Factors influencing customer satisfaction in Indian Snack Industry: A Case study of Big Mishra

Suvarna Nimbagal¹, Anupama S. Shivanagutti ², Meghana S. Vernekar³,

Veena B. Banawane⁴, Prerana P. Gore ⁵

¹Associate Professor and Head-BBA Program, School of Management Studies and Research,

KLE Technological University, Hubli, Karnataka, India.

^2,3,4,5Student, School of Management Studies and Research,

KLE Technological University, Hubli, Karnataka, India.

*Corresponding Author E-mail: suvarna.nimbagal@kletech.ac.in, anupamaass@gmail.com, vernekarmeghana2002@gmail.com, veenabanawane@gmail.com, preranagore29@gmail.com

ABSTRACT:

Sweets and savories are gaining prominence these days, and their demand is also increasing appreciably to satisfy the taste of human beings. These products are renowned not best in India but even in remote areas. Thus, there is a tremendous amount of scope for those products and could prove to be an excellent, worthwhile business. Mishra Food Products is one of the major food industries with fame and recognition due to its brand Dharwad Pedha and other various goodies, apart from savories. Starting with lowly beginnings at Hubli during 1933, Mishra Sweets went on to rise into a household name of Karnataka. Nowadays, the organization is enjoying a well-known logo image and is becoming popularized throughout society. The task accomplished at Mishra Food Products is to identify Factors Affecting customer satisfaction in the Indian snack sector. The investigation was completed by gathering 150 responses from buyers of Mishra's in plenty of cities around Karnataka. Further, a review has been conducted to find out the aims of the report in terms of primary and secondary sources of information collection. The outcome become evaluated the application of the SPSS, KMO and Bartlett's test, and mainly based on this assessment few findings and indications are presented. The task is an effort to comprehend the Factors Affecting customer satisfaction in the Indian snack industry, which assists in comprehending customers' preferences.

KEYWORDS: Customer satisfaction, Product Quality, Pricing, Factor analysis, Indian snack industry.

INTRODUCTION:

Snacks are small amounts of food that are usually consumed between meals, savory or sweet, and for convenience. Typical examples are chips, nuts, fruits, and cookies. They all have different functions, suppressing hunger, offering energy, or merely giving a delicious treat, and are eaten at home, on the move, or in company, making them an adaptable component of contemporary diets^1,2,3. The packaged food market is expanding because of changing lifestyles, increased disposable incomes, and urbanization¹². The youth demographic and Western diets have also increased demand for packaged, ready-to-eat snack foods among various consumer groups^16. As per research, increased consumer consciousness and disposable incomes are major drivers of India's packaged food market⁴. Past research⁵ determined the four significant variables of customer purchase behavior: quality, price, flavor, and availability. In this study, further variables were incorporated to generalize and provide a greater understanding of the variables of customer satisfaction in India's snack food industry, as seen in the products of Big Mishra.

This research aims to identify major determinants influencing consumer satisfaction and loyalty for Big Mishra's offerings.

The study aims to assess product quality, price, taste, packaging, and brand image to determine areas of improvement and strategic suggestions for increasing customer satisfaction. Through surveys and customer feedback analysis, the study offers insights into consumer behavior, enabling the company to improve its products and consolidate its position in the competitive snack industry. Earlier studies were confined to a limited number of factors for customer satisfaction. This research considers other factors that result in customer satisfaction in snack products and discusses using factor analysis. The Indian snack market is highly competitive, and customer satisfaction determines the success of a company. India's snack market is likely to grow from US$ 5.34 billion in 2024 to US$ 10.92 billion by 2033, with a CAGR of 8.26 % during 2025-2033.

OBJECTIVES OF THE STUDY:

The paper’s major focus is

· To assess customer satisfaction with Big Mishra’s products.

· To analyze the key determinants of customer satisfaction (e.g., product quality, pricing and service).

· To recommend strategies to enhance customer loyalty and satisfaction.

