A Study on Factors Influencing Customer Satisfaction Towards FMCG Products in the Retail Sector in Thiruvarur Town

Abstract

This study examines customer satisfaction with Fast-Moving Consumer Goods (FMCG) products in the retail sector, focusing on the influence of key factors such as product quality, price, brand image, availability, packaging, value for money, store environment, and staff behaviour. A pilot survey was conducted with 75 respondents selected through convenience sampling, and data were collected using a structured questionnaire based on a five-point scale. The findings indicate that most consumers reported positive satisfaction, with product quality and value for money being the most important determinants. Gender differences in satisfaction were minimal, whereas younger consumers and frequent buyers reported relatively high satisfaction levels. Statistical analysis using cross-tabulation, percentage analysis, regression, and ANOVA confirmed that multiple factors significantly affect the overall customer satisfaction. The study concludes that maintaining consistent product quality, competitive pricing, and a supportive retail environment is essential to enhance customer satisfaction and encourage repeat purchases. Future research should involve a larger sample and additional variables, such as digital shopping behaviour and promotional strategies, to provide deeper insights into evolving consumer preferences.