consumer based brand equity and its drivers in pakistani super markets

“Consumer Based Brand Equity and its drivers in Pakistani Super Markets”

A thesis submitted

By

Muhammad Nabeel Siddiqui (5531)

To

Department of Business Administration

In partial fulfillment of

The requirement for the

Degree of

MASTER OF BUSINESS ADMINISTRATION

In

Marketing

This thesis has been

Accepted by the faculty

FACULTY OF BUSINESS ADMINISTRATION

Syed Ali Raza

Advisor

Syed Tehseen Jawaid

Manager Research

i

ACKNOWLEDGEMENT

I am deeply obliged to acknowledge and thank to those people who put their ever best

contribution in my thesis. First of all, I am thankful to my Almighty Allah for blessing

me this beautiful life and everything that He has provided me.

I would also like to thank to my research teacher Sir Syed Ali Raza, who inspired me

through their lectures and helped me at every step whenever I needed. He kept on giving

his best efforts by showing patience, encouragement, wisdom and honesty. I also thank to

my all teachers who made be able to get indulge in thesis writings.

In the end, I cannot forget the appreciation and encouragement from my family and

friends that they gave throughout my academic life. I also feel great and valuable by

being a part of IQRA University.

ii

DEDICATION

“This thesis is dedicated to my father Arif Ahmed Siddiqui and my mother

Aisha Arif Siddiqui along with my grandparents (late) for their endless

love, support and encouragement. Furthermore, I want to thank my sisters;

Ushba Arif Siddiqui and Amun Arif Siddiqui for their support and love that

helped me to be motivated throughout my life”.

iii

TABLE OF CONTENTS

ACKNOWLEDGEMENT ________________________________________________ i

DEDICATION_________________________________________________________ ii

ABSTRACT___________________________________________________________ v

CHAPTER 1: INTRODUCTION _________________________________________ 2

1.1 Background___________________________________________________ 2

1.2 Problem Statement _____________________________________________ 3

1.3 Research Objectives ____________________________________________ 3

1.4 Research Questions_____________________________________________ 4

1.5 Scope of the Study _____________________________________________ 4

1.6 Limitations ___________________________________________________ 4

CHAPTER 2: LITERATURE REVIEW ___________________________________ 7

2.1 Theoretical Background _________________________________________ 7

2.2 Theoretical Framework_________________________________________ 10

2.3 Empirical Studies _____________________________________________ 13

CHAPTER 3: METHODOLOGY _______________________________________ 22

3.1 Research Approach____________________________________________ 22

3.2 Research Purpose _____________________________________________ 22

3.3 Research Design ______________________________________________ 23

3.4 Data Source__________________________________________________ 23

3.5 Target Population _____________________________________________ 24

3.6 Sample Size: _________________________________________________ 24

3.7 Statistical Technique/Tool:______________________________________ 24

3.8 Data Collection Instrument: _____________________________________ 24

3.9 Research Model:______________________________________________ 25

3.10 Sampling Technique: __________________________________________ 25

3.11 Hypothesis __________________________________________________ 25

3.12 Variable Description: __________________________________________ 26

3.12.1 CBBE_________________________________________________ 26

3.12.2 Service Level ___________________________________________ 26

iv

3.12.3 Product quality__________________________________________ 26

3.12.4 Price__________________________________________________ 26

3.12.5 Layout ________________________________________________ 27

3.12.6 Keeping Customers ______________________________________ 27

CHAPTER 4: DATA ANALYSIS ________________________________________ 29

4.1 Reliability ___________________________________________________ 29

4.2 Factor Analysis_______________________________________________ 30

4.3 Regression Analysis ___________________________________________ 33

4.4 Model ______________________________________________________ 34

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS________________ 37

5.1 Conclusion __________________________________________________ 37

5.2 Recommendations ____________________________________________ 38

5.3 Future Recommendations_______________________________________ 41

REFERENCES _______________________________________________________ 43

APPENDIX- A________________________________________________________ 49

APPENDIX - B _______________________________________________________ 51

v

ABSTRACT

This study examines the Consumer Based Brand Equity (CBBE) and its drivers in

Pakistani Super Markets. It is quantitative study and uses correlational approach to

determine the relationship between variables. In this study two tests are executed in SPSS

to find out results; first factor analysis and then regression is applied to determine which

variable (equity drivers) has significant impact in building consumer based brand equity.

In order to collect primary information data is collected from sample size of 250 people

by using close ended questionnaire based on likert scale from different universities, super

markets and, who have readily access to a supermarket located in their vicinity in

Karachi. The results of factor analysis make factors of all 6 variables of which 5 were

independent Service Level, Product quality, Keeping Customers, Price, Layout) whereas

other one is dependent variable (consumer based brand equity), then regression analysis

results show that 4 of the independent variables have significant impact in building

consumer based brand equity (CBBE), whereas keeping customers has positive but

insignificant impact on CBBE. Furthermore, Consumer based brand equity and its drivers

should be studied in different sectors as well like service industry; research in those

sector will enable the researcher to determine how consumer based brand equity can be

built and maintained.

Key words: Brand Equity, Brand Equity in Super market, Consumer Based Brand

Equity, Super markets and brands.

Consumer Based Brand Equity and its drivers in Pakistani Super Markets | 1

CHAPTER 1

INTRODUCTION


CHAPTER 1: INTRODUCTION

1.1 Background

In current years it has been noted generally that noticeable subject matter has been

a unification of the investigation flow that associates brand equity with customers, , and

loyalty in the literature of marketing. Altogether memory-based relations to specific trade

name are concerned for brand equity which is based on consumers and establishes in the

consumers mentality1.

The worth of the consumer to the trade name is known as Customer Equity2. The

significance of consumer faithfulness is highlighted equally in both equity of brand and

equity of consumer3. Loyalty of consumers emphasizes in mounting the statistics of

strategies relating to marketing and creates abundant repayments for a trade name4.

Consumers are eager to give high charge to their chosen brand and are faithful

with their trade name and create encouraging word of mouth to a specific brand by

buying more5. In retailing the unification of this investigation flow are clearer. For

retailers, loyalty of consumer is a crucial goal. The reason being is that low consumer

changing expenses and a progressively added spirited environment for retailing6.

