The study of private label (consumer goods) towards customer loyalty: a case study of brand (x) private label consumer goods
Purpose: The purpose of this research is to investigate the most significant factor that influences customer loyalty toward private label consumer goods of brand (X) and identify the most significant indicator that measures customer loyalty toward private label consumer goods of brand (X). Design/methodology/approach ?The study examines the performance of all variables that influence customer loyalty, such as marketing strategy, relationship quality and perceived value. Another variables that measure are word-of mouth, purchase intention and price insensitivity. In this thesis, close-ended questionnaire will be used and distributed in area of Jakarta. Then, the data develop a research model from the literature review and used statistical tools to analyze the data. Findings/Result: the finding indicates that marketing strategy becomes the highest significant factor that influences customer loyalty toward private label consumer goods. Another finding indicates that purchase intention also becomes the most significant indicator that measures customer loyalty. Recommendation: Brand (X) should do product development such as product modification and packaging innovation. Do more promotional activities for instance shopping voucher and contest in order to increase customer loyalty and purchase intention. Establishing more cooperation with other small medium enterprises can also be beneficial for brand (X) in order to improve their performance in the market.
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