ASSESSING THE CUSTOMER LIFETIME VALUES (CLV) OF THE PERFUME BRAND BUSINESS

Abstract

This study aims to determine the Customer Lifetime Value (CLV) of a perfume brand. This study adopted a descriptive research approach and used convenience sampling to gather data from 30 business owners based in Caloocan City and Quezon City. The primary goal was to examine how issues related to product effectiveness, quality, and customer loyalty impact overall consumer behavior and satisfaction. This study examined factors affecting product quality and customer loyalty based on survey responses. The results showed that maintaining hygiene and safety standards received a high mean score of 3.7, indicating its strong influence on customer satisfaction. Likewise, the practice of addressing customer concerns promptly—by offering solutions such as repairs, replacements, or refunds—also earned a mean score of 3.7, highlighting its role in building trust. Furthermore, the study explored Customer Lifetime Value (CLV) in the perfume brand industry, emphasizing the importance of product reliability, consistent quality, and effective customer service in fostering long-term loyalty and profitability. To boost consumer awareness and grow their market presence, respondents emphasized the importance of personalized customer service, consistent engagement with customer feedback, attractive discount offerings, and improved product durability. These strategies serve as practical recommendations for perfume brand owners, enabling them to refine their marketing approaches, enhance product quality, and build long-lasting customer relationships.