Consumer experience and the role of promotion on the mobile device market

Abstract

In this study, the influence of promotion and product quality on customers' satisfaction was analyzed. The research was conducted via a survey. The goal of the paper was to define and analyze the correlation between variables such as advertising, product quality, brand loyalty and customer satisfaction. The data was statistically processed with a t-test in order to present the data as statistically significantly different. The t-test included the Pearson Correlation, which in all four auxiliary hypotheses was positive. The research provided an insight and strengthened the theory of advertising influence on consumer behavior as well as the concept of brand loyalty and product quality. Further results are presented in the paper.