Customer’s satisfaction and brand awareness : Case: Bulsho Cooperative, Finland

Abstract

The aim of the research is to find out ways to create an awareness of Bulsho cooperative, its brand image and brand identity in order to strengthen the brand and develop a competitive advantage over other similar brands. To satisfy customers’ needs by providing quality goods and services, know how customers behave, make the decision to purchase goods or services, what factors influence those decisions and how do these factors change their purchasing patterns. Improve sales services and broadening customer base Determine what role do the factors influencing consumer’s behavior play in the sales of goods? Improve the brand value and image awareness The theoretical framework is based on literature about analysis of the target market, role of the consumer, Consumer behavior, Factors influencing consumers, Decision making process, Need Recognition, Brand awareness and customer satisfaction, Factors influencing branding, Brand identity, image and positioning, Customer satisfaction and brand loyalty and Internal and external customer satisfaction The empirical study was conducted in the form of a printed questionnaire, which was given to customers of Bulsho in Helsinki. 192 responses were returned and an interview with the marketing manager of Bulsho cooperative to draw comparisons between the opinion of the customers and those of the employer. The research methods were both qualitative and quantitative. The result indicates that the management needs to step up its publicity to increase the brand awareness and strengthen the brand identity and image to be competitive. Customers were satisfied with the variety of goods and service but not with the flow of information, support services and general customers’ services while receiving the goods and services Bulsho provides. To conclude Bulsho cooperative should increase its publicity via advertisement campaign to strengthen its brand awareness, image and identity amongst customers using all available means of communication, It should develop good flow of information and communication to and from customers and improve service quality and support services.