The Effect of Product Quality, Price and
Sales Location of Nugin Lamping Tofu on Consumer Satisfaction
Mia
Nur Yanti1 , Mutia Intan Savitri Herista2
Universitas Swadaya Gunung
Jati, Indonesia
|
Keywords |
Abstract |
|
Product
Quality, Price, Sales Location, Consumer Satisfaction |
Tofu
lanting nuggets are one type of snack food that is very popular with the
public. Along with increasing consumer awareness of product quality,
competition in the lanting tofu market is getting tougher. The focus of the
study aims to determine the extent to which "the influence of product
quality, price and sales location of Tofu Lamping Nugin" plays a role in
influencing the level of customer satisfaction. This research was conducted
using quantitative as a research method. Meanwhile, data collection was
carried out involving questionnaire surveys and other literature studies.
After the data was collected, it was analyzed using the regression test using
SPSS software. The conclusion from the results of the research analysis shows
that product quality, price and sales location of Lamping Nugin Tofu have an
effect on customer satisfaction. In an effort to achieve an optimal level of
customer satisfaction, companies need to focus on maintaining and improving
product quality and determining prices that remain balanced with the value
offered. Meanwhile, the sales location is still important to attract consumer
interest, but this needs to be balanced by offering products of good quality
and reasonable prices. |
Corresponding Author: Mia Nur Yanti
E-mail: [email protected]
INTRODUCTION
The
food industry is one of the key sectors in the Indonesian economy, playing an
important role in driving economic growth (Sari,
2022). Along with the increase in population and changes in
people's lifestyles, this sector continues to experience rapid development. One
important product in the food industry is tofu, a traditional soy-based food.
Tofu has long been a part of Indonesia's culinary culture consumed by various
communities. The high demand for tofu not only reflects its popularity but also
encourages the growth of the tofu industry, both on a large scale and on the
scale of small and medium industries (IKM) (Amiruddin,
2020).
The
tofu industry, including tofu SMEs, contributes significantly to the national
Gross Domestic Product (GDP) and is a major source of employment and income for
millions of people. With increasing population growth and increasingly diverse
consumer preferences, the demand for food products, including tofu, continues
to increase. This makes the food industry, especially tofu, a vital and growing
sector in Indonesia. Thus making tofu part of Indonesia's culinary culture and
consumed by various groups of people. The high demand for tofu encourages the
growth of the tofu industry, both on a large scale and in small and medium
industries (SMEs).
Small
and Medium Industries (SMIs) have an important role in the Indonesian economy.
SMEs are able to absorb a lot of labor and make a significant contribution to
the national Gross Domestic Product (GDP) (Coordinating Ministry for Economic
Affairs of the Republic of Indonesia, 2023). One type of SME that is growing
rapidly is the tofu industry, especially in areas that have the potential for
soybean production. One example is Kuningan Regency, which is known as the
center of lamping tofu or small tofu production. The lamping tofu industry in
Kuningan Regency has developed since the 1960s and has become a source of
income for the local community (Nurhayati et al., 2012). However, the industry
also faces various challenges, such as intense competition, fluctuations in raw
material prices, and consumer demands for better product quality.
Based
on the results of a survey conducted in April 2024, out of 10 tofu production
houses in Kuningan, the tofu production house of Mr. H. Hartono and Mrs. Hj.
Nurhayati is one example that faces challenges in this industry. This
production house has been chosen as the object of research because they face
the problem of increasing soybean raw material costs. One of the main problems
faced by Mr. H. Hartono and Mrs. Hj. Nurhayati is the increasing cost of
soybean raw materials. Over the past few years, soybean prices have fluctuated
sharply. During the survey period, soybean prices increased by 20% compared to
the previous year, reaching IDR 10,000 per kilogram from IDR 8,000 per
kilogram. This increase puts great pressure on production houses' profit
margins, as soybeans are the largest cost component in tofu production. Father
H. Hartono explained that in order to maintain operations, they had to make
adjustments by reducing the size of the tofu produced. This increase puts great
pressure on the production house's profit margin, given that soybeans are the
largest cost component in tofu production. Father H. Hartono explained that in
order to maintain operations, they had to make adjustments by reducing the size
of the tofu produced. While this helps to keep the selling price competitive,
there are concerns about how this change may affect consumers' perception and
satisfaction with their product. In addition, Manislor Village is also the
center of the lamping tofu industry with many similar production houses
offering tofu products to consumers. This intense competition puts additional
pressure on Mr. H. Hartono and Mrs. Hj. Nurhayati to maintain the quality and
price of their products to remain attractive to customers. In interviews, Mr.