LITERATURE REVIEW:

There are a number of studies on customer satisfaction in various industries, providing insights relevant to the Indian snack food industry that strongly emphasize the role of digital channels in the FMCG industry and how customer attitudes, product availability, and communication tactics are among the determinants of satisfaction in today's increasingly digitalized environment^3,6. While being international in nature, these results emphasize the need to fit into changing customer tastes through digital interaction, something applicable to brands such as Big Mishra in seeking to expand their market. The Indian FMCG brand customer satisfaction and found product quality, service quality, perceived value, and money benefits to be major drivers of consumer loyalty and purchase intent⁷. Consumers perceive branded snacks in small Indian cities, finding that taste, nutritional value, price, and quality play an important role in shaping consumers' preferences, especially in emerging urban markets where health consciousness and affordability are increasingly important³. Customer satisfaction in structured retailing, noting the effects of store environment, price tactics, variety, and quality of service⁸—parameters that can be applied to the retailing experience of snack companies such as Big Mishra as well.  The service quality in the hospitality industry illustrates how operational efficiency and personalized services both have their effects on customers' satisfaction and loyalty⁹. Together, these studies indicate that a mix of product features (like taste, quality, and price), service factors, and brand interaction strategies is essential to maintain customer satisfaction in the competitive Indian snack food industry. This literature offers a starting point for exploring how Big Mishra can use these factors to improve consumer satisfaction and ensure a strong brand presence.

Table 1: Factors Influencing Customer Satisfaction in Indian Snack Industry

Factor(s)	Summary	Author(s)
Customer behavior, electronic, product accessibility	Explores customer satisfaction in the FMCG sector via digital platforms globally; highlights the role of online engagement in shaping satisfaction.	Badar Al Mughairi
Product quality, service quality.	Examines satisfaction with Indian FMCG brands and finds these four factors significantly influence brand loyalty.	Chakraborty & Mukherjee
Snack quality, nutritional value, taste, price	Focuses on branded snacks in small Indian cities; highlights affordability and health consciousness as key drivers.	Nasabi^13
Brand preference, pricing, store ambiance, product variety, customer service	Studies organized retail; identifies these dimensions as key to customer satisfaction and buying behavior.	Tiwari & Tripathi
Product quality, expectations, repurchase intention, recommendation, performance	Evaluates how customer expectations and product quality influence loyalty and business success.	Suchánek^10
Product quality, service reliability	Finds that reliable service and quality drive satisfaction in food retailing.	Sailaja^11
Brand reputation, competitive pricing, store ambiance	Retail sector study; these factors strongly influence customer satisfaction.	Tiwari & Tripathi

Table 1 synthesizes major drivers of customer satisfaction in the retail and FMCG industries from a range of studies. It indicates how product quality, reliability of services, digital interaction, price, and store atmosphere are responsible for influencing customer behavior, brand loyalty, and repeat purchase intentions across contexts and regions.

METHODOLOGY:

The quantitative approach aims to collect numerical data using methods such as surveys and observations to study customer satisfaction. This method allows for the objective examination of customer behaviors and preferences. Data collection was done in this research using surveys with a sample size of 100 to 150, making it possible for statistical analysis.

Kaiser-Meyer-Olkin (KMO) and Bartlett's Test of Sphericity were applied to determine data appropriateness for factor analysis. The KMO test calculates sampling adequacy, with results near 1 being more appropriate for analysis. Bartlett's test determines whether the correlation matrix is significantly different from an identity matrix, and a significant p-value indicates that there are significant correlations.

Factor analysis, by utilizing SPSS software, was utilized for determining the principal factors affecting customer satisfaction. Exploratory Factor Analysis (EFA) was done with Principal Component Analysis (PCA) as the extraction technique. Eigenvalues > 1 were used for guiding factor extraction, while Varimax Rotation was used for enhancing factor interpretability. Factor Loadings table gave us an insight into the magnitude of relationships between variables and the extracted factors.

DATA ANALYSIS

Table 2: KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.		.921
Bartlett's Test of Sphericity	Approx. Chi-Square	1.243E3
	Df	153
	Sig.	.000

Table 2: The table presents the results of the Kaiser-Meyer-Olkin (KMO) and Bartlett's Test of Sphericity, which assess the suitability of the data for Principal Component Analysis (PCA). The KMO measure of sampling adequacy is 0.921, indicating excellent sampling adequacy, as values closer to 1 suggest the data is highly suitable for PCA. Bartlett's Test of Sphericity shows a significant result (Sig. = 0.000) with an approximate Chi-Square value of 1.243E3 and degrees of freedom (df) = 153. This indicates that the correlation matrix is not an identity matrix, and there are significant relationships among the variables. Together, these results confirm that PCA is appropriate for analyzing this dataset.

