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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Customers Recognition Level of Logos in Kingdom of Bahrain
Author(s)
Mukhtar Alhashimi, Fatema Abdulnoor Ebrahim
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DOI:10.17265/2328-2185/2018.04.004
Affiliation(s)
Ahlia University, Manama, Kingdom of Bahrain
ABSTRACT
This study is conducted to measure
customer recognition level of business logos in Kingdom of Bahrain in order to identify
the best predictor for logo recognition in a local context. A quantitative approach
and combination of descriptive and correlational research design is reflected in
this study. Customers in Bahraini market whose age range is between 15 and 50 years were deemed to be
research population; to form a representative sample, non-probability sampling technique
was applied, specifically
combination of convenient and judgmental sampling method. While in deciding the
size of the sample, ratio sampling was used; total of 384 customers using confidence
level of 95% were the research sample. As for data collection, the researcher used structured
interview questionnaire as an instrument to extract the raw data and 16 business logos were
presented equally to customers, those logos belong to four distinctive industries
in Bahrain: food, medical, beauty services, and fashion. As for the demographic profile, most of customers
in the sample were female (54.9%) that
belonged to the age range between 18-24 years old (33%)
with income range between 301 and 600 BD (41.1%) from Capital Governorate (41.9%); in term of education
level most of respondents have bachelor’s degree holder (58.1%). The research concluded
with significant findings, one of which was that the relationship profile revealed that all of the
demographic variables inserted in the research had significant correlation with
the customer’s overall logo recognition and in addition to the other aspects associated
with recognition,
such as logo scope recognition, logo industry recognition, and company name recognition.
Moreover, it has been concluded that the scope of all medical logos in the research
was mostly moderately by the
customer beside many other findings.
KEYWORDS
logos, logo recognition, Bahrain, customer, SME, business identify, Middle East, marketing
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