Paper Contents
Abstract
This study examines customer satisfaction with Haldirams products, focusing on factors like product quality, variety, pricing, brand image, and service. Data were collected through a structured questionnaire administered to 300 customers in urban retail outlets. Quantitative analysis using descriptive statistics, factor analysis, and regression revealed that product quality and brand image are the strongest predictors of customer satisfaction. The study offers managerial implications and recommendations for enhancing customer loyalty.Keywords: Customer satisfaction, Haldirams, product quality, brand image, regression analysisINTRODUCTION 1.1 BackgroundHaldirams, established in 1937 and headquartered in Nagpur, India, is a major brand in traditional sweets, namkeens, and snacks. It has expanded nationally and internationally, maintaining a diverse product range.1.2 Research Aim and ObjectivesAim: To assess customer satisfaction towards Haldirams products.Objectives:1.Evaluate customer satisfaction levels.2.Identify key influencing factors (quality, variety, price, brand image, service).3.Provide recommendations to boost satisfaction and loyalty.1.3 Scope and SignificanceWith rising competition in F&B sector, understanding drivers of customer satisfaction is crucial. This study benefits Haldirams by identifying improvement areas.
Copyright
Copyright © 2025 SHIVEE YADAV. This is an open access article distributed under the Creative Commons Attribution License.
