under below
poverty line.
➢ TNSC is distributing the Iodised Salt through the PDS at an affordable cost. MRP is
fixed at Rs.2.50 per Kg.
➢ Iodised salt/Iodised refined free flow salt is being distributed to the PDS in Tamil
Nadu, Andhra Pradesh and Puducherry covering 42 million populations.
➢ To eradicate Iodine and Iron deficiencies among the school going children, TNSC is
plays a major role in health programme of the government by supplying the Double
Fortified Salt (DFS) to all districts in Tamil Nadu through PT MGR Noon Meal
rate of 1.9 gm/child/day covering for a total number of one million children beneficiaries
under this scheme.
➢ The TNSC has taken up implementation of Namak Mazdoor Avas Yojana Scheme
➢ (NMAY)-a welfare Oriented housing scheme for the salt workers of Mariyur
Valinokkam Salt Complex (MVSC) sanctioned by Salt Department, Government of India
at a cost of Rs.1.25 crores for the construction of 250 houses.
➢ Corporate Social Responsibility (CSR) is taken by the Corporation to neutralise, minimise
or offset the harmful effects caused by its processes and product-usage; and use its
resources, core competence, skills, location and funds for the benefit of people and the
environment. The Corporation has already supporting salt workers’ co-operatives
in other areas which could not be monetised. In the years to come, TNSC would like
take up activities such as:
• Drinking Water facilities (desalination plant)
• Educational Awards to the best Students
• Students adoption Programme
• Education Loan
• Jetty for fishermen

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 • Health Support towards discharging its Corporate Social Responsibility by
incurring an expenditure of Rs.5 (Five) lakhs.

CSR PROMOTIONAL ACTIVIES

This project Mariyur Valinokkam Salt Complex was established in a most backward area
of Ramanathapuram District in Kadaladi Taluk to generate employment opportunities and to
develop the socio economic conditions of the poor villages living in the coastal area. The project
provides employment directly to about 500 workers and about 1500 Nos. of indirect workers.
Formerly these labour forces were getting employment in the neighboring districts by their
migration. In the past 31 years in view of establishment of the project the above labour force is
getting employment locally without migration.

INNOVATIVE TECHNOLOGY ASSISTANCE

Considering the scope to increase the market share for edible Iodised salt in all Southern
States, the TNSC has taken steps to upgrade the existing manufacturing facilities for the production
of Iodised Salt and also to implement the Double Fortified Salt project i.e. salt with Iron and Iodine
using the technology developed by Micronutrient Initiative, Canada. The entire process of
upgradation of Iodised Salt plant and Double Fortified Salt Project are completed and
commissioned during June 2004 by utilizing the grant-in-aid of Rs.90 lakhs sanctioned by the
Micronutrient Initiative (MI), Canada. The Micronutrient Initiative (MI) a non-profit organization
based at Ottawa, Canada has assisted Tamil Nadu Salt Corporation by providing technology,
machineries and require dingredients at a total cost of Rs.2.26 crores as grant-in-aid in kind for the
manufacture of Double Fortified Salt during the year 2005 in order to eliminate Iodine Deficiency
Disorders and Iron deficiency Anemia among the poor population. Based on the formula
developed by MI, the TNSC is manufacturing and supplying DFS to all districts of Tamil Nadu
for the PT MGR Noon Meal Scheme for the benefit of school going children.

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ACHIEVEMENTS

➢ Our Iodised Salt has been certified for ISI mark.

➢ TNSC has been granted ISO 9001:2008 certification for processing and supply
of Industrial Grade and Fortified Salt Products.
➢ TNSC entered into MOU with the Indian Coalition for Control of Iodine Deficiency
Disorder (ICCIDD), New Delhi for the usage of ICCIDD logo as assurance for quality of
iodised salt.
➢ Our products have received a variety of quality Certificates and pass through strict quality
checks. It has established a Laboratory for such quality checks at MVSC, Valinokkam.
➢ TNSC is producing around 1.50 lakh tonnes of Industrial Grade Salt ever year and
eliminating around 90,000 cu m of Bittern, the mother liquid after harvesting the salt at
29°Be. This 29°Be Bittern is rich in magnesium sulphate, magnesium Bromide,
Magnesium chloride along with other chemicals. In order to make the waste bittern a useful
one, TNSC has outsourced the extraction of Bromine from Magnesium Bromide of the
bittern of 29°Be. The 29°Be bittern of TNSC is consisting of around 1.8 to 2.1 gm of
Bromine in each litre. With the permission of Government, the outsourcing agent
M/s.SIBAC has established this Bromine extraction plant and trial production commenced
in August, 2006. During 2007-08, they have produced about 110 MT of Bromine. This
Bromine can be used for the manufacture of pesticides, pharmaceuticals, photo film
industries etc.

