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 PREFERENCES TOWARDS OPTIMUM NUTRITION WHEY PROTIEN IN MADURAI CITY.

SANTHOSH KUMARJ, SIRANJEEVI R, DR. G. THENMOZHI

Abstract

The demand for whey protein supplements has significantly increased in India as a result of rising knowledge of nutrition and fitness. One of the most well-liked brands among gym-goers, fitness fanatics, and health-conscious people is Optimum Nutrition (ON) Whey Protein. The purpose of this study is to examine consumer preferences for Optimum Nutrition Whey Protein in Madurai City, with an emphasis on aspects like availability, quality, pricing, brand perception, and general customer happiness.

A comprehensive survey was administered to a broad sample of Madurai customers, including athletes, gym patrons, and whey protein supplement users in general. Questionnaires were used to gather the data, which was then statistically evaluated to determine brand loyalty, purchase patterns, and important factors affecting customer choices. The results of the study show that price, product quality, and brand reputation all have a significant impact on consumer choices. Customer satisfaction is also greatly impacted by elements like availability, packaging, and taste variation.

Recommendations have been made to improve the brand's market presence and consumer interaction in Madurai based on the insights gathered. Businesses in the nutrition sector may use this study as a useful tool to enhance their marketing strategy and gain a better understanding of customer expectations.

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References

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