1. THE IMPACT OF BRAND PERFORMANCE AND BRAND RESPONSE ON CONSUMER SATISFACTION: HOW DO BRAND PERFORMANCE AND BRAND RESPONSE INFLUENCE CONSUMER SATISFACTION WHEN PURCHASING BOTTLED WATER IN DURRES, ALBANIA?
- Author
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Pfoertsch, Waldemar and Sulaj, Kejsi
- Subjects
Consumer behavior -- Surveys ,Brand equity -- Surveys ,Water use -- Albania -- Kosovo ,Bottled water industry -- Market research -- Marketing ,Marketing -- Surveys ,Customer satisfaction -- Surveys ,Drinking water, Bottled -- Purchasing -- Market research -- Marketing ,Marketing research ,Company marketing practices ,Business - Abstract
Consumer behavior is a broad and compound marketing term that deals with analyzing a customer's mindset and daily behavior. Consumer behavior is affected by several factors as the customers go through the decision-making process. The most persuasive factors are brand performance and brand response. Consequently, this study examined whether, in the case of bottled water use in the city of Durres, brand performance and brand response have a significant positive impact on consumer satisfaction. To understand and analyze these brand factors, extensive empirical research was conducted, and a survey research design method was applied among 303 individuals to produce viable results. The first hypothesis was proven successfully, through stating that there existed a moderate positive relationship between the two constructs, brand performance and brand response. The second hypothesis was accepted as it resulted in a positive relationship between brand performance and customer satisfaction with a high coefficient of beta, stating that the better the performance of the brand, the more satisfied the customers would be from the whole buying experience and inherently, their response. The last hypothesis was successfully tested by having the strongest positive relationship with the maximum value of beta. As a conclusion, each of the brand factors appeared to have a positive relationship with consumer satisfaction provided by any bottled water brand. The scope of this study is to put value on the existing related literature as well as to offer valuable advice to bottled water companies on how to develop their strategic marketing plans and undertake important business decisions. Keywords: Still Bottled Water, Brand Response, Brand Performance, Consumer Satisfaction, Positive Relationship., INTRODUCTION Water is a natural resource, vital to the health of our human bodies. It is an essential nutrient with a huge impact on our health. Under Article 2 of [...]
- Published
- 2023