A STUDY ON CUSTOMER SATISFACTION TOWARDS SKECHERS IN MADURAI DISTRICT

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Customer satisfaction plays a vital role in determining the success and sustainability of a brand in today’s competitive retail environment. The footwear industry in India has witnessed rapid growth with the presence of both domestic and international brands. Among them, Skechers has established a strong market presence by offering products that emphasize comfort, quality, and style. This study aims to analyze the level of customer satisfaction towards Skechers in Madurai District. The research focuses on identifying the key factors influencing customer satisfaction, such as product quality, pricing, design variety, durability, store ambiance, and customer service. A descriptive research design was adopted for the study. Primary data were collected through a structured questionnaire from customers who have purchased Skechers products in Madurai District, while secondary data were gathered from books, journals, and company-related sources. Statistical tools such as percentage analysis and simple charts were used to interpret the collected data. The findings of the study reveal that most customers are satisfied with the comfort and durability of Skechers products. However, certain areas such as pricing and promotional offers require improvement to enhance overall customer experience and loyalty. The study concludes that maintaining product quality and improving service strategies will help Skechers strengthen its position in the Madurai market.

References

Keywords

Customer satisfaction, percentage analysis