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 TAMILNADU SALT CORPORATION LIMITED

ORGANISATION CHART OF CORPORATE OFFICE

16
TAMILNADU SALT CORPORATION LIMITED

ORGANISATION CHART OF FACTORY

17
FUNCTIONS AND DUTIES OF ORGANIZATION
The Registered Office of TNSC is at 735, Anna Salai, LLA Building, IVth Floor, Chennai
–600 002 and the Salt Works is at Valinokkam, Kadaladi Taluk, Ramanathapuram District.TNSC
is engaged in the manufacture of Industrial Grade Salt, Fortified Salt viz. Iodised Salt, Double
Fortified Salt. TNSC has major salt works in Ramnad, the most backward area in Tamil Nadu and
it is a major salt manufacturer in the south India as a whole.

POWERS AND DUTIES OF THE OFFICERS AND EMPLOYEES

TNSC is managed by the Board of Directors with the day today management being looked
after by the Chairman and Managing Director (CMD). The over all management of TNSC is vested
with the Board of Directors headed by the CMD. The Board delicates its powers suitably to the
CMD for the smooth and efficient functioning of the organization. The other Officers and
employees performed their duties with such powers as may be delegated by the chairman and
Managing Director from time to time.

DECISION-MAKING PROCESS INCLUDING CHANNELS OF SUPERVISION AND

ACCOUNTABILITY
The Chairman and Managing Director looks after the overall management of TNSC
on a day to day basis. The various Heads of Departments in TNSC are Senior Manager (Production
& Development), 2. Company Secretary. HODs are supervising the respective Departments and
they are accountable for the performance of the Departments under their control. Senior Manager
is also looking after marketing and P&A Dept. functions and the Company Secretary also looking
after the Finance Dept. functions at CO. The project office is managed by Project Manager
(Fortified Salt and Industrial Grade Salt) assisted by Officers and Staffs in Personnel & Finance
activities of the Project and coordinate with the above Project Manager.
THE NORMS SET BY IT FOR THE DISCHARGE OF ITS FUNCTIONS
➢ Efficiency, integrity, speed in response, Team work for evolving as a model organization.
➢ The rules, regulations, manuals and records held by it or under its control or used by its
employees for discharging its functions:

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➢ Memorandum and Articles of Association of the Company, Service Rules for the
employees, instructions issued by the Government from time to time and Standing Orders
for labourers at MVSC.
A statement of categories of documents that are held by it are under its control; The
documents held by the company are the various correspondence between the Company
with the Government/parties coming in contact during the course of business both
commercial and Technical Agreements, Bank Guarantees, data relating to officers and
employees.
➢ The particulars of any arrangement that exists for consultation with, of representation by
the members of the public in relation to the formulation of its policy or implementation
thereof: The suggestions/complaints received from the Public or parties dealing with
TNSC are given due consideration and the views so expressed are considered in
formulation of Policies or Implementation thereof from time to time.
➢ A statement of the Boards, Councils, Committees and other bodies consisting of two or
more persons constituted as its part or for the purpose of its advice, and as to whether
meetings of those boards, councils, committees and other bodies are open to the public, or
the minutes of such meetings are accessible for public: The Board of Directors is the
highest authority comprising of Directors and headed by the Chairman appointed by the
Government from time to time. There are various Committees of Officers constituted from
time to time and the Minutes are not open or accessible to the Public.
➢ A directory of its officers and employees:
• CORPORATE OFFICE, CHENNAI
❖ Chairman and Managing Director
Thiru C.Kamaraj IAS,MD
Special Secretary to Govt Industries Dept.

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 2.3REVIEW OF LITERATURE

Bruce Cooli et al (2O18) investigated the relationships between customer satisfaction and loyalty
in various contexts taking Canadian Banking industry into consideration. They found that customer
satisfaction changes on changes in the share of benefits provided to customers and effect of
customer age, income, education, expertise and length of relationship

Dr. s. kumar (2015) in their paper titled “a study on customer satisfaction towards organised retail
stores in erode district, Tamil Nadu India”. Saya that retail industry is the largest industry in India,
providing employment to around 8 per cent of the total work force and contributing 14 to 15 per
cent of the country`s GDP. Retail industry in India has experienced significant changes in the last
decade. Specialty and discount stores have been edging the department stores turf, with cost
conscious and breadth-of-selection strategies.

Hsieh (2012) with regard to the development of satisfaction survey tools in the social services.
Many of the studies of customer satisfaction in the social services are not context specific, instead
they use generic survey instruments, which are not able to account for the unique nature of specific
service settings. This, it is argued, leads to the collection of overall satisfaction scores, which
provide limited guidance on how to improve services because they do not pinpoint the sources of
satisfaction or dissatisfaction.

While the various dimensions noted above can provide a useful starting point for developing
surveys and questionnaires used to measure customer satisfaction, a level of adaption is required
to ensure that customer satisfaction surveys are relevant for specific service contexts. Essentially
work must be undertaken to ascertain, from the point of view of service customers, the dimensions
of service delivery that most contribute to satisfaction.

