Abstract

This research has analysed customer satisfaction towards Iranian products in Nangarhar province of Afghanistan. A sample of 176 respondents was used in carrying out a survey to examine the effect of brand reputation, availability of products, price, quality, and customer service on the behaviour of consumers in making purchases and ultimate satisfaction. The results show that although 54 percent of the TOT respondents occasionally buy Iranian products, one in every seven persons has made it their routine to buy Iranian products, which means that their market penetration is moderate though not comprehensive. The perception of quality was mainly positive, with 75 percent of the respondents confirming that Iranian products are good. But only 24.6 percent of them found quality as the major influence on their satisfaction, meaning that quality is not a sure-fire strategy to customer loyalty. The brand reputation, having 68.2 percent point of agreement, and a product availability, 78, were found to be considerable factors, whereas almost 60 rationale identified pricing to be fair. Moreover, 82.6 percent of the participants said that they were willing to suggest Iranian goods to others, and this figure also proves a mood of satisfaction among the customers. However, about 26 percent experienced neutral or poor service among shopkeepers, which is one area that needs to be improved. Hence, Iranian products have a strong market in Nangarhar, but there is competition where reliability, visibility, and customer interaction have to be enhanced in strategies that will attract various customers.

Keywords

Customer Satisfaction Iranian Products Brand Reputation Nangarhar