CHAPTER 5

FINDINGS, CONCLUSIONS AND SUGGESTIONS

5.1 Major Findings

Based on the survey conducted among 60 respondents regarding customer satisfaction

towards branded and local products,
several important findings were identified. The majority of respondents belonged to the
younger age group of 18–35 years,
indicating that young consumers are the most active participants in purchasing decisions.
Most respondents were from
middle-income groups, which shows that price sensitivity plays an important role when
choosing between branded and local products.

The study revealed that branded products are slightly more preferred by consumers
because they are associated with higher
quality, reliability, attractive packaging, and strong brand reputation. Consumers tend to
trust well-known brands because
they believe that branded companies maintain consistent quality standards.

However, local products also hold a significant share in consumer preference. Many
respondents indicated that they purchase
local products due to their affordable prices, easy availability, and convenience. In recent
years, local manufacturers have
improved the quality and packaging of their products, which has increased consumer
acceptance.

Another major finding of the study is the influence of marketing and advertising.
Advertisements, brand image, and promotional
offers such as discounts and special deals significantly affect purchasing behaviour. Many
consumers reported that discounts
and promotional schemes motivate them to try new products.

The study also found that modern consumers are influenced by online reviews and digital
platforms. Many respondents stated
that they check product ratings and reviews before purchasing products. This shows the
growing importance of digital marketing
and e-commerce platforms in shaping consumer perceptions.

Furthermore, the study indicates that consumers are willing to switch from branded
products to local alternatives if similar
quality is available at a lower price. This suggests that price competitiveness and perceived
value are major factors affecting
customer satisfaction.

Overall, the findings show that customer satisfaction depends on a combination of factors
including price, product quality,
brand image, availability, promotional offers, and consumer trust.

5.2 Conclusions

The study on customer satisfaction towards branded versus local products highlights the
changing dynamics of consumer behaviour
in the modern marketplace. Branded products continue to dominate many product
categories due to their strong brand reputation,
consistent quality standards, and effective marketing strategies. Consumers often associate
branded products with reliability,
prestige, and superior performance.

At the same time, local products are becoming increasingly popular because they provide
affordable alternatives to expensive
branded goods. Improvements in manufacturing techniques, packaging design, and
distribution networks have allowed local
producers to compete more effectively with established brands.

The findings of the study suggest that consumers do not rely solely on brand names when
making purchasing decisions. Instead,
they evaluate several factors such as price, quality, product availability, and personal
experience with the product.
Many consumers prefer branded products for items that require high reliability, while they
may choose local products for
everyday goods due to their lower cost.

Another important conclusion is the increasing influence of digital platforms on consumer

behaviour. Online reviews,
social media promotions, and influencer marketing have become powerful tools that affect
consumer perception and satisfaction.

In conclusion, both branded and local products play important roles in the market.
Businesses that focus on delivering
high-quality products, competitive pricing, and strong customer relationships are more
likely to achieve higher levels
of customer satisfaction and loyalty.

5.3 Suggestions / Recommendations

• Branded companies should focus on maintaining high product quality while offering
competitive pricing to retain customers.
• Local manufacturers should improve packaging, branding, and marketing strategies to
increase consumer trust.
• Businesses should invest in digital marketing strategies such as social media advertising
and influencer promotions.
• Retailers should offer discounts, loyalty programs, and promotional schemes to attract
more customers.
• Companies should regularly collect customer feedback and online reviews to improve
product performance and satisfaction.
• Local businesses should emphasize the benefits of supporting local industries and
communities.
• Businesses should ensure consistent product availability and efficient distribution
networks.

5.4 Scope for Further Research

Although this study provides useful insights into customer satisfaction towards branded
and local products,
there are several opportunities for further research. Future studies can expand the research
by including a larger
sample size to obtain more accurate and generalizable results.

Researchers can also focus on specific product categories such as electronics, clothing, food
products,
and personal care items to understand consumer preferences in different industries. In
addition, comparative
studies can be conducted between urban and rural markets to analyze how geographical
factors influence
consumer purchasing behaviour.

Another potential area for future research is the impact of online shopping platforms such
as e-commerce websites
on consumer preferences for branded and local products. Researchers can also examine the
influence of sustainability,
eco-friendly packaging, and ethical production practices on consumer satisfaction.
Bibliography / References
• Kotler, Philip & Keller, Kevin Lane. Marketing Management. Pearson Education.
• Schiffman, Leon & Wisenblit, Joseph. Consumer Behavior. Pearson.
• Solomon, Michael. Consumer Behavior: Buying, Having and Being.
• Nielsen Global Consumer Report (2024).
• PwC Global Consumer Insights Survey (2024).
• EY Future Consumer Index Report (2025).

Annexure – Questionnaire
1. What is your age group? (18–25 / 26–35 / 36–45 / Above 45)
2. What is your gender? (Male / Female)
3. What is your occupation? (Student / Employee / Business / Others)
4. What is your monthly income? (Below ₹20,000 / ₹20,000–₹40,000 / ₹40,000–₹60,000 /
Above ₹60,000)
5. Which type of product do you prefer? (Branded / Local)
6. Do you believe branded products offer better quality? (Yes / No)
7. Do you think local products are more affordable? (Yes / No)
8. How often do you purchase branded products? (Regularly / Occasionally / Rarely)
9. How often do you purchase local products? (Regularly / Occasionally / Rarely)
10. Does advertisement influence your purchase decision? (Yes / No)
11. Do discounts influence your purchase decision? (Yes / No)
12. Do online reviews influence your purchasing decision? (Yes / No)
13. Are local products easily available in your area? (Yes / No)
14. Are you satisfied with branded products? (Highly satisfied / Satisfied / Neutral /
Dissatisfied)
15. Are you satisfied with local products? (Highly satisfied / Satisfied / Neutral /
Dissatisfied)
16. Is brand image important when choosing products? (Yes / No)
17. Would you switch to local products if they offer similar quality at a lower price? (Yes /
No)
18. Do you compare prices before purchasing products? (Yes / No)
19. Would you recommend branded products to others? (Yes / No)
20. Overall, which product type satisfies you more? (Branded / Local)