Panama's Low-Income Consumers' Brand Loyalty: Panamanian Consumers
Author | : Rossano V. Gerald |
Publisher | : Universal-Publishers |
Total Pages | : 192 |
Release | : 2011-05-24 |
ISBN-10 | : 9781612337555 |
ISBN-13 | : 1612337554 |
Rating | : 4/5 (55 Downloads) |
Download or read book Panama's Low-Income Consumers' Brand Loyalty: Panamanian Consumers written by Rossano V. Gerald and published by Universal-Publishers. This book was released on 2011-05-24 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: The research problem focused on Panama's low-income consumers' decision making process when shopping for consumer-products. The purpose of the research was to determine Panama's low-income consumers' consumption values, preferences, and loyalty towards a particular brand over another. The qualitative research method was employed in this study, and the data collection process consisted of observation and in-depth interview documents that were organized and categorized. The results of the study found that Panama's low-income consumers' brand preferences were widely varied and brand-loyalty behavior was influenced by consumers' knowledge, perceptions, and commitment towards a particular product and service provider. Recommendation for further study addressed the marketing strategy that could be used to identify consumers' consumption preferences and loyalty towards a particular brand.