A STUDY ON CUSTOMER SATISFACTION TOWARDS SNP MILK IN MADURAI CITY

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 is an important factor that determines the success and growth of any product in the market. Milk is one of the essential food items consumed daily by people of all age groups, and consumers expect good quality, freshness, and reasonable pricing from dairy brands. This study focuses on analyzing the level of customer satisfaction towards SNP Milk in Madurai City. The main objective of the study is to understand consumer perceptions regarding product quality, price, and availability. The research is based on primary data collected from 100 respondents through a structured questionnaire using the convenience sampling method. Secondary data were collected from journals and related sources. The collected data were analyzed using simple percentage and tabular analysis. The study reveals that most consumers are satisfied with SNP Milk due to its quality and affordability. However, improvements in product availability and promotional activities could further enhance customer satisfaction and strengthen the brand’s position in the market.

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Keywords

Customer Satisfaction, Diary Products, SNP Milk, Customer Preference, Promotional Activities