Baker (2007) has noted, with regard to child welfare clients, that sampling bias can occur as a
result of the timing of the administration of surveys. If a satisfaction survey is administered on exit
or using a point-of-time methodology this can over- or under-represent participants based on the
length of time in the system. This can be problematic because length of participation may be
correlated with satisfaction, such that customers who continue to be engaged in a service are more

20
likely to be satisfied with the quality of that service. This could result in a bias towards higher
levels of satisfaction in survey results, which may not reflect the whole population

JeffI Thomas and Rajen K. Gupta (2OO5) attempted to identify that organizations adapt to
those changing environmental realities that changes in value distribution to value creation,
customer acquisition to customer retention and immediate customer to value chain of marketing.
The shifts are from a goods-cantered view to service cantered view and co-creating valued
customer experience.

Turel and Serenko (2004)studied validation of American Customer Satisfaction Model in mobile
telecommunication sector and found that there is a positive association between perceived
customer expectations, perceived quality, value and satisfaction and a negative link between
satisfaction and customer complaints.

Pothas et al (2001) proposed an unconventional way of monitoring customer satisfaction based

upon promoting the expressing of customer perceptions from the frame of reference of the
customers, not from the frame of reference of the investigator

Prahlad and Ramaswamy (2000) have rightly states that consumers/customers are changing the
dynamics of the marketplace. The market has become a forum in which customers play an active
role in creating and competing for value. Customers are becoming a new source of competence for
the corporation. The competence that customers bring is a function of the knowledge, skills and
their willingness to learn and experiment and ability to engage in an active dialogue.

Tse and Wilton (2000) stated customer satisfaction as the customer’s response to the evaluation
of the perceived discrepancy between prior expectations (or some norm of performance) and the
actual performance of the product as perceived after its consumption.

Oliver (1998) has given a famous comment stating, "Every one knows what satisfaction is, until
asked to give a definition. Then, it seems, nobody knows."

Kotler(1997) defines customer satisfaction as follows: satisfaction is a person`s feeling of pleasure

or disappointment resulting from comparing a product`s perceived performance on mall shopping
frequency

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Kumar and Oliver (1997) indicated that satisfaction was associated with customers expectations
being met, feeling they got "fair" value and feeling contented.

Soni, Wilson and Keeffee (1995) argued that being committed to the partner in a buying-selling
relationship is an important predictor of retention. Customer satisfaction has the largest impact on
commitment.

Johnston (1995) has duly noted a customer’s overall feeling of satisfaction with a service could
in truth be influenced by a customer’s personal disposition on entering the system i and therefore
largely be beyond the influence of the service provider.

Furse et al (1994) refers, "Satisfaction as the measurement of one or more variety of customer
opinions including ratings of service quality, ‘future behavioural intentions, customer’s self
assessment of outcome and satisfaction?

Boulding et al (1993) stated another perspective of customer satisfaction, which deals with the
difference between transaction specific and cumulative customer satisfaction. Customer
satisfaction is viewed as a post-purchase evaluative judgment of a specific purchase occasion
according to transaction-specific perspective. Cumulative customer satisfaction is an overall
evaluation based on the total purchase and consumption experience with goods or service over
tome. Cumulative satisfaction is a more fundamental indicator of the firm’s past, current and future
performance and its cumulative satisfaction that motivates a firm’s investment in customer
satisfaction.

Kotler and Armstrong (1993) stated that consumer/customer satisfaction is determined by the
relationship between the customer’s expectations and product’s perceived performance.

Mano and Oliver (1993) examined the three aspects of the post consumption experience- product
evaluation, product elicited affect and product satisfaction. Product satisfaction is best
characterized as an attitude-like post consumption evaluative judgment (Hunt, 1977) with the
evaluative aspect of that judgment varying along the hedonic continuum (Oliver 1989; Westbrook
and Oliver 1991)

22
Customer satisfaction is important because a company earns sales from new customers and
retained customers. Satisfied customers buy a product again, talk favourably to others about the
product, pay less attention to competing brands and advertising.

Brown (1992) defines customer satisfaction as: the state in which customer needs, wants and
expectations throughout the product or service`s life are met or exceeded resulting in repeat
purchase, loyalty and favorable worth-of month

Webbrook and Oliver (1991) described customer satisfaction is a post choice evaluative
judgment concerning a specific purchase selection.

Cote, Foxman and Bob (1989) suggest that satisfaction is determined at the time the evaluation
occurs. In some cases, satisfaction assessment may be a naturally occurring, internal response such
as after consumption, or prior to repurchase. In some case of the assessment of satisfaction may
be externally driven. Kotler has explained the concept of value and satisfaction as stated by Gita
Parimal (20O6)

Oliver (1987) examined whether satisfaction was an emotion and concluded that satisfaction is a
summary attribute phenomenon coexisting with other consumption emotions.

Oliver (1987) defined customer satisfaction as an outcome of a purchase/ usage experience would
appear to be an important variable in the chain of purchase experience linking product selection
with other post purchase phenomena including favourable word-of-mouth and customer loyalty.

Cadotte et al (1987) conceptualized customer satisfaction is la widely accepted as a view of the

process by which customers develops feeling from an evaluation of the use experience.

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 3. RESEARCH METHODOLOGY

Research methodology is a systematic way to solve a problem. it is a science of studying how

research is to be carried out. Essentially the procedures by wish researchers go about their work of
describing, explaining and predicting phenomena are called research methodology .it is also
defined as the study of method by which knowledge is gained. Its aim is to give the work plan of
research.

