May 2014

Sensitivity of Cameronian consumers to brands: An application in body lotions

This article seeks to contribute to a better knowledge of sensitivity of consumers to brands. The results of the survey carried out with 361 women aged fifteen and above on the beauty lotions market in the towns of Douala, Yaounde, Ngaoundere and Bafoussam validate the fact that enduring involvement, perceived differences and perceived risks in a category of products influence sensitivity to brands. The study also...

Author(s): B. N. Ngono Eteme Melingui and V. Tsapi