Enhancing Brand Loyalty through Innovative Branding Initiatives in Home Decor Enterprise
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 07
Abstract
This research evaluates the brand image, satisfaction, trust, love, loyalty, and overall experience of Benison Gorden, known for high-quality curtains and blinds, as it shifts its market focus from the middle to the upper class. Using a mixed-methods approach, the study gathered data through structured surveys and consumer feedback. Quantitative results showed strong performance across various indicators: brand image scores averaged 4.034, 4.000, and 4.025; satisfaction ranged from 4.084 to 4.139; trust averaged between 4.105 and 4.168; love brand indicators scored 4.109, 4.122, and 4.025; loyalty ranged from 4.088 to 4.164; and brand experience ranged from 4.059 to 4.118. Qualitative feedback revealed that consumers appreciate the premium quality and design of Benison Gorden products, associating them with exclusivity and prestige. However, consumers suggested improvements in customer service, personalization, and product customization. The study concludes that Benison Gorden can successfully shift its target market by maintaining high product quality, enhancing customer service, offering personalization, and expanding product options. This strategy aligns with upper-class consumer expectations and leverages their higher spending power. Benison Gorden’s strong performance across key brand indicators provides a solid foundation for this transition. The brand’s ability to evoke high emotional attachment and loyalty suggests it can build a devoted upper-class customer base. Positive overall brand experiences indicate the brand’s capacity to deliver consistent value, essential for growth in a competitive market. As Benison Gorden navigates this market shift, continuous monitoring of consumer feedback and adaptive strategies will be crucial. The research highlights the need for a comprehensive understanding of both quantitative metrics and qualitative insights into consumer behavior and sentiments. This dual approach provides a robust framework for strategic planning and decision-making, enabling Benison Gorden to effectively target the upper-class market. By leveraging its strengths and addressing areas for improvement, Benison Gorden can enhance its competitive edge and achieve long-term success. The study’s findings offer valuable guidance for other brands aiming to shift their market focus, demonstrating the effectiveness of integrating quantitative and qualitative data to inform strategic direction and ensure a successful transition.
Authors and Affiliations
Alisa Aufa Rizkika, Dina Dellyana,
Keywords
Related Articles
- EP ID EP740230
- DOI 10.47191/ijcsrr/V7-i7-30
- Views 21
- Downloads 1
Scenario Planning for Strategic Decision-Making in Captive Power Plant: A Case Study of EBC Company Facing Global Net Zero Emission Challenges Beyond 2031
Greenhouse gas emissions from human activities, especially the combustion of fossil fuels, increased world surface temperatures by 1.1 °C between 2011 and 2020 compared to the 1850–1900 period. In order to limit global t...
The Nexus between Mediterranean Diet, Obesity and Climate Change
Obesity and climate change consist of two major problems which have severe economic, environmental, social and health impacts all over the world. Mediterranean diet used to be the traditional diet in Mediterranean region...
Scenario Planning for Indonesia’s Alcoholic Beverage Industry in 2026: A Study Case from Company DORIA
Indonesia has a small market for the alcoholic beverage industry due to its majority Muslim population. However, some data projected that the alcoholic beverage consumption level in the country will continue to grow unti...
Managerial Competence of Principals in the Development of Teacher Professional Competencies: Literature Review
School principals play an important role in improving teachers’ professional competence. This affects the quality of learning produced in the classroom. The purpose of this literature review is to test and analyze the ma...
Influence of Purchase Decision for An Advanced Production Digital Platform Adoption Process in The Coal Industry: The Investigation Using Pls-Sem Analysis
In 2022, the coal-producing sector faced unusual difficulties, which were paralleled by a significant rise in global pricing. The business is too complex for the the most advanced technologies, especially when it comes t...