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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

A STUDY ON CONSUMER BUYING BEHAVIOUR AND SATISFACTION OF BOVONTO AT MADURAI

A Logapriyan

Dr S Sreeja

Department of Management Sciences Hindusthan College of Engineering and Technology Coimbatore Tamil Nadu
DOI:https://doi.org/10.55041/ijcope.v2i5.226

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

This study investigates customer satisfaction and consumer buying behavior towards Bovonto, a regional grape-flavored soft drink, in the Madurai North West region. Facing intense competition from national and international brands, understanding local consumer perceptions is crucial for Bovonto’s survival and growth. Using a descriptive research design and convenience sampling, primary data was collected from 100 respondents via a structured questionnaire. The analysis employed descriptive statistics, chi-square tests, correlation, and t-tests. Key findings reveal that taste and price are primary purchase drivers, with overall satisfaction being high. However, concerns regarding pricing, health effects (especially increased sugar levels), and a desire for promotional offers were identified. The study concludes that while Bovonto enjoys strong brand loyalty and availability, strategic improvements in pricing, health-oriented positioning, and promotional activities are recommended to sustain its market position.

Keywords

Customer Satisfaction, Consumer Buying Behavior, Bovonto, Soft Drink Industry, Brand Loyalty, Madurai, Price Sensitivity, Expectancy-Disconfirmation Theory.

How to Cite this Paper

Logapriyan, A. (2026). A Study on Consumer Buying Behaviour and Satisfaction of Bovonto at Madurai. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.226

Logapriyan, A. "A Study on Consumer Buying Behaviour and Satisfaction of Bovonto at Madurai." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.226.

Logapriyan, A. "A Study on Consumer Buying Behaviour and Satisfaction of Bovonto at Madurai." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.226.

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References

[1]V. Yuvaraj, K. Vignesh, & A.K. Subramani (2015). Customer Satisfaction towards Bovonto in Chennai.

[2]Boomika Imayavarthini & Sreeya (2019). Factors Affecting Consumer Preference towards Soft Drinks.

[3]R. Prakash & S. Aravind (2022). Customer Satisfaction towards Bovonto in Madurai.

[4]B. Poornima & Vasanth Kumar (2023). Customer Satisfaction towards Soft Drinks in Coimbatore.

[5]K. Pavithra, Sangita Das, & A.K. Subramani (2015). Customer Satisfaction towards Coca-Cola.

[6]Philip Kotler (2017). Marketing Management and Consumer Behavior. Pearson Education.

[7]Richard L. Oliver (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research.

[8]Kevin Lane Keller (2013). Strategic Brand Management. Pearson Education.

[9]Henry Assael (2004). Consumer Behavior and Marketing Action. Thomson Learning.

[10]Leon G. Schiffman & Leslie Lazar Kanuk (2007). Consumer Behavior. Pearson Education.

Ethical Compliance & Review Process

  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
  • •Authors retain copyright.
  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 08 2026
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