A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.

with special reference to

Chalakudy municipality

INTRODUCTION
Consumer satisfaction is an ambiguous and abstract concept and actual
manifestation of state of satisfaction will vary from person to person and product
to product / service to service. It is a measure of how products and service
supplied by a company meet or surpass consumer expectation. Within
organisations, consumer satisfaction ratings have powerful effects. They focus
employees on the importance of fulfilling consumer’s expectation. When a brand
has loyal consumers, it gains positive word of mouth marketing which has both
free and highly effective. Therefore, it is essential for business to effectively
manage consumer satisfaction. To be able do this firm need reliable and
representative measure of satisfaction.
In researching satisfaction firm generally ask consumer whether their
product or service has met or exceeded expectation. Thus, expectations are a key
factor behind satisfaction. The importance of consumer satisfaction diminishes,
when a firm has increased bargaining power. Organisation need to retain existing
consumer while targeting non consumer. Measuring consumer satisfaction
provides an indication how successful the organisation is providing products and
service to market place.
The state of consumer satisfaction depends upon number of both
psychological and physical variables which correlate the satisfaction behaviour
such as return and recommend rate. The level of satisfaction can also vary
depending on other option. The consumer may have and other products against
which the consumer can compare the organisations product. Achieving and
maintaining consumer satisfaction is a continuous process and last throughout
lifespan of organisation. To improve consumer satisfaction, the business must
understand its concerns and needs. The information can be gathered through
consumer’s forum and survey as well as through interactions that occur during
transactions. Gather idea from various individuals within the business to gain an
insight on how the potential adjustment will impact the consumer and company.
Measuring consumer satisfaction is a useful but incomplete way of
determining what our consumer thinks of our company or brand.

1
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

PROBLEM STATEMENT
Every firm is trying to be at top position through providing better services to the
consumer. The companies must know consumer’s needs and wants and adequate
steps are to be taken. Consumer satisfaction is an important factor that helps to be
at top position. Without satisfying consumers no firms can exist in the market for
long term. The study is focused on consumer satisfaction, through this study the
company will be able to know whether their consumers are satisfied or not. So the
problem of study is whether the consumers of KSE LTD satisfied with the brand
Vesta ice cream.

2
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

REVIEW OF LITERATURE
Liou (2006) studied the sensory analysis of low-fat strawberry ice-creams
prepared with different flavour chemicals and fat mimetics are mixed. In this
investigation, he reported that fat content, fat mimetics and flavour formulation
had a significant influence on the perception of furaneol.
Omar et al.(2007) studied the bacterial quality of ice-cream in Alexan- dria. The
ice-cream samples showed the total bacterial samples, total coliforms samples,
faecal coliforms were detected in 56.3% samples and E. coli
was detected in 34 (42.5%).
Anuranjini et al. (2008) studied the bacteriological quality of ice-cream sold in
Mangalore. In this study none of the softy ice-creams screened in thepresent
studywas within the BIS limits for coliform and totalaerobicbacterial
counts,thereby indicating high levels of contamination anda higherrisk of
infection. They reported that High coliformcount, the presence of E. coli and
E.faecal indicated faecal contamination of ice-creams thereby suggesting a
possible risk of infection involved in the consumption of such food.
Gulben et al. (2009) studied the microbiological of packed and unpacked ice-
cream in Bursa of Turkey. In this investigation, they reported that total aerobic
mesophilic bacteria, yeast and mould counts in packed icecream samples varied
significantly.
Choo et al. (2010) studied the substitution of milk fat with virgin coconut oil
(VCO) to produc nutritiousice cream with pleasant coconut flavour and aroma.
For this purpose, theysubstituted4%, 8% and12% of VCO. Significant
differences of overrun, pH, totally solid, protein and fat content between ice
cream formulations wereobservedexcept titratableacidity. Increased VCOcontent
in ice creamformulations lowered the melting resistance of ice-cream.
FormulationVCO was highly accepted in terms of the acceptance level
ofappearance, aroma, texture, flavour and overall acceptability.
Guzler et al. (2011) studied the effect of milk powder, maltodextrinand
polydextrose use on physical and sensory properties of low-calorieice-cream
during storage. Using polydextrose, maltodextrin or their equalcombination did
not affect colour and appearance of the ice creamsbut had a significant effect on
the structure, density, tasteand smell of ice-creams in the production of low-

