SATISFACTION LEVEL OF THE MALTED MILK FOOD CONSUMERS R.SHOPIYA Assistant Professors, PG & Research Department of Commerce, Gobi Arts & Science College. ABSTRCT INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW Malted Milk is a powdered food product made from a mixture of malted barley, wheat flour, and milk. Energy is the capacity we have to be active in mind and body. All the cells in our body need energy to Fuel their growth, development and metabolic functions, whether they are used in physical, mental or social activity. A lack of energy is very common and often it causes stress. It also increases the risk of common diseases. Improving low level of physical and mental energy, which involves packing our diet with super energy foods, and nutritional supplements like Malted Milk Food. Malted Milk Food has become a part of our food and people pay more attention to it. Due to increase in population, people live in the city could not avail the natural and nutritious drinks and they have started using prescribed Malted Milk Food. 1.1 INTRODUCTION Satisfaction is the effect of the consumption of the goods and services. However, the human satisfaction cannot be looked upon as a terminal issue, but it must be placed on a continum, due to the psychological implications. In other words, every individual at every moment of time is dissatisfied to some degree or other. However, the pinnacle of satisfaction of a consumer can be seen when he gets a product or service which satisfies his needs with in no time cost and without any exertion. That is, one should be in a position to get a thing in required quantity, quality and in time, without any cost or effort. But this is impossible as the life in the industrial societies is based upon the exchange mechanism. On the other extreme, the highest dissatisfying condition is one where an individual cannot get even a fraction of the product or service, of his choice, in spite of his preparedness to pay any amount and put forth every effort. It is because that the so-called satisfaction of an individual, what we designate, is nothing but the avoidance of dissatisfaction, which is the no dissatisfaction or no satisfaction. It is thus, that no enterprise on the globe, at any moment of time, can provide the full satisfaction even to one consumer. In the present age of liberalization and market economy, the management process need more apt and appropriate market information to spear head the marketing operations such as introduction of new products and penetration of new markets and also to retain the customer base. For customer centered companies, customer satisfaction is both goal and marketing tool. It is not only a decisive component in framing the marketing strategy, but also an inseparable part of the industry as far as its existence is concerned.. 1.2 DISTRIBUTION OF SAMPLE RESPONDENTS ACCORDING TO THEIR LEVEL OF SATISFACTION ABOUT VARIOUS BRANDS OF MALTED MILK FOOD The scoring procedure for measuring the level of satisfaction of consumers about malted milk food products is as follows. To measure the level of satisfaction, nine important factors have been considered. They are Price, Quality, Availability, Taste, Color, Vitamin content, Freshness, Advertisement and Package. A 5 point likert type scale was used to measure the level of satisfaction www.icmrr.org 7 icmrrjournal@gmail.com
about various brands of malted milk food products. The scale range was used from 1 to 5. scores indicating lower satisfaction and high scores indicating higher satisfaction with a statement in terms of a) ly satisfied, b) Satisfied, c) Neutral, d) Dissatisfied, e) ly dissatisfied The maximum score that would be assigned to a respondent from all the statements would be 45 and a minimum score of 9. The respondents who scored below 27 were classified as having low level of satisfaction and those who scored equal to and above 27 were classified as having high level of satisfaction about malted milk food products. TABLE 1.1 DISTRIBUTION OF SAMPLE RESPONDENTS ACCORDING TO THEIR SATISFACTION LEVEL Satisfaction Level Percentage satisfied 87 58 satisfied 63 42 Total 150 100 Table 1.1 reveals that out of 150 sample respondents, 58 per cent of the sample respondents are highly satisfied about malted milk food, whereas only 42 per cent of sample respondents are low satisfied. 1.3 ASSOCIATION BETWEEN SOCIO-ECONOMIC CHARACTERISTICS OF THE SAMPLE RESPONDENTS AND THEIR LEVEL OF SATISFACTION ABOUT THE MALTED MILK FOOD It is expected that socio-economic characteristics of the sample respondents would influence the level of satisfaction about MMF. To examine the association between satisfaction level and socioeconomic characteristics, the following hypothesis has been framed on the basis of the review of the relevant studies. Ho: There is no significant relationship between socio-economic characteristics (age, gender, educational status, occupational status, marital status, nature of the family, number of members in the family and monthly income of the family) of the sample respondents and the level of satisfaction about malted milk food. This hypothesis has been statistically tested with the chi-square test χ² at 5 per cent level of significance. 1.3.1 AGE AND SATISFACTION LEVEL Age is the most important factor which determines the satisfaction level of the sample respondents. According to the age group, satisfaction level also differs from the young age to the old age group. Hence, this study is an attempt to identify the relationship between age and satisfaction of the sample respondents. The sample respondents are classified into three categories on the basis of their age group viz., (a) Young (up to 30 years), (b) Middle (between 31 to 50 years), and (c) Old (above 50 years). www.icmrr.org 8 icmrrjournal@gmail.com
