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A Study on Consumer Buying Behaviors and Customer Satisfaction towards FMCG Products with Reference to Chennai City

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Issue Abstract

Abstract

This study examines the buying behaviour and satisfaction levels of consumers towards Fast-Moving Consumer Goods (FMCG) products in Chennai city. The research primarily focuses on identifying the key factors that influence consumer purchasing decisions and their overall satisfaction with these products. The study is based on primary data collected from a sample of 100 respondents using a structured questionnaire, ensuring a clear understanding of consumer preferences, habits, and expectations. To analyse the data effectively, statistical tools such as percentage analysis, Chi-square test, and Analysis of Variance (ANOVA) have been employed. Percentage analysis is used to present the demographic profile and general consumption patterns of the respondents, while the Chi-square test helps in identifying the relationship between demographic variables and buying behaviour. ANOVA is applied to examine the differences in satisfaction levels among various consumer groups. The findings of the study reveal that factors such as brand image, price, and product quality play a crucial role in influencing consumer buying behaviour and satisfaction. Consumers tend to prefer well-known brands that offer quality products at reasonable prices. Additionally, promotional strategies, availability, and packaging also contribute to shaping consumer preferences to some extent. The study concludes that FMCG companies should focus on maintaining product quality, competitive pricing, and strong brand positioning to enhance customer satisfaction and loyalty. The insights derived from this research can help marketers and companies formulate effective strategies to meet the evolving needs of consumers in Chennai city..

Keywords: Consumer Buying Behaviour, Customer Satisfaction,FMCG Products, Purchase Decision

Author Information
Dr.V.Murugan Associate Professor and Research Supervisor, A. Manikandan Research Scholar, PG & Research Department of Commerce, Rajeswari Vedachalam Government Arts College, Chengalpattu – 603001.
Issue No
3
Volume No
12
Issue Publish Date
05 Mar 2026
Issue Pages
482-492

Issue References

References

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