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 CONSUMER SATIFICATION TOWARDS HIMALAYA PRODUCTS WITH SPECIAL REFERENCE TO MADURAI CITY
M. ARUN PANDI, S. DHANUSH KUMAR, DR. S. MANJULA
Abstract
This study aims to assess consumer satisfaction with Himalaya products, specifically focusing on Madurai city. The Himalaya brand, renowned for its range of natural healthcare and personal care products, has gained significant popularity due to its emphasis on Ayurvedic ingredients and a commitment to quality. Consumer satisfaction is a critical factor influencing brand loyalty and repurchase intentions, and this research seeks to identify the key determinants that contribute to satisfaction among consumers in Madurai. The study uses a structured questionnaire to gather primary data from a sample of consumers who have purchased and used Himalaya products. Factors such as product quality, price, availability, effectiveness, and consumer service are evaluated to understand their influence on satisfaction levels. A quantitative analysis, including descriptive statistics and correlation, is employed to examine the relationship between these factors and overall consumer satisfaction. The findings reveal that while consumers in Madurai are largely satisfied with the quality and effectiveness of Himalaya products, challenges such as pricing and product availability remain significant concerns. Additionally, factors like brand reputation and marketing communication are found to play an important role in shaping consumer perceptions. The study concludes with recommendations for the brand to enhance customer satisfaction through improved accessibility and competitive pricing, which would further strengthen its position in the market.This research provides valuable insights for Himalaya and other similar brands aiming to improve consumer satisfaction and loyalty in regional markets.
Keywords
CONSUMER SATISFACTION, HIMALAYA PRODUCT, BRAND LOYALTY, PRICING, PRODUCT QUALITY.
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