Marketing Management
Title: The effect of brand image on consumer taste preference and customer satisfaction – A study in the context of cosmetic product among the people in Kinondoni District-Dar es salaam
TABLE OF CONTENTS
ABSTRACT
In this study, I have examined the relationship between brand image, customer satisfaction and customer test and preference in the context of cosmetic product on the selected Cosmetic shops around Kindondoni District. Five benefit of brand image has been discussed namely social, functional, symbolic, experiential and appearance enhance. Information has been obtained from 60 customers who always used the cosmetic products of selected brand. Result has shown that three brand image benefit namely functional, social and appearance enhance has a positive relation on customer satisfaction, test and preference and two benefit has namely experiential and symbolic has no positive significant relationship on customer satisfaction and test preference.
Moreover, the results imply that the shop owners should focus on the brand image to win the customer satisfaction in order to make the customer loyal about the shop products and services.
1.0 INTRODUCTION
There is an increasing interest in understanding product features and especially banding.
Brand image and customer satisfaction all are important for both customer and the business firm. This is also to be say that if the customer is satisfy so he is interesting to display loyal behavior i.e. repurchase intention and also willing to pay positive word-of-mouth (Taylor, 1998; Bennett & Rundle -Thiele, 2004; Schultz, 2005)
Nowadays all the company are more attention about 4ps i.e. product, place, price and promotion and future implementing additional 3ps i.e. physical layout, process and people for service marketing (Kotler et al 1999), As a direct consequence brand image has a significant feature of current marketing strategy is now measured as
TABLE OF CONTENTS
ABSTRACT
In this study, I have examined the relationship between brand image, customer satisfaction and customer test and preference in the context of cosmetic product on the selected Cosmetic shops around Kindondoni District. Five benefit of brand image has been discussed namely social, functional, symbolic, experiential and appearance enhance. Information has been obtained from 60 customers who always used the cosmetic products of selected brand. Result has shown that three brand image benefit namely functional, social and appearance enhance has a positive relation on customer satisfaction, test and preference and two benefit has namely experiential and symbolic has no positive significant relationship on customer satisfaction and test preference.
Moreover, the results imply that the shop owners should focus on the brand image to win the customer satisfaction in order to make the customer loyal about the shop products and services.
1.0 INTRODUCTION
There is an increasing interest in understanding product features and especially banding.
Brand image and customer satisfaction all are important for both customer and the business firm. This is also to be say that if the customer is satisfy so he is interesting to display loyal behavior i.e. repurchase intention and also willing to pay positive word-of-mouth (Taylor, 1998; Bennett & Rundle -Thiele, 2004; Schultz, 2005)
Nowadays all the company are more attention about 4ps i.e. product, place, price and promotion and future implementing additional 3ps i.e. physical layout, process and people for service marketing (Kotler et al 1999), As a direct consequence brand image has a significant feature of current marketing strategy is now measured as
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