The Reliability of the Product based on Customer Perception in Network Marketing: A Case Study of Oriflame, Forever Living and Avon Companies among SAUT Students in Mwanza-Tanzania

Nice Wilfred Mollel; Paul Gwaltu; Neema Mtebe

doi:10.37284/eajbe.7.2.2445

Nice Wilfred Mollel St. Augustine University of Tanzania
Paul Gwaltu, PhD St. Augustine University of Tanzania
Neema Mtebe, PhD St. Augustine University of Tanzania

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Résumé

The study intended to determine the reliability of the product on customer perception in network marketing products: a case of Oriflame, Forever Living and Avon Companies among SAUT Students in Mwanza-Tanzania, Moreover, the theory of planned behaviour was adopted by the study. Furthermore, the study was a quantitative study which employed descriptive design. The study used 375 respondents which responded to questionnaires and regression analysis was employed to analyze and present data. Also, the reliability coefficient of the instruments was 0.9. The study revealed that while customers generally perceive Oriflame, Forever Living, and Avon products positively, there are significant areas for improvement include product performance, packaging, and detailed usage instructions. Customer feedback indicated that prolonged use is linked to brand loyalty, yet many participants rated the products neutrally in terms of value for money and brand trust. Content engagement was rated highly, suggesting that enhancing interactive and engaging content could benefit these companies. The study concludes that although customers are generally satisfied with the network market products, there is a need to improve product distinctiveness, packaging quality, and clarity of information to build stronger brand loyalty. Addressing these areas can enhance customer trust and satisfaction, thereby increasing competitive advantage in the network marketing landscape. It is therefore recommended that network market products should enhance their product and packaging distinctiveness and partner with well-connected influencers to improve marketing effectiveness. Additionally, companies should focus on creating highly engaging content and addressing any product quality and packaging issues promptly to meet customer expectations and foster loyalty

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