Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CUSTOMER SATISFACTION TOWARDS PURCHASE OF ELECTRONIC HOME APPLIANCES AT VASANTH & CO, IN MADURAI CITY.

S.SEENI MOHAMED HASAN, C.VARADHARAJAN, MS. M. SHANMUGAPRIYA

Abstract

Customer satisfaction is a crucial factor influencing the success of retail businesses, particularly in the competitive market of electronic home appliances. This study aims to analyze customer satisfaction towards purchasing electronic home appliances at Vasanth & Co, Madurai. The research focuses on factors such as product quality, pricing, customer service, brand variety, and after-sales support, which play a vital role in shaping consumer perception.A structured questionnaire was used to collect primary data from 50 customers who recently purchased appliances from Vasanth & Co, Madurai. The study employs statistical tools such as percentage analysis, mean score analysis, and chi-square tests to examine customer satisfaction levels. The findings reveal that product quality and pricing significantly impact customer satisfaction, while factors like after-sales service and staff behavior also influence purchase decisions. While most customers expressed satisfaction with the variety of products available, some reported concerns about delayed service responses and pricing discrepancies compared to online platforms.The study suggests that Vasanth & Co should enhance its after-sales service, introduce competitive pricing strategies, and improve customer engagement to retain and expand its customer base. By addressing these areas, the company can strengthen customer loyalty and maintain a competitive edge in the electronic appliances market.

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References

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