Analyzing Consumer Satisfaction with Tanishq Jewellery Products: A Study of Marketing Mix Strategies

Abstract

The present study examines consumer satisfaction towards the marketing strategies of Tanishq jewellery products, with a specific focus on key elements of the marketing mix, namely product, price, and promotion. The research is descriptive and analytical in nature and is based on primary data collected from 80 respondents using a structured questionnaire. Percentage analysis was employed to understand the demographic profile of consumers, while statistical tools such as the Friedman test and ANOVA were used to identify the specific reasons for consumer satisfaction and to examine the association between satisfaction and selected demographic variables. The study aims to provide empirical insights into how marketing strategies influence consumer satisfaction in the organised jewellery retail sector. The findings reveal that product-related factors such as quality, design, purity assurance, and craftsmanship are the most influential determinants of consumer satisfaction, followed by promotional strategies, whereas price plays a comparatively secondary role. The results further indicate that occupation has a significant association with consumer satisfaction, while age does not show a significant difference in sat isfaction levels. Overall, the study concludes that Tanishq’s marketing strategies are largely effective in addressing consumer expectations, with strong emphasis on product excellence and trust-based promotion. The study offers valuable implications for jewellery retailers and marketers in designing consumer-centric marketing strategies to enhance satisfaction and long-term brand loyalty.