A STUDY ON CUSTOMER SATISFACTION WITH REFERENCE TO VINAYAK BAKERY AND ITS COMPETITORS AT HALIYAL STUDY ON CUSTOMER SATISFACTION WITH REFERENCE TO VINAYAK BAKERY AND ITS COMPETITORS AT HALIYAL.”

: This comparative study on Vinayak bakery is for understanding the position of Vinayak Bakery in the market relative to its competitors. It is the oldest Bakery in Haliyal and well known for its brand reputation. On the contrary we were able to understand the strategies rolled out by the competitors in the market. Consequently to determine the customer satisfaction at Haliyal a survey was conducted with sample size of 50 with the comparison of other bakeries’ products and other facilities as well .


Indian Bakery Scenario
Bakery Industry is a rapidly growing industry in our country. This industry in India is the largest of food industries with an annual turnover of about Rs 3000 cr. India is the 2nd largest producer of Biscuits in world. It provides vast employment opportunities to the youth. India's exports of bakery products have also raised which is helping in the growth of the economy of the country. These days' women are also becoming professional in this industry as well. They can now easily prepare food with the readymade food items which need less labor and time.
The Indian Bakery sector consists of some of the large food categories like bread, biscuits, cakes etc. The Indian bakery market is estimated to be worth of Rs.16, 500 crores, growing at a healthy rate of 7.5%. The major categories are bread and biscuits cornering about 82% of Indian Bakery Market. Another product segment worth mentioning is Cakes and Pastries. This segment is estimated to be worth of Rs.1250 crores of which significant 65% is accounted for by the unorganized sector.

Introduction of the Title
Vinayak Bakery was started in the year 1949 at Haliyal by Gundurav Hunswadkar in a small piece of land which was of around 1000 sq feet and cost him around 30,000. The only products that were produced and sold at that point of time was Bread, Maska Batter, Toast(Rusk) and Nutmeg Biscuit. Further the bakery was looked after by Vinayak Hunswadkar who added some other product like khara and also improved process of production. Now the bakery is run by Umesh Hunswadkar (who is the sole Proprietor) who added many products like Cashew, White Coconut Cake, and Khari etc and also improved the manufacturing process by installing diesel machinery into the Bakery and all other necessary machineries required for the production of the different products.  (1997) words, a trustworthy brand places the consumerrather than a particular service or product-at the center of its world and relies more on understanding real consumer needs and fulfilling them. Brand trust goes beyond consumer's satisfaction with the functional performance of the product and its attributes (Aaker, 1996). Brand trust has been defined as "a feeling of security held by the consumers in their interaction with the brand, such that it is based on the perception that the brand is reliable and responsible for the interests and welfare of the consumers" ( Many studies have shown that customer satisfaction affects customer behavior and loyalty. There are, however, relatively few studies that examine the impact of customer satisfaction on store repatronage behavior by store-type choice. This study examines why Austrian consumers choose a certain store type (i.e., supermarket or bakery) for purchases in a particular product category (i.e., baked goods). Moreover, it assesses the impact of customer satisfaction on customer loyalty (i.e., the repatronage intention). The study found that customers valued different attributes for each store type. It also suggested that customer satisfaction and customers' intention to recommend varied by store type. Additionally, the bakery customers' tendency to spend more is positively related to their satisfaction level. Managerial implications for both types of stores are provided.

Author: Dr. Virender Khanna
Bakery products in India are common in use and very important for our society. Current study aims to measure the consumer behavior towards the bakery products. It was found from the study that among all the 4 components of marketing mix, pricing is the least affecting factor which causes problems in the marketing of the bakery products, as per the consumer's attitude towards marketing problems of bakery products. Bakery products are taking place of necessary products instead of luxury products, thus the price of the necessary products keep very less importance for the consumers now days in comparison to the remaining 3 components of the marketing mix, viz place, promotion and product.

Research objectives
1) To understand consumer perception regarding Vinayak Bakery Products 2) To analyze the different strategies adopted by the bakeries(competitors) at Haliyal 3) To understand why people choose Vinayak Bakery Product over others

Methodology
Population: Population is the entire pool from which is a statistical sample is drawn. Researchers gather information from a sample because of the difficulty of studying the entire population.

