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How Fragrant are perfumes? A Micro Perspective from Middle East

Pillai, K R and Hamid, Hana and Rajan, Remya and Vijay, Shiji and Babu, Febina (2008): How Fragrant are perfumes? A Micro Perspective from Middle East.


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Satisfaction is a consumer post-purchase evaluation of the overall service experience. As an important determinant of customer loyalty and retention, firms exhibit most care to maintain customer satisfaction intact, unless it cannot be up-scaled. Middle East is known for its fancy towards cosmetics in general and perfumes in particular. The present study, which was conducted as micro level, undertaken in the Kingdom of Bahrain, attempts to understand the customer satisfaction of perfumes. The study discusses, inter alia, brand consciousness, brand loyalty, loyalty towards vending outlets etc.

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