RESEARCH

Research is a careful investigation or enquiry especially through search for new facts in any branch
of knowledge. A research may be defined as careful and critical enquiry or examination in facts or
principles in order to ascertain some of them

3.1 Research Design

Research design is a basic framework, which provides guidelines for whole research process. The
research design specifies the method for data collection and data analysis. The research design
used in this study is DESCRIPTIVE RESEARCH STUDY.

The descriptive research studies are those which are concerned with describing the characteristics
of a particular individual, or of a group. Descriptive research involves describing and interpreting
events, conditions of the present Generally findings and conclusions only apply to the sample or
population studied.

DATA COLLECTION

PRIMARY DATA

Primary sources of data are the data which need the personal efforts it and which are not readily
available. Primary source of data are the other type of source through which the data was collected.

The primary data are collected through structured questionnaire

SECONDARY DATA

Secondary sources are the other important sources through which the data was collected these are
readily available source of the data where on had need not put much effort to collected, because it

24
 is already been collected and part in an elderly manner by some research experts and special.
secondary data is collected from internet. journals research paper.

QUESTIONNAIRE

The primary data was collected using structured questionnaire. the structured questionnaire that
framed and designed consist of

• Likert 5-points scale

• Multiple choice question

3.2 SAMPLING TECHNIQUES

Sampling is simply the process of learning about population on the basis of a sample drawn from
it. Under this method a small group of the universe is taken as the representative of the whole mass
and the result are drawn. A statistical sample is a miniature picture or cross section of the entire
group or aggregate from which the sample is taken.

SAMPLE SIZE

Sample size refers to the number of items to be selected from the population to constitute sample,
an optimum sample size is one fulfils the requirements of efficiency representatives, reliability and
flexibility. By using convenience sampling technique 120 respondents are selected for the purpose
for the study.

• CONVENIENCE SAMPLING METHOD

Convenience sampling as the name implies is a specific type of non-probability sampling method
that relies on data collection from population members who are conveniently available to
participate in study

Convenience sampling is a type of sampling where the first available primary data source will be
used for the research without additional requirements. In other words, this sampling method
involves getting participants wherever you can find them and typically wherever is convenient. In

25
 convenience sampling no inclusion criteria identification prior to selection of subjects. All subjects
are invited to participate.

POPULATION SIZE
The population size is infinity respondents.
SAMPLE SIZE
The sample size is 120 respondents.

SAMPLE JUSTIFICATION

Our of infinity customers, 120 customers were taken for the study because of time constraints.

3.3 STATISTICAL TOOLS USED

➢ Percentage analysis
➢ Chi-square test
➢ T- Test
➢ ANOVA

Percentage analysis
In this method frequency of various criteria factor are tabulated and the percentage
of each value with respect to the total are found one. They are presented pictorially by graph in
order to have better understanding.
Percentage analysis is measures of central tendency. It is used in data presentation.
The data are reduced into the standard form with the base equal to 120, which facilitates data
comparison.

Percentage analysis = number of responders*120

Total respondents

26
Chi – square test
In realities certain things cannot be measured or express in terms of numerical form.
In the words they are incapable for measurement e.g. anger, emotions, sincerity, etc. hence they
are called character, qualities or attributes are not measurable we can find out the presence and
absence of it, in that we can find out whether they are independent or dependent. Chi-square test
can be used to determine data in two classifications that are independent; it can also use to make
comparison between two attributes.
This test measures the difference between the observed frequencies and the
expected frequencies and throws light on whether the difference between the observed and
expected frequencies is significant or not significant.

Oi = Observed frequency
Ei = Expected frequency
Degree of freedom
Where r represents the number of rows in two way table and c represents the number of column.
T- test
A T-Test is a statistical examination of two population means. A two – sample t-
test examines whether two samples are different and is commonly used when the variances of two
normal distributions are unknown and when an experiment uses a small sample size.

ANOVA
Analysis of variance (ANOVA) is a collection of statistical models used to analysis
the difference among group means and their associated procedures (such as “variation” among and
between group), developed by statistician and evolutionary biologist Ronald fisher.

GRAPHS
Complex quantitative data can be presented in a simplified, organized and
understandable form with the help oh graphs and diagrams. It is method of presenting huge mass
of numerical figures in such way that can easily appeal to the eye and mind of a common man.
The graphs used in this study are pie chart and bar graphs.

27
 DATA ANALYSIS AND INTERPRETATION
4.1 DESCRIPTIVE ANAYSIS
TABLE 4.1.1
Table Showing Age of the Respondents

Frequency Percent
20-25 56 46.7
25-30 46 38.3
30-35 9 7.5
35-40 6 5.0
Above >40 3 2.5
Total 120 100.0
CHART 4.1.1
Chart Showing Age of the respondents

5%3%
7% 20-25
25-30
47% 30-35
35-40
38%
Above >40

INTERPRETATION:

It is interpreted from the above table that 47% of the respondents are between the age of 20-25
years, 38% of the respondents are between 25-30, 7% of respondents are between 30-35, 5% of
respondents are between 35-40, 3% of respondents are above >40.

