Influence of Demographic Indicators on Customer Perception and Customer Satisfaction: A case of basmati rice brand in Jammu
Journal Title: International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS) - Year 2017, Vol 4, Issue 3
Abstract
India is the leading exporter of the Basmati Rice to the global market as the country has exported 37, 02,260.12 MT of Basmati Rice to the world for the worth of ₹. 27,597.87 crores during the year 2014-15. The Jammu and Kashmir is considered to be favorable state of production of Basmati rice with its pleasant climatic conditions. In Jammu and Kashmir the Basmati is confined at the areas of R.S.Pura, Samba and Kathua. The present study was carried out in district Jammu of Jammu and Kashmir State with the aim of understanding the influence of demographic indicators on Consumer Satisfaction and Perception. The present study uses primary data (150 Sarveshwar Basmati Consumers) and secondary data for fulfilling the objectives of the study. The study adopts descriptive, regression and Cross Tab (Chi Square Test) for analysis purposes. The results of the study revealed that the customers are satisfied with the Sarveshwar products in terms of quality and packaging respectively and customer’s perception towards the Sarveshwar rice is fair in terms of the factors related to perception level. The study also depicted that there existed no relation or influence of demographic indicators , age, education and income on the customer satisfaction and perception as result showed that the tabular value of these factors showed greater value than the expected value , hence rejection of the Null hypotheses. so hence has no impact or influence on the decision regarding the customer perception and satisfaction towards the rice brand in the same area.
Authors and Affiliations
Naveed Hamid , Kushum Saini
Keywords
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