A Study on Customer Perception towards Nescafe Products with Special
Reference to Coimbatore City
Evangeline Kiruba.J, Department of Management
Deepthi Nivasini.K , Department of Commerce
Assistant Professors
Karpagam Academy of Higher Education
Coimbatore, Tamil Nadu, India
[email protected],
[email protected]Abstract — Customer perception is a marketing concept that encompasses a customer’s impression, awareness and
consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews,
public relations, social media, personal experiences and other channel. It plays a vital role in a company’s ability to
attract new customers and retain existing customers. This perception directly impacts the attraction of new
customers and capacity to maintain good relationships with current customers.
————————— ——————————
I. INTRODUCTION producers as well. India has over 100 million hectares
of uncultivated and degraded wastelands which is not
It is seen as a key performance indicator within generating any benefit either to the rural population
business and is often part of a Balanced Scorecard. In or the country as a whole. Large tracks of such land
a competitive marketplace where businesses compete can be converted into productive cultivable land by
for customers, customer perception is seen as a key an infusion of capital and sophisticated technology to
differentiator and increasingly has become a key tap deep aquifers, install drip irrigation facilities and
element of business strategy. in some cases green houses. The cost and technical
"Within organizations, customer perception ratings input required to develop these lands may be far
can have powerful effects. They focus employees on beyond the means of small farmers in the area, but
the importance of fulfilling customers' expectations. can be undertaken by agri-business corporations. In
Furthermore, when these ratings dip, they warn of order to reach the increased goals of food production,
problems that can affect sales and profitability. These reduction of waste, more value added production and
metrics quantify an important dynamic. When a increased exports, enormous investments will be
brand has loyal customers, it gains positive word-of- necessary throughout the whole food & agro-chain.
mouth marketing, which is both free and highly There is ample opportunity to raise the level of
effective." processing if the necessary investments are made not
only in processing facilities themselves but also in
Therefore, it is essential for business as to effectively the supply chain through which these products have
manage customer perception. To be able do this, to be delivered at the gate of the processing facility.
firms need reliable and representative measures of Investments in the infrastructure and logistics
satisfaction. systems are extremely necessary for that purpose and
its requirements.
II. OBJECTIVE OF STUDY
The primary objective is to study the consumer IV. RESEARCH METHODOLOGY
perception towards Nescafe Sunrise products.
The research instruments used in structured
questionnaire having both open ended and closed
III. REVIEW OF LITERATURE ended questions. Questionnaire is the tool used for the
collection. The questionnaire is designed by keeping
Hans Megens in his article published in Indian the objective in mind for this study various types of
Express, points out that India's potential in food and questions are used as follows:
agriculture is underestimated and opines that
corporate can be helpful in wasteland development in A. Sampling technique
India. In some cases, the country will benefit by Sampling technique used was convenience sampling
encouraging private sector firms to become primary for studying the consumers
B. Sample units AGE GROUP OF RESPONDENTS
The sample unit of the study is consumers. Particulars Observed N Expected N Residual
Consumers include students, employee, and
employer 36 50.0 -14.0
15-20
C. Sample size
66 50.0 16.0
21-25
Field survey technique was employed to collect
primary data from the 150 sample respondents. 48 50.0 -2.0
26-30
The sample is of wide range of people from
different age groups and different occupation.
Total 150
D. Statistical Tools Used
FACTORS INFLUENCED
The data has been analysed mainly by using chi-
square test method
Particulars Observed N Expected N Residual
E. Scope of the Study Slogans
24 50.0 -26.0
The research is an outcome of the study carried
Advertisement
out on the topic. ”A study on consumer perception 90 50.0 40.0
towards Nescafe products”. The study covers with
the 150 samples. The study aims at analyzing Package
36 50.0 -14.0
consumer attitude towards Nescafe Sunrise
products in the market.
Total 150
F. Limitation of the Study:
TEST STATISTICS
Due to limited time factor the researcher
prefer to limit the sample size at 150 only. Particulars Age Influenced
Time and cost are other factors limiting the Chi-Square 9.120 49.440
study of a sample of 150 respondents.
df 2 2
Respondents may modify their answers in an
attempt to be logical and intelligent. Asymp. Sig.
.000 .000
V. ANALYSIS
VI. RESULT AND FINDINGS
CHI-SQUARE ANALYSIS
A. Result:
AGE OF RESPONDENTS COMPARED WITH
FACTORS INFLUENCED From the above table it is identified that the calculated
value is less than 0.05, so that we accept alternative
HYPOTHESIS hypothesis at 5% level of significance, there is a
relationship between occupation of respondents and
Null Hypothesis: There is no association between frequent purchase of the product.
age group of respondents and factors influenced.
B. Findings
Alternative Hypothesis: There is association
between age group of respondents and factors There is a relation between occupation of the
influenced. respondents and frequent purchase of the product.
VII. CONCLUSION
Conclusion of the survey reveals that the customer
satisfaction depends on the features of the product.
The business objectives can be achieved by only
retaining customers and gaining new one by
continually meeting and exceeding their changing
needs and expectations. So, continuous customer
satisfaction measurement is essential.
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