Document Type : Research Article



Customer satisfaction is a term frequently used in marketing. It is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction, this study is aimed to analysis the customer satisfaction in
villupuram district, how the people choosing the brand of cellular phone and what are
the parameter to choose the selected brands. Brand preference reflects a desire to use
a particular company's products or services, even when there are equally priced and
equally-available alternatives. In fact, more often than not, brand preference indicates a
desire to seek out a specific product or service, even when it requires paying more or
expending more effort to obtain it. Brand preferences are important to companies
because it provides an indicator of their customers' loyalty, the success of their
marketing tactics, and the strength of their respective brands. Measure of brand loyalty
in which a consumer will choose a particular brand in presence of competing brands,
but will accept substitutes if that brand is not available. Brand preference is strongly
linked to brand choice that can influence the consumer decision making and activate
brand purchase, many brands