Authors: Dr.P.Poornima
Abstract: Customer satisfaction plays a vital role in determining the success and growth of any company in the competitive consumer goods market. Nestlé is one of the world’s leading food and beverage companies, offering a wide range of products such as dairy items, chocolates, beverages, and instant foods. The main objective of this study is to analyze the level of customer satisfaction towards Nestlé products with special reference to Tirupur city. The study focuses on understanding consumer preferences, buying behavior, and the factors influencing satisfaction, including product quality, price, taste, packaging, availability, and brand image. The research is based on primary and secondary data. Primary data were collected from consumers in Tirupur city through a structured questionnaire, while secondary data were gathered from journals, websites, and previous research studies. A descriptive research design was adopted, and tools such as percentage analysis and simple statistical methods were used to interpret the collected data. The findings of the study indicate that most consumers are satisfied with Nestlé products due to their quality, brand reputation, and wide product variety. Factors such as taste, availability, and reasonable pricing significantly influence customer satisfaction and purchasing decisions. The study concludes that maintaining product quality, improving promotional activities, and introducing new product varieties can further enhance customer satisfaction and brand loyalty among consumers. Customer satisfaction is a key driver in retaining customers and strengthening the market position of Nestlé products.
DOI: https://doi.org/10.5281/zenodo.19919466
