The Contribution of Brand Awareness on Customer Retention in The Mini-Markets in Zimbabwe A Case Study of Zuva Petroleum Ltd.’S Presto Mini-Markets
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Abstract
The study was centred on the contribution of brand awareness on customer retention in the mini-markets in Zimbabwe and thus, focusing on Zuva Petroleum Ltd.’s mini-markets also known as Presto. Thus, the study was prompted by the challenges being faced by the mini-markets in Zimbabwe and in the process creating a considerable strain on the business performance of these mini-markets. Accordingly, this study was achieved by adopting the phenomenological research philosophy which is a valuable means of finding out what is happening, seeking new insights, asking questions and assessing phenomena through the use of literature search, engaging experts and conducting focus group interviews. In addition, the data was analysed using qualitative data analysis. Consequently, the results show that mini-markets in Zimbabwe especially mini-markets in service stations (gas stations) have an array of challenges but the good thing to come out of this study is that brand awareness exist in the mini-markets in Zimbabwe. Furthermore, the results show that brand awareness also influences customer retention as it builds customer loyalty which is turned into sales as the brand attracts more customers. In addition, brand awareness can be used in building the image of the organization such as Zuva Petroleum Ltd. Thus, it is clear from the study that creating a brand is important because it allows retailers to build relationships with their audience, which can eventually turn them into loyal customers by so doing improving their business performance. For that reason, study recommends that social media be promoted in the retailing sector in Zimbabwe as it was found to be very effective in brand awareness campaigns.
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References
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