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The study investigates the branding and packaging strategies employed by major textile factories in Ghana to maintain and attract customers, improve customer loyalty of their printed fabrics. The qualitative research approach was considered because of social and cultural phenomena of the study with interview, questionnaire and observation as the ma...
Contexts in source publication
Context 1
... customers must feel that their opinion is of paramount importance to the company. Table 1 shows a summary of the comparison of previous theories and the empirical data from the study. • The decrease in marketing costs. ...Context 2
... could be inferred from Table 1 that all the empirical data support the previous theories which confirm that the strategies to keep loyal customers to the benefit of both the company and customers are practised by ATL and GTP which imply that both ATL and GTP customers are loyal to the companies and their products. ...Similar publications
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