Table 3: Communalities

	Initial	Extraction
How are you with the quality of Big Mishra snacks?	1.000	.597
Do you feel Big Mishra snacks maintain consistent quality across all their products?	1.000	.610
How would you rate the taste of Big Mishra snacks?	1.000	.648
Do the flavors offered by Big Mishra cater to your taste preferences?	1.000	.585
Do you feel Big Mishra snacks offer good value for money?	1.000	.529
How competitive do you find the pricing of Big Mishra snacks compared to other brands?	1.000	.504
How attractive do you find the packaging of Big Mishra snacks?	1.000	.492
Does the packaging of Big Mishra snacks ensure freshness and maintain quality?	1.000	.699
How effective are Big Mishra's advertisements and promotions in creating a positive impression?	1.000	.644
Do Big Mishra's marketing campaigns influence your decision to purchase their products?	1.000	.793
How likely are you to prefer Big Mishra snacks over other brands?	1.000	.709
How often do you recommend Big Mishra snacks to your friends and family?	1.000	.570
How satisfied are you with the variety of snacks offered by Big Mishra?	1.000	.407
Do Big Mishra's snack options cater to specific preferences like spicy, sweet, or healthy choices?	1.000	.487
Are Big Mishra snacks easily available in stores near you?	1.000	.593
How convinient is it to purchase Big Mishra snacks through online platforms?	1.000	.745
How much do you trust Big Mishra as a reliable brand for snacks?	1.000	.425
How strongly do you associate Big Mishra with quality and tradition in the Indian snack industry?	1.000	.630

Table 3: Each row corresponds to a survey question related to Big Mishra snacks. The extraction values provide insight into how well each question relates to the underlying factors identified in the analysis. 

Quality and Taste: Questions about the quality, consistency, and taste of Big Mishra snacks have relatively high extraction values (e.g., taste = 0.648, quality = 0.597). This suggests that these aspects are well-represented by the underlying factor.

Value for Money and Pricing: The questions regarding value for money (0.529) and competitive pricing (0.504) have lower communalities, indicating that these aspects may not be as strongly represented by the factors as quality and taste.

Packaging: The question about packaging ensuring freshness has a high extraction value (0.699), indicating that this aspect is well-explained by the factors.

Marketing Influence: The question about marketing campaigns influencing purchase decisions has a very high extraction value (0.793), suggesting that marketing is a significant factor in consumer perceptions of Big Mishra snacks.

Availability and Convenience: The convenience of purchasing online has a high extraction value (0.745), indicating that this is an important factor for consumers.

Trust and Brand Association: The trust in Big Mishra as a reliable brand (0.425) and the association with quality and tradition (0.630) have lower communalities, suggesting that while these factors are relevant, they may not be as strongly represented in the underlying structure as others.

Overall, the extraction values provide insights into which aspects of Big Mishra snacks are most important to consumers and how well these aspects are captured by the underlying factors identified in the analysis. Higher communalities indicate that the item is well-represented by the factors, while lower values suggest that the item may not align as closely with the identified factors. This information can be useful for understanding consumer perceptions and guiding marketing strategies¹⁵

Total Variance Explained

Table 4: Total Variance

Component	Initial Eigenvalues			Extraction Sums of Squared Loadings
	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	8.461	47.003	47.003	8.461	47.003	47.003
2	1.159	6.442	53.445	1.159	6.442	53.445
3	1.044	5.803	59.247	1.044	5.803	59.247
4	.943	5.241	64.489
5	.835	4.639	69.127
6	.749	4.160	73.287
7	.700	3.890	77.177
8	.611	3.394	80.571
9	.515	2.861	83.432
10	.503	2.795	86.227
11	.453	2.518	88.745
12	.429	2.381	91.127
13	.344	1.910	93.037
14	.323	1.796	94.833
15	.257	1.428	96.261
16	.243	1.352	97.612
17	.230	1.277	98.889
18	.200	1.111	100.000
Extraction Method: Principal Component Analysis.

Table 4: The table summarizes the results of a Principal Component Analysis (PCA), showing the variance explained by each principal component. The "Initial Eigenvalues" indicate the total variance accounted for by each component. The first three components have eigenvalues greater than 1, explaining 47.003%, 6.442%, and 5.803% of the variance, respectively, contributing to a cumulative variance of 59.247%. These three components are typically considered significant based on the Kaiser criterion (eigenvalue > 1) and account for most of the data's variability. The remaining components have eigenvalues less than 1, indicating they explain minimal variance individually and are less critical. The "Extraction Sums of Squared Loadings" mirrors the variance for the first three components, confirming their significance. Overall, the analysis suggests that three principal components effectively capture the data's structure, reducing dimensionality while retaining key information.