In retailing, on the whole the significant development of trade name is the growth

of the retailer7. In order to assist persuade perceptions of consumers, flourishing retail

branding can be awfully significant and it also force choices of store and its faithfulness8.

A variety of objects in the superstore division correlated with consumer service, quality, 1Keller, (2003)2Rust et.al., (2004); Blattberg and Deighton, (1996)3Leone et.al., (2006)4Jacoby and Chestnut, (1978)5Reichheld, (1993); Wright and Sparks, (1999); Zeithaml et.al., (1996)6Wallace et.al., (2004)7Grewal et.al., (2004)8Ailawadi and Keller, (2004)


and value in order to gain satisfaction of consumers9. Brand equity has been the subject

of much research over the past decade across the globe. Brand equity can be studied with

references to certain variables like, advertising, brand image and brand extension, all of

which have proven to have a direct impact on creating brand equity10.

1.2 Problem Statement

Many researchers had pointed out that with the increasing growth in retail market

and increasing brand awareness among people, the need to study Consumer-based brand

equity becomes really important11. Few researchers have found positive impact of equity

drivers such as service level, price, and layout on consumer based brand equity in

supermarkets12. In Pakistan, however, the area remains under addressed and needs to be

focused. There is a dire need to study what drives customers to be loyal to a particular

super market chain. It has been considered significant to estimate the impact of brand

equity based on consumers in a particular business. Moreover, in the grocery sector

specifically, there has been no study that primarily focuses on consumer-based brand

equity. Therefore, it’s highly essential to gauge the buyers’ approach and understand the

extent to which super markets in Pakistan pay attention to establishing and maintaining

consumer-based brand equity13.

1.3 Research Objectives

The object of this study is to determine the drivers that have an impact on

consumer based brand equity in Pakistani supermarkets.

9Gomez et.al., (2004)10 Ravi et.al (2007)11 Ravi et.al (2005), Boonghee and Naveen (2001)12Kandasamy andKumaravel (2012), Arthur et.al., (2011)13 Haizhong et.al, (2008)


1.4 Research Questions

1. What are the important drivers that have an impact on consumer-based brand

equity in Pakistani super markets?

1.5 Scope of the Study

The study examines the equity drivers that derive the customer based brand equity

for supermarket target audience and it is beneficial for the brands and customers in

Pakistani super markets. The Pakistani consumer market has changed drastically in the

last decade. The inclination towards convenience coupled with rise in purchasing power

led to the start-up of many supermarkets14. This study focuses on super markets as they

attract customers belonging to all social strata and will therefore enable the researcher to

gather rich data and representative sample from a wide cross section of society15. Also,

the findings will be of great consequence for retailers and enable the brands to determine

which equity drivers attract the consumers in Pakistani supermarkets the most16. It will

shed light on consumer behavior and expectations and will have implications for other

retail industries and individual brands.

1.6 Limitations

In order to perform the research in an appropriate manner, the time can be

considered to be the main constraint. Similarly, the researcher also faced the financial

problems. However, the researcher is only focusing on consumer based brand equity in

Pakistani super market which is a limitation because the focus of research is narrowed. 14Haizhong et.al, (2008)15 Ravi et.al (2006)16 Rajat and Ryan , (2011)


On the other hand, this study has taken the data into consideration, obtained from the

testers to a very limited scale. If another study is conducted on this topic, they should

consider market based information to a greater part. This would help to make the study to

have a better understanding.


CHAPTER 2

LITERATURE REVIEW


CHAPTER 2: LITERATURE REVIEW

2.1 Theoretical Background

Retail brand equity which is based in consumers contains a way that is short than

the actual way and is termed as “shortcut” in the psyche of customers which recollect

majority of the outstanding encouraging essentials of agreement from memory with

precedent shopping know-how and merchandise bought which on the other hand

persuades upcoming backing and reduces the possible persuasion of the hard work of

contender17. Probable drivers of superstore’s brand equity are capitulating support,

faithfulness, context, both equities, and strategy literatures of the store. Patronage-driving

features into brand related elements such as the quality and price of product, bazaar

related elements such as the store service, and special factors18.

Retail companies offer to take a number of conducts in order to develop their

equity for consumers that comprises of training of workers, layout or outlook of the store,

advancement, site, and many other such activities. Consumer Based Brand Equity

(CBBE) means how customer response changes and has different effect in brand

knowledge due to marketing of that brand. Shopping behaviour is a set of activities that

reflect motivations and decision-making process of the consumer. These modes of

attendance are strongly influenced by atmospheric variables, situational and individual.

CBBE has many advantages which includes the improvement in customers’

perception, enhances the customer loyalty; decrease the susceptibility to market crises,

increase in support and trade cooperation.

17 Ailawadi and Keller, (2004)18 Pan and Zinkhan, (2006)


In CBBE pyramid we have four things. First we identify the brands i.e. the

knowledge about the brands. Then we give the meaning of brand i.e. what this brand is.

Third we get response. And then, we make a relationship with the customer.. In addition,

unlike the traditional markets, there is little physical barrier for participants (both sellers

and consumers) to participate in transactions. Thus, a consumer’s alternatives for choice

are broader than in any other form of market.

Branding ladder, a series of steps, are included in building a strong brand. This

involve the perception of customer i.e. his feeling, thinking about brand and loyalty.

Strength and weaknesses are also identified in block building of a brand which provides

guidelines to the activities in marketing19.

The primary dimensions of CBBE include the reliability of product,

serviceability, durability, efficiency and effectiveness. The foundation of strong brand

building is the creation of Customer Value Customer-Brand. To manage customer

interaction and track customer activity, company’s data system and application are used

by the Customer Relationship Management20.

To understand the future course of action and past action, and formulating

strategies for the given brand, Brand equity can be the good barometer. The marketer can

also use present scenario to design the plan of future course, and to achieve the result

which they desire.

Using beer as a product, an experiment was conducted, in order to stress point of

brand knowledge. The target was to understand the brand knowledge of two brands. In

first step there was no idea of brand and in second step brand was not disclosed. Because

customers did not know the brand name, they were highly critical in choosing.