28
TABLE 4.1.2
Table Showing Gender of the Respondents

Frequency Percent
Male 73 60.8
female 47 39.2
Total 120 100.0

CHART4.1.2
Chart showing Gender of the Respondents

39%

61% male
female

INTERPRETATION:

It is interpreted from the above table that 61% of the respondents are male remaining 39% of the
respondents are female.

29
TABLE 4.1.3
Table Showing which media influence to buy from tnsc

Frequency Percent
Radio 52 43.3
Television 49 40.8
social media 16 13.3
Others 3 2.5
Total 120 100.0
CHART 4.1.3
Chart showing which media influence to buy from tnsc

3%
13%

43%
radio
television

41% social media

Others

INTERPRETATION:

It is interpreted from the above table that 43% of the respondents said that the media influenced to
buy from tnsc is radio, 41% of the respondents said television, 13% of the respondents said social
media, 3% of the respondents said others.

30
TABLE 4.1.4

Table showing Satisfaction level with the information about product which is provided by the
company

Frequency Percent
highly satisfied 48 40.0
Satisfied 54 45.0
Neutral 15 12.5
Dissatisfied 2 1.7
highly dissatisfied 1 .8
Total 120 100.0

CHART 4.1.4
Chart showing Satisfaction level with the information about product which is provided by the
company
45
45 40
40
35
30
25
20
12.5
15
10
1.7 0.8
5
0
highly satisfied satisfied neutral dissatisfied highly
dissatisfied

INTERPRETATION:

It is interpreted from the above table that 45% of the respondents are highly satisfied with the
information about product which is provided by the company, 40%of the respondents are satisfied,
12% of the respondents are neutral, 2% of the respondents are dissatisfied, 1% of the respondents
are highly dissatisfied.

31
TABLE 4.1.5

Table showing feature that encourage to purchase from the company

Frequency Percent
Quality goods 48 40.0
Price 47 39.2
Convenient 21 17.5
Facilities 3 2.5
good brand 1 .8
Total 120 100.0
CHART 4.1.5
Chart showing feature that encourage to purchase from the company

3% 1%
Quality goods
17% price
40% convenient
facilities
good brand
39%

INTERPRETATION:

It is interpreted from the above table that 40% of the respondents said quality goods is the feature
that encourage to purchase from the company, 39%of the respondents said price, 17% of the
respondents said convenient, 3% of the respondents said facilities, 1% of the respondents said good
brand.

32
TABLE 4.1.6
Table showing the overall satisfaction level about the product

Frequency Percent
highly satisfied 44 36.7
Satisfied 43 35.8
Neutral 23 19.2
Dissatisfied 6 5.0
highly dissatisfied 4 3.3
Total 120 100.0

CHART 4.1.6
Chart showing the overall satisfaction level about the product

40
35
30
25
20
15
10
5
0
highly satisfied satisfied neutral dissatisfied highly
dissatisfied

INTERPRETATION:

It is interpreted from the above table that 37% of the respondents said the overall satisfaction level
about the product is highly satisfied, 36%of the respondents are satisfied, 19% of the respondents
are neutral, 5% of the respondents are dissatisfied, 3% of the respondents are highly dissatisfied.

33
TABLE 4.1.7
Table showing opinion with the quality & packing of the product

Frequency Percent
Excellent 48 40.0
Good 41 34.2
Average 25 20.8
Poor 3 2.5
very poor 3 2.5
Total 120 100.0

CHART 4.1.7
Chart showing opinion with the quality & packing of the product

40.0
35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
excellent good Average poor very poor

INTERPRETATION:

It is interpreted from the above table that 40% of the respondents said excellent opinion with the
quality & packing of the product, 34.2% of the respondents said good, 20.8% of the respondents
said average, 2.5% of the respondents said very poor, 2.5% of the respondents said poor.

34
TABLE 4.1.8

Table showing pricing of the product compared with others

Frequency Percent
Expensive 41 34.2
Competitive 56 46.7
cannot say 23 19.2
Total 120 100.0

CHART 4.1.8
Chart showing pricing of the product compared with others

19%
34%
Expensive
Competitive
cannot say

47%

INTERPRETATION:

It is interpreted from the above table that 46.7% of the respondents said competitive about the
pricing of the product compared with others, 34.2%of the respondents said expensive, 19.2% of
the respondents said cannot say.

35
TABLE 4.1.9
Table showing additional features to be included in the product packaging & service

Frequency Percent
Yes 71 59.2
No 49 40.8
Total 120 100.0

CHART 4.1.9
Chart showing additional features to be included in the product packaging & service

41%

59% yes
no

INTERPRETATION:

It is interpreted from the above table that 59.2% of the respondents said yes additional features to
be included in the product packaging & service, 40.8%of the respondents said no.

36
TABLE 4.1.10

Table showing Which one like mostly

Frequency Percent
Amma salt 48 40.0
Son free flow salt 51 42.5
Indian sea salt 17 14.2
Health salt 4 3.3
Total 120 100.0

CHART 4.1.10
Chart showing Which one like mostly

3%

14%
Amma salt
40%
Son free flow salt
Indian sea salt
Health salt
43%

INTERPRETATION:

It is interpreted from the above table that 42.5% of the respondents said son free flow salt is liked
mostly, 40%of the respondents said Amma salt, 14.2% of the respondents said Indian sea salt,
3.3% of the respondents said health salt.

