A Study on Consumer Buying Behaviour and Satisfaction of Bovonto at Madurai

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 statis