The impact of customers' mental image on market share (An applied study in the Yemen Company for Industry and commerce - Yemen)

Abstract

This study aimed to measure the impact of mental image of customers on market share, an applied study on the Yemen Company for Industry and commerce (YCIC)-Yemen. To achieve the study's objectives, the descriptive-analytical approach was used. The study relied on a questionnaire as the as the main tool for collecting data, with a stratified proportional sample of (870) respondents selected from the company's customers in various sales outlet sectors across the Republic of Yemen. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) and the Analysis of Moment Structures (AMOS) software. The study revealed several key findings, the most important of which was that the level of the mental image of customers in YCIC is practiced at a high level, and that the market share of the YCIC was at a high level. Moreover, there is a statistically significant effect of the mental image of customers on the market share of YCIC. Based on these findings, the study proposed several recommendations, the most important of which include the company's continued investment in enhancing customers' cognitive aspects by providing accurate and comprehensive information about its products through innovative marketing strategies. Additionally, the company should intensify strategies that promote customer interaction and improve elements related to their experiences, conduct periodic assessments of customer satisfaction and analyze the results to enhance products and services, and develop integrated strategies to reinforce a positive brand image among customers to ensure the continuous expansion of market share.