Population Size: Population of Haliyal is around 50,000
Sample: A sample is the smaller, manageable version of a larger group. It is a subset containing the characteristics of a larger population. Sample Size: Sample size for the survey conducted is 50 Constraints: Time constraint of one month. Ho: There is no association between occupation and consumers preference to Brand and Quality H1: There is association between occupation and consumer's preference to Brand and Quality Here p value of 0.006>0.01. Therefore Ho is rejected and H1 is accepted.
Hence there is an association between occupation and consumer's preference to Brand and Quality Ho: There is no association between occupation and consumers preference for availability of Products H1: There is association between occupation and consumers preference for availability of Products Here p value of 0.714>0.01 .Therefore Ho is accepted and H1 is rejected Hence there is no association between occupation and consumers preference for availability of Products Ho: There is no association between income and the consumption of the biscuits. H1: There is an association between income with the consumption of the Biscuits.

Occupation and Nearness to Market
Here p value 0.170>0.01. Therefore Ho is Accepted and H1 is Rejected.
Hence there is no association between income and consumption of biscuits. Ho: There is no association between income and consumption of cake H1: There is an association between income and consumption of cake Here p value of 0.256>0.01. Therefore Ho is Accepted and H1 is Rejected

Income and Cake Preference
Hence there is no association between income and consumption of the cake Here 0.883>0.01 .Therefore Ho is Accepted and H1 is Rejected.

Income and Toast Preference
Hence there is no association between income and consumption of the Toast, Batter, Khari.

Chi-Square Tests
Value Ho: There is no association between income and the consumption of bread H1: There is an association between income and the consumption of bread Here p value of 0.657>0.01. Therefore Ho is Accepted and H1 is Rejected Hence there is no association between income and the consumption of the bread. Ho: There is no association between income and the consumption of the other products H1: There is an association between income and the consumption of the other products Here p value of 0.840>0.01 Therefore Ho is Accepted and H1 is Rejected

Income and Preference for Other Products
Hence there is no association between income and the consumption of the other products Here we can see that out of all 50 samples selected every one of them have visited Vinayak Bakery at least once in their life time. From the above table we can see that Brand and Quality is the main factor or primary factor as to why people go in for Vinayak Bakery products, similarly the second major factor is Availability of different products into the Bakery. (3rd is Customer Friendly Service and 4th is Nearness to Market) Here we can see that around 32% of consumers purchase only products produced by Vinayak bakery and 68% of consumers prefer both. (Produced and not produced) Here we can see that out of all 50 respondents, 48 of them want Vinayak bakery to come up with new product.

Key Findings and Conclusion
1) There was a close relationship between the occupation of the consumers and their preference to the Brand of Vinayak Bakery 2) We could find that out of all 50 samples selected every one of them has visited Vinayak Bakery at least once in their life time. 3) We could see that Brand and Quality is the Main factor or primary factor as to why people go in for Vinayak Bakery, similarly the second major factor is Availability of different products in the Bakery. (3rd is Customer Friendly Service and 4th is Nearness to Market) 4) We could also see that around 32% of consumers purchase only products produced by Vinayak bakery and 68% of consumers prefer both.(Produced and Not produced) 5) We could see that 98% of consumers are satisfied with the products availability at Vinayak Bakery so it stands 1st in Market, 2nd is Iyengar Bakery with 50% and 3rd Lakshmi Bakery with 24%. 6) We could see that 90% of people are satisfied with the services offered at Vinayak Bakery so it stands 1st in Market, 2nd is Iyengar Bakery with 31% and 3rd B Bakery with 23%. 7) We can see that 90% of people are satisfied with the prices set by Vinayak Bakery so it stands 1st in Market, 2nd is Iyengar Bakery with 56% and 3rd Lakshmi Bakery with 24%. 8) We can see that 100% of consumers agree that there is cleanliness and maintenance of the store so it stands 1st in Market, 2nd is Iyengar Bakery with 59% and 3rd is B Bakery with 20%. 9) We can clearly see that bread is most preferred product by the consumers at Haliyal followed by cake at Vinayak Bakery 10) We could see that out of all 50 respondents, 48 of them (96%) want Vinayak bakery to come up with a new product but only a minor portion of them don't want to go for new product.