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A STUDY ON CONSUMER SATISFACTION OF MILKYMIST ICECREAM WITH SPECIAL REFERENCE TO COIMBATORE CITY

Authors:

Jayanth balaji R M, a post graduate student from the Department of Corporate Secretaryship, PSG College of Arts and Science, Coimbatore, Tamil Nadu.

ABSTRACT: A study titled "Consumer Satisfaction Towards Milky mist icecreams" conducted in Coimbatore District focused on consumer behavior related to various Milky Mist dairy products, including paneer, butter, and curd. The research aimed to understand consumer preferences, satisfaction levels, and the factors influencing their purchasing decisions. The study revealed that quality was a significant concern among consumers, with a notable percentage expressing dissatisfaction. Additionally, it was observed that consumers' decisions were influenced by factors such as price, availability, and brand perception. The research highlighted the importance of addressing quality issues and enhancing product awareness to improve customer satisfaction and loyalty.

KEYWORDS: Satisfaction, price, purchase, consumer, preference.