A study on customer’s satisfaction towards milk and milk products in Kerala, India
Priyanka D
Customer satisfaction is a measure of how well a company’s products and services meet customers’ expectations. customer satisfaction is important for gaining customer loyalty, repeat purchases, customer life time value and new customer acquisition. In this present decade, companies have gained better understanding of the importance of customer satisfaction and adopted it as a high priority operational goal. This study was carried out in lines of the objectives; to know the purchase behaviour and factors considered by customers before purchase of selected dairy products also to find out the perceived importance of attributes responsible for satisfaction and performance after use and to know the process of problem redresses adopted by consumers and feedback mechanism from dairy. The paper attempts to identify the satisfaction of customers towards milk and milk products in Kerala. Based on extensive literature review, factors affecting customer satisfaction were identified and questionnaire was prepared. The study is based on primary data from hundred and fifty customers collected through questionnaire, personal interview and secondary data collected from journals, company reports, magazines etc. From the study, it is found that most of the customers are satisfied of the milk and milk products in Kerala.
Priyanka D. A study on customer’s satisfaction towards milk and milk products in Kerala, India. Int J Res Marketing Manage Sales 2024;6(2):115-119. DOI: 10.33545/26633329.2024.v6.i2b.181