A STUDY ON CUSTOMER SATISFACTION WITH BOVONTO COOL DRINKS 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

This research investigates customer satisfaction with Bovonto cool drinks in Madurai City, with emphasis on taste, quality, pricing, packaging, availability, and promotional effectiveness. The study is based on primary data collected from 100 respondents through a structured questionnaire using convenience sampling. Descriptive statistics and percentage analysis were applied to interpret the responses, enabling a clear understanding of consumer perceptions. The results reveal that Bovonto has successfully retained a loyal consumer base due to its distinctive grape flavor, consistent product quality, hygienic standards, and competitive pricing. Its strong regional identity and nostalgic brand value further contribute to consumer preference over national and multinational brands. Nevertheless, the study highlights areas for strategic improvement, including diversification of flavors, modernization of packaging, expansion of distribution channels, and more aggressive marketing campaigns to attract younger consumers. The research concludes that maintaining core brand attributes while embracing innovation is essential for Bovonto’s continued success in an increasingly competitive soft drink market. These insights can guide both product development and marketing strategies, ensuring sustained customer satisfaction and brand growth.

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Keywords

Bovonto, customer satisfaction, cool drinks, brand loyalty, product quality, pricing, packaging, Madurai City, consumer perception, soft drink industry, marketing strategy.