37
TABLE 4.1.11
Table showing how long have been using the product

Frequency Percent
<than one month 45 37.5
1-6 month 46 38.3
1year 13 10.8
More than one year 16 13.3
Total 120 100.0

CHART 4.1.11
Chart showing how long have been using the product

13%
11% 38%
<than one month
1-6 month
1year
38%
More than one year

INTERPRETATION:

It is interpreted from the above table that 38.3% of the respondents said <than one month they are
using this product, 37.5% of them said 1-6 month, 13.3% of the respondents said more than one
year, 10.8% of the respondents said 1 year.

38
TABLE 4.1.12

Table showing TNSC salt are more attractive in the market

Frequency Percent
Strongly agree 42 35.0
Agree 57 47.5
Neutral 18 15.0
Disagree 1 0.8
strongly disagree 2 1.7
Total 120 100.0

CHART 4.1.12

Chart showing TNSC salt are more attractive in the market

50.0
45.0
40.0
35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
Strongly agree netral disagree strongly
agree disagree

INTERPRETATION:

It is interpreted from the above table that 47.5% of the respondents said agree that TNSC salt are
more attractive in the market, 35%of the respondents said strongly agree, 15% of the respondents
said neural, 1.7% of the respondents strongly disagree, 0.8% of the respondents disagree.

39
TABLE 4.1.13
Table showing TNSC salts are better than the product of competitors

Frequency Percent
Yes 87 72.5
No 33 27.5

Total 120 100.0

CHART 4.1.13

Chart showing TNSC salts are better than the product of competitors

28%

yes
72% no

INTERPRETATION:

It is interpreted from the above table that 72.5% of the respondents said yes TNSC salts are better
than the product of competitors, 27.5% of the respondents said no.

40
TABLE 4.1.14

Table showing selection criterion of the TNSC salt

Frequency Percent
Popularity 64 53.3
Brand 33 27.5
Price 15 12.5
Quality 8 6.7
Total 120 100.0

CHART 4.1.14
Chart showing selection criterion of the TNSC salt

7%
13%

popularity
53%
brand
27%
price
quality

INTERPRETATION:

It is interpreted from the above table that 53.3% of the respondents said popularity as selection
criterion of the TNSC salt, 27.5%of the respondents said brand, 12.5% of the respondents said
price, 6.7% of the respondents said quality.

41
TABLE 4.1.15
Table showing opinion about the durability of the product
Frequency Percent
Excellent 55 45.8
Good 46 38.3
Average 17 14.2
Poor 1 0.8
very poor 1 0.8
Total 120 100.0

CHART 4.1.15
Chart showing opinion about the durability of the product

50.0
45.0
40.0
35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
excellent good Average poor very poor

INTERPRETATION:

It is interpreted from the above table that 46% of the respondents said excellent about durability
of the product, 38%of the respondents said good, 14% of the respondents said average, 1% of the
respondents said very poor, 1% of the respondents said poor.

42
TABLE 4.1.16
Table showing brand name of the salt is influenced when purchasing the salt

Frequency Percent
Yes 75 62.5
No 45 37.5

Total 120 100.0

CHART 4.1.16

Chart showing brand name of the salt is influenced when purchasing the salt

38%

yes
62%
no

INTERPRETATION:

It is interpreted from the above table that 62.5% of the respondents said yes brand name of the salt
is influenced when purchasing the salt, 37.5% of the respondents said no.

43
TABLE 4.1.17

Table showing experience based recommend this product to others

Frequency Percent
Yes 93 78.0
No 27 22.0
Total 120 100.0

CHART 4.1.17
Chart showing experience based recommend this product to others

22%

yes
no
78%

INTERPRETATION:

It is interpreted from the above table that 78% of the respondents said yes experience based they
recommend this product to others, 22% of the respondents said no.

44
TABLE 4.1.18
Table showing opinion about TNSC salts brand name compared to others

Frequency Percent
Excellent 57 47.5
Good 51 42.5
Average 10 8.3
Poor 1 0.8
very poor 1 0.8
Total 120 100.0

CHART 4.1.18
Chart showing opinion about TNSC salts brand name compared to others

50.0
45.0
40.0
35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
excellent good Average poor very poor

INTERPRETATION:

It is interpreted from the above table that 47.5% of the respondents said excellent about TNSC
salts brand name compared to others, 42.5%of the respondents said good, 8.3% of the respondents
said average, 0.8% of the respondents said poor, 0.8% of the respondents said very poor.

45
 4.2 INFERENTIAL ANALYSIS
CHI-SQUARE
AIM

There is association between the gender of the respondents and opinion with the quality & packing
of the product

NULL HYPOTHESIS

H0: There is no association between the gender of the respondents and opinion with the quality &
packing of the product

ALTERNATIVE HYPOTHESIS

H1: There is association between the gender of the respondents and opinion with the quality &
packing of the product

TABLE 4.2.1

Chi-Square Tests

Asymptotic
Value Df Significance (2-sided)
Pearson Chi-Square 15.866a 3 .001
Likelihood Ratio 16.367 3 .001
N of Valid Cases 120
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 1.18.

