Impact Of Brand Benefits On Customer Satisfaction In Apparel Imphal City

Abstract

This research paper studies the relationship between brand benefits and customer satisfaction. The study investigates how specific apparel perceived brand benefits influence the satisfaction of customers. Over time, when a particular apparel brand consistently fulfills customer needs and satisfaction, that apparel brand develops a relationship with the customer. This study examines the influence of brand benefit on consumer satisfaction within the apparel sector in Imphal City, Manipur. In this research, the researchers administered questionnaires to 150 respondents, including males and females. They assessed the reliability of the gathered data using Cronbach's alpha value. The analysis encompasses descriptive and inferential statistics, including regression and correlation, facilitated by SPSS software. The study highlights that a relatively favorable brand benefit contributes significantly to shaping consumer satisfaction, as evidenced by regression coefficients and statistical significance.