3
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality
calorie icecream, the use of maltodextrin and polydextroseimproves the
structure,density and sensory properties of ice creams.
Jamshidi et al. (2012) studied the single and multi-objective optimisation of low-
fat ice-cream formulation, based on genetic algorithms. They reported that
maltodextrin as a hydrophilic colloid can increase theviscosity of the continuous
phase in the unfrozen mix. Thus, subsequentfoam formation and stability
wouldbe improved, large crystal growthduring freezing restricted and hardness
decreased.
Kumar et al. (2013) studied the ice cream prepared by using tulsi. Theyreported
that addition of Tulsi extract to ice cream was shown todecrease the viscosity of
the ice cream mix and decrease melting rate of the resulting herbal ice-cream
based on the sensory evaluation.

Amiri et al. (2014) studied the effect of date syrup as a substitute forsugar on
physio-chemical and sensory properties of ice cream. In thisinvestigation, they
reported that total solid matters directly and effectivelyaffect the texture of ice-
cream resulting in firm and improved mouth feel.
Pon et al. (2015) reported in their investigation that the replacement ofstevia as a
sweetener with different concentrations has significantlyaffected the
physicalproperties of ice-cream. Further, they reported that stevia ice-cream has
a lower melting rate and higher sustainability in themouth. The usage ofstevia in
ice-cream affected thehardness andalso increased the adhesiveness and the
cohesiveness of ice-cream.
Banupriya et al., (2016) developed low saturated fat dietetic ice-cream using
linseed oil rice bran wax organogel in the place of milk fat. The linseed oil rice
bran wax organogel was used as a milk fat replacer and reported that the cost of
production of Linseed oil rice bran wax organoge incorporated treatment ice-
creams was higher than the milk fat based control ice cream.

SIGNIFICANCE OF STUDY

4
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

1. This study will help to understand the need and preference of consumers to buy
particular brand.

2. Company can update existing strategies and product qualities as per consumer’s
expectation.

3. Company can reduce the cost incurred on marketing research for understanding
market trends and changing environment.

5
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

OBJECTIVES OF STUDY
1. To study about the consumer’s taste and preference.

2. To understand the consumers expectation.

3. To identify the major factors affecting the ice cream purchase.

6
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

HYPOTHESIS

A hypothesis in a scientific context is a testable statement about relationship

between two or more variables or a proposed explanation for some observed
phenomenon. In a scientific study the hypothesis a brief summation of the
researcher’s prediction of the study’s findings, which may be supported or not by
the outcome.
Null hypothesis is general statement or default position that there is no
relationship between two measure phenomena. It is often denoted as H0. Usually
null hypothesis is used as testing method.
H0 – consumers are satisfied towards Vesta ice cream.
Alternative hypothesis is a position that states something is happening, new
theory is true instead of an old one (null hypothesis). It is denoted as H1.
H1 –consumers are not satisfied towards Vesta ice cream.

7
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

LIMITATIONS OF THE STUDY

1. The study is limited to the geographical area of Chalakudy municipality only.

Therefore, it hinders generalisation of result.
2. Some prejudices of the researcher may have influenced the study.
3. Since the sample size used for the study is restricted to 50, the entire consumers
of Vesta ice cream are not covered.

8
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

RESEARCH METHODOLOGY
Research is a diligent enquiry and careful search for new knowledge through
systematic and analytical approach in any branch of knowledge. Methodology
refers to various methods used by researcher right from the data collection and
various techniques used for same interpretation and interference.

Research methodology can be described as what must be done, how will be done,
what data will be needed, what data gathering will be employed, how source of
data will be selected and how the data will be analyzed and conclusion reached.
After selecting the topic and problem defining concepts and frame hypothesis, a
researcher has to think about the research design. The methodology used in the
study involves the collection of primary and secondary data.

“The process used to collect information and data for the purpose of making
business decisions. The methodology may include publication, research, interview,
surveys and other technique and could include both present and historical

information.”

9
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

RESEARCH DESIGN
Research design refers to the overall strategy that you chose to integrate the
different components of the study in a coherent and logical way, thereby ensuring
you will effectively address like research problem, it contributes the blue print for
collection, measurement and analysis of data.

This type of research design used for this study is descriptive research design.
Descriptive research design is the research design for fact finding. The major use
of descriptive research design is explanation of state of affairs as it exists at
present.

