A comparative study on customer satisfaction of store brand versus national brand in electronic products

Abstract

The research study emphasizes customer satisfaction from the national and the store brand. The study is focusing electronic products. It is an empirical and descriptive study representing the perception of store brands and national brands on various parameters like durability, cost of goods, offers, services, standardization, ethnicity of the brand, quality etc. The perception of the consumer has been explained through the perceptual maps. Likert scale questions has been developed for getting the perception about both the brands. Along with this, the study includes the various demographics of the user that according to age, gender and education the purchase behavior varies or not. As consumer demographics play an important role in influencing the purchase behavior of consumers, so the relationship between consumer demographics and purchase behavior has also been identified. For analyzing the association between demographics of consumer and their purchase habits, the chi square test has been applied. The significant and non-significant value had shown an association between the demographics and purchase behavior. There are a number of product-related factors that impacts the choice of consumer for opting a brand, those factors have been analyzed in this research study, and major and minor factors have been identified. Both national brands and store brands follow some strategies to retain consumers. Such strategies have been explained along with that it has been identified that strategies of national brands are more effective than store brands. The work had been done on primary as well as secondary data to fulfill the objectives of the research. Secondary data had been used for literature review. SPSS software has been used for analyzing the data received from respondents. Data have been collected from the respondents who are suitable for the research purpose. As the research study is consumer based, large number of responses had been targeted. All the test and tools used for analyzing had been resulting in custome