SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONSshodhganga.inflibnet.ac.in/bitstream/10603/45108/16/16_summary... · “Brand equity is the sum of all the hearts and minds of

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RREECCOOMMMMEENNDDAATTIIOONNSS “Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company." - Christopher Betzter

5.1 Introduction

The modern concept of marketing considers the consumers’ wants and

needs as the guiding force and focuses on the delivery of customer satisfaction

through integrated marketing efforts to make positive customer purchase

behaviour. The main aim of all effort is to earn profit through maximisation of

customer satisfaction. This implies that if the customers are satisfied they will

continue to purchase and many new customers will be added. This will lead to

increase in sales and profits. Similarly in global competition one of the

important aspects of modern marketing is to create a strong brand. Branding is

one of the fundamental decisions in marketing products in which an

organisation uses a name, phrase, symbol or combination of these to recognise

its products and separate them from those of rivals. Brands reflect consumers’

perceptions and feelings about a product and its performance. Brands are in the

minds of consumers. Hence the actual value of a strong brand is its power to

get consumer choice and faithfulness, ie., customer-based brand equity.

Therefore the concept and measurement of brand equity is important in today’s

marketplace to develop, maintain and to acquire a certain level of competitive

advantage. Building customer- based brand equity demands the creation of a

brand that has strong and unique brand associations, satisfaction, attachment,

trust and loyalty. This can be done through efficient marketing programmes.

The impact of branding on the customer purchase behaviour and

customer-based brand equity of consumer products is examined in this study.

Summary Summary Summary Summary oooof Findings, Conclusions and Recommendationsf Findings, Conclusions and Recommendationsf Findings, Conclusions and Recommendationsf Findings, Conclusions and Recommendations

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From the analysis and interpretation, it is found that brand advertisement, brand

sales promotion, brand awareness, brand knowledge, brand pricing, perceived

quality and brand image have a significant impact on the Brand Purchase

Behaviour (BPB) of the customers. It is further found that these factors have

the greatest impact on the BPB of the customers of speciality goods.

The analysis part of the study reveals that brand association, brand

satisfaction, brand attachment, brand trust and the brand loyalty are the main

building blocks and contributors of creating Customer-based Brand Equity

(CBE). This study also reveals that customer-based brand equity has great

impact on customer’s willingness to accept brand extension.

The study aims at identifying favourite consumer product brands in

Kerala, ascertaining the factors determining selection of brands and

establishing its relationship. The research also focuses on establishing the

influence of demographic variables on various components of branding and

brand purchase behaviour of the customers. It also innovatively measures

various dimensions of customer-based brand equity and its degree of impact to

the building of brand equity.

The main objectives of the study were:

1. To identify the favourite brands of different categories of consumer

products

2. To analyse the factors motivating the customers to choose branded

consumer products

3. To examine the factors affecting the purchase behaviour of the

customers of branded consumer products

4. To evaluate the effect of brand satisfaction, brand attachment, brand

trust and brand loyalty on the customer-based brand equity

5. To analyse the impact of customer-based brand equity on brand

extension of consumer products.


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For this purpose, a descriptive and analytical research design was

applied in this study, where primary and secondary data were used. A pre-

structured interview schedule was administered to 60 household customers for

the collection of data relating to brand purchasing behaviour of the customers

of different categories of branded consumer products. The sample size for the

pilot survey among the households was 60. But after the pilot study and the

analysis of the variations of data, the sample size of the customers for

examining the impact of branding was fixed at 675 respondents. Multi-stage

stratified random sampling method was applied for the selection of the

customers of different categories of consumer goods for this study.

The scheme of report was prepared in six chapters as follows:

� Introduction

� Review of Literature

� Theoretical Framework

� Analysis of Data (Impact of Branding on BPB and BE)

� Summary of Findings, Conclusions and Recommendations.

