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How Fragrant are perfumes? A Micro Perspective from Middle East

Author

Listed:
  • Pillai, K R
  • Hamid, Hana
  • Rajan, Remya
  • Vijay, Shiji
  • Babu, Febina

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.

Suggested Citation

  • Pillai, K R & Hamid, Hana & Rajan, Remya & Vijay, Shiji & Babu, Febina, 2008. "How Fragrant are perfumes? A Micro Perspective from Middle East," MPRA Paper 19559, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:19559
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    File URL: https://mpra.ub.uni-muenchen.de/19559/1/MPRA_paper_19559.pdf
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    More about this item

    Keywords

    Customer satisfaction; perfume market; brand consciousness; brand loyalty; shop loyalty; consumer exploitation; purchase frequency; buying motive;
    All these keywords.

    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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