19Pan and Zinkhan, (2006)20Kotler 13th edition “brand asset valuator” (2006)


Brand equity consists of brand awareness and brand image, in brand equity brand

knowledge is very crucial. Brand awareness means that customer can recognize and

recall the brand name in any environment. While brand image include logos, visuals,

styles etc along with the association of brand. Strong brand can result in CBBE and by

high brand image and brand awareness this can be achieved21.

The market for CBBE is studied in four dimensions usually. These dimensions are

brand loyalty, brand awareness, brand association and perceived quality. For market

research, brand equity is useful from consumer’s point of view. It suggests guidance for

areas of research and marketing strategies which is useful indecision making.

Firstly, a broad view of marketing activity should be taken by the marketers in

order to access the various effect of brand knowledge and changes in brand knowledge

can affect the sales. Secondly, because of short term marketing efforts, the brand

knowledge in memory can affected in long term period. This should be realized by the

market, because memory structure can influence the future brand strategies

The regular studies of problems in brand association, brand awareness, perceived

quality and brand loyalty can have good effect in brand equity.

The CBBE can be very helpful in strengthening the brand equity. It can have great

impact on the sale of the company. Many researchers have shown that the brand with

greater brand knowledge is more successful among the customer. So the marketer should

work on brand loyalty, brand awareness, perceived quality and brand association in order

to strengthen the brand equity22.

Consumers respond to these stockpile efforts of branding that influence their

attitude toward the product by constructing variety of shortcut. The complete division of

21Pan and Zinkhan, (2006)22Keller and Lehman, (2006)


segmentation of the market depends on the fact that there are varieties of consumers in

the market who are influenced by the different brand factors23. In order to recognize their

own exclusive foundation of different capabilities and to alleviate the result of

antagonism and stay alive, dissimilar mixture of equity drivers may be the answer that

can permit particular superstores. Grocers are required to discover in a great deal of detail

the brand equity which is based on consumers and consumer equity drivers linked with

their retail products.

2.2 Theoretical Framework

According to different marketing theories it is found that brand equity has it some

determinants that helps in building brand equity and those are “differentiation (which is

the point at which one brand is different from other and that point makes it to stand out

among many brands), relevance (does the brand meet the needs of consumers),

knowledge (degree to which consumers are aware of the brand), esteem (how much

consumers respect the brand) and finally energy (brand sense of momentum)”24.

There are some other models also that give different dimensions of brand equity

like AAKER model who says that brand awareness, brand loyalty and brand association

are the main dimensions to view brand equity and their addition or subtraction in a

product or service can increase or decrease brand’s value.25

Brand knowledge means awareness of a brand that consumers have about a

product and because of that awareness they are able to buy a product and in this manner

company can get brand equity. Brand knowledge comes from advertisement and other

marketing activities. All firms pays lot of attention on marketing activities to provide 23 Keller and Lehman, (2006)24 See marketing management by Kotler 13th edition “brand asset valuator” pp. 25625 See marketing management by Kotler 13th edition “AAKER model” pp. 257


their customers awareness of what new products they are bringing in market and how

they are different from other brands or products and in this way they attract consumers

towards their brand and achieve brand equity.

A diagrammatical framework model of this research is shown below.

26,27

26 Martinez and Chernatony, (2004)27 Anselmsson et.al (2007)

Brand knowledge

Brand image

Brand extension

Brandawareness

Brand recognition

Brand recall

Brand association

Brand personality

Perceived quality

Brand equity


Brand image is what consumer perceives about a physical and emotional

attributes of a brand. Sometimes consumers prefer a brand because they are emotionally

attached to that brand or maybe they like some of its physical attributes. Emotionally

attached means that e.g. in beauty soaps ads or in fairness cream ads the models that are

shown are very beautiful as a result girls feel themselves associated with it and want to

look like them that are why they are emotionally attached with it. While physical

attributes means the benefits that are associated with brands28.

Brand extension means introducing new products under new categories. By

introducing new products and extending towards new categories a company can provide

their customers with all variety under one name and can fulfill the in depth needs of

customers and as a result customers will not shift to other brands and company can

achieve brand equity29.

Brand loyalty is consumers’ preference of purchasing a particular brand

repeatedly and if it’s not available then they may refuse to buy any other brand. Brand

loyalty is the key source of achieving brand equity because for brand equity it is

important that consumer prefer that brand to an extent that they will never switch to

another brand no matter what the scenario is. However in today’s world it is very hard to

achieve brand loyalty because in case of unavailability or if the other brand offer some

new products or maybe the other brand offer some promotions then consumer switch

towards another brand and in that case brand equity cannot be achieved. Companies pay

more attention in bringing in new and innovative product and always remain a market

leader and achieve first mover advantage so that their consumers will not switch towards

other brands.

28 Keller and Lehman, (2006)29 See marketing management by Kotler 13th edition “AAKER model” pp. 257


All of these variables are further divided into other variables that are needed to

measure each of them as all of these variables are comprises of other variables. Brand

knowledge comprises of brand awareness and brand image while brand awareness is

further divided into brand recognition and brand recall and brand image is divided into

brand association and brand personality. Brand loyalty is comprised of behavioral loyalty

and attitudinal loyalty. Brand extension comprises of perceived quality and brand image.

And finally brand image can be measured through brand knowledge as well as brand

extension.

2.3 Empirical Studies

Marisa et.al (2001), investigates the Presentation of measures of brand equity in

repair marketplace by using procedures of brand equity to a pecuniary services market.

There were ten existing consumer based measures of brand equity. These measures were

assessed through the convergent and predictive validity, which assisted in determining

whether these measures can be utilized to take into custody the brand equity that have

naturally been practical in product markets. The results indicated that there were

convergent measures mostly and were highly interrelated with marketplace share.

Arthur et.al, (2011), investigates brand equity based on the perspectives of

consumers and focusing on the equity drivers that, drives loyalty of customers in the

supermarket industry. In this study the researcher used survey method to gather primary

data from consumers as the researcher targets nine states. This survey aimed to undertake

supermarket brands and will provide brand equity of them. Furthermore, in this study

factor analysis was used that resulted in giving dual brand equity outcome dimensions

and eight brand equity drivers.