Table 5: Correlation Matrix

Correlation
	Q1	Q2	Q3	Q4	Q5	Q6	Q7	Q8
Q1	1	0.5094862	0.4914503	0.4111361	0.3281393	0.2801033	0.3915805	0.49280436
Q2	0.5094862	1	0.5882369	0.5144249	0.4688755	0.3776516	0.4091021	0.58291732
Q3	0.4914503	0.5882369	1	0.6098915	0.442642	0.542593	0.5518147	0.62575311
Q4	0.4111361	0.5144249	0.6098915	1	0.5008194	0.4765157	0.4554604	0.56963293
Q5	0.3281393	0.4688755	0.442642	0.5008194	1	0.5383577	0.3258599	0.50286608
Q6	0.2801033	0.3776516	0.542593	0.4765157	0.5383577	1	0.3981389	0.45562103
Q7	0.3915805	0.4091021	0.5518147	0.4554604	0.3258599	0.3981389	1	0.59028793
Q8	0.4928044	0.5829173	0.6257531	0.5696329	0.5028661	0.455621	0.5902879	1
Q9	0.3217213	0.382663	0.4346053	0.3824749	0.3918524	0.420234	0.4638575	0.6096038
Q10	0.3463941	0.4002297	0.481528	0.4730785	0.5033464	0.4957966	0.4791218	0.5666821
Q11	0.4971072	0.6402725	0.6649204	0.5476391	0.4965692	0.4776621	0.4917941	0.65828276
Q12	0.3664918	0.5807639	0.5015041	0.4906958	0.5339321	0.4114662	0.5133742	0.53905103
Q13	0.253201	0.371826	0.431971	0.5334398	0.3125001	0.2918936	0.3477204	0.37112727
Q14	0.3585027	0.4748104	0.4531363	0.4473383	0.3376374	0.3380669	0.465573	0.59226607
Q15	0.19634	0.2743067	0.4079701	0.4478015	0.2762088	0.3147549	0.4664913	0.44616007
Q16	0.14354	0.2850083	0.3273246	0.3969481	0.4515319	0.2369633	0.3242342	0.44030573
Q17	0.3869283	0.3399085	0.456834	0.4978063	0.3790236	0.3434356	0.3720696	0.52619096
Q18	0.4179335	0.4536755	0.4596042	0.5658289	0.3610032	0.4368311	0.46817	0.58361302

Q9	Q10	Q11	Q12	Q13	Q14	Q15	Q16	Q17
0.32172127	0.34639405	0.4971072	0.36649184	0.253201	0.35850266	0.19633997	0.14353998	0.38692826
0.38266296	0.40022969	0.64027246	0.58076395	0.37182597	0.47481037	0.27430666	0.28500826	0.33990851
0.43460525	0.481528	0.66492039	0.50150409	0.43197099	0.45313628	0.4079701	0.32732462	0.45683405
0.38247487	0.47307847	0.54763912	0.49069583	0.53343976	0.44733835	0.44780153	0.39694806	0.49780626
0.39185244	0.50334644	0.49656916	0.5339321	0.31250012	0.33763736	0.2762088	0.45153192	0.3790236
0.42023403	0.49579656	0.47766212	0.41146618	0.29189361	0.33806687	0.31475492	0.23696334	0.34343561
0.46385751	0.47912183	0.49179407	0.51337422	0.34772039	0.46557304	0.4664913	0.32423416	0.37206958
0.6096038	0.5666821	0.65828276	0.53905103	0.37112727	0.59226607	0.44616007	0.44030573	0.52619096
1	0.70944481	0.49750953	0.32995625	0.3770395	0.43465407	0.34353919	0.30204997	0.36848683
0.70944481	1	0.46111985	0.46855968	0.4446169	0.35685155	0.31667078	0.40364383	0.37975347
0.49750953	0.46111985	1	0.57512197	0.49610382	0.51711529	0.4037502	0.2883221	0.52100409
0.32995625	0.46855968	0.57512197	1	0.3933043	0.39080866	0.39217034	0.52993918	0.3640476
0.3770395	0.4446169	0.49610382	0.3933043	1	0.2996092	0.27990957	0.14916573	0.30388877
0.43465407	0.35685155	0.51711529	0.39080866	0.2996092	1	0.41283979	0.29368065	0.40329341
0.34353919	0.31667078	0.4037502	0.39217034	0.27990957	0.41283979	1	0.44958662	0.31096543
0.30204997	0.40364383	0.2883221	0.52993918	0.14916573	0.29368065	0.44958662	1	0.30927701
0.36848683	0.37975347	0.52100409	0.3640476	0.30388877	0.40329341	0.31096543	0.30927701	1
0.395038	0.3561762	0.49880196	0.5328638	0.34250394	0.47367888	0.47978049	0.4351129	0.49434339

Correlation Matrix Data Analysis:

Table 5: The matrix displays the relationships among various survey responses regarding customer perceptions of Big Mishra snacks. Correlation coefficients range from -1 to 1, where values closer to 1 indicate strong positive relationships, and values closer to -1 indicate strong negative relationships. Most correlations are positive, indicating a general consistency in customer perceptions across different aspects, such as quality, taste, pricing, packaging, and marketing effectiveness.

