Measuring Consumer Satisfaction Toward Parle Biscuits
Keywords:
Consumer satisfaction, Parle biscuits, brand loyalty, consumer behavior, FMCG marketAbstract
Consumer satisfaction remains a critical determinant of brand loyalty and market success in the competitive biscuit industry. This study examines consumer satisfaction levels toward Parle biscuits, one of India's leading biscuit brands. The research employed a quantitative approach using structured questionnaires administered to 400 consumers across urban and semi-urban areas. Primary objectives included assessing overall satisfaction levels, identifying key satisfaction drivers, evaluating purchase intentions, and analyzing demographic influences on satisfaction patterns. The study hypothesized positive relationships between product quality, price perception, brand image, and overall satisfaction. Data collection utilized convenience sampling with statistical analysis through SPSS including descriptive statistics, correlation analysis, and ANOVA. Results revealed high overall satisfaction scores (4.2/5.0), with taste quality emerging as the primary satisfaction driver, followed by affordability and brand trust. Significant demographic variations were observed, particularly across age groups and income levels. The findings indicate strong consumer loyalty toward Parle biscuits, with recommendations for maintaining quality standards while expanding product variety. This research contributes valuable insights for marketing strategies and consumer behavior understanding in the Indian biscuit market, facilitating evidence-based decision making for brand positioning and product development initiatives.
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