INTERPRETATION:

Since p value is 0.001 is lesser than 0.05. accept H1(alternative hypothesis) at 5% level of
significance. Hence there is association between the gender of the respondents and opinion with
the quality & packing of the product.

46
 CHI-SQUARE 2
AIM

There is association between the age of the respondents and selection criterion of the TNSC salt

NULL HYPOTHESIS

H0: There is no association between the age of the respondents and selection criterion of the TNSC
salt

ALTERNATIVE HYPOTHESIS

H1: There is association between the age of the respondents and selection criterion of the TNSC
salt

TABLE:4.2.2

Chi-Square Tests
Asymptotic
Significance (2-
Value Df sided)
Pearson Chi-Square 17.109a 12 .146
Likelihood Ratio 14.561 12 .266
Linear-by-Linear Association 10.068 1 .002
N of Valid Cases 120
a. 14 cells (70.0%) have expected count less than 5. The minimum expected count is .20.

INTERPRETATION:

Since p value is 0.002 is lesser than 0.05. accept H1(alternative hypothesis) at 5% level of
significance. Hence There is association between the age of the respondents and selection criterion
of the TNSC salt

47
 T.TEST
AIM

There is significant difference between the gender of the respondents and Satisfaction level with
the information about product which is provided by the company.

NULL HYPOTHESIS

H0: There is no significant difference between the gender of the respondents and Satisfaction level
with the information about product which is provided by the company.

ALTERNATIVE HYPOTHESIS

H1: There is significant difference between the gender of the respondents and Satisfaction level
with the information about product which is provided by the company.

TABLE 4.2.3
Independent Samples Test
Levene's Test
for Equality of
Variances t-test for Equality of Means
95%
Confidence
Sig. Interval of the
(2- Mean Std. Error Difference
F Sig. T Df tailed) Difference Difference Lower Upper
Equal 13.768 0.000 - 100 0.029 -0.211 0.095 -0.399 -0.022
variances 2.216
assumed
Equal - 99.999 0.028 -0.211 0.094 -0.398 -0.023
variances 2.231
not
assumed

INTERPRETATION:

Since p value is lesser than 0.05. accept H1(alternative hypothesis) at 5% level of significance.
Hence there is significant difference between the gender of the respondents and Satisfaction level
with the information about product which is provided by the company.

48
 ANNOVA
AIM
There is significant difference between the age of the respondents and feature that encourage to
purchase from the company.

NULL HYPOTHESIS

H0: There is significant no difference between the age of the respondents and feature that
encourage to purchase from the company.

ALTERNATIVE HYPOTHESIS

H1: There is significant no difference between the age of the respondents and feature that
encourage to purchase from the company.

TABLE 4.2.4

ANOVA

Sum of
Squares Df Mean Square F Sig.
Between 4.370 3 1.457 5.412 .002
Groups
Within Groups 31.221 116 .269
Total 35.592 119

INTERPRETATION:
Since p value is 0.002 is less than 0.05. accept H1(alternative hypothesis) at 5% level of
significance. Hence there is association between the age of respondent and feature that encourage
to purchase from the company.

49
 5.1 FINDINGS

➢ 47% of the respondents are between the age of 20-25years and 3% of respondents are above
>40.
➢ It was found that 61% of the respondents are male remaining 39% of the respondents are
female.
➢ 43% of the respondents said that the media influenced to buy from tnsc is radio and 3% of
the respondents said others
➢ 45% of the respondents are highly satisfied with the information about product which is
provided by the company and 1% of the respondents are highly dissatisfied.
➢ It was found that 40% of the respondents said quality goods is the feature that encourage to
purchase from the company and 1% of the respondents said good brand
➢ 37% of the respondents said the overall satisfaction level about the product is highly satisfied
and 3% of the respondents are highly dissatisfied
➢ 40% of the respondents said excellent opinion with the quality & packing of the product and
2.5% of the respondents said very poor
➢ 46.7% of the respondents said competitive about the pricing of the product compared with
others and 19.2% of the respondents said cannot say.
➢ It was found that 59.2% of the respondents said yes additional features to be included in the
product packaging & service and 40.8%of the respondents said no.
➢ 42.5% of the respondents said son free flow salt is liked mostly and 3.3% of the respondents
said health salt
➢ 38.3% of the respondents said <than one month they are using this product and 10.8% of the
respondents said 1 year.
➢ It was found that 47.5% of the respondents said agree that TNSC salt are more attractive in
the market and 0.8% of the respondents said disagree
➢ 72.5% of the respondents said yes TNSC salts are better than the product of competitors
remaining 27.5% of the respondents said no.
➢ 53.3% of the respondents said popularity as selection criterion of the TNSC salt and 6.7% of
the respondents said quality

50
➢ It was found that 46% of the respondents said excellent about durability of the product and
1% of the respondents said very poor
➢ 62.5% of the respondents said yes brand name of the salt is influenced when purchasing the
salt remaining 37.5% of the respondents said no.
➢ 78% of the respondents said yes experience based they recommend this product to others
remaining 22% of the respondents said no
➢ It was found that 47.5% of the respondents said excellent about TNSC salts brand name
compared to others and 0.8% of the respondents said very poor
➢ There is association between the gender of the respondents and opinion with the quality &
packing of the product
➢ There is association between the age of the respondents and selection criterion of the TNSC
salt
➢ There is significant difference between the gender of the respondents and Satisfaction level
with the information about product which is provided by the company.
➢ There is association between the age of respondent and feature that encourage to purchase
from the company.

