Comparison of factors in customer satisfactory of yoghurt in western and southern provinces

Abstract

The dairy industry has a potential to contribute considerably to Sri Lanka’s economic development. Lucky Lanka Milk Processing Company produces various products to enhance Sri Lanka’s dairy industry. Due to the variance demand of 80g yoghurt, market strategies of the Lucky Lanka Milk Processing Company have been expanding and consequently sales of the company have been increased over the years. However, sales in the Western province has a bad situation compared that with the Southern province. The Objective of the present study was therefore to identify the factors in customer satisfactory of yoghurt in western and southern provinces in Lucky Lanka Milk Processing Company. A survey was carried out using sample size of 300. The sampling method was the purposive two stage proportional random sampling. The statistical analyze used are; (i) 2 way cross table using likelihood ratio chi-square test and (ii) binary logistic regression models. It was found that brand orientation, factory area, type of business, benefit of customer, quality of yoghurt, discipline of the company sales representatives, and advertising campaign were commonly in both Western and Southern provinces and price, competitors and customer knowledge were in only Western province and flavor of yoghurt only in Southern province were statistically significantly associated (p<0.05) with the usage of Lucky yoghurt, when each factors were considered separately. However, when all significant variables were considered together using binary logistic regression, it was identified that brand name, quality of the yoghurt and customer knowledge in Western province and brand orientation, quality of the yoghurt and benefits of the customers in Southern province were significantly associated with usage of Lucky yoghurt. The validity of the binary logistics model was confirmed by both likelihood ratio and Wald test.