The major findings are reported below:

5.2 Demographic Profile of the Customers Selected

As many as 45.6 per cent of the customers belonging to the urban area,

and customers of semi-urban and rural areas formed more or less equal

minorities. Respondents’ gender wise differences were only small, but more than

74 per cent of the customers were married and very few customers were

unmarried. Similarly, most of the customers were highly educated and they were

well employed with high income also. Considering the age of the customers, the

majority had an age of 21-55. As many as 63 per cent of the customers were

chief wage-earners of the family and most of the respondents hailed from

families having 4-6 members. It is clear from the profile that the customers had


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no priority over any class of goods, i.e., they had no close association with

convenience or shopping or speciality goods.

5.3 Favourite Brands of Different Categories of Consumer Products

1. Customers of convenience goods category showed a product preference

for personal care products, soaps and detergents products, with 37 per

cent support for each product in the convenience goods category. And,

they showed a brand preference for “Colgate” with 27 per cent customer

support, followed by “Lux” with 12 per cent customer support.

2. A large majority of shopping goods customers preferred home

appliances with 81.8 per cent backing and they showed a brand

preference for Samsung with 18.2 per cent customer support followed

by Sony with 12.8 per cent.

3. In the speciality goods category, majority of customers expressed their

preference for “passenger car” with 78.2 per cent, and 23.3 per cent of

customers chose “Maruti”, and only 17 per cent chose “Toyota” as their

preferred brand.

4. Considering the brands of consumer products as a whole, it was found

that “Colgate” was the most preferred brand with 27 per cent overall

customer support, followed by “Maruti” with 23.3 per cent, “Samsung”

with 18.6 per cent, “Toyota” with 17 per cent, and “Sony” with 12.8 per

cent customer support. The next fifteen brands preferred by the

customers were Lux, Hyundai, Dove, Tata, Pears, Nokia, Philips, Hero

Honda, Mahindra, Cadbury, LG, V Guard, Royal Enfield, Preethi and

Titan respectively.


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5.4 Influence of Different Variables on Marketing of Branded Consumer Products

1. Brand advertisement, brand sales promotion, brand awareness, brand

knowledge, brand pricing, perceived quality, brand image, brand

purchase behaviour, brand association, brand satisfaction, brand

attachment, brand trust, brand loyalty, brand equity and brand extension

had more significant influence on the marketing of motor cycles than on

other consumer products. This was validated by highest mean score and

observing the F-value in the one - way ANOVA, which was statistically

significant in all these cases at 5 per cent level of significance

(p=.000<0.05).

5.5 Brand Consciousness of the Customers

1. A majority of customers pertaining to different categories of consumer

products were found brand conscious. The binomial test reveals that 615

(91.1 per cent) customers out of 675 respondents were brand-conscious

and only 60 (8.9 per cent) customers were not found brand-conscious

and this proportion was significant at 5 per cent level of significance

(p=.000<0 .05).

2. There was a close association between the place of customers selected

and the brand consciousness. Urban and rural customers were found

more brand conscious than semi-urban customers, as 93.5 per cent urban

customers, 93.6 per cent rural customers and 84.4 per cent semi-urban

customers were found brand conscious. The Pearson Chi-square

supported this association, as the value of the Chi-square was

statistically significant at 5 per cent level of significance (value of the

Chi-square 13.721 with p= 0.001< 0.05).

3. When the customers were analysed product-wise, no significant

association was found between the customers of each category of the


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consumer products selected and their brand consciousness. Though 91

per cent of convenience goods customers, 91.9 per cent of shopping

goods customers and 90.5 per cent of speciality goods customers

expressed themselves as brand conscious, the Pearson Chi-square did

not support this association, as the value of the Chi-square was

statistically not significant at 5 per cent level of significance (value of

the Chi-square. 310 with p= 0.857>0.5).