Hartono noted that competitors often offer lower prices or add innovations to
their products, which makes it difficult to compete without sacrificing quality
or profit margins in order to maintain consumer interest. Although their
products are in high demand, the location of Mr. H. Hartono and Mrs. Hj.
Nurhayati's tofu store in a less strategic area is another obstacle. They do
not have easy access to the wider market in big cities, which limits their
market reach. Most sales are made locally around Manislor village and through a
few small retailers in Kuningan Regency. The following is a table that presents
the monthly operational and financial data of the tofu production house of
Father H. Hartono and Mrs. Hj. Nurhayati for the last year:
Figure 1 Tofu Production
Data in 2023
Figure 2 Total Tofu Sales Revenue in 2023
Based
on the table above, it can be seen that the tofu production of the production
house of Mr. H. Hartono and Mrs. Hj. Nurhayati fluctuates from month to month.
In March and May, tofu production reaches its peak with 300 kg and 310 kg
respectively, while in January and December, production reaches its lowest
point with 245 kg respectively. These fluctuations may be due to factors such
as soybean harvest season, changing market demand, or internal production
factors.
In
general, one of the important factors influencing the success of the Lamping
Nugin Tofu industry itself is the ability to meet customer satisfaction.
Customer satisfaction is a crucial aspect in maintaining customer loyalty and
ensuring business sustainability (Rastogi
et al., 2024). However, in the case of the field
itself, there are still many lamping tofu producers who face obstacles in
meeting customer satisfaction. This can be caused by various factors, such as
inconsistent product quality, less competitive prices, or less strategic sales
locations. In addition, product quality is also one of the main factors that
affects customer satisfaction (Afnina
& Hastuti, 2018). Good quality lamped tofu, with a soft
texture, distinctive flavor, and attractive appearance, will be more attractive
to consumers. However, to produce good product quality, producers must pay
attention to the production process, raw materials used, and post-production
handling. In addition, price is also an important consideration for consumers.
Prices that are too high can make consumers switch to other products, while
prices that are too low can affect the perception of product quality. An
attractive sales location is also an important factor in attracting consumer
interest (Musyawarah
& Idayanti, 2022).
To
face these challenges, lamping tofu producers need to formulate the right
strategy in an effort to increase consumer satisfaction. This strategy can
include improving product quality, adjusting competitive prices, and selecting
strategic sales locations (Ogunyemi,
2020). In addition, producers can also utilize technology and
innovation to improve production efficiency and expand market reach.
Several
previous studies have examined the factors that influence consumer satisfaction
in the food industry. Research conducted by (Wicaksono
& Nurseto, 2018), this study aims to explore the effect
of product quality, product features, price, and consumer satisfaction on the
repurchase intention of Xiaomi smartphone consumers in Semarang. The study
shows that product quality, product features, and price have a significant
effect on customer satisfaction. In addition, customer satisfaction also
affects repurchase intentions. These findings indicate that to increase
consumer repurchase intentions, smartphone manufacturers need to focus on
improving product quality, developing unique product features, and setting
prices that are in line with consumer perceptions. This is in line with
research conducted by (Izzuddin
& Muhsin, 2020), the factors that affect customer
satisfaction at Mas Asep's Rabbit Satay business in Jember have been carefully
analyzed. The findings of this study indicate that product quality does not
have a significant effect on customer satisfaction. Nonetheless, focusing on
improving service quality proved to be a very important factor in increasing
customer satisfaction. In addition, the strategic location of the stall also
does not have a significant impact on customer satisfaction. Based on these
research studies, to achieve optimal customer satisfaction, producers or
business owners need to understand well the industrial context and
characteristics of the consumers they serve. Factors such as product quality,
service, price, and location must be considered thoroughly and tailored to the
needs and preferences of different consumers. Thus, effective marketing and
product development strategies can be created to maintain and increase customer
satisfaction in the long term.