Kumaravel and Kandasamy (2012) investigate brand equity based on consumers

in hypermarket store in India. Primary data is used in this study. Equity of the brand,

awareness of the brand, image of the brand, association with the brand, loyalty of the

brand and perceived quality have been discussed. The methodology which is supposed to

be undertaken is Regression analysis. The outcome of the study showed that in order to

build brand equity, the factor which proved to be effective was Perceived quality. It has

been noticed that when the retail sector wants to increase their sales, they can apply brand

equity.

Ravi et.al (2005), investigates brand equity based on consumers by using a

section of genuine consumers from an Australian state capital city. In order to measure

brand equity based on consumers in two brand classes and across six trade names,

positive factor analysis utilizing models of equations were used. Outcome of the study

summarized that hypotheses of brand equity is based on consumers which are of four-

dimension structural equation transversely two product classes and six brands. As

idealized in the marketing context, brand responsiveness and brand relations were

thought to be two separate extents of brand equity.

In the opinion of Chaudhuri & Holbrook (2001) two aspects of brand loyalty has

been taken into consideration. They are purchase loyalty and attitudinal loyalty which are

first examined on brand trust and then on the effect of brand under brand performance.

The outcome of their examination was that brand trust and brand affect both should be

combined together in order to describe the purchase and attitudinal loyalty. We see that

due to purchase loyalty, market shares are higher and due to attitudinal loyalty, prices of

brands are higher. The researchers also state that some personal factor should also be

taken into account which includes involvement and seeking of various factors.


Roland et.al (2002), investigates returns which we get through marketing by using

a logit choice model. Data collected from airline industry also assists in investigating the

returns through marketing as it include such criterion as benefits made on quality,

benefits which we get through advertising, benefits get from loyalty programs, and even

benefits we get through commercial nationality. This allows the company to take serious

actions on marketing efforts which is made on tactical schemes that produce the

maximum benefit. Tactical technique is used to make the most of the company’s long-

standing productivity.

In a research article by Hairong Li et.al (1999)which consisted of 10 hypothesis

and their sample size consisted of 50,000 internet users who took an online poll

concluded that education, convenience orientation, experiential orientation, channel

knowledge, perceived distribution utility, and perceived accessibility are the predictors of

online buying status of United States consumer’s behavior.

Baum et.al (2003), tried to find out in knowing that to what degree does quality

has an effect on premium prices of local brand on store brand. Information was gathered

from different customer reports that demonstrate that the class of store brands was much

better when compare with that of local brand in more than 25 product categories out of

80. Yet local products were charging the premium prices up to 29.5 % and any time when

they give better quality of the items they raise their premium to 52.5%. The research did

use the regression analysis for the methodology and its outcomes reveal that local brand

charges 38% premium prices when was compared to store products whereas they offered

the similar type of quality and this premium price made the brand equity for countrywide

products.


SupermarketGuru.com carried out a national customer panel on its website in the

name of the National Grocers Association SupermarketGuru.com amid November 2010

and January 2011. In all, 1,718 chief household shoppers gave detail about their know-

how, attitude and opinion on what attracts them (or not) in superstores. They also gave

reason why their buying, eating behavior and dietary concern manipulates. In this year’s

survey, a total of 74 shopping characteristic were taken in hand participants were 80%

female.

Ravi et.al (2006), investigates brand equity based on customers and relationships

of countries by using information gathered from shopping malls situated in the capital

city of Australia. Awareness of the brand, image of the brand, association with the brand,

loyalty of the brand and perceived quality are some of the variable used. The technique

applied in this study was Multivariate analysis. MNCs contemplating international

manufacturing will found the results to be helpful to them. Additionally, it was suggested

through the results achieved that, if a brand consists os a number of varieties, then it is

the responsibility of the brand manager to check and manage each product with its brand

equity.

Rajat et.al (2011), investigates brand equity based on consumers and their interest

in seeking a high reputation as they are status conscious for a universal versus native

brand by using self-directed survey from pupils in a huge university of Australia in the

west for present flea market based on consumer’s brand equity and consumers’

consciousness for buying a universal versus native brand. Conclusions may not

oversimplify yonder samples of Australian university and the variety of products.

Family proving is found to be the main cause of consumer-based brand equity.

This research was conducted by Bravo et.al (2007), through an empirical study. The


study was conducted by applying structural equations model on young adults ranging

from 18-35. Brand equity was analyzed through six different brands of olive oil, milk and

toothpaste. The model of brand equity is studied based on consumer along with the

model’s dimensions. The model comprises the data collected by brand delivered by the

families and firms (in terms of advertisement expenditure, promotion and price).

Perceived quality and brand awareness-associations have been found to be the main

reason for the positive feedback given by the customers. According to the findings, brand

loyalty was due to the overall brand equity.

Villarejo-ramos and sa’nchez (2005) worked jointly to know the effect of

marketing communication and price promotion on brand equity. The structural equations

models Methodology was employed by the Villarejo-ramos and sa’nchez (2005). They

found very encouraging belongings of marketing communication on creating brand

equity and also give the marketing persons with procedures to get familiar with the

settings of brand loyalty, responsiveness and brand image.

Haizhong et.al, (2008), investigates Global brand equity model by using the

information given in order to support 10 of the 12 hypothesis. Variables used in this study

include brand equity variables and its product-market outcomes. Brand awareness along

with CAA has influence on quality perception that has an optimistic influence on price

flexibility, brand resonance, and brand extensibility.

Martinez and Chernatony (2004) the objective was to study that what impacts

does brand extension has on brand image. The researcher did use the sample of 390

consumers for this aim and methodology and regression analysis was done for the study.

The results reveal that brand impact of extension has a very good impact on brand image.


Hyun-Jooet.al, (2010), investigates Indian consumers' brand equity on the way to

a US and native apparel brand by using three dimensions of brand equity. The source of

data collection was convenient tester of students present in colleges of India. Professed

quality, product reliability, and product relations with awareness of the brand are the

variables used in this study. It is concluded through marketing and promotional

campaigns US marketers must mend Indian consumers’ attitudes toward American

products.

