How Fragrant are perfumes? A Micro Perspective from Middle East

Pillai, Rajasekharan and Babu, Febina and Hameed, Hana and Rajan, Remya and Vijay, Shiji (2009): How Fragrant are perfumes? A Micro Perspective from Middle East.

Abstract

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: Customer satisfaction, perfume market, brand consciousness, brand loyalty, shop loyalty, consumer exploitation, purchase behaviour, buying motive
• Subjects: D - Microeconomics > D0 - General > D03 - Behavioral Microeconomics: Underlying Principles; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M30 - General

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