Based
on the description above, it can be seen that customer satisfaction is an
important aspect that needs to be considered in the lamping tofu industry.
However, research on the effect of product quality, price, and sales location
on customer satisfaction in the lamping tofu industry, especially in the
Kuningan Regency area. Therefore, this study aims to raise the title: THE
EFFECT OF PRODUCT QUALITY, PRICE, AND SALES LOCATION OF NUGIN LAMPING TOFU ON
CUSTOMER SATISFACTION.
This
research is expected to contribute to the development of the lamping tofu
industry in Kuningan Regency. The results of this study can be taken into
consideration for Nugin Lamping Tofu producers in formulating the right
marketing strategy to increase customer satisfaction. In addition, this study
can also enrich the literature on the factors that influence consumer
satisfaction in the traditional food industry, especially the Nugin Lamping
Tofu industry.
This
study aims to analyze the various factors that influence consumer satisfaction
with Tofu Lamping Nugin products in Kuningan Regency. Specifically, this study
will explore the effect of product quality, price, and sales location on
customer satisfaction. First, this study will analyze how much influence the
quality of the Nugin Lamping Tofu product has on customer satisfaction. Second,
the research will examine the impact of product price on satisfaction levels.
Third, the sales location will also be analyzed to determine its effect on
customer satisfaction. In addition, this study aims to evaluate the
simultaneous effect of the three variables of product quality, price, and sales
location on customer satisfaction.
In
terms of usefulness, this research has theoretical and practical contributions.
Theoretically, it is hoped that this research can contribute to the development
of science, especially in the fields of marketing management and consumer
behavior. The results of this study can be a reference for further research
relevant to the factors that influence consumer satisfaction in the traditional
food industry. Practically, for Lamping Nugin Tofu producers, this research can
provide useful information to formulate more effective marketing strategies to
increase customer satisfaction. In addition, for the Kuningan Regency local
government, the results of this study can serve as a consideration in designing
policies and programs that support the development of the Lamping Nugin Tofu
industry in the region. Finally, for the general public, this research can
provide insight into the important factors that need to be considered when
choosing and consuming quality lamping tofu products.
RESEARCH METHODS
Type of Research
The
method used in this research is quantitative research method with descriptive
and causal research types. Descriptive research is research that aims to
describe or describe a phenomenon that is happening, in this case it is to
describe product quality, price, sales location, and consumer satisfaction of
Nugin's Lamping Tofu. The data used in this study are primary data obtained
from distributing questionnaires to respondents, namely consumers of Nugin
Tamping Tofu in Kuningan Regency. In addition, direct observation was also
carried out to observe sales conditions and consumer behavior.
Place and Time
The
location of this research was conducted at the Nugin Lamping Tofu Home Industry
located in Manislor Village, Jalaksana District, Kuningan Regency. The reason
the author conducted research at the Lamping Tofu Home Industry, is because the
location of Lamping Tofu is very common to pass the Kuningan-Cirebon route with
a position on the side of the road. And the author feels that the research I
report is a suitable place to be researched. The research process is carried
out through several stages with a time plan from March to June at this time.
Population and Sample
In
the discussion of this study, the population refers to all consumers who have
purchased the product �Tofu Lamping Nugin� in Kuningan Regency. The sampling
technique used in this study is Stratified Random Sampling. According to
Nasution (2003), Stratified Random Sampling is a sampling method in which a
heterogeneous population is divided into layers (strata) that are completely
separated from each other, and from each stratum a random sample can be taken.
In this study, stratification was carried out based on the location of purchase
of Nugin Lamping Tofu. The choice of this stratification is based on the
consideration that sales location is one of the independent variables studied,
and consumers in different locations may have different perceptions of product
quality, price, and satisfaction.
Data Analysis Technique
After
the research data is collected through questionnaires and field observations,
the next step is to analyze the data. In this quantitative research aims to
analyze the effect of independent variables (product quality, price, and sales
location) on the dependent variable (customer satisfaction), with the right
data analysis technique is very important to ensure that the research results
are valid and reliable . Therefore, there are several stages of data analysis
that must be carried out systematically. In this study, data analysis
techniques that can be used include:
1. Research Instrument Test
a) Validity Test: To measure the validity or
accuracy of the research instrument (questionnaire) in measuring the variables
being studied.
b) Reliability Test: To measure the
consistency or reliability of research instruments.