Table 1.2 exhibits the distribution of the sample respondents on the basis of their age and satisfaction level. TABLE 1.2 DISTRIBUTION OF SAMPLE RESPONDENTS ACCORDING TO THEIR AGE AND SATISFACTION LEVEL Age Young 53(65.4) 28(34.6) 81(100.0) Middle 23(46.9) 26(53.1) 49(100.0) Old 11(55.0) 9(45.0) 20(100.0) Figures in parentheses are percentage, Df : 2 χ² =4.372 From the above table 1.2 it is clear that 65.4 per cent of the sample respondents are belonging to young age group, 55 per cent of the sample respondents are belonging to old age group and 46.9 per cent of the sample respondents belonging to the middle age group are having high level satisfaction about malted milk food. Hence, it could be concluded that 65.4 per cent of the sample respondents belonging to young age group are having high satisfaction about malted milk food. It is proposed to test the hypothesis that there is no significant relationship between age and their level of satisfaction about malted milk food and chi-square test was applied. The calculated value of chi-square χ² (4.372) is less than the table value χ² 5.991 at 5% level It is concluded that the level of satisfaction is not associated with the age group of the sample respondents. 1.3.2GENDER AND SATISFACTION LEVEL The gender is an important factor which determines the satisfaction level of the sample respondents. The wants and needs of the male are entirely differing from the female. In general it is believed that the level of satisfaction is not associated with the gender of sample respondents. The sample respondents are classified into two categories viz.(a) Male and (b) Female. Table 1.3 exhibits the distribution of the sample respondents on the basis of their gender and satisfaction level. TABLE 1.3 - DISTRIBUTION OF SAMPLE RESPONDENTS ACCORDING TO THEIR GENDER AND SATISFACTION LEVEL Gender Male 32(50.8) 31(49.2) 63(100.0) Female 55(63.2) 32(36.8) 87(100.0) Figures in parentheses are percentage, Df: 1 χ² =2.316 www.icmrr.org 9 icmrrjournal@gmail.com
From table 1.3 it is clear that 63.2 per cent of the sample respondents are belonging to the gender group of female and 50.8 per cent of the sample respondents are belonging to the gender group of male having high satisfaction about malted milk food consumers. Hence, it could be concluded that 63.2 per cent of the sample respondents belonging to female are having high satisfaction about malted milk food. It is proposed to test the hypothesis that there is no significant relationship between gender and their level of satisfaction about malted milk food and chi-square test was applied. The calculated value of chi-square χ² (2.316) is less than the table value χ² 3.841 at 5% level It is concluded that the level of satisfaction is not associated with the gender of sample respondents. 1.3.3 EDUCATIONAL STATUS AND SATISFACTION LEVEL Educational status is an important factor which determines the satisfaction level of the sample respondents. Education is the knowledge of people. It helps them to choose the best among the alternatives. The educated people may well know about the brand such as availability of product, popular colors, and advertisement of MMF. Thus, an attempt is made to study the relationship between educational status and satisfaction level. The sample respondents are classified into four groups Viz., (a) School level, (b) College level, (c) Diploma level and (d) Others. Table 1.4 exhibits the distribution of the sample respondents on the basis of their educational status and satisfaction level. TABLE 1.4 DISTRIBUTION OF SAMPLE RESPONDENTS ACCORDING TO THEIR EDUCATIONAL STATUS AND SATISFACTION LEVEL Educational status School level 22(50.0) 22(50.0) 44(100.0) College level 46(75.4) 15(24.6) 61(100.0) Diploma level 13(50.0) 13(50.0) 26(100.0) Others 6(31.6) 13(68.4) 19(100.0) Figures in parentheses are percentage, Df: 3 χ² =14.874 From above table 1.4 it is clear that 75.4 per cent of the sample respondents are belonging to the educational status of college level, 50 per cent of the sample respondents are belonging to school level and diploma level, 31.6 per cent of the sample respondents belonging to the other educational status are having high satisfaction about malted milk food. Hence, it could be concluded that the 75.4 per cent of the sample respondents belonging to the college level are having high satisfaction about malted milk food. It is proposed to test the hypothesis that there is no significant relationship between educational status and their level of satisfaction about malted milk food for which chi-square test was applied. www.icmrr.org 10 icmrrjournal@gmail.com
The calculated value of chi-square χ² (4.874) is less than the table value χ² 7.815 at 5% level It is concluded that the level of satisfaction is not associated with the education level of the sample respondents. 