A EMPERICAL STUDY ON “ CONSUMER PREFERENCE AND SATISFACTION LEVEL” WITH SPECIAL REFERENCE TO HIMALAYA AT DELTA REGION IN TAMIL NADU

Abstract

The present study titled “An Empirical Study on Consumer Preference and Satisfaction Level with Special Reference to Himalaya at Delta Region in Tamil Nadu” aims to examine the buying behaviour, brand preference, and satisfaction level of consumers toward Himalaya products. With the growing awareness of herbal and natural healthcare products, consumer expectations and brand perceptions have undergone significant change, especially in semi-urban and rural regions. This research focuses on understanding the factors influencing consumer preference, such as product quality, price, availability, packaging, and promotional activities, and their impact on the overall satisfaction level of customers.The study adopts a descriptive and empirical research design, using both primary and secondary data. Primary data were collected through structured questionnaires from consumers residing in the Delta Region of Tamil Nadu. Appropriate statistical tools such as percentage analysis, chi-square test, and correlation analysis were used to interpret the findings. The results indicate that product quality, herbal ingredients, brand trust, and reasonable pricing play a significant role in shaping consumer preference and satisfaction. Moreover, the study highlights that continuous product innovation and effective communication strategies enhance consumer loyalty toward Himalaya products.The findings of this research provide valuable insights for marketers to develop appropriate strategies for sustaining customer satisfaction and improving brand equity in regional markets like the Delta Region of Tamil Nadu.