FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS DAIRY PRODUCTS IN COIMBATORE DISTRICT

The present study examined the factors influencing customer satisfaction towards dairy products in Coimbatore District by analysing the effects of product quality, taste, product freshness, packaging, product availability, brand image, price value, hygiene and food safety, promotional activities, and customer service. Using primary data collected from 250 dairy product consumers and analysed through descriptive statistics, reliability analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis, the study identified the key determinants of customer satisfaction within the regional dairy market. The findings revealed that consumers generally held favourable perceptions of all the study variables, indicating a high level of satisfaction with dairy products available in Coimbatore District. Correlation analysis showed that all independent variables were positively associated with customer satisfaction. However, the regression analysis demonstrated that only packaging, product availability, and promotional activities had statistically significant positive effects on customer satisfaction after controlling for the influence of the remaining variables. Among these determinants, promotional activities emerged as the strongest predictor, followed by product availability and packaging. Although product quality, taste, product freshness, brand image, price value, hygiene and food safety, and customer service exhibited positive relationships with customer satisfaction, their individual effects were not statistically significant within the overall regression model. The study highlights that customer satisfaction in the dairy industry is influenced not only by product-related characteristics but also by effective marketing and distribution strategies. While maintaining acceptable product quality remains essential, consumers increasingly expect quality as a basic requirement. Consequently, competitive advantage is more likely to be achieved through attractive packaging, continuous product availability, and well-designed promotional programmes that enhance consumer awareness, convenience, and perceived value. The study contributes to the existing literature by providing empirical evidence on the determinants of customer satisfaction in a district-level dairy market within India. It offers a comprehensive assessment of multiple product and marketing factors using a single analytical framework, thereby extending the understanding of consumer behaviour in the dairy sector. The findings also provide useful insights for dairy manufacturers, retailers, and marketing professionals seeking to strengthen customer satisfaction and improve long-term market competitiveness. Overall, the study concludes that sustainable customer satisfaction in the dairy industry depends on integrating product excellence with effective marketing initiatives and efficient distribution systems. By prioritising consumer-oriented strategies that improve packaging quality, ensure uninterrupted product availability, and strengthen promotional efforts, dairy companies can enhance customer satisfaction, encourage repeat purchases, foster long-term customer loyalty, and achieve sustainable business growth in increasingly competitive markets.

Aaker, D. A. (1996). Building strong brands. Free Press. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304 Armstrong, G., & Kotler, P. (2021). Principles of marketing (18th Global ed.). Pearson. Banović, M., Asioli, D., & Sogari, G. (2025). Cross-cultural consumer valuation of precision fermentation milk: Effects of information, individual traits, and labelling preferences. Food Quality and Preference, 131, 105570. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69–82. https://doi.org/10.1177/002224299005400206 Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior (10th ed.). Cengage Learning. Chaturvedi, A. K., Singh, R., & Tiwari, C. K. (2024). Consumer behavioural patterns towards milk and dairy products: An analytical investigation of an Indian dairy supply chain. Asian Journal of Dairy and Food Research, 43(4), 774–783. https://doi.org/10.18805/AJDFR.DR-2175. Churchill, G. A., Jr., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491–504. https://doi.org/10.1177/002224378201900410 Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68. https://doi.org/10.1177/002224299205600304 Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21.