Valarie et.al (1996) investigates the negotiating penalties of service quality by

using theoretical structure of the influence of quality of the service on behaviors that

specifically hint whether customers continue with or defect from a firm. Remarks from a

multinational company express resilient signals of their being prejudiced by quality of the

service. The results also disclose variances in the quality-intentions and its nature that

connect diagonally from various extents of behavioral intentions.

Joseph et.al, (2004), investigates an estimate of hypermarket loyalty or reliability

cards by using a survey which was conducted in the west of the big US urban area.

Variables used in this study include clusters which were analyzed into three categories,

those most important, those least important, and those of moderate importance.

Jennifer and Aaker (1997) investigate Scopes of brand behavior by using the

magnitudes of brand personality. Variables include sincerity, excitement, competence,

sophistication and ruggedness. A reliable measurement scale and principal component

technique is used to measure the five brand personality dimensions. The outcome of the

five individual factor analyses was a total of fifteen facets.

David (1994) investigates whether brand-building pays off for stockholders or not

by using the association between yearly stock return and yearly brand equity changes for


34 companies. The survey was conducted annually from 1989 to 1992 among 1,000 to

2,000 U.S. adults. Participants have to assess the quality of various major brands in

different categories, using an 11-point scale, using an 11-point scale where 0 stands for

unacceptable and poor quality; 10 stands for outstanding and extraordinary quality. The

study has found that there is a positive relation between stock return and ROI. The results

need to examine the financial community downplaying the non-financial measures.

Cheing et.al (2011), have investigated area of customers based brand equity

through various literature and experiential studies. To study the brand equity, techniques

used are financial and customer based. Through carefully designed marketing activities,

brand equity can be designed for the long term. There is a need to conduct more

empirical studies in the area of brand equity.

1530 participants comprising of American, Korean and American Korean were

studied by Boonghee et.al (2001), for the development and validation of

multidimensional brand equity based on consumers. There were 3 categories of the

available product from which 12 brands were chosen which included athletic shoes, color

television sets and film for cameras. The new brand equity scale has been gone through

multi-step psychometric tests across various cultures and product categories. The tests

have resulted that the scale is valid, reliable, generalizable and parsimonious. Theoretical

and practical implications of the study have been discussed by various authors of the

study.

The study by Ravi et.al (2007), was conducted in Australian state capital city. It

comprised of the investigation of the country image along with the brand equity based on

consumers. The dissertation involved the relationships implications for international

marketing. The investigation was conducted via mall intercept surveys. The study has


used the technique of canonical correlation analysis. The findings resulted that the origin

of the brand is prominently linked with the economic and political conditions of the

nation. The association was positively related and specific to the product category. It was

also found that cars are more sensitive to the country image than television sets. For

international marketers, these implications have direct and impactful significance

Through administered questionnaires, Michael (2000) have investigated the

retailer and brand loyalty along with its past behavior and future intentions. To measure

the purchase intentions, single objects were measures reporting the specific behaviors.

The purchase expectations are valid research metric according to the findings. The

consumer interface has provided great predictive ability in the study.

Dimensions of customer-based brand equity were also studied by Goi et.al

(2011). The study comprised of the Malaysian brands from various aspects of brand

equity. Variables were selected from 30 constructs in literature where four were for brand

equity, 4 for loyalty of the brand, 5 for perceived quality and 17 for association with the

brand. To identify various dimensions of brand equity and its constructs factor analysis

was used. The findings provided that the brand equity constructs were loaded below 0.6

which is why this data was excluded from further examination.


CHAPTER 3

METHODOLOGY


CHAPTER 3: METHODOLOGY

3.1 Research Approach

The technique used in this research is quantitative as the data is gathered through

questionnaires and is measured through likert scale. The data accumulated through

questionnaires is in the numerical form. Doing business with an amount or statistics of

any category to verify a point is termed as a quantitative approach. The deciding

authority is upgraded by using quantitative approach. It helps in organizing and

controlling.

3.2 Research Purpose

There are many research approaches taken into consideration by different

researchers which include Descriptive, Explanatory, Exploratory researches30. The

researcher has chosen Explanatory research approach in this study. In order to explain

any attitude of the product in the market Explanatory research or illustrative research is

conducted. Survey questionnaires and other such sources can be termed as useful in

conducting research. A number of additional features will also be elucidated of the

accessible hypothesis. In different division of different states, effort on the consumer

based brand equity has been done but the researcher is going to focus Pakistani super

markets in order to find the consumer based brand equity and its drivers.

30Saunders et.al. (2007)


3.3 Research Design

Research design is divided into various types of designs including investigational,

fundamental, correlational, and expressive research. They help in identifying different

types of research methods. But the most prominent and appropriate research method

which has been applied in this research paper is correlational research.

Correlational research makes effort to find out or create the survival of an

association amid two or more features of a condition31.

It is a correlational as the researcher is discovering the connection amid

independent variable that are (Service Level, Product quality, Keeping Customers, Price,

Layout) and dependent variable that is (Consumer Based Brand Equity). It identifies

which autonomous variables have more impact on dependent variable. There are many

other types of correlational research but, in this study the researcher have only focused on

“survey research” as we are gathering data through questionnaire by surveying various

FMCG markets.

Regression analysis technique has been applied as the researcher is discovering

the association between one dependent and more than one independent variable.

.

3.4 Data Source

Primary data has been collected in order to carry on this study. The data has been

gathered by the researcher himself using survey questionnaires32. Close ended

questionnaire method has been taken into consideration by the researcher. The key point

here is that the data collected by the researcher must be unique and must not be accessible

unless it is published 31Saunders et.al. (2007)32Creswell (2009)


3.5 Target Population

The target population for this study will comprise of consumers, both male and

female, who have readily access to a supermarket located in their vicinity. Those

consumers, who have some knowledge about branded products, will also be included in

this study. Customers having no knowledge of branded products, or those having no

experience of shopping at a supermarket will not be considered eligible for this study.

Range: eg: 22-40 years who lives in Karachi.

3.6 Sample Size:

Sample size taken for this research is 250.

3.7 Statistical Technique/Tool:

SPSS software is applied in this dissertation in order to have accurate results.

