A STUDY ON CUSTOMER PREFERENCE AND BRAND LOYALTY WITH REFERENCE TO MAHARAJA RICE MILL PRIVATE LIMITED, KANGEYAM

A STUDY ON CUSTOMER PREFERENCE AND BRAND LOYALTY WITH REFERENCE TO MAHARAJA RICE MILL PRIVATE LIMITED, KANGEYAM

Dr. B. Shanthini

Associate Professor, Department of Management Studies,

Kangeyam Institute of Technology, Kangayam -638108,

 Tamil Nadu, India.

Vaishnavi

II-MBA

Kangeyam Institute of Technology, Kangeyam -638108,

Tamil Nadu, India.

ABSTRACT

The purpose of this study is to examine customer preferences and brand loyalty with reference to Maharaja Rice Mill Private Limited, Kangeyam. In an increasingly competitive rice milling industry, understanding the factors that influence consumer choice and loyalty is critical for sustaining market share and fostering long-term growth. This research investigates key determinants such as product quality, price perception, brand image, customer satisfaction, and service consistency that shape preferences among rice mill customers. Through a combination of structured questionnaires and statistical analyses, primary data were collected from a representative sample of customers in and around Kangeyam town. The findings reveal that product quality and consistent supply are the strongest predictors of brand preference, whereas perceived value and trust significantly contribute to customer loyalty. The study also highlights that customers with high satisfaction levels demonstrate stronger repurchase intentions and positive word-of-mouth behaviour. Based on the results, strategic suggestions are offered to enhance customer retention and strengthen the brand position of Maharaja Rice Mill in the regional market. This research contributes to the limited body of literature on customer behaviour in the rice milling sector and provides actionable insights for practitioners seeking to improve competitive performance.

Keywords:
Customer Preference, Brand Loyalty, Customer Satisfaction, Brand Image, Product Quality