Consumer Preference and Satisfaction towards Organic Personal Care Brands in Chennai

Abstract

People nowadays are very health conscious and they started using environmentally friendly and natural products in their everyday lives. Organic personal care products are becoming very popular, and they occupy a strong market place.The purpose of this study is to identify the preference and satisfaction of consumers’ towards organic personal care brands consumers towards green products at Chennai city, Tamil Nadu. The study was analytical in nature. The target population of the study consists of consumer of organic personal care brands at Chennai city. The sample size of the study was 100 consumers. Judgment sampling technique has been used to collect data from the consumers. The data were collected by using primary and secondary data source. The questionnaire consisted with three dimensions namely socio-economic factors of the consumers, consumers’ preference on organic personal care brands and consumers’ satisfaction on organic personal care brands. The questionnaire was developed by using a five point Likert scale. The secondary data were collected from related articles, journals, thesis, books, newspapers and internet, etc. To analyze the data the statistical measures namely reliability, descriptive statistics, chi-square, correlation and Friedman test were used. The study found that that there is a significant and positive relationship between consumer preference and satisfaction towards organic personal care products at Chennai city. Conclusions as well as suggestions were discussed