Managing Product Features and Customer Satisfaction via Product Development, Product Branding, and Product Packaging: Evidence from CWAY Table Water

Oyenuga Michael Oyedele () and Ekweogwu Fredrick ()
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Oyenuga Michael Oyedele: Department of Marketing, School of Business, Woxsen University, Hyderabad, India
Ekweogwu Fredrick: Department of Business Administration, Entrepreneurship and Marketing Veritas University, Abuja, Nigeria

Marketing and Branding Research, 2023, vol. 10, issue 1, 28-44

Abstract: Customer satisfaction has become a source of worry to most organizations, including the table water business. The table water industry is one of the most competitive markets in Nigeria today and due to its portability and affordability, it is seen as a lucrative trade to venture into. However, this has also led to the proliferation of mushroom table water companies and has made it difficult for some companies to maintain their customer base. Therefore, this study examines the effect of product features on customer satisfaction of veritas table water. The population of this study comprised of 3037 customers of CWAY Table Water Abuja, Nigeria. The sample size of 353 was derived through Taro Yamane’s sample size formula. Data for this study was collected using a structured questionnaire. Descriptive and inferential statistical techniques were used for data analysis. The findings from the study revealed that product development and features have positive and significant effect on customer satisfaction of CWAY Table Water. It was generally concluded that product features have significant effect on the customer satisfaction of CWAY Table Water. This study recommends there should be very strong emphasis on the development of new and innovative products, the management of CWAY Table Water to embrace all the indicators of product branding to be able optimally maximize its benefits and embrace innovative ideas, monitoring and responding to the changes in the needs of the customers.

Keywords: Product branding; Customer satisfaction; Product development; Product features; Product packaging (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:10:y:2023:p:28-44

DOI: 10.32038/mbr.2023.10.01.03

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