Customer Satisfaction Towards Fmcg Products in the Retail Sector in Thiruvarur Town

Abstract

This study investigates customer satisfaction towards Fast-Moving Consumer Goods (FMCG) products within the retail sector of Thiruvarur Town, a significant locale in Tamil Nadu, India. The FMCG sector is characterized by high volume sales and rapid inventory turnover, making customer satisfaction a crucial determinant for business success and market competitiveness. The research employs a quantitative approach, utilizing a structured questionnaire administered to a sample of retail customers in Thiruvarur Town. The analysis focuses on multiple dimensions of customer satisfaction, including product quality, pricing strategies, availability of products, customer service, and overall shopping experience. Statistical tools such as descriptive statistics, correlation analysis, and regression analysis are employed to evaluate the collected data, providing insights into the factors that predominantly influence customer satisfaction in this specific context. Preliminary findings indicate a significant correlation between perceived product quality and customer satisfaction, highlighting that consumers prioritize quality over other factors such as price and service. Additionally, the study reveals that the availability of products and efficient customer service also play vital roles in shaping customer perceptions and satisfaction levels. The implications of these findings suggest that retailers in Thiruvarur should focus on enhancing product quality and ensuring a diverse inventory to meet consumer demands effectively. Furthermore, training programs aimed at improving customer service can contribute to increased customer loyalty and satisfaction. The results of this research have broader implications for the FMCG sector, as understanding customer preferences and satisfaction drivers can aid retailers in developing strategies that enhance consumer experience, ultimately leading to increased sales and market share. This study contributes to the existing literature by providing empirical evidence on customer satisfaction within a specific geographical context, thus offering valuable insights for both academics and practitioners in the retail industry.