Published Paper Details:

A STUDY ON BRAND PREFERENCE OF THE WASHING POWDER WITH SPECIAL REFERENCE TO SURF EXCEL IN SIVAKASI TALUK Abstract Dr.R.Murugan, Associate Professor and Head, Department of Commerce, Vadakkangulam, Tirunelveli District "The only goose that lays golden eggs every day... forever... is your customer". It was John Wanamaker, owner of a Philadelphia department store in 60's, Coined the phrase, "The customer is always right" later, through years the value of customer is always right" later through years the value of customer has also reached its pinnacle. In 1990's the consumer was considered as king or queen, and total "Customer is the boss". As competition has increased, so the needs of the customer, so the needs of the customer, so the needs of the customer are becoming paramount MEASURING CUSTOMER SATISFACTION To understand regarding the value of their offering to customers, firms must understand how satisfied existing and potential customers are with their current offerings. This type of focus on measuring customer satisfaction is much important in today's competitive business environment useful measures of customer satisfaction should examine to both. Customer's perceptions concerning law well the firm is meeting those expectations. Any gaps where consumer's expectations exceed their recent experiences may indicate fruitful areas for the firm to work at improving customer value and satisfaction. Such measurements must be made periodically to determine 'whether the actions taken have been effective or not. This paper analysis that the brand preference of the washing powder with special reference to Surf excel in Sivakasi.