Brand Value, Preference and Customer Value Effects of Non-Conventional Utility Products: An Experimental Analysis in Mexican Market

Abstract

The role of customer value has been largely recognized over time by the firms as an instrument towards stimulating market share and profit optimization. The customer values for innovative products and unfamiliar brands of firm in competitive markets are determined largely by habits, reinforcement effects, and situational influences than strongly-held attitudes. Marketing organic cosmetics is a recent phenomenon in the business and it is largely being encouraged by the growing environmental consciousness among the customers. Many multinational companies have entered the market of organic cosmetics and toiletries (OCT) in the global marketplace. However, there has been little awareness among the elite customers in Latin American markets about the harmful effects of synthetic cosmetics on prolonged usage. This study attempts to discuss the impact of economic and relational variables on customer and brand values in reference to OCT products in Mexico through empirical investigation in selected departmental stores that attract high profile customers.

Keywords: Customer value, product attractiveness, advertising, point of sales promotions, retailing, brand value

JEL Classification: B41, C13, C51, D11, E21, M37, M39