2. Classical Assumption Test
a) Normality Test: To test whether the data
is normally distributed or not.
b) Multicollinearity Test: To test whether
there is a correlation between independent variables in the regression model.
c) Heteroscedasticity Test: To test whether
there is inequality in the variance of the residuals from one observation to
another.
3. Multiple Linear Regression Analysis, This
multiple linear regression analysis is used to analyze the influence of
independent variables (product quality, price, and sales location) on the
dependent variable (consumer satisfaction) simultaneously.
4. Hypothesis Testing
a) T-test (Partial): To test the influence
of each independent variable on the dependent variable partially.
b) F Test (Simultaneous): To test the effect
of independent variables simultaneously on the dependent variable.
c) Coefficient of Determination (R�): To
measure the extent to which the model is able to explain the variation in the
dependent variable.
The data
analysis techniques above will be used to process data obtained from
questionnaires and field observations, as well as to test the research
hypotheses that have been proposed.
RESULTS AND DISCUSSION
Descriptive Test
Descriptive statistical tests are used to analyze and present data
in an easily understood form. The goal is to display an overview of the data by
calculating basic statistics such as mean, standard deviation, highest
magnitude, and lowest magnitude (Mishra et al., 2019). The results of the descriptive test analysis, as shown in the
following table:
Table 1 Descriptive Test Results
|
Descriptive Statistics |
|||||
|
� |
N |
Minimum |
Maximum |
Mean |
Std. Deviation |
|
Product quality |
118 |
22.00 |
65.00 |
57.2542 |
7.46523 |
|
Price |
118 |
8.00 |
40.00 |
34.5932 |
5.54583 |
|
Sales location |
118 |
10.00 |
30.00 |
26.4407 |
3.55312 |
|
Customer satisfaction |
118 |
15.00 |
45.00 |
39.3475 |
5.92601 |
|
Valid N (list wise) |
118 |
� |
� |
� |
|
The
results of the descriptive test analysis show that the data distribution
pattern obtained by the researcher is:
- The product quality aspect (X1), in the data can be
described as having the lowest value of 22 and the highest value of 65.
Meanwhile, the average value of product quality is 57.254 and the standard
deviation is 7.465.
- Price aspect (X2) shows that the product price has the
lowest value of 8 and the highest value of 40. The mean value of the price
is 34.5932 with a standard deviation of 5.54583.
- The sales location aspect (X3) has the lowest value of
10 and the highest value of 30, with a mean value of 26.4407 and a
standard deviation of 3.55312.
- The Consumer Satisfaction Aspect (Y) has the lowest
value of 15 and the highest value of 45, with a mean value of 39.3475 and
a standard deviation of 5.92601.
Validity Test
Validity test is applied to assess whether a questionnaire is
valid. A questionnaire is considered valid if each question can accurately
describe or measure the aspect intended to be assessed by the questionnaire. Variables
are considered valid if they can be determined through a significance level
<0.05.
|
Correlations |
|||||||
|
� |
Product quality |
Price |
Sales location |
Customer satisfaction |
Total |
|
|
|
Product quality |
Pearson Correlation |
1 |
.841 ** |
.877 ** |
.794 ** |
.946 ** |
|
|
Sig. (2-tailed) |
|
.000 |
.000 |
.000 |
.000 |
|
|
|
N |
118 |
118 |
118 |
118 |
118 |
|
|
|
Price |
Pearson Correlation |
.841 ** |
1 |
.879 ** |
.841 ** |
.945 ** |
|
|
Sig. (2-tailed) |
.000 |
|
.000 |
.000 |
.000 |
|
|
|
N |
118 |
118 |
118 |
118 |
118 |
|
|
|
Sales location |
Pearson Correlation |
.877 ** |
.879 ** |
1 |
.805 ** |
.937 ** |
|
|
Sig. (2-tailed) |
.000 |
.000 |
|
.000 |
.000 |
|
|
|
N |
118 |
118 |
118 |
118 |
118 |
|
|
|
Customer satisfaction |
Pearson Correlation |
.794 ** |
.841 ** |
.805 ** |
1 |
.919 ** |
|
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
|
.000 |
|
|
|
N |
118 |
118 |
118 |
118 |
118 |
|
|
|
Total |
Pearson Correlation |
.946 ** |
.945 ** |
.937 ** |
.919 ** |
1 |
|
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
.000 |
|
|
|
|
N |
118 |
118 |
118 |
118 |
118 |
|
|
|
**. Correlation is
significant at the 0.01 level (2-tailed). |
|||||||
Based on
table 2 it is found that the significance value (2-tailed) of the correlation
for all items is below 0.05. Thus, this value indicates that all questions in
the questionnaire are considered valid and the questionnaire is considered a
valid instrument to be used in this study.
