Consumer Awareness and Customer Satisfaction towards FMCG Products: A Study in Thanjavur District

Abstract

The FMCG (Fast-Moving Consumer Goods) sector plays a vital role in meeting the daily needs of consumers and contributes significantly to the growth of the Indian economy. Consumer awareness and customer satisfaction are important factors that influence purchasing decisions and brand loyalty in the FMCG market. The present study entitled “Consumer Awareness and Customer Satisfaction towards FMCG Products: A Study in Thanjavur District” aims to examine the level of consumer awareness, sources of awareness, purchasing behavior, and customer satisfaction towards FMCG products. The study is based on primary data collected from 140 respondents in Thanjavur District through a structured questionnaire. Convenience sampling technique was adopted for selecting the respondents. Percentage analysis and correlation analysis were used to analyze the collected data. The findings reveal that a majority of consumers possess a moderate level of awareness regarding FMCG products. Television and social media are identified as the major sources of consumer awareness. Food products are the most preferred FMCG category, and most consumers purchase FMCG products on a weekly basis. The study also reveals that consumers are generally satisfied with product quality and pricing. Furthermore, correlation analysis indicates a strong positive relationship between consumer awareness and customer satisfaction. The study concludes that increasing consumer awareness can significantly enhance customer satisfaction and strengthen consumer loyalty towards FMCG products.