Measuring Customer-Based Brand Equity: A Study in the Context of Carbonated Soft-Drinks Industry in Bangladesh

Abstract

Brand equity is nothing but the understanding the past action and future course of action for the markets, which are continuously active in formulating the future marketing strategies for the customer. In this project I have collected data based on three brands (carbonated soft drinks) including Coca cola, Pepsi, Mojo. Here collected data used to measure the customer based brand equity. In addition, those data used for three particular area of these three brands including brand loyalty, perceived quality and overall brand equity. This data help to know which brands are stronger and better in the market according to the preference of the customer. Here I have used the specific method including one way Anova, correlation, regression and frequency distribution with the help of SPSS. Here checked all the output off SPSS and tested the hypothesis to know it is rejected or accepted. When it is rejected, that is means there is a statistically valid relationships among the constructs, then we need to see the how strong the relationship is. In our findings of the analysis, condition and customer preference of coca cola is better than the other two brands (Pepsi, Mojo) based on the mean value. Then I have examined the Relationships among the Major Constructs of the Study. We have found statistically significant and positive relationships among the aforementioned constructs. Another finding shows that customer satisfaction of the Coca cola is higher than Pepsi, Pepsi are holding number two position according to the findings of the study. We have also found that the impact of perceived quality and brand loyalty on customer-based brand equity is statistically significant in the context of carbonated soft-drinks industry in Bangladesh.