Reliability Test
Reliability refers to the extent to which a measuring instrument
produces consistent responses over time and across situations. Reliability
testing aims to assess the consistency of respondents' responses to the
questionnaire. Reliability testing utilizes "Cronbach's alpha
statistics" with the provision that a variable is considered reliable if
the value can exceed 0.6.
Table 3 Results of
Reliability Test
|
Reliability Statistics |
|
|
Cronbach's Alpha |
N of Items |
|
.931 |
4 |
Based on
the results of the reliability test, it was found that the Cronbach Alpha value
was 0.931, because this value exceeded 0.600, the questionnaire was considered
to have a good level of consistency and could be relied on for use in
subsequent research.
Multiple Linear Regression
Test
Multiple regression analysis is used to assess whether there is a
relationship between product quality (X1), price (X2) and sales location (X3)
on consumer satisfaction (Y). The multiple linear regression equation in this
study was obtained through data processing using SPSS software, as follows:
Table 4
Multiple Linear Regression Test Results
|
Coefficients a |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
3.286 |
2.278 |
� |
1,442 |
.152 |
|
Product quality |
.178 |
.083 |
.224 |
2.135 |
.035 |
|
|
Price |
.557 |
.113 |
.521 |
4.928 |
.000 |
|
|
Sales location |
.250 |
.199 |
.150 |
1.256 |
.000 |
|
|
a. Dependent Variable:
Consumer satisfaction |
||||||
The
results of the study indicate that the significance value for the product
quality variable is 0.035, while for the price and sales location variables is
0.000. Since these values are <0.05, this indicates a significant
relationship between product quality, price, and sales location on consumer
satisfaction.
Coefficient of
Determination Test
The coefficient of determination (R�) is a measure that shows how
much of the variation in the data can be explained by the regression model. The
R� value provides information about the extent to which the linear regression
model fits the data, measuring the level of significance or suitability of the
relationship between the independent and dependent variables.
Table 5
Results of Determination Coefficient Test
|
Model Summary |
||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.858 a |
.737 |
.730 |
3.07955 |
|
a. Predictors:
(Constant), Sales location, Product quality, Price |
||||
The
results of the determination coefficient test in table 6 show an R Square value
of 0.737, so it can be concluded that the variables of product quality, price
and sales location affect consumer satisfaction by 73.7% and the rest is
influenced by other factors.
Discussion
The Effect of Product Quality on Customer Satisfaction
The findings of the research analysis
indicate that "the product quality of Nugin's Lamping Tofu has a
significant influence on customer satisfaction". This finding indicates a
relationship if the better the product quality, the result can also increase
the level of customer satisfaction. This relationship is strengthened by the
view of Kotler and Armstrong (2012), who state "that if product quality is
lower than consumer expectations, they will feel dissatisfied or
disappointed" (Kotler & Amstrong, 2014). This means that
explains when the product has high quality or can exceed the expectations that
consumers have. As a result, consumers feel satisfied with the product because
it is appropriate or better than what they expected.
This finding is in line with other
findings, such as by Lenzun et al. (2014) found that the product quality factor
significantly influenced consumer satisfaction with Telkomsel prepaid cards in
Winangun 1 Village (Lenzun et al., 2014). In addition, Sari
(2019) also found similar results for customers at XYZ cake shop in Jakarta (Sari,
2022).
Based on these findings, it is important
for companies to maintain and improve product quality, considering that this
factor is one aspect of meeting the needs and expectations of buyers. When
product quality is better at meeting buyer expectations, the greater the level
of satisfaction that consumers will feel. If marketers ignore aspects of
product quality, they risk losing consumer loyalty, which can lead to a decline
in sales. Conversely, by focusing on improving quality, consumers will be more
likely to make purchases with confidence and feel satisfied with the product
they get.