Factor Analysis is the method used in this thesis through which 6 factors are made; then

in order to check the impact of independent variable, regression analysis is applied over

dependent variable (consumer based brand equity).

3.8 Data Collection Instrument:

Collection of data for this study is done through filling out questionnaires which

in the likert scale form. Survey questionnaire is adopted from Arthur et.al

(2011),"Customer-based brand equity, equity drivers, and customer loyalty in the

supermarket industry", Journal of Product & Brand Management, Vol. 20 (3) 190 – 204.


3.9 Research Model:

CBBE = α +β1 SL+ β2 PQ + β3 KC + β4 P + β5 L + + ε0

Where: CBBE = Consumer Based Brand Equity; SL = Service Level; PQ = Product

quality; KC = Keeping Customers; P = Price; L = Layout, ε0= Error

3.10 Sampling Technique:

Accumulation of the data is done via convenient sample method, as the researcher

went to different super markets and universities which were convenient to the researcher

in nearby areas of Karachi according to the convenience and other time and resource

limitations. Sample chosen for the research is without any gender discrimination. The

researcher will distribute questionnaires among people, mostly the ones deemed as

frequent visitors and habitual shoppers of branded products from a selected supermarket.

3.11 Hypothesis

H01: Service Level provided by Pakistani super markets has an insignificant impact on

customer based brand equity.

H02: High Quality product and proper product assortment has an insignificant impact in

the super market in building and maintaining customer based brand equity.

H03: Super market efforts in keeping customers have no prominent influence on brand

equity based on consumers

H04: Prices have no prominent influence on brand equity based on consumers in super

markets.

H05: Proper store layout has an insignificant impact on customer based brand equity.


3.12 Variable Description:

3.12.1 CBBE

Customer based Brand equity is a good indicator to comprehend former action

and future course of action for marketers by giving importance to the customers. In other

words it is define as the worth of a brand a consumer has in his mind.

3.12.2 Service Level

Service level is usually defined in quantifiable terms. It means the facilities given

by a specific network to his customers for a limited phase. If we take an example of a call

center, the work of a service level is to keep a record of received calls that a mediator

receives in a specific time period.

3.12.3 Product quality

Product quality proves to play a vital role in leading a store forward as the

customers totally rely on the product quality which forces them to trust a specific store

for choosing products.

3.12.4 Price

The sum of money for which a thing is purchased, sold, or offered for sale is

called price. In other words, a worthy thing that will buy an exact amount, mass of a

tangible or intangible good is called price.


3.12.5 Layout

Layout is defined as the way things kept in a store in order to attract maximum

customers. Its examples can be seen at an advertisement, book, magazine, newspaper, or

website.

3.12.6 Keeping Customers

Keeping customers is defines as the efforts which are made by service provider/owner in

order to retain its customers and attract new customers, these efforts are made in order to create

long term relationship with its customers


CHAPTER 4

DATA ANALYSIS


CHAPTER 4: DATA ANALYSIS

In the fourth chapter that is Data Analysis, the given data will be organized and

presented in a proper order. Two tests will be applied through the SPSS software in order

to test the data. Two tests are executed in SPSS to find out results; first factor analysis

and then regression is applied to determine which variable (equity drivers) has significant

impact in building consumer based brand equity. Firstly the researcher determines the

reliability and validity of the data. Section 4.1 elaborates the overall reliability and

validity of the data, then section 4.2 elaborates the factor analysis each variables have

their factors placed in their respective column along with reliability and validity of each

variable which shows the accuracy of the collected data. Furthermore section 4.3 covers

the regression analysis which shows the relationship between dependent and independent

variableFinally this section includes the complete model.

4.1 Reliability

In order to check the reliability and validity of the given data, we apply Reliability

Statistics Test. There are 30 questions in the questionnaire of the undertaken study, in

which independent and dependent variables both are included. Through SPSS software,

Reliability test has been done. In accordance to the parameter, the value of Cronbach’s

alpha should not be more than 0.5 which actually means 50%. If we talk about this study,

the value according to the reliability test is equal to 0.856 means 85.6%, which simple

indicates that this data should be acceptable.


Table 4.1

Reliability Statistics

Cronbach's Alpha N of objects0.856 30

4.2 Factor Analysis

Table 4.2.1

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of SamplingAdequacy. .784

Bartlett's Test ofSphericity

Approx. Chi-Square 1263.217Df 300Sig. .000

In accordance to the given terms about the reliability of data, alpha’s value should

be calculated more than 0.50. We have calculated the reliability of data in the above table

and the values of alpha indicate a greater value than 0.50 for both independent and

dependent variables. On the other hand the value calculated for KMO indicates that

independent variable is 0.784 which shows 78.4% of variance.


Table 4.2.2

Rotated Component Matrix

Cronbachs KeepingLocation

ServicePrice

Product

Alpha Customers Level Quality CBBE

KC1 X store makes various efforts to improve its tie to regular customers

0.658

0.561

KC2 X store really cares about keeping their customers

0.732

KC3 X store makes an effort to increase customer loyalty

0.745

KC4 I am happy with the efforts that this store is making

0.711

KC5 I am satisfied with the relationship I have with this store

0.413

L1 Finding the products I need is easy

0.678

0.422

L2 The width of the aisles at this store allows for

0.622

L3 It is easy to locate the different departments within this store

0.662

L4 X store has a pleasing layout

0.67

L5 X store provides you fire safety exit

0.673

SL1 X store has helpful employees

0.743

0.702

SL2 X store has friendly employees

0.565

SL3 The employees at this store(s) are polite to me

0.763

SL4 X store has an adequate number of employees available to assist me

0.606

SL5 My shopping experiences at this store have always been pleasant

0.702


P1 I am satisfied with the general price level of merchandise

0.683

0.59

P2 X store provides a good value for the money

0.73

P3 I am satisfied with the price/quality ratio offered at this store

0.63

P4 X store provides reasonable price level

0.66

P5 X store prices assure quality

0.51

PQ1 The products at this store are of high quality

0.69

0.521

PQ2 The products at this store are very satisfactory

0.627

PQ3 X store has good quality merchandise

0.595

PQ4 X store is well stocked across its different departments

0.685

PQ5 The store offers the assortment of products I am looking for

0.604

CBBE1 The image of X store is different from other stores

0.698

0.627

CBBE2 The image of X store represent what I want

0.598

CBBE3 I feel good when buying from X store

0.668

CBB4 I would rank this store as my first choice for purchasing

0.739

CBBE5 X is most popular store in this category

0.617

The results taken out from the factors indicate the accuracy of the independent

variables of the data in this table. In the first factor “Keeping Customers” have 5 objects

and alpha’s value of these objects is 0.658. In the second factor “Location” have 5 objects

and alpha’s value is 0.678. In the third factor “Service Level” have 5 objects and alpha’s

value is .743. In the fourth factor “Price” also have 5 objects and alpha’s value is

