A Study on Customer Satisfaction on Purchasing The FMCG Goods in Chennai City

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.