A Study of customer satisfaction level towards Lakme products with special reference in Tirupur city

Aim: The aim of this study is to examine the level of customer satisfaction towards Lakm products with special reference to Tirupur city and to identify the factors influencing consumer perception and purchase behavior. Further, this study focuses to analyze the influence of product quality on customer satisfaction & To examine the impact of price on customer satisfaction towards Lakm products. Background: Customer satisfaction is a key determinant of brand success in the competitive cosmetics industry. Understanding consumer perception and satisfaction towards cosmetic products helps companies improve quality, pricing strategies, and distribution. Lakm, being one of India's leading cosmetic brands, requires continuous evaluation of customer satisfaction to maintain its market position. Methodology: The study adopted a descriptive research design to analyze customer satisfaction towards Lakm products in Tirupur city. Primary data were collected from 100 respondents using a structured questionnaire. Statistical tools such as percentage analysis, Chi-square test, ranking method, and Likert scale analysis were employed to interpret the data and examine the relationship between variables. Analytical Outcomes: The Likert scale analysis revealed that the majority of respondents expressed satisfaction with product availability and quality. More than half of the respondents agreed that Lakm products maintain good quality standards, while a moderate percentage remained neutral regarding pricing, suggesting perceived affordability concerns among some consumers. Ranking analysis showed that availability emerged as the most influential factor affecting customer satisfaction and purchase decisions. Brand image and product quality followed in importance, while price was ranked comparatively lower. This suggests that easy accessibility and strong brand perception play a major role in influencing consumers. Conclusive Result: Overall, the study concludes that Lakm has successfully maintained a strong position in the market by offering quality products and ensuring effective distribution. However, adopting competitive pricing strategies, strengthening promotional activities, and enhancing customer engagement initiatives can further improve customer satisfaction and brand loyalty.