A Study on Customer’s Satisfaction towards Brands of Select Fast Moving Consumer Goods

GIS Business, Vol-15-Issue-2-February-2020

16 Pages Posted: 26 Mar 2020

See all articles by Subhadeep Chakraborty

Subhadeep Chakraborty

Dibrugarh University - Centre for Management Studies

Subhadeep Mukherjee

Sikkim Manipal Institute of Technology

Date Written: 2020

Abstract

The demand for fast-moving consumer goods (FMCG) is increasing day by day. Today we are witnessing a lot of brands of FMCG products in the Indian market. But the question is how much these brands are satisfying the customers’ needs in the Indian market. Keeping this point in view, the paper endeavors to highlight how much the customers are satisfied with the brands of FMCG products. Existing literature shows that product quality, service quality, perceived value and financial benefit actually affect customer satisfaction. So analysis in this paper is made to see the correlation with customer satisfaction to other independent variables selected. The relationship between the dependent and independent variables in the study has been analyzed using Regression Analysis. The study is carried out in Tinsukia town, Assam with the total sample size of 375 selected on a quota sampling basis.

Keywords: Customer Satisfaction, Service Quality, Financial Benefit, Product Quality, Perceived Value

JEL Classification: J00, Z13, M31, M20, M37, M19

Suggested Citation

Chakraborty, Subhadeep and Mukherjee, Subhadeep, A Study on Customer’s Satisfaction towards Brands of Select Fast Moving Consumer Goods (2020). GIS Business, Vol-15-Issue-2-February-2020, Available at SSRN: https://ssrn.com/abstract=3546913

Subhadeep Chakraborty

Dibrugarh University - Centre for Management Studies

Dibrugarh University, Dibrugarh - 786004
Assam
dibrugarh, West Bengal 786004
India

Subhadeep Mukherjee (Contact Author)

Sikkim Manipal Institute of Technology ( email )

Department of Management Studies
Sikkim Manipal Institute of Technology
Majitar, East Sikkim 737136
India
8910133283 (Phone)

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