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Consumer behaviour, customer satisfaction vis-a-vis brand performance: an empirical study of dairy food supply chain in India

Author

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  • Pramod Kumar Mishra
  • B. Raja Shekhar

Abstract

Quantifying customer satisfaction in any manufacturing or service supply chain is extremely important to know the end-user preferences. The higher the customer satisfaction, the higher is the sales, which in turn leads to better supply chain performance. In the current study customer satisfaction is measured quantitatively from a dairy food supply chain perspective in India. The data collected from the customers have been subjected to a rigorous analysis giving due weightage to the sampling and reliability of the instrument used for the study. From large number of indicators, factors have been drawn by using factor analysis and customer satisfaction index has been calculated thereto. The empirical findings are expected to add value to the concept where products are highly perishable and need conditioned transportation at every stage.

Suggested Citation

  • Pramod Kumar Mishra & B. Raja Shekhar, 2013. "Consumer behaviour, customer satisfaction vis-a-vis brand performance: an empirical study of dairy food supply chain in India," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 7(3), pages 399-412.
  • Handle: RePEc:ids:ijicbm:v:7:y:2013:i:3:p:399-412
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    Citations

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    Cited by:

    1. Mukesh Kumar & Rakesh D. Raut & Mahak Sharma & Vikas Kumar Choubey & Sanjoy Kumar Paul, 2022. "Enablers for resilience and pandemic preparedness in food supply chain," Operations Management Research, Springer, vol. 15(3), pages 1198-1223, December.
    2. Kumar Saurabh & Tanuj Nandan, 2019. "Role of financial knowledge, financial socialisation and financial risk attitude in financial satisfaction of Indian individuals," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 18(1), pages 104-122.
    3. Gaurav Gupta & Himanshu Aggarwal, 2016. "Analysing customer responses to migrate strategies in making retailing and CRM effective," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 92-127.

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