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

Authors: Pramod Kumar Mishra; B. Raja Shekhar

Addresses: Indian Institute of Management Bangalore, D-Block (2nd Floor), Bannerghatta Road, Bangalore, PIN – 560 076, Karnataka, India ' School of Management Studies, University of Hyderabad, Central University, P.O. Gachibowli, Hyderabad, PIN – 500 046, Andhra Pradesh, India

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.

Keywords: customer satisfaction; dairy food supply chains; field study; India; consumer behaviour; brand performance; supply chain management; SCM; supply chain performance; added value.

DOI: 10.1504/IJICBM.2013.056216

International Journal of Indian Culture and Business Management, 2013 Vol.7 No.3, pp.399 - 412

Published online: 30 Nov 2013 *

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