Khalil, Sumreen - In: Cogent Business & Management 8 (2021) 1, pp. 1-20
customers' quality perception. Moreover, a model has also been developed which is statistically validated. Data have been … Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality … perception is the endogenous variable whereas Word of Mouth (WOM) is the mediating variable for this study. For achieving the …