Customer Satisfaction towards Marketing Strategies of Different Products of HUL Ltd.

S. Devilaxmi, S. Devendraprabu

Customer Satisfaction; Marketing Strategies; Hindustan Unilever Limited; FMCG; Brand Management.

This study examines customer satisfaction with the marketing strategies employed by Hindustan Unilever Limited (HUL) for its diverse product portfolio in the Fast-Moving Consumer Goods (FMCG) sector. HUL, a market leader in India, offers products across home care, beauty & personal care, and foods & refreshments categories under renowned brands like Surf Excel, Dove, Lux, and Brooke Bond. The research focuses on identifying key factors—such as product quality, pricing, advertising, and distribution channels—that influence consumer perception and satisfaction. Primary data was collected from a sample of 60 respondents in Vellakovil town, Tirupur District, and analyzed to draw insights. The findings indicate that while HUL’s strong brand presence and quality are significant strengths, competitive pricing remains a crucial area for improvement to enhance market efficiency and customer retention amidst growing competition. The study provides actionable recommendations for refining marketing strategies to better align with consumer expectations.

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