A STUDY ON IMPACT OF PRODUCT QUALITY AND PRICING ON CUSTOMER LOYALTY TOWARDS PARLE PRODUCTS

This study examines the impact of product quality and pricing on customer loyalty towards Parle Products Pvt. Ltd. in the Indian FMCG sector. The objective is to analyze consumer perceptions of quality and pricing and their influence on satisfaction and repeat purchase behavior. The research is based on primary data collected through structured questionnaires and supported by secondary data from journals and company reports. The findings reveal that consistent product quality and value-for-money pricing strongly influence customer loyalty, as consumers associate Parle with trust, affordability, and reliability. The study concludes that maintaining quality standards and effective pricing strategies is essential for sustaining long-term customer loyalty and competitive advantage. Keyword: Product Quality, Pricing Strategy, Customer Loyalty, Consumer Behavior, FMCG Sector, Brand Loyalty, Customer Satisfaction, Parle Products Pvt. Ltd.