Authors: Manas Mahesh Bhosale, Prof. Amruta Kamat
Abstract: This research paper focuses on the factors influencing customer satisfaction towards FMCG (Fast-Moving Consumer Goods) brands. The study aims to understand consumer buying behaviour and analyse how factors such as product quality, price, brand image, packaging, availability, and promotional activities affect customer satisfaction and brand loyalty in the FMCG sector. The research is based on primary data collected from 100 respondents through a structured questionnaire. Secondary data was collected from books, journals, articles, company reports, and websites related to the FMCG industry. Descriptive statistical tools such as percentage analysis, tables, charts, and graphical representation were used for analysing and interpreting the collected data. The findings of the study reveal that product quality is the most influential factor affecting customer satisfaction, followed by price and brand reputation. Most respondents expressed satisfaction with the quality, availability, and variety of FMCG products. The study also indicates that consumers prefer purchasing FMCG products frequently, mainly from supermarkets and local Kirana stores. ITC Limited emerged as the most preferred FMCG brand among respondents. The study concludes that improving product quality, maintaining reasonable pricing, enhancing brand image, and ensuring product availability are essential for increasing customer satisfaction and building long-term customer loyalty towards FMCG brands.
DOI: https://doi.org/10.5281/zenodo.20285606