10
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

POPULATION OF THE STUDY

The population of the study is 49,525. Population is the total number of people in
Chalakudy municipality.

CENSUS OR SAMPLING
Here sampling method is used to collect the data. Sample size refers to the terms
or items selected from total number of population. The selected sample size is 50.

VARIABLES UNDER STUDY

There are two variables under study

1. Dependent variable.
2. Independent variable.

DEPENDENT VARABLE
Dependent variable is the variable tested and measured in a scientific manner.In
this study the dependent variable is consumer satisfaction.

INDEPENDENT VARIABLE
Independent variable is the variable that is changed or controlled in a scientific
experiment to the effect on the independent variable. The following are the
independent variables used in the study.

 Advertisement.
 Demand
 Price
 Quality
 Quantity
 Availability
 Brand name
 Offer
 Similar product

11
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

 Product line
 Promotion
 Packaging
 Customer service
 Attracting factor
 Place
 Satisfaction

12
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

ANALYSIS TOOLS AND TECHNIQUES

For collecting data, questionnaire and percentage analysis methods are used.
The percentage method is an accounting method in which the revenue and
expenses of long-term contracts are recognised as a percentage of the work.

METHODS OF COLLECTION DATA

There are two types of data collection method

 Primary data
 Secondary data

PRIMARY DATA
Primary data was collected by from the personnel in the company, collecting the
details regarding their departments, and observations and interviews have been
conducted with the managerial personnel to get sufficient details. Primary data
was collected by conducting discussions with the company officials and other
staffs in the office as well as the factory. This data is called primary data because
they are attained by researcher from the field of research directly and for the first
time. It is fresh in nature and is specially designed to fulfill the requirement of the
problem in hand. It refers to the data collected from the primary source. This is
obtained by interviews, questionnaires and by self-observation.

SECONDARY DATA

It refers to the data collected by someone other than the users. The data is already
available and analysed by someone else. Secondary data are collected through
website and journals, magazine various text books etc.

DURATION OF THE STUDY

The duration of study is 3 weeks.

13
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

THEORITICAL CONCEPT

A consumer's expectations about a product tell us how he or she anticipates how

that product will perform. As it is suggested in the literature, consumers may have
various "types" of expectations when forming opinions about a product's
anticipated performance. For example, four types of expectations are identified by
Miller (1977): ideal, expected, minimum tolerable, and desirable. While, Day
(1977) indicated among expectations, the ones that are about the costs, the
product nature, the efforts in obtaining benefits and lastly expectations of social
values. Perceived product performance is considered as an important construct
due to its ability to allow making comparisons with the expectations.

CONSUMER SATISFACTION

It is considered that consumers judge products on a limited set of norms and

attributes. Olshavsky and Miller (1972) and Olson and Dover (1976) designed
their researches as to manipulate actual product performance, and their aim was
to find out how perceived performance ratings were influenced by expectations.
These studies took out the discussions about explaining the differences between
expectations and perceived performance."

In some research studies, scholars have been able to establish that consumer
satisfaction has a strong emotional, i.e., affective, component. Still others show
that the cognitive and affective components of consumer satisfaction reciprocally
influence each other over time to determine overall satisfaction.

Especially for durable goods that are consumed over time, there is value to taking
a dynamic perspective on consumer satisfaction. Within a dynamic perspective,
consumer satisfaction can evolve over time as consumers repeatedly use a
product or interact with a service. The satisfaction experienced with each
interaction (transactional satisfaction) can influence the overall, cumulative
satisfaction. Scholars showed that it is not just overall consumer satisfaction, but
also consumer loyalty that evolves over time.

14
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

ADVANTAGE

 Up-to-date feedback: Gather current consumer feedback on various aspects of

your company. You can stay on top of consumer trends through regularly
scheduled online surveys or email surveys, and receive instant consumer
feedback.  It is always useful to acquire insight into how your consumers are
currently reacting to all aspects of your business.
 Benchmark results: You can administer the same survey every so often to
consumers to gain continued insight into your consumers. Surveys can have the
same questions, which will allow you to compare data over time and benchmark
survey data across previous years to determine if any changes need to be made.
 Show that you care: Consumers like to be asked for their feedback.It gives the
consumer the perception that your company values them; is committed to
keeping them as a long-term consumer; and bases business decisions on their
feedback.

