A STUDY ON CUSTOMER SATISFACTION TOWARDS AMUL ICE CREAM IN MADURAI CITY
International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)
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Abstract
This study examines customer satisfaction towards Amul Ice Cream among consumers in Madurai City. The research focuses on key determinants such as taste, price, quality, variety, and availability that influence overall satisfaction. Using a structured questionnaire, primary data were gathered from a sample of 100 respondents selected through simple random sampling. The responses were analyzed using frequency distribution and percentage analysis to interpret consumer perceptions. Results indicate that a majority of consumers are satisfied with Amul Ice Cream, particularly in terms of taste and quality, whereas price sensitivity and limited variety are areas of concern. The study reveals demographic patterns in purchasing behavior that affect satisfaction levels. Based on the findings, suggestions are made to enhance product offerings, promotional strategies, and distribution. This research offers insights for better decision making by marketers and contributes to consumer behavior literature in the context of packaged dairy products in regional urban markets.
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Keywords
Customer Satisfaction, Consumer Behavior, Amul Ice Cream, Purchase Decision, Quality Perception