.683.Furhtermore, fifth factor “Product Quality” also have5 objects and alpha’s value is


.690. Furthermore, the result represents the dependent variables accuracy of the data. In

the factor “Consumer based brand equity- CBBE” have 5 objects and alpha’s value of

these objects is 0.698.

4.3 Regression Analysis

Table 4.3.1: Regression Coefficient (CBBE)

Model Β t P VIF

Constant 0.552 2.775 0.006

SL 0.236 3.608 0.0004 1.263

PQ 0.140 1.879 0.041 1.374

KC 0.056 0.852 0.395 1.284

P 0.150 1.779 0.016 1.302

L 0.161 2.535 0.012 1.323

Adj. R Square = 0.244

F Statistics=13.856

Sig = 0.000

From the above regression table, it can be reflected that the model of regression is

statistically significant as the level of significance is less than 0.05, which also presents

that the value of adjusted R Square is 24.4% indicating relationship of consumer based

brand equity with the independent variables that are service level, product quality,

keeping customers, price and layout. The constant value is 0.552 and it is significant.

Constant shows there are some other variables, which are not included in the research. So

this value indicates that possibilities effects on the dependent variable. F-statistics shows

the combine effect of a model. The value of F-statistics in this model is 13.85696. in


other words the model shows combine effect is 13.856. The table of VIF shows that there

is no multicolinerity problem exists in all the variables. The reason is that the VIF values

are less than 2, which is the reciprocal of tolerance 1/VIF. The value of tolerance is

between 0.5-1, it means there is no multicolinerity problem is existing.

In addition to this, the above table also presents that level of significance for

service level, product quality, price and layout is statistically significant, reflecting

relationship with the consumer based brand equity. On the contrary, for keeping

customers, it can be said that there is no relationship of this variable with the consumer

based brand equity as the significant level are not statistically significant. Moreover, in

context of service level, product quality, price and layout, the beta value of these

variables are 0.23, 0.14, 0.15 and 0.16 respectively, that shows positive relationship of

service level, product quality, price and layout with the consumer based brand equity.

Hence the above table also shows that there is no multicolenearity exists between

the variables as its shown that the VIF value is less than 10 so its means that change in

one variable cant effect other variables On the other hand adjusted r square is 24.4%

which means that 24.4% of variance occurs in the consumer based brand equity due to

the independent variable, where the value of coefficient betaβ s positive on all the

variables.

4.4 Model

Consumer Based Brand Equity = 0.552 + 0.236 (Service Level) +0.142(Product quality)

+0.056 (Keeping Customers) + 0.150(Price) + 0.161 (Layout) + + ε0


The relationship between consumer based brand equity (CBBE) and Service level

is positive and it is significant because Service level is the service expected by customer

and provided by super markets if it meets the customer expectation so it will increase

consumer based brand equity (CBBE). Significant relationship has been found out

between Product quality and CBBE it means if the product quality provided by the super

market is up to mark (meeting the standard) so it do have a direct impact on CBBE .

However, there is a positive but insignificant relationship between CBBE and Keeping

customers due to increase in competition, and change in buying patterns so keeping

customers has become one of the most difficult equity drivers to maintain accordingly.

Furthermore it can be said that CBBE has a positive and significant relationship with

price as high quality branded product have more equity as compared to other products

that are available in the market. Results indicates the significant relationship between

CBBE and Layout, it means that eye level is the buy level which elaborates that the

products which are placed properly motivates customers to make a buying decisions.


CHAPTER 5

CONCLUSION AND

RECOMMENDATIONS


CHAPTER 5: CONCLUSION AND RECOMMENDATIONS

5.1 Conclusion

The basic purpose of this research is to explore that Consumer Based Brand

Equity and its drivers in Pakistani Super Markets. Consumer based brand equity is

basically a perception of people regarding a specific brand name. This brand name helps

the brand to achieve a good name in the market. Due to the brand name of specific brand,

the preferences of consumers vary. They prefer those brands which are more reliable and

economical in their mind set. In context to Pakistani super markets for creating a demand

of specific product, the name which is given to it should be something known or worthy.

People will only opt for the product if it has good market worth and name.

For this purpose I have designed an easy and understandable research instrument

(Likert scale Questionnaire) as the researcher went to different super markets and

universities which were convenient to the researcher in nearby areas of Karachi according

to the convenience and other time and resource limitations. Sample chosen for the

research is without any gender discrimination.

The variable used in this research are Consumer Based Brand Equity as dependent

variable and service level, product quality, keeping customers, price, layout as an

independent variable the sample size in this research was 250.

Moreover, after applying different tests that include factor analysis and regression

analysis, it can be concluded that consumer based brand equity is driven by service level,

price, product quality and layout as these are equity drivers affects the Pakistani

Supermarkets. However, it is found that consumer based brand equity do not depend on

keeping customers,. For that reason, layout of Pakistani Supermarkets and their services,

prices and product quality are crucial and imperative for customers, thus, if the services


and layout of the supermarkets are improved then it will be easy to attract customers.

Superstores in order to increase consumer based brand equity should introduce loyalty

programs that will help them in keeping customers.

People usually prefer shopping from Pakistani super stores because they think that

they can easily find their required things from a particular place.

Time and limited resources are the major constraints which didn’t enable the

researcher to perform this research on large scale. For future, large scale study and

covering other industries will expand the spectrum of consumer based brand equity. In

order to get more conclusive outcome of this study it is recommended to conduct it in

other parts of Pakistan as well.