15
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

INDUSTRY PROFILE

No specific person has officially been credited with inventing ice-cream. Its
origin date back as far as 200 B. C, when people in China created a dish of rice
mixed with that was then frozen by being packed in snow. The Chinese king
Tang of Shang is thought to have had over ninety “ice-men” who mixed flour,
camphor, and buffalo milk with ice. The Chinese are also credited with inviting
the first “ice-cream machine”. They had pots they filled with a syrup mixture,
which then packed into a mixture of snow and salt.

Other early ice cream – like confectionary indulgers include Alexander the Great,
who enjoyed eating snow flavoured with honey. Emperor Nero Claudius Caesar
of Rome was said to have send people up to the mountains to collect snow and ice
which would then be flavoured with juice and fruit- kind of like a first century
snow cone. These early” ice-creams” where obviously luxury indulged in by the
rich, as not everyone had the ability to send servants up the mountain to collect
snow for them.

One of the earliest forerunners of modern ice cream was a recipe bought back to
Italy from China by Marco Polo. The recipe was very like what we would call
sherbet. From there, it is thought that Catherin de Medici brought the desert to
France when she married King Henry II in 1533. In the 1600’s King Charles I of
England was said to have enjoyed “cream ice” so much that he paid his chef to
keep the recipe a secret from public believing it to be solely a royal treat.
However, these two stories appeared for the first time in the 19 th century many
years after they were said to have taken place so may or may not be true.

One of the first places to serve ice cream to the general public in Europe was cafe
Procope in France, which started serving it in the last 17thcentury. the ice cream
was made from combination of milk, cream, butter, and eggs. However, it was
still primarily a treat for the elite and was not yet popular among ever class.

16
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

The first mention of ice cream in America appeared in 1744, when a Scottish
colonist visited the house of Maryland Governor Thomas Bladen wrote about the
delicious strawberry ice cream he had while dining there. The first advertisement
for ice cream in America appeared in 1777 in the New York Gazette in which
Philip Lenzi said ice cream” available almost every day” at his shop.

Early American Presidents loved ice cream too. President George Washington
purchased around $200 worth of ice cream of worth of ice cream ( about $3000
today) in the summer of 1790 and also owned two pewter ice cream pots.
However , the origin story that his wife Martha once left sweet ice cream on the
both porch one evening and returned in the morning to find ice cream is definitely
not true Thomas Jefferson created his own recipe for vanilla ice cream, and
President Madison’s wife served strawberry ice cream at her husband second
inaugural banquet.

Up until the 1800’sice cream was mostly a treat reserved for special occasions as
it couldn’t store for long due to lack of insulated freezers. People would have ice
cuts from lakes in the winter and stored in the ground or brick house, which were
insulated with straw. Ice cream at this time was made using the pot freezer
method, which involved placing a bowl of cream in a bucket of ice and salt. In
1843, this method was replaced by hand-cranked churn which was patented by
Nancy Johnson. This churn created smoother ice cream faster than the pot freezer
method.

Ice-cream wasn’t a big business until Jacob Fussell built ice cream factory on
Pennsylvania in 1851. Fussell was a milk dealer who bought dairy products from
farmers in Pennsylvania and sold them Baltimore. He found that an unstable
demand often left him with lot of extra milk and cream, which he then turned in
to ice cream. His business was so successful that he opened several other
factories. Because mass production cut the cost of ice cream significantly, it
became much more popular and a more viable treats for people of lower classes.

17
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality
Ice cream received a further boost when, in the 1870s, Carl von Linde Germany
invented industrial refrigeration. This, along with other technological advances
like steam power, motorized vehicles and electric power, made ice cream that
much easier to produce, transport and store. Next time you grab an ice cream
cone, you can think the industrial revolution for your treat!

Due to its new, widespread availability in the late 1800s additional ice cream
recipes began to take form. Soda fountains emerged in 1874, and with them came
the invention of the ice cream soda. Religious leaders condemned indulging in ice
cream sodas on Sundays and set up “blue laws” banning their serving, which is
thought by many to be how ice cream sundaes came about. Evidences seems to
indicate shop owner got around the problem by serving the ice cream with syrup
and none of the carbonation and called them “ice cream Sundays.” According to
the Oxford English Dictionary, they later modified the name to sundae to avoid
association with the Sabbath. However, several cities take credit for being the
home of the ice cream sundae and it can’t be proved that getting around blue laws
was truly how the first person came up with the idea of an ice cream sundae,
though it does seem plausible enough. But whatever the case, this seems to have
been at least partially how sundae was popularised.