5.6 Major Purchase Decision Maker in the Family

1. It was understood that purchase decisions makers in the families of

Kerala customers in different places were the Chief Wage Earner

(CWE) followed by CWE and Spouse jointly. But the spouse alone of

the CWE was rarely found to be the decision maker. The Pearson Chi-

square supported this association, as the value of the Chi-square was

statistically significant at 5 per cent level of significance (value of the

Chi-square 26.818 with p= 0.001< 0.05)

2. The majority of the customers of all categories of consumer products

opined that the CWE was the major decision maker, followed by the

CWE and spouse jointly. There was also a close association between the

customers of various categories of consumer products selected and the

purchase decision maker. The Pearson Chi-square supported this

association, as the value of the Chi-square was statistically significant at

5 per cent level of significance (value of the Chi-square 31.626 with p=

0.000< 0.05).

5.7 Purchase Outlets Chosen by the Customers

1. It was indicated in general that a greater part (63.3 per cent) of

customers were purchasing branded products from exclusive showrooms

and only a minority from shopping malls (15.9 per cent), super markets

(11 per cent), factory outlets (5.2 per cent),other options (4.3 per cent)


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and internet options (4 per cent) in the case of branded products. The

area-wise categorical analysis showed that 63.3 per cent of urban

customers, 63.7 per cent of semi-urban customers and 62.8 per cent of

rural customers were purchasing branded products from exclusive

showrooms. The Pearson Chi-square did not support this association, as

the value of the Chi-square was statistically not significant at 5 per cent

level of significance (value of the Chi-square.17.167 with p=

0.071>0.05). Hence it is concluded that there was no significant

association between the customers of each area selected and the

purchase outlets of branded products.

2. The product wise analysis of customers categorically revealed that 63

per cent of convenience goods customers were purchasing branded

goods from supermarkets and 19 per cent of the customers from

shopping malls, while 17 per cent were using other options for branded

convenience goods.

3. Regarding shopping goods customers’ preponderance, 46.9 per cent of

them use exclusive show rooms, while a reasonable number of

customers (34.1 per cent) chose their required products from shopping

malls. Only a marginal number of customers opted for other alternatives.

4. The vast majority of speciality goods customers (96.5 per cent) were

purchasing branded products from exclusive showrooms and only a

small number of customers (3.5 per cent) used other options. There was

a close association between the customers of each category of consumer

products selected and the purchase outlets of branded consumer

products. The Pearson Chi-square also supported this association, as the

value of the Chi-square was statistically significant at 5 per cent level of

significance (value of the Chi-square.630.780 with p= 0.000<0.05).


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5.8 Reasons for Selecting Purchase Outlets

1. A majority of customers (50.5 per cent) choosing for outlets were found

to buy branded products owing to standard price and quality. Almost an

equal proportion of customers considered service & hospitality of the

seller (16.1 percent) and availability of goods (15.6 per cent) as their

criteria for choosing purchase outlets. Other notable criteria were as

follows: 15.6 per cent took into account availability of goods, 6.1 per

cent looked for credit facility, 5.5 per cent for nearness and 6.2 per cent

selected shops on account of popularity of the shops.

2. Categorically, 50 per cent of rural customers, 53.7 per cent urban

customers and 48 per cent of semi-urban customers were considering

standard price and quality for selection of shops. Close association

between the customers of each area selected and the selection of the

outlets for purchase of branded products was found from the analysis,

the Pearson Chi-square also supported this association, as the value of

the Chi-square was statistically significant at 5 per cent level of

significance (value of the Chi-square.26.462 with p= 0.003<0.05).

3. The product wise analysis revealed that the mainstream of convenience

goods customers (47 per cent) looked for availability of goods, whereas

46.1 per cent in the case of shopping goods and 58.4 per cent in the case

of speciality goods were considering standard price and quality for

selection of shops.

4. Surprisingly, the customers were least bothered about the service and

hospitality of the seller (2 per cent) and popularity of the shop (3 per

cent) for convenience goods and nearness of the shop (5.8 per cent) for

shopping goods and