Relationship between Brand Perceptions and Satisfaction: Empirical Study on Skin Products in Malaysia

In the highly competitive marketplace, marketers for the skin care product are facing challenges with identifying the consumer’s brand perception and brand satisfaction. Brand satisfaction is perceived as an important issue on skin care industry. Obviously, customers are the important stakeholders in organizations and their satisfaction is a priority to the company. This study aims to investigate the relationship between brand perceptions and brand satisfaction on skin care products with four independent variables (quality, promotion, image and preference). This study employed the statistic software of SPSS version 19.0 to evaluate 200 sets of questionnaires which collected from students, undergraduates, working adults and other respondents. The findings in this study shows that the brand perceptions on quality, image and preference have positive and significant relationship with brand satisfaction on skin care products. However, the relationship between brand perception on promotion and brand satisfaction is being rejected. Thus, the marketers can focus on perception on quality, image and preference to increase customers’ brand satisfaction to capture and retain them.