Contrary to the popular belief, the ever-popular ice cream cone was not invented
at the 1904 World’s Fair. For instance, ice cream cones are mentioned in 1888
Mrs. Marshall’s Cookbook and the idea of serving ice creams in cones is thought
to have been in long before that. However, the practice didn’t become popular
until 1904. As to whom specifically at the World’s Fair served the cones that
popularised the treat, nobody knows exactly. The story goes that an ice cream
vendor at the St. Louis World Fair ran out of cardboard cups in to which serve his
ice cream. The stall beside him had waffles on offer, but due to heat he wasn’t
selling many. Thus, and offer was made to roll up his waffles to make cones, and
the resulting product was a hit. However, that may well just be a legend as there
are no documented specifies, like the names of vendors, to be able to verify the

18
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality
story and many ice creams vendors at the World’s Fair have claimed to be the
ones to serve the cones there first. Whatever the case, it was the World’s fair that
popularised the cones and certainly some ice cream vendor or vendors were
behind it, whether by happy accident as the story goes or because they planned it
that way has been lost to story.

Ice cream was first sold in grocery stores in the 1930s world war II further
popularised the dessert as the treat was great for troop morale and became
somewhat of a symbol of America at the time. This war time ice cream resulted in
the biggest producer of ice cream in America in 1943 being the United States
Armed Force.

Today, it is estimated that over 1.6 billion gallons of ice cream and related frozen
dairy produced annually in the United States alone. In, addition, U.S. citizens eat
a whopping four gallons of ice cream per persons each year on average.

19
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

COMPANY PROFILE
Kerala Solvent Extractions Ltd, now known as KSE Ltd, is a company that is
engaged in the manufacture of Cattle feed, Oil Cake processing (extraction of oil
from copra cake by solvent extraction process and refining the same to edible
grade), and Dairy products in Irinjalakkuda, Thrissur District, state of Kerala,
India. The Company was incorporated on 25 September 1963 and began
commercial operations in April, 1972 by setting up Kerala's first solvent
extraction plant to extract coconut oil from coconut oil cakes. Subsequently, in
1976 the company set up a plant to manufacture ready mixed cattle feed. In the
last three decades, KSE has emerged as a leader in solvent extraction from
coconut oil cakes and also the largest cattle feed producer and supplier in Kerala.
In 2000, KSE entered the business of procuring, processing and marketing milk
and milk products. In 2002, KSE started producing and marketing icecreams
under brand name 'Vesta'.

It was in 1963 that Kerala Solvent Extraction ltd, now known as KSE LTD,
entered in the solvent extraction industry, setting up the very first solvent
extraction plant in Kerala. The solvent extraction plant went on stream in 1972
and in1976, a new plant was set up to manufacture ready mixed cattle feed.
The last three decades have KSE emerging as a leader in solvent extraction ready
mixed cattle feed in the country. Today KSE commands the resources, expertise
and infrastructure to manufacture a range of livestock feed in high volumes,
coconut oils from coconut oil cake and refined edible oil.
Driven by a commitment to high standard of quality has not only won consumers
confident but also national recognition through several awards and accolades with
modern manufacturing facilities spread over 3 states, KSE caters to vast the belt
stretching across southern India and enjoys a significant presence in exports too.
Since early supply, KSE has endeavoured to supply its products to consumers
through an extensive network of dealers and retailers, which form a dedicated
force behind the success of KSE.

20
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

VISION
“We shall endeavour to maintain leadership through quality products explores
new avenues in product development and marketing, create a stronger bound
between the management workforce, dealers and consumers, contributors to
social development and rural upliftment and constantly strive for excellence in all
spheres of our activities.”

MISSION
 To maintain market leadership.
 To minimise the cost incurring in production process.
 To maintain product quality.
 To be competitive in all markets.
 To be compliment to all global quality standards.

21
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

PRODUCT PROFILE

Types of Ice-cream flavours

Vesta ice-cream is offered in a range of tastyflavours:

 Arabian Delite
 Black Current
 Butter Scotch
 Cassatta
 Chocobar
 Chocolate
 Coconut
 Cone
 Figh& Honey
 Kulfi
 Mango
 Orange
 Pine Apple
 Pista Green
 Sauce
 Spanish Delite
 Strawberry
 Sundae
 Vanilla

22
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

1.Table showing customer’s level of income.

