Abstract:
The Fast-Moving Consumer Goods (FMCG) sector plays a pivotal role in the daily lives of consumers,
especially in urban markets like Chennai. This study explores the various factors influencing customer
satisfaction during the purchase of FMCG products in the city. The research aims to understand consumer
behaviour, preferences, and perceptions regarding product quality, pricing, brand loyalty, and service
experience. Data was collected through structured questionnaires from a diverse demographic sample in
Chennai. Statistical tools were used to analyse the responses and identify key satisfaction drivers. Findings
reveal that product quality and availability are the most significant contributors to satisfaction, followed closely
by price and promotional offers. Brand trust also emerged as a strong influence in repeat purchases. The study
further highlights the impact of modern retail formats and digital platforms on shopping experiences. Insights
from this research can assist FMCG companies in tailoring their strategies to meet urban consumer needs. The
study also identifies gaps in service delivery and areas for improvement. Recommendations are provided to
enhance customer engagement and satisfaction. This research contributes to the growing body of knowledge in
consumer behaviour studies specific to the FMCG industry in metropolitan settings. The results underscore the
dynamic nature of consumer expectations in a competitive market.