The Effect of Price on Consumer Satisfaction
The findings of the research analysis
resulted in "that the price of Nugin Lamping Tofu has a significant effect
on customer satisfaction". These findings explain that if the price is
efficient and in line with the benefits of the product, it can increase
customer satisfaction. According to Yusuf et al. (2022), if the price of a
product is considered reasonable and comparable to the benefits obtained, as a
result, buyers can feel satisfaction (Yusuf et al., 2022). This statement shows
that if the price set is comparable to the value offered by the product,
customers tend to feel satisfied with their purchase.
This finding is reinforced by the
findings of other studies, such as in (Lenzun et al., 2014), found that the price
factor significantly influences customer satisfaction on Telkomsel prepaid
cards in Winangun 1 Village. Research by Yanuar et al. (2017) strengthens these
findings, with the same findings at Optik Marlin Jember Branch, while Silvia's
research (2020) reveals similar results in buying Fortune cooking oil at the
Mekar Wangi minimarket (Yanuar et al., 2017).
Consumers tend to feel satisfied if they
can buy products at prices that are more reasonable and more economical than
the prices of competitors. Conversely, if the price of the product is too high
and difficult for consumers to reach, they may switch to competitors who offer
more competitive prices (Khotimah & Doddi Prastuti, 2020). Based on these
findings, marketers need to consider an optimal pricing strategy, ensuring that
product prices are in line with the benefits offered and are competitive in the
market, can increase consumer satisfaction and generate repeat purchase
interest.
The Effect of Sales Location on Consumer Satisfaction
The findings in this study indicate that
the sales location of Tofu Lamping Nugin has a significant influence on
customer satisfaction. These results indicate that a strategic location
directly affects the level of customer satisfaction, where consumers are more
satisfied when they can easily access the products offered.
Strategic sales location is one of the
main factors in marketing, because ease of accessibility for consumers greatly
influences purchasing decisions. According to Kotler and Armstrong (2016), a
strategic location can increase consumer visits to points of sale, which in
turn increases purchasing opportunities (Kotler & Keller, 2016). The easier the
product can be accessed, the higher the level of consumer comfort and
satisfaction with the product.
Other research that supports this
finding is a study by Berman and Evans (2013) which states that strategic sales
locations not only influence purchasing decisions, but also contribute to
long-term consumer loyalty. Consumers tend to choose a point of sale that is
easy to reach because this saves them time and effort. This is especially
important in a competitive market, where consumer convenience is one of the key
differentiating factors.
In addition, Peter and Olson (2010)
assert that an easily accessible location increases consumers' positive
perception of the brand. Consumers who feel comfortable with access to a
particular product are more likely to develop loyalty to that brand, which in
turn increases their level of satisfaction.
Thus, a strategic sales location is
critical to maintaining and increasing consumer satisfaction. Proper location
placement not only affects accessibility, but can also influence consumers'
perception of product value, which in turn affects their level of satisfaction
and brand loyalty.
CONCLUSION
The
research findings show that product quality, price, and sales location of Tofu
Lamping Nugin significantly affect customer satisfaction. To achieve an optimal
level of customer satisfaction, companies need to pay special attention to
efforts to maintain and improve product quality, which is a major factor in
determining customer satisfaction. In addition, pricing that is balanced with
the value offered is very important, because consumers tend to feel more
satisfied when they get quality products at reasonable prices. While sales
location remains an important element in attracting consumers, its
effectiveness must be supported by good product quality and competitive
pricing. Therefore, an effective sales location serves not only to attract
consumers, but also to provide continuous satisfaction through good quality and
price.
Suggestions
for further research are as follows: First, future research can consider adding
other variables that might affect customer satisfaction, such as after-sales
service, customer loyalty, and brand image. Second, the use of qualitative
methods can be developed to gain deeper insights into consumer preferences for
Nugin Lamping Tofu products. In addition, a comparative study between Tofu
Lamping Nugin and similar products from competitors can be conducted to
determine the competitive position of the product in the market. Research can
also be focused on specific market segments, for example by age, income, or
geographic location, to see how they perceive product quality, price, and sales
location. Finally, long-term research is needed to analyze the effect of
product quality, price, and sales location on customer satisfaction in a
sustainable manner over time.
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