Table 4.1
Percentage
Options No. of respondents of
respondents
S
0-15000 25 50

15000-40000 15 30

Above 40000 10 20

Total 50 100

Figure 4.1

Column 1
0-15000 15000-40000 Above 40000

20%

50%

30%

Interpretation

From the above table, it can be found that 50 percentage of the

respondents have income upto 15000,30 percentage of the respondents earn
income between 15000 and 40000 and 20 percentage of them have their income
above 40000.

23
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

2.Table showing consumer satisfied with the advertisement provided by

the company
Table 4.2

Percentage
Options No. of respondents of
respondents
S
Satisfied 45 90

Neutral 2 4

Dissatisfied 3 6

Total 50 100

Figure 4.2

Column1
Satisfied Neutral Dissatisfied

6%
4%

90%

Interpretation

From the above table, it can be found that 90 percentages of the

respondents are satisfied with the advertisement provided by the organization
only 6 percentages of the respondents are dissatisfied with the same.

24
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

3.Table showing frequency of purchase of Vesta ice-cream

Table 4.3

Numbers of Percentage of
Options
respondents respondent

Once in a week 12 24

Once in a month 18 36

Once in a while 20 40

Total 50 100

Figure 4.3

Column 1
Once in a week Once in a month Once in a while

24%

40%

36%

Interpretation

From the above table, it can be found that 40percentages of the

respondents are purchasing Vesta ice-cream once in a while and 36 percentages
of the respondents are purchasing it once in a month and only 24 percentages of
the respondents are purchasing ice-cream once in a week.

25
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

4. Table showing the reasonable pricing of Vesta ice-cream

Table 4.4

Percentage of
Options No. of respondents
respondents

Highly Agree 20 40

Agree 10 20

Disagree 12 24

Highly Disagree 8 16

Total 50 100

Figure 4.4

Column 1
Highly Agree Agree Disagree Highly Disagree

16%

40%

24%

20%

Interpretation

From the above table, it can be found that 40 percentages of the

respondents highly agree with the pricing of Vesta ice-cream , 24 percentages of
the respondents disagree with the pricing opinion and other 16 percentages highly
disagree.

26
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

5. Table showing quality of Vesta ice-cream

Table 4.5

Percentage
Options No. of respondents of
respondents
High 30 60

Medium 15 30

Low 5 10

Total 50 100

Figure 4.5

Column 1
High Medium Low

10%

30%

60%

Interpretation

From the above table, it can be found that 60 percentages of the

respondents are highly satisfied with the quality of Vesta ice-cream and 30
percentages of the respondents are medium satisfied with the quality of the ice-
cream and only 10 percentage of the respondents are low satisfied.

27
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

6.Table showing quantity available for consumption of Vesta ice-cream

Table 4.6

Percentage of
Options No. of respondents
respondents

Good 32 64

Average 15 30

Poor 3 6

Total 50 100

Figure 4.6

Column 1
Good Average Poor

6%

30%

64%

Interpretation

From the above table, it can be found that 64 percentages of the

respondents are good with the quantity available by the Vesta ice-cream
and 30 percentages of the respondents are average in quantity available by
the Vesta and other 6 percentages of respondents are marked as poor.

28
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

7. Table showing the availability of Vesta ice-cream

Table 4.7

Percentage of
Options No. of respondents
respondents

Satisfied 25 50

Neutral 10 20

Dissatisfied 15 30

Total 50 100

Figure 4.7

Column 1
Satisfied Neutral Dissatisfied

30%

50%

20%

Interpretation

From the above table, it can be found that 50percentages of the

respondents are satisfied with the availability of Vesta ice-cream and 20
percentages don’t have any opinion and remaining 30 percentages of the
respondents are dissatisfied with the availability of Vesta ice-cream.

8. Table showing if the brand name of Vesta ice-cream is recognizable in

29
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

the market

Table 4.8

Percentages
Options No: of respondents of
respondent
Yes 50 100

No 0 0

Total 50 100

Figure 4.8

Column 1
Yes No

100%

Interpretation

The figure reveals that all the consumers are recognizing the brand name of Vesta
ice-cream in the market.

