Author: Rongsennungla Jamir, Dr. Gautam Patikar

Abstract: This study looks at how consumer satisfaction with local and non-local goods is affected by demographic characteristics in six districts of Nagaland: Dimapur, Kohima, Mokokchung, Tuensang, Mon, and Kiphire. The study aims to investigate how consumer satisfaction levels are influenced by characteristics such as gender, occupational status, and district-specific differences. Using an organized interview schedule, primary data was gathered from a sample of 600 respondents—a varied cross-section of Nagaland's population. The primary measure used for examining satisfaction levels was the Average Consumer Satisfaction Score (ACSS). The results show considerable differences in consumer satisfaction between various demographic groups when it comes to local and non-local items. The study emphasizes how crucial it is to consider demographic variables when figuring out Nagaland's consumer behavior. It implies that district-specific dynamics, local cultural identity, and economic considerations all significantly impact customer satisfaction. The knowledge gathered from this study can help shape focused marketing plans and legislative initiatives that support regional products and cater to the interests of various customer segments. By providing a sophisticated knowledge of the relationship between demographics and consumer satisfaction in a culturally and economically diverse region like Nagaland, this study adds to the broader discussion on consumer behavior.

Keywords: Consumer Satisfaction, Demographics, Local Goods, Nagaland.

Article Info: Received: 19 Jul 2024; Received in revised form: 14 Aug 2024; Accepted: 17 Aug 2024; Available online: 24 Aug 2024

DOI: 10.22161/ijels.94.39