Customer satisfaction towards dairy product in Ilam district
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Department of Management
Abstract
The core motive for conducting this study is to assess the customer satisfaction
towards dairy products in Ilam districts keeping in view the factors that affect the
consumer behavior including to quality improvement, costs of products, metallic
packaging, modern machine, preservative, increasing supply. This is survey based
research and primary data are collected for this study through a structured
questionnaire that comprising various aspects of customer satisfaction towards dairy
products including quality improvement, costs of products, metallic packaging,
modern machine, preservative, increasing supply. Convenience sampling techniques
is used for data collection from the customers of dairy products of Ilam Districts.
Total valid number of respondents are 400.Three linear regressions model are used to
determine the relationship among quality improvement, costs of products, metallic
packaging, modern machine, preservative, increasing supply to examine the customer
satisfaction.
The study found a positive impact of customer satisfaction towards dairy products as
the significant relationship between independent variable customer satisfaction (CS)
and dependent variable including quality improvement, costs of products, metallic
packaging, and modern machine, preservative, increasing supply was found that
leads to increases sales of dairy product as well. Based on the results of this study, it
is recommended that dairy products able to increases needy potential customers. It is
further recommended that customer satisfaction should be increased to meet the
requirement of dairy products.