Cultural Perception Effects on Customer Experience and Customer Patronage of Branded Alcoholic Bitters Beverage

Abstract Under the impact of globalization, consumers from different culture might hold different information processing tendency towards certain concepts and different perception since cultural orientation affects their perception and expectation. Firms are increasingly using the framework of customer experience to define their offering since differentiating one’s product or service is to create memorable customer experience. The purpose of the study is to assess cultural perception in relation to customers’ experience and customer patronage of branded alcoholic bitters beverage. All the consumers of branded alcoholic bitters beverage in Lagos State and who visited the designated place within the four (4) weeks period made up the study population. 1153 usable research instrument were retrieved based on the researchers’ judgment through convenience sampling technique and data collected were analyzed using descriptive and inferential statistical tools. T-test of multiple regression analysis were used to analyze factors in the independent variables and their effects on the dependent variable. The study revealed that cultural perception, customer experience and customer patronage have a very strong and positive relationship therefore, concluded that there is strong positive relationship between cultural perception, customer experience and customer patronage based on the consumers’ cultural perception as they try to experience the product. It is therefore, recommended that Organizations, Marketers, and other stakeholders in relation to marketing of alcoholic bitters beverage understands how to play along cultural perception by building and creating a strong attributes of perception of the product in mind of consumers. Also, conduct customer experience survey from time to time in order to monitor and obtain information on how to sustain and improve the consumers’ feels about their product by focusing on those factor that will help build a long-lasting and mutually profitable relationship with its’ customers. References