51
 5.2 SUGGESTIONS

➢ In Tamil Nadu Salt Corporation Ltd the usage of radio media was very high for
advertisement. It is suggested to use social media for high popularity
➢ Large number of customers are not satisfied with the details of the product that is
provided by the company .it is suggested to provide more details about the product.
➢ It is suggested to improve the packing of the product in a more attractive
➢ The company can use more promotion tools to improve sales of the product
➢ They would improve the customer perception and satisfaction towards to Tamil Nadu
Salt Corporation Ltd
➢ Continuous lower price will help to retain more customers
➢ It is suggested to improve the quality of the product more than other brands
➢ The durability of the product can be improved.
➢ The company can introduce more additional features in the product packaging and
service.

52
 5.3 CONCLUSION

The project titled “A STUDY ON CUSTOMER SATISFICATION WITH REFERENCE TO

TAMIL NADU SALT CORPORATION LTD, CHENNAI’’ was completed successfully with the
help of Marketing manager. The number of findings and suggestions were discussed with the
marketing manager. Few suggestions were price of the salt are the main factor that influences the
customers to choose Tamil Nadu Salt Corporation Ltd. It is also revealed that more details of the
product can be given by the company. They can improve the customer perception and satisfaction
towards Tamil Nadu Salt Corporation Ltd. Three fourth of the customers are accepting Tamil Nadu
Salt Corporation Ltd as the best one in the market.

53
 BIBLOGRAPHY

BOOKS:

Marketing Research by D.D.Sharma.

Customer Satisfaction: The Customer Experience Through the customer `s eyes

Hill, N, (1996). Handbook of Customer Satisfaction measurement. Aldeshot: Gower Publishing.

McColl-Kennedy, J. & Schneider, U. (2000). Measuring customer satisfaction: Why, what, and
how. Total Quality Management, 11 (7), 883-896.

Vukmir, R. B. (2005). Customer satisfaction. International Journal of Health Care Quality

Assurance, 13,327-350.

Allen, Derek R. and Tanniru R Rao. Analysis of Customer Satisfaction Data: A comprehensive
guide to multivariate statistical analysis in customer satisfaction, Loyalty and service quality
research. Milwaukee: ASD Quality Press, 2000.

Johnson, Michael D. and Anders Gustafsson. Improving Customer Satisfaction, Loyalty and
profit: An Integrated Measurement and Management System. San Francisco: Jossey-Bass, 2000.

WEBSITES:

www.wikipedia.com

www.academiadu.com

www.tamilnadusaltcorprationpublicltd.in

54
 QUESTIONNAIRE
1. NAME:
2. AGE:
 20-25
 25-30
 30-35
 35-40
 Above 40

3. Gender:
 MALE
 FEMALE

4. Which media influence you to buy from TNSC?

a) Ratio
b) Television
c) Social media
d) Others

5. Are you satisfied with the information about product which is provided by the company?
a) Highly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly dissatisfied

6. Which feature Encourage you to purchase from the company?

a) Quality goods
b) Price
c) Convenient
d) Facilities
e) Good brand

7. What is your overall satisfaction level about the product?

a) Highly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly dissatisfied

55
8. What is your opinion with the quality & packing of the product?
a) Excellent
b) Good
c) Average
d) Poor
e) Very poor

9. How do you feel about the pricing of the product compared with others?
a) Expensive
b) Competitive
c) Cannot say

10. Do you want any additional features to be included in the product packaging & service?
a) Yes
b) No

11. Which one do you like mostly?

a) Amma salt
b) Son free flow salt
c) Indian sea salt
d) Health salt

12. How long have you been using the product?

a) Less than one month
b) 1-6month
c) 1year
d) More than one year

13. ``TNSC salts are more attractive in the market, Do you agree?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

14. Based on your awareness of the TNSC salts, are they better than the product of
competitors?
 Yes
 No

56
15. What is your selection criterion of the TNSC salt?
a) Popularity
b) Brand
c) Price
d) Quality

16. How do you rate the durability of the product?

a) Excellent
b) Good
c) Average
d) Poor
e) Very poor

17. The brand name of the salt is influenced when purchasing the salt?
 Yes
 No

18. Based on your experience would you like to recommend this product to other`s?
 Yes
 No

19. What is your opinion about TNSC salts brand name compared to others?
a) Excellent
b) Good
c) Average
d) Poor
e) Very poor

20. Suggestions if any

57