5.2 Recommendations

The purpose of this study is to determine equity drivers that derive the customer

based brand equity for Pakistani super markets. This study includes 5 equity drivers

which were Service Level, Product quality, Keeping Customers, Price, Layout. The study

aims to determine the impact of these equity drivers on consumer based brand equity.

After conducting the research the results indicates that Service Level, Product

quality, Price and Layout are the equity drivers that have significant impact on customer

based brand equity whereas keeping customers has positive but insignificant impact on

CBBE. As it was highlighted that there is a need to study what drives customers to be

loyal to a particular super market chain.

In order to prove this statement correct, the Pakistani superstores should take

necessary step in order to improve their service. The first impression for any super store

is its layout or outlook. Appearance matters a lot whether it is of a person or a thing. In


order to attract people to their store, the management should know what things should be

considered.

People usually go shopping in specific super store due to its type of advertisement

as the main source of telling people of any new thing is advertisements. Proper marketing

of super stores will lead to a good number of customers visiting the place, and if they

visit the super markets, they will be going to buy something or the other.

The second thing now arises is how to ensure that people will be buying things

from their store? The answer for this question is that the management of the super store

should modify its policies according to the current trends. Seasonal modification is the

essence for any business to grow. It means that in winter seasons, proper discounts should

be given on warm clothes or other winter commodities in order to attract people to buy

them.Similarly, this technique should be applied to all the events that are important for a

specific group or religion. People will surely give a look on the store if proper

advertisements are also done along with the discounts offered.

Now the third factor which arises is about the prices of the goods available in the

store. People will prefer those super stores which offer commodities at economical rate.

So the management of the super store should consider prices that are economical for the

consumers in order to keep their customers loyal with them. If they are able to maintain

their customer’s loyalty, they will also be able to have a good name in the market as

many consumers will be depending on them. Customer loyalty proved to be very

essential for any super store. Many super stores also offer customer loyalty cards or

customer loyalty discount offer to their valuable customers. In this way the management

of the super stores will be able to keep their customers for a longer period. But many of

the respondents were of the opinion that Pakistani super store do not make any effort to


keep their customers for a longer period. This is a very crucial drawback of Pakistani

super stores. That is the reason the factor of “keeping customers” was not significant in

this study.

Service level is another factor which proved to be significant in influencing the

consumer based brand equity. It has a positive relation with brand equity which means

that if proper attention is given to the quality of service, it will have a positive impact on

the super store by increasing the consumer based brand equity. This relation is basically

between the consumer and the super store in such a way that consumer wants to have the

best of quality from where he is shopping. On the other hand management of the store

tries its level best to provide what the consumer needs. In this way both consumer and

super store are playing their role in maintaining the consumer based brand equity.

In order to improve the factor of keeping customers in the Pakistani super market,

the management should take necessary steps. For instance, the management should value

its regular customers and note their contact details in order to inform them about the

seasonal modifications and discounts offered. They should also contact them in order to

take feedbacks from their consumers via email or other sources. In this way, they will be

able to retain their customers which will prove to be an asset for the super store.

Superstores in order to increase consumer based brand equity should introduce

loyalty programs that will help them in keeping customers.Supermarkets have to mold

themselves according to the ever changing uncertain scenarios of Pakistan. Supermarket

should focus more on significant variables such as price, Service level, Product quality

and layout as it will help them to built and maintained CBBE and will enable them to

counter the immense competition.


Consumer based brand equity (CBBE) represents the consumer side of brand

equity so super markets should use all the respective significant equity drivers in increase

CBBE and to create a good perception about super stores.

5.3 Future Recommendations

In order to get more conclusive outcome of this study it is recommended to

conduct it in other parts of Pakistan as well.

It is recommended that future study should include other variables like

environmental factors.

Consumer based brand equity and its drivers should be studied in different sectors

as well like service industry; research in those sector will enable the researcher to

determine how consumer based brand equity is built for intangible goods.

Future study should include a detailed research on equity by breaking it into its

sub dimensions for example brand personality etc.

Future study should include more mature respondents as this research was

conducted mostly in university. Mature respondents are more likely to be loyal to

a particular brand or store.

Future study should also include the purchasing power of the customer in the

study.


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APPENDIX


APPENDIX- A

QUESTIONNAIRE

Dear Respondent,

The research is being conducted (required as a partial fulfillment for my master’s degree)about “Consumer Based Brand Equity and its drivers in Pakistani Super Markets”.It will be a great support for me if you could spend around 15-20 minutes in filling outthis questionnaire. All information provided will be kept confidential.

Please mark the option which is best one from your opinion as per given weightage

Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)

Note: X store means your respected super market from where you prefer to buy

1 2 3 4 5

Consumer Based Brand EquityThe image of X store is different from other stores

The image of X store represent what I want

I feel good when buying from X store

I would rank this store as my first choice for purchasing

X is most popular store in this category

Service levelX store has helpful employees

X store has an adequate number of employees available toassist me

X store is service oriented

In general, I am satisfied with the service offered at this store

My shopping experiences at this store have alwaysbeen pleasant


Product qualityThe products at this store are of high quality

The products at this store are very satisfactorycompared to other stores

X store has good quality merchandise

X store is well stocked across its different departments

The store offers the assortment of products I am looking for

Effort expended in keeping customersX store makes various efforts to improve its tie to regular customers

X store really cares about keeping their customers

X store makes an effort to increase customer loyalty

I am happy with the efforts that this store is makingtoward keeping me as a customer

I am satisfied with the relationship I have with this store

Prices

I am satisfied with the general price level of merchandiseat X store

X store provides a good value for the money

I am satisfied with the price/quality ratio offered at this store

X store provides reasonable price level

X store prices assure quality

LayoutFinding the products I need is easy

The width of the aisles at this store allows foreasy cart navigation

It is easy to locate the different departments within this store

X store has a pleasing layout

X store provides you fire safety exit

Thank you very much for your cooperation


APPENDIX - B

Charts

consumer based brand equity and its drivers in pakistani super markets

Marketing

research objectives

research questions

research approach

research purpose

research design

research model

motheraisha arif siddiqui

amun arif siddiqui