1.3.4 OCCUPATIONAL STATUS AND SATISFACTION LEVEL A person s buying behavior is also influenced by his occupation. In certain times, irrespective of their occupation some products are necessary to purchase. So, occupation is essential to fulfill their requirements. In this regard an attempt is made to analyze the relationship between occupational status and level of satisfaction about MMF. Thus the sample respondents are categorized into five group s viz., (a) Agriculturist, (b) Government employee, (c) Private employee, (d) Business & Professional and (e) Others. Table 1.5 exhibits the distribution of the sample respondents on the basis of their occupation and satisfaction level. TABLE 1.5 DISTRIBUTION OF SAMPLE RESPONDENTS ACCORDING TO THEIR OCCUPATIONAL STATUS AND SATISFACTION LEVEL Occupational status Agriculturist 21(53.8) 18(46.2) 39(100.0) Government employee 18(66.7) 9(33.3) 27(100.0) Private employee 17(48.6) 18(51.4) 35(100.0) Business & Professional 17(56.7) 13(43.3) 30(100.0) Others 14(73.7) 5(26.3) 19(100.0) Figures in parentheses are percentage, Df : 4 χ² =4.32 From the above table 1.5 it is clear that 73.7 per cent of the sample respondents are belonging to the others, 66.7 per cent of the sample respondents are government employee, 56.7 per cent of the sample respondents are business and professional, 53.8 per cent of the sample respondents are agriculturist, 48.6 per cent of the sample respondents are private employee and having high satisfaction about malted milk food. Hence, it could be concluded that 73.7 per cent of the sample respondents belonging to others are having high satisfaction about malted milk food. It is proposed to test the hypothesis that there is no significant relationship between occupational status and their level of satisfaction about malted milk food and chi-square test was applied. The calculated value of chi-square χ² (4.327) is less than the table value χ² 9.488 at 5% level It is concluded that the level of satisfaction is not associated with the occupational status level of the sample respondents. www.icmrr.org 11 icmrrjournal@gmail.com
1.3.5 MARITAL STATUS AND SATISFACTION LEVEL Marital status is also one of the factors to determine the level of satisfaction. A married person s likes and dislikes vary from the unmarried. In general, it is believed that the level of satisfaction is not associated with the marital status of the sample respondents. The marital status is classified in two categories viz., (a) Married and (b) Unmarried. Table 1.6 exhibits the distribution of the sample respondents on the basis of their marital status and satisfaction level. TABLE 1.6 DISTRIBUTION OF SAMPLE RESPONDENTS ACCORDING TO THEIR MARITAL STATUS AND SATISFACTION LEVEL Marital status Married 45(59.0) 34(43.0) 79(100.0) Unmarried 42(57.2) 29(40.8) 71(100.0) Figures in parentheses are percentage, Df: 1 χ² = 0.074 From the above table 1.6 it is clear that 57.2 per cent of the sample respondents are belonging to unmarried persons, remaining 59 per cent of the sample respondents belonging to married persons are having high satisfaction about malted milk food. Hence, it could be concluded that 59 per cent of the sample respondents belonging to married persons are having high satisfaction about malted milk food. It is proposed to test the hypothesis through chi-square test that there is no significant relationship between marital status and their level of satisfaction about malted milk food. The calculated value of chi-square χ² (0.074) is less than the table value χ² 3.841 at 5% level It is concluded that the level of satisfaction is not associated with the marital status and level of the sample respondents. 1.3.6 NATURE OF THE FAMILY AND SATISFACTION LEVEL When the consumers are belonging to a nuclear family, they like to purchase their desired brands because it is less expenses and more savings. The joint family is concerned with more expenses are less savings. So they cannot spend huge amounts on costly brands. Hence there is an association between the nature of the family and the satisfaction level. For this purpose, it is grouped into two categories such as (a) Nuclear family and (b) Joint family. Table 1.7 exhibits the distribution of the sample respondents on the basis of their nature of the family and satisfaction level. www.icmrr.org 12 icmrrjournal@gmail.com
TABLE 1.7 DISTRIBUTION OF SAMPLE RESPONDENTS ACCORDING TO THEIR NATURE OF FAMILY AND SATISFACTION LEVEL Nature of Family Nuclear 38(55.1) 31(44.9) 69(100.0) Joint 49(60.5) 32(39.5) 81(100.0) Figures in parentheses are percentage, Df: 1 χ² =0.450 From the above table 1.7 it is clear that 60.5 per cent of the sample respondents are belonging in joint family and 55.1per cent of the sample respondents to nuclear family are having high satisfaction about malted milk food. Hence, it could be concluded that 60.5 per cent of the sample respondents belonging to joint family are having high satisfaction about malted milk food. It is proposed to test the hypothesis that there is no significant relationship between nature of the family and their level of satisfaction about malted milk food and chi-square test was applied. The calculated value of chi-square χ² (0.450) is less than the table value χ² 3.841 at 5% level It is concluded that the level of satisfaction is not associated with the nature of the family and the level of the sample respondents. SUMMARY In this chapter an attempt has been made to analyze the sample respondents identification of satisfactory level of consumers. For this purpose an interview schedule has been used to gather the required data from sample the respondents. To measure the satisfaction level of the sample respondents, likert s 5 point scaling techniques (highly satisfied, satisfied, neutral, dissatisfied, highly dissatisfied) is adopted. For analyzing the data, the sample respondents are grouped on the basis of score into two viz., high satisfaction and low satisfaction. Those who score above 27 are classified as satisfied and those who score up to 27 are classified as low satisfaction. It is found that a high per cent (58.0) of the sample respondents are highly satisfaction with the MMF. www.icmrr.org 13 icmrrjournal@gmail.com
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