A STUDY ON BRAND AWARENESS AND CUSTOMER SATISFACTION AMONG WORKING WOMEN IN THE SALEM DISTRICT, WITH A FOCUS ON ITC PRODUCTS

MARKETING

This study examines customer satisfaction and brand perception of ITC’s diverse product portfolio within the Salem district, focusing on working women as the primary respondents. Utilizing a survey of 110 participants through convenient sampling, the research analyzes demographic profiles, product satisfaction levels, and consumer preferences across various ITC brands, including Sun Feast Biscuits, Classmate Notes, Yippee Noodles, Ashirvaad Atta, and Fiama Di-Wills. Based on these insights, the study recommends continuous innovation, targeted marketing, robust distribution networks, and flexible pricing strategies to enhance customer engagement and loyalty. Emphasizing product differentiation and aligning offerings with consumer needs can foster long-term growth and strengthen ITC’s market position. Overall, the research underscores the importance of understanding customer preferences and maintaining high standards in product quality, taste, and affordability to sustain customer satisfaction and competitiveness in the FMCG sector.

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