Relationship Between Dimensions of Brand Equity and 4ps of Marketing Mix - Place, Product, Promotion, & Price: Coca Cola -Consumer Based Qualitative Survey
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 2
Abstract
The relationship between dimensions of brand equity (brand association, brand awareness, perceived quality, and customer's loyalty) and 4Ps of marketing mix (product, place, price, and promotion) are examined in this paper. Cross sectional research design while following inductive approach I have explore the relationship between research variables from consumer's perspective. Total 29 participants took part in this survey. Respondents were identified and approached through convenience sampling technique. Survey questionnaire contained 16 total questions (4 demographic and 12 attitudinal and behavioural) questions with matrix based 5-Points LIKERT SCALE. Questionnaire was self designed and administered personally. Findings showed that there is significant relationship between dimensions of brand equity and 4Ps of marketing mix. The most significant dimension in terms of Coca Cola is brand association and least effective dimension has been customer's loyalty. Furthermore, most effective marketing mix tools for Coca Cola has been its product and pricing strategies while least effective has been promotional strategies. It is also found that despite being brand image with high dependability and reliability image, there is low customer's loyalty towards Coca Cola. The paper is significant because it explores the relationship from consumer's perspective. Further, it examines the association between all dimensions of brand equity and considered marketing mix feature from qualitative perspective. The limitations of research are discussed at the end of research paper.
Authors and Affiliations
Nazanin Arab
Keywords
Related Articles
- EP ID EP559587
- DOI 10.6007/IJARBSS/v8-i2/3864
- Views 168
- Downloads 0
Effect of Adventure Based Counselling on Resilience among National Service Trainee
This study aims to look at the effects of Adventure Based Counselling (ABC) against the resilient (RES) and resilient subconstructs which are optimistic (RES-OPT), self-control (RES-KAD) and facing challenges (RES-CAB) a...
Effectiveness and Challenges of Recruitment process outsourcing (RPO) in the Indian Hotel Sector
The present study tries of evaluate the effectiveness and challenges faced by adopting RPO practice in the India Hotel sector. The research objectives are driven from the purpose of the research which deals with distinct...
The Effect of Managerial Style on Procurement Performance in Manufacturing Firms in Kenya
Despite the great impact that the industrial segment plays in the Kenyan economy it is still faced with challenges. The main objective was to establish the factors affecting procurement performance in manufacturing firms...
Personality Traits of High-Risk Female Teenagers
Juvenile delinquency involving female teenagers is at an alarming rate. Many negative practices including illicit sex and babies born out of wedlock are on the rise. This paper aims to investigate the personality traits...
Form and Factors affecting the Development of Gayong Otar-Otar Dance in the Malay Community of Terengganu, Malaysia
This article discusses Gayong Otar-otar dance, a traditional art that exists in the state of Terengganu. In detail, two research questions are highlighted; (1) What is the form of Gayong Otar-otar dance?; and (2) What ar...