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Introduction
The concept of customer behaviour is an important component of marketing practices and
thoughts.
In most marketing decisions, the problem can ultimately be traced to predicating the response of
buyers to specific actions by the marketers. The better understanding of satisfaction level of
customers can provide valuable insights into the problem.
Though there is an overflow of dairy products, very few have been able to satisfy the customers.
The
insight of the research study is to get the feedback of the customers who use these products and
to
analyze their feedback. The study is focused only to the local Bhubaneswar market, where the
comparison is in between Omfed curd vs. the products of other leading brands in the market.

Review literature
Various literatures was studied such as
Three issues in consumer quality perception and acceptance of dairy products by Klaus G.
Grunert,
Consumer Dissatisfaction: The effect of Disconfirmed Expectancy on perceived Performance
by
Rolph E. Anderson, Consumer Expectations, Product Performance, and perceived Product
Quality
by Richard W. Olshavcky and John A. Miller, Price- Quality Realtionship: An Extension by
James
E. Stafford and Ben M. Enis and An Investigation Into the Determinant of Customer
Satisfaction
by Gilbert A. Churchill, JR. and Caraol Susprenanut.

Objective
To measure the customer satisfaction level of Curd of OMFED.This research study helps in
effective decision
making in two different stages before purchasing and after purchasing of products.
Research Methodology
The present study is mainly based on primary data collected from around 100
respondents from Bhubaneswar near patia region.
Sampling Technique used by us is Convenient Sampling. Idea behind choosing this sampling is
because we clustered the population according to our convenience into their income groups. It is
least expensive and least time consuming of all sampling techniques. The sampling units are
accessible, easy to measure and cooperative. Four different income groups are selected which
consist of Below 10,000 bucks, Between 10,001 to 30,000 bucks, Between 30,001 to 70,000
bucks and More than 70,001 bucks. Close-end questions are a question format that limits
respondents with a list of answer choices from which they must choose to answer. Likert Scale is
a measurement scale with five response categories ranging from Strongly disagree to Strongly
agree which requires the respondents to indicate a degree of agreement or disagreement with
each of a series of statements related to the stimulus objects. In our Instruments we used both
Close-end Questions and Likert scale of 5 point ranging from Strongly Disagree to Strongly
Agree and 7 point ranging from Poor to Good. After choosing this scale, it is important to
find scales that are reliable. Cronbachs alpha coefficient is used as an indicator to check an
internal consistency of scale. For curd section it is 0.750 detail mentioned in above figure. It
shows that our scale is reliable because it is more than 0.7.

Table 1 .Reliability Statistics
Cronbach's
Alpha N of Items
.750 12



Factor Analysis

Table 2.KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .882
Bartlett's Test of Sphericity Approx. Chi-Square 448.809
df 10
Sig. .000


1. The correlation matrix is computed and examined. It reveals that there
are enough correlations to go ahead with factor analysis.
2. Kaiser-Meyer-Olkin measure of sampling adequacy is computed which is
found to be 0.892. It is coming under 0 to 1 and above 0.6.
3. The overall significance of correlation matrices is tested with Bartlett Test of
Sphericity (approximately chi square = 448.809 and significant at 0) provided
as well as support for validity of the factor analysis of the data set (Table 2).




Table 3.Total Variance Explained
Compo
nent
Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 4.030 80.603 80.603 4.030 80.603 80.603
2 .364 7.282 87.884

3 .320 6.401 94.285

4 .151 3.022 97.307

5 .135 2.693 100.000

Extraction Method: Principal Component Analysis.

Rotation Method with Varimax
Component Score Coefficient Matrix

Component

1
Convenience in availability of
products
.215
Best Quality among others .232
Packaging of brand .229
Better Life time (Doesn't get
spoiled)
.227
Best price among all others .210
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
Component Scores.
From the above table (Refer to Annexure Table3 .) We can see that out of five factors
(Packaging of
Curd Brand, Better Life Time, Best Quality of Curd among others, Best Price and Convenience
in
Availability) only one factor whose Eigen value is more than 1. Convenience is an important
for respondent.
Conclusion :
This research study had led to the conclusion that Omfed has built up a very strong brand image in the market over
the years. Even though some consumers have rated the Omfed Packaged curd as average they still prefer to
consume this product because of various reasons such as easy availability, better in quality and better life
expectancy and also because they trust the name Omfed.