9.Table showing preferred offer of Vesta ice-cream

30
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

Table 4.9

Numbers of Percentage of
Options
respondents responents

Buy 1 get 1 free 12 24

Discount voucher 18 36

Seasonal discount 20 40

Total 50 100

Figure 4.9

Column 1
Buy 1 get 1 free Discount voucher Seasonal discount

24%

40%

36%

Interpretation

From the above table, it can be found that 24percentages of the

respondents are preferring buy 1 get 1 free offer and 36 percentages of the
respondents are preferring the discount voucher offer and only 40 percentages of
the respondents are preffering seasonal discount offer.

10.Table showing the preference of Vesta ice-cream to other similar products

31
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

Table 4.10

Numbers of Percentage of
Options
respondents respondent

Highly preferred 20 40

Moderately preferred 18 36

Least preferred 12 24

Total 50 100

Figure 4.10

Column 1
Highly preffered Moderately preffered Lowery preffered

24%

40%

36%

Interpretation

From the above table, it can be found that 40 percentages of

consumers are highly preferred in showing the preference of Vesta ice-cream to
other similar products, 36 percentages of consumers are moderately preferred and
other remaining 24 percentages are Least preferred in showing the preference of
Vesta ice-cream to other similar products.

32
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

11. Table showing other preferred product produced by KSE Ltd.

Table 4.11

Numbers of Percentage of
Options
respondents respondent

Highly preferred 18 36

Moderately preferred 20 40

Least preferred 12 24

Total 50 100

Figure 4.11

Column 1
Highly preffered Moderately preffered Lowery preffered

24%
36%

40%

Interpretation

From the above table, it can be found that 36 percentages of

consumers are highly preferred in showing other preferred product produced by
KSE ltd, 40 percentages of consumers are moderately preferred and other
remaining 24 percentages are Least preferred in showing other preferred product
produced by KSE ltd.

33
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

12. Table showing the effectiveness of promotional strategy of Vesta ice-cream

Table 4.12

Numbers of Percentage of
options
respondents respondent

Highly preferred 22 44

Moderately preferred 15 30

Least preferred 13 26

Total 50 100

Figure 4.12

Column 1
Highly preffered Moderately preffered Lowery preffered

26%

44%

30%

Interpretation

From the above table, it can be found that 44 percentages of

consumers are highly preferred in the effectiveness of promotional strategy of
Vesta ice-cream and 30 percentages of consumers are moderately preferred and
other remaining 26 percentages are Least preferred in the effectiveness of
promotional strategy of Vesta ice-cream

13. Table showing the source through which the consumers came

34
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

across the brand name Vesta.

Table 4.13

Percentage
Options No. of respondents of
respondents
S
Television 20 40

Newspaper 8 16

Internet 12 24

Friends 10 20

Total 50 100

Figure 4.13

Column 1
Television Newspaper Internet Friends

20%

40%

24%

16%

Interpretation

From the above table, it can be found that 40 percentage of

consumers got to know about Vesta through television,16 percentage of them
came to know about it through newspaper,24 percentage of them came to know
through internet and 20 percentage through friends.

35
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

14. Table showing the opinion about packaging of Vesta ice-cream

Table 4.14

Percentage of
Options No. of respondents
respondents

Good 32 64

Average 15 30

Poor 3 6

Total 50 100

Figure 4.14

Column 1
Good Average Poor

6%

30%

64%

Interpretation

From the above table, it can be found that 64 percentage of

consumers are good in the opinion about packaging of Vesta ice-cream and 30
percentages of consumers are average and other 6 percentages of consumers
are poor in the opinion about packaging of Vesta ice-cream

36
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

15. Table showing satisfaction of consumer service provided by the KSE ltd

Table 4.15

Percentage of
Options No. of respondents
respondents

Satisfied 25 50

Neutral 10 20

Dissatisfied 15 30

Total 50 100

Figure 4.15

Column 1
Satisfied Neutral Dissatisfied

30%

50%

20%

Interpretation

From the above table, it can be found that 50 percentages of consumers are
satisfied with the service provide by the KFC ltd and 20 percentages don’t have
any opinion about the services and remaining 30 percentages are dissatisfied with
the service provide by the KFC ltd.

