The mediating effect of price on the relationship between brand image and customer satisfaction towards dairy products

The issue of guaranteeing consumer pleasure and satisfaction has been extensively researched in marketing research. The purpose of this study is to look at the role of price as a moderator in the link between brand image and consumer satisfaction with dairy goods. The research focuses on the relationship between the perception of a brand and consumer satisfaction towards dairy products, how the brand image of a dairy product affects customer satisfaction, and the importance of pricing, packaging, service, and availability in creating a positive brand image and enhancing customer satisfaction. The study takes a quantitative data gathering strategy that involves regression and mediation analysis, as well as a survey of dairy product users. Using a sample of 230 dairy product consumers, mediation analysis was employed to analyze the data. This study provides with important implications for dairy product companies in terms of developing effective pricing strategies that align with their brand image to enhance customer satisfaction.The study concludes by emphasizing the need for dairy product companies to pay attention to their brand image, price, and work towards building a positive perception among customers to gain their loyalty and satisfaction.