Impact of Customer Satisfaction on Repurchase: A Case Study of Branded Fresh Milk in Sultanate of Oman
[1]
Renjith Kumar Raveendran, Business Studies Department, Nizwa College of Technology, Nizwa, Sultanate of Oman.
[2]
Diana Fernandez, Business Studies Department, Nizwa College of Technology, Nizwa, Sultanate of Oman.
The study explains the relationship between consumer satisfaction and repurchase of branded fresh milk brand in Sultanate of Oman. The objective is to find the correlation, percentage of variance and the impact of satisfaction on repurchase. A sample of 176 Omani households are selected for the study from Nizwa. There is a strongly positive correlation between the satisfaction of consumption of A’Safwah fresh milk and consumer’s preference to buy in future (0.926). 52% variability to buy Almarai brand is influenced due to its satisfaction. 86% variability in future preference to buy A’Safwah brand is due to its satisfaction. 0.990 is the marginal effect of one unit of satisfaction of A’Safwah brand on future preference, which is greater than Almarai and Al Rawabi. The study concluded with proper suggestions for the brand marketers to improve their sales and market share.
Consumer Satisfaction, Consumer Preference, Repurchase, Fresh Milk
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