37
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

16. Table showing the reason why Vesta ice-cream is recommended

Table 4.16

Percentage of
Options No. of respondents
respondents

Price 25 50

Quantity 15 30

Quality 10 20

Total 50 100

Figure 4.16

Column 1
Price Quantity Quality

20%

50%

30%

Interpretation

From the above table, it can be found that 50 percentages of consumers

recommending Vesta ice-cream due to its price and 30 percentages are based on
its quantity and balance 20 percentages of consumers are recommending Vesta
ice-cream according to its quality.

38
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

17. Table showing from where the Vesta ice-cream is purchased

Table 4.17

Percentage of
Options No. of respondents
respondents

Retail shop 35 70

Supermarket 15 30

company 0 0

Total 50 100

Figure 4.17

Column 1
Retail shop Supermarket company

30%

70%

Interpretation

From the above table, it can be found that 70 percentages of consumers

are purchasing Vesta ice-cream from retail shop and 30 percentages of consumers
are purchasing it from supermarket.

39
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

18. Table showing satisfaction of Vesta ice-cream

Table 4.18

Percentage
Options No. of respondents of
respondents
Highly satisfied 45 90

Satisfied 2 4

Dissatisfied 2 4

Highly dissatisfied 1 2

Total 50 100

Figure 4.18

Column 1
Highly satisfied Satisfied Dissatisfied Highly Dissatisfied
4% 2%
4%

90%

Interpretation
From the above table, it can be found that 90 percentages of consumers are highly

satisfied with Vesta ice-cream , 4 percentages are satisfied , 4 percentages are

dissatisfied with Vesta ice-cream and remaining 2 percentage are highly dissatisfied

with Vesta ice-cream.

40
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

19. Table showing preferred flavours.

TABLE 4..19

Percentage
Options No. of respondents of
respondents
Vanilla 20 40

Chocolate 10 20

Spanish Delite 5 10

Butterscotch 15 30

Total 50 100

Figure 4.19

Column 1
Vanilla Chocolate Spanish Delite Butterscotch

30%
40%

10%

20%

Interpretation

From the above table, it can be found that 40 percentage of

respondents prefer vanilla flavour, 20 percentage of them prefer chocolate flavor,
10 percentage of them prefer Spanish delite and 30 percentage of them prefer
butterscotch.

41
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

20.Table showing what comes to consumer’s mind when they think

about ice-cream
TABLE 4.20
Percentage
Options No. of respondents of
respondents
Brand 5 10

Flavour 20 40

Price 10 20

Others 15 30

Total 50 100

Figure 4.20

Column 1
Brand Flavour Price Others

10%
30%

40%
20%

Interpretation

From the above table, it can be found that 10 percentage of them says
brand comes to their mind when they think of ice-cream,40 percentage of them
thinks of flavor,20 percentage of them thinks about price and 30 percentage of
them thinks others.

42
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

FINDINGS

 Almost 90 % of consumers are satisfied with the advertisement.

 Most of the consumers are purchasing Vesta ice cream once in a while.

 The consumers get ice cream at reasonable price.

 Majority consumers are satisfied with the quality of Vesta ice cream.

 Most of the consumers show good at the quantity available by the Vesta ice cream.

 50% of the consumers are satisfied with the availability of Vesta ice cream.

 Almost all consumers are recognised by the brand name.

 40% of consumers prefer seasonal discount.

 The preferences of Vesta ice cream to other similar product are very high.

 The preferred products produced by KSE Ltd are very high.

 The promotional strategy of Vesta ice cream are affected very high.

 Most of the consumer’s opinion about packaging of Vesta ice cream is good.

 Consumer service of KSE Ltd is satisfied

 Most of the consumers are satisfied with Vesta ice cream

43
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

SUGGESTION

 It is better to provide more offers to consumers as it will help to gain more

attraction towards the product.
 It is better to provide varieties of flavours of Vesta ice cream which will helps
satisfy consumers.
 Establishment of parlour in different cities will increase the sale of Vesta ice
cream.
 Introduce consumer attracting policies such as home delivery.

44
A study on consumer satisfaction towards Vesta ice-cream of KSE Ltd.with special reference to
Chalakudy municipality

CONCLUSION

Consumer satisfaction is a tool used by the organisation to understand the

effectiveness of their performance. This refers to the power or ability to choose
one thing over another with the anticipation that the choice will result in greater
satisfaction or improved performance. This analysis helps the company to
understand their weakness in performing activities. Through this study I
understand that the price, quality, taste etc. are the major reasons of purchasing
Vesta ice cream.

45