Key insights include:

· Strong correlations are observed between questions related to taste, quality, and likelihood of preference (e.g., "How would you rate the taste?" correlates well with "How are you with the quality?" at 0.491).

· Packaging and freshness strongly correlate with quality and trust, emphasizing their importance in customer perception.

· Marketing campaigns and advertisements show moderate correlations with purchase decisions and brand preference.

This matrix highlights the interconnected nature of customer perceptions, suggesting that improving one aspect (e.g., packaging or taste) can positively influence others like trust and brand preference. Let me know if you’d like a more detailed analysis or visualizations.

Findings:

Most of the respondents positively rated the quality and taste of Big Mishra snacks, with more than 54% rating it as 4 and 27.3% rating it as 5 on the scale of product quality. Likewise, taste ratings were equally good, with 54.5% rating it as 4 and 31.1% as 5. Many of the customers (57.6%) also believed that Big Mishra delivers constant quality in its product offerings, indicating robust brand dependability. Value for money wise, 70.3% of the respondents perceived Big Mishra snacks as good value, but 22.1% found it average, which might be areas for improvement in price strategies. The packaging was seen to be an important driver in customer satisfaction with a high extraction value (0.699), indicating that it is highly correlated with product quality and freshness perceptions. Marketing campaigns also had an important influence on customer buying decisions, with a high extraction value (0.793), implying that good marketing strategies can reinforce brand preference and customer loyalty. Although the majority of respondents considered Big Mishra's prices favorable compared to the competition, there is still a need to solve the issues of those who gave it lower ratings, especially with regard to affordability and perceived value.

CONCLUSION:

The study highlights the importance of customer satisfaction in the competitive Indian snack industry, where Big Mishra Pedha has built a strong presence, especially in Tier 2 and Tier 3 cities. To maintain and grow its market position, the company must focus on product quality, offering high standards of taste, freshness, and hygiene. Competitive pricing, effective marketing through digital platforms and localized campaigns, and customer engagement through promotions and loyalty programs are also key to attracting and retaining customers. Additionally, understanding consumer preferences through surveys and introducing innovative flavors can further differentiate the brand. By focusing on these areas, Big Mishra can enhance customer satisfaction, loyalty, and long-term growth in the evolving market.

ACADEMIC IMPLICATIONS:

This research points to the need-to-know customers' preferences in determining brand loyalty and satisfaction. The research indicates that taste is a key driver, but firms need to deal with various flavors to satisfy all segments. The value for money perception and price competitiveness are important in determining customers' behavior, particularly in a price-conscious market. The research also points to the contribution of effective marketing strategies in driving customer perceptions, although some portion of customers feel disconnected from them. Finally, the contribution of brand trust and reputation to success in the long term is highlighted, and this implies that the companies must repeatedly ensure consistency and reliability to satisfy potential concerns within the market.

Managerial Implications:

Big Mishra is perceived to offer high-quality snacks, but to strengthen brand loyalty, it should focus on improving consistency in product quality and addressing customer complaints about occasional quality issues. While the brand excels in taste, a small segment (around 20%) feels that flavors don't fully meet their preferences, highlighting an opportunity for flavor innovation. On the price side, while Big Mishra remains competitive, there is a sector of consumers who perceive the products as not providing the best value for money, and this may restrain appeal among price-conscious consumers. Packaging is important in upholding customer satisfaction, and continued enhancements in product freshness could improve general perceptions. Besides, entering new underserved markets and enhancing online shopping facilities would also assist in enhancing accessibility and consolidation of the brand position within these markets.

LIMITATIONS OF THE STUDY:

This study has several limitations, including a small, homogenous sample primarily of customers familiar with Big Mishra’s products, which may not represent a broader demographic. It focuses on urban and semi-urban markets, limiting the applicability to rural areas or regions outside Karnataka. The reliance on surveys introduces potential biases, such as respondent honesty and recall errors. Additionally, the study captures customer preferences at a specific time, without considering long-term trends or seasonal variations. It also lacks a comprehensive competitive analysis, focusing mainly on Big Mishra. Lastly, external factors like economic conditions and supply chain disruptions could influence consumer behavior but were not accounted for in the study.

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Received on 24.05.2025      Revised on 07.11.2025

Accepted on 17.02.2026 Published on 20.07.2026

Available online from July 30, 2026

Asian Journal of Management. 2026;17(3):217-222.

DOI: 10.52711/2321-5763.2026.00034

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