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 Conclusion
Limitation, Recommendation and
Future Research
 Limitation and Further Research

Time and resources

Conduct the survey in limit time with both online and offline.
1 Mainly focused on customers from 18 to 25 and most of them are students in
universities in Ho Chi Minh city especially in University of Economics.

Only special techniques are used

2 Cronbach’s Alpha, ANOVA, factor analysis and SEM analysis

Customer satisfaction could be changing day

3 by day due to customers’ need
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Recommendation
19.1% 80.9%
Satisfaction will increase when store Nivea’s consumers are mostly female
environment is focused.

Focus on different factors on the shelf such

as color, arrangement (balance, symmetry,
pyramid), color effects

Nivea can encourage consumers to shop faster

by playing fast music and vice versa

Using a proper scent is a intelligent choice for

NIVEA to strongly impact the shopper's memory
and emotions and consequently, impact the
consumer satisfaction
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