ABSTRACT

Consumers of nestle product refers to the level of happiness or

dissatisfaction with product and brand. The researchers have
taken the sample size of 100 respondents of students, children,
businessman, servicemen and housewives because majority
these people consume nestle product in the market. The main
objective of the research is to study about consumer satisfaction
of nestle product with understanding the consumer profile,
understanding the effectiveness of marketing strategy and
examine the loyalty of consumer. The research design chosen is
descriptive in nature. For this study, the sampling technique
chosen is convenience sampling. This paper is a result of research
carried out in Baroda city and it is based on the information
given by respondents through questionnaire i.e. primary data.
Secondary data was collected from magazine, website and past
research papers & articles. In this research work, all the Null
Hypotheses framed by researcher is
accepted, that means there is no any relations between the
dependent and independent variables.

1. Introduction

Nestlé was founded in 1866 by Henri Nestlé and is today employ

and
world. The history of Nestlé began in Switzerland in 1867 when
Henri Nestlé, the pharmacist, launched his product Farine
Lactée Nestlé, a nutritious gruel for children. Henri used his
and
product innovations and business acquisitions has turned it into
the largest Food Company in the world. As the years have
passed, the Nestlé family has grown to include chocolates,
soups, coffee, cereals, frozen products, yoghurts, mineral water
and other food products. Beginning in the 70s, Nestlé has
continued to expand its product portfolio to include pet foods,
pharmaceutical products and cosmetics too. Today, Nestlé
markets a great number of products, all with one thing in
common: the high quality for which Nestlé has become
renowned throughout the world The Company's strategy is
guided by several fundamental principles. Nestlé's existing
products grow through innovation and renovation while
maintaining a balance in geographic activities and product
lines. Nestlé is based on the principle of decentralization, which
means each country is responsible for the efficient running of its
business - including the recruitment of its staff.

Consumer satisfaction is the term frequently used in

marketing. In the scenario of satisfying the consumer, the first
thing is to make best product for the consumer. It is a term
measure of how products & services supplied by a company
meet consumer expectations. It is essential for businesses to
effectively manage consumer satisfaction. To be able do this, firms
need reliable & representative measure of satisfaction. Consumer
satisfaction is important because it provides marketers &
business owners with a metric that they can use to manage &
improve their business. Here are five types of
reasons
 why
It‟s a consumer satisfaction
leading indicator is so important.
of consumer repurchase
intentions
 It reducesaand
increases loyalty.
point
consumer
It‟s cheaper oftodifferentiation.
negative wordlifestyle
retain of [Link] acquire new ones.
consumer
mouth.

Nestle has been serving this world for over one hundred and
thirty years. It has differentiated itself through its high
company
while targeting the health conscious people throughout the
world. Nestle started its operations in Pakistan back in 1988, by
acquiring dairy company Milkpak Ltd when people of India
actually needed it. Since Pakistan is the 5th with mainly dairy
products. More over
its also sales juices, chocolates, prepared food like noodles,
baby food, infant formula milk and breakfast cereals India. The
company had acquired about 50 acres of land at Sunland,
nearly 30 kilometers from Ahmadabad, for a manufacturing
plant, said
Gujarat Government officials.
 2. Review of Literature

Pednekar, Achut P. (2015): Customer satisfaction is important

for the company to build the sales and value of the brand. The
objectives and the purpose of the study were explained to the
respondents. Both primary and secondary data were collected
to realize the objectives of the study. Due to limitation of time,
only 100 respondents were selected from Mhapsa area on the
basis of convenient sampling. In order to make an in-depth
study, secondary data has been collected from journals,
publications, news, internet, and magazines.
Necessary statistical tools have been used and the collected
data were then consolidated, tabulated and analyzed. The
results and discussions have been presented under various
head. The products covered under the study are Toothpaste,
Soap, Shampoo, Detergents, Utensil cleaner, Face cream,
Milk, Soft drink, Coffee, Edible Oil, Noodle, Spices, Talcum
powder, Hair oil, Deo's, Tea Powder, Biscuits, Pickles, Chips,
Chocolates, Ice cream and Ketchup. The study concludes that
most of the products are purchased on the basis of quality,
price, brand status, identity, services, packaging, credibility and
self esteem. They get attracted to the many variables related to
the utility and the price value.

Payaud, Marielle A. (2014): The bottom of the pyramid

(BoP) refers to markets that serve some of the poorest
individuals on the planet. Many multinational corporations
contend that they are implementing BoP marketing strategies
while selling products targeted to the very poor in developing
countries. There are significant differences across marketing
strategies directed at BoP consumers, from merely adapting an
existing product to the development of an innovative product
strategy integrating explicit fair and inclusive growth at the local
community level. It is possible to distinguish mere international
marketing strategies from genuine Bop strategies, as an
analysis of three case studies shows: Nestlé operations in the
Central and West African region, and DANONE and Procter &
Gamble operations in Egypt. Studying the characteristics of the
diverse marketing strategies that these firms target to BoP
consumers leads to a classification of five types of Bop
Marketing strategies. The tool presented here will help
management understand what a genuine Bop marketing
strategy should be and how to improve current marketing
practices to include BoP corporate social responsibility
principles.

Grigoroudis, E and Siskos, (2009): ''A Customer means

the party to which the goods are to be supplied or service
the person that assesses the quality of the offered products
3. Research Methodology
3.1Objective:
i) To understand the consumer profile of Nestle ltd.
ii) To understand the effectiveness of the marketing
strategies of nestle ltd.
iii) To examine the loyalty of consumers.

3.2 Scope & Coverage of the Research Study:

The objective of the study is to know the Consumers‟
Satisfaction of Baroda towards Nestlé‟s products. This study
aims how the company satisfies their consumers and their
influences on buying decisions of selected respondents.

3.4 Population of the Study:

The population of the study consists of all types of users of
Nestle product residing in Baroda city.

3.7 Research Design and Sampling:

The research design used for this study is descriptive in
nature. The survey is carried out in Baroda City and a sample
size of the study was 100 respondents from the populations as
per convenience sampling method.

3.8 Data Collection:

Primary Data: The primary data were collect from the
consumers of the Nestle Company through structured
Questionnaire.

Secondary Data: The secondary data was collect from

publishing by search engine, newspapers, books,
magazines, journals, websites and other relevant
information.

3.9 Limitations of the Study

only.

The duration of Data Collection for the study is limited to

the period of Three months from March, 2018 to June, 2018.

4. Data Analysis

Demographic Profile of Respondents:

Table-1
Particulars Classification Frequency Percentage
Gender Male 51 51
Female 49 49

Total 100 100

Age group Below 25 71 71
25-30 16 16
35-45 07 07
45&above 06 06
Total 100 100
Occupation Students 70 70
Business 10 10
Housewife 09 09
Job 11 11
Total 100 100