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Consumer happiness is the important area of research for marketers as happy consumer is the satisfied consumer of a company which generates significant revenue for the company. This research is conducted for the very same reason to find that what are the different factors which make consumer happy. Study identifies different determinants of consumer happiness and checks their influence on student’s happiness. Study selected four private universities. The four universities were Preston University, Cecos University, Abasyn University and City University of Science and Information Technology Peshawar Pakistan. The data collected through a structured self administered questionnaire at 5 point lickert scale from 100 students of above mentioned universities. Study use SPSS 19 for the analysis purpose and conduct descriptive analysis, correlation and multiple regression for the findings. Findings of the study shows that Rationality, situation and culture are the prominent antecedents of consumer happiness which play major role in making consumer happy towards various brand of different firms.
SHAHZAD KHAN, MUNTAZIR HUSSAIN. (2013) Determinants of Consumer Happiness and Its Role in Customer Loyalty, International Review of Management and Business Research, Volume 2, Issue 1.
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