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 COSMETICS PRODUCTS IN MADURAI CITY.

S.CHANDRU, K. GOKUL, Ms. M. SHANMUGAPRIYA

Abstract

Customer satisfaction is a critical determinant of success in the highly competitive cosmetics industry. This study aims to evaluate customer satisfaction levels towards cosmetic products in Madurai city, focusing on factors such as product quality, pricing, brand image, availability, and customer service. A structured questionnaire was administered to 80 respondents, comprising both male and female consumers aged 18–45 years, to gather primary data. The data were analyzed using statistical tools such as percentage analysis, chi-square tests, and regression analysis to identify key factors influencing customer satisfaction. The findings reveal that product quality and brand image are the most significant factors affecting customer satisfaction, followed by pricing and availability. Additionally, the study highlights that younger consumers prioritize innovative and trendy products, while older consumers emphasize quality and brand trust. The results also indicate that customer service plays a moderate role in shaping satisfaction levels. Based on the findings, the study recommends that cosmetic brands focus on maintaining high product quality, enhancing brand perception, and adopting competitive pricing strategies to retain and attract customers in Madurai city. Furthermore, improving accessibility and offering personalized customer service can significantly boost satisfaction levels. This study provides valuable insights for cosmetic companies to design effective marketing strategies and improve customer loyalty in urban markets like Madurai.

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