A STUDY ON CUSTOMER SATISFACTION FOR SUGAR-FREE PURE LION HONEY IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The present study examines customer satisfaction towards Sugar-Free Pure Lion Honey in Madurai City, aiming to understand the factors that influence consumer perceptions, preferences, and purchase behavior. Sugar-Free Pure Lion Honey, introduced in 2018 by the Lion Dates Impex Pvt. Ltd., is positioned as a 100% natural sweetener with no added sugar, catering to the needs of diabetics, fitness enthusiasts, and health-conscious individuals. This research focuses on analyzing customer opinions regarding product quality, taste, nutritional benefits, packaging design, pricing structure, promotional activities, and retail availability. Primary data was collected from 100 respondents through a structured questionnaire, applying a convenience sampling technique. The data was analyzed using statistical tools such as percentage analysis, mean score ranking, and Garrett ranking method to identify key satisfaction drivers and areas of improvement. The results indicate that customers appreciate the product’s purity, absence of artificial additives, rich taste, and trusted brand reputation. However, certain aspects like premium pricing, limited availability in smaller retail outlets, and insufficient promotional campaigns have been highlighted as areas requiring strategic improvement. The study concludes that Sugar-Free Pure Lion Honey has strong potential in the growing health-food segment, especially as the trend towards natural and functional foods gains momentum in India. With enhanced marketing, wider distribution networks, competitive pricing strategies, and increased consumer awareness, the brand can significantly expand its market share in urban and semi-urban areas.

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Keywords

Customer Satisfaction, Sugar-Free Pure Lion Honey, Health-Conscious Consumers, Product Quality, Natural Sweetener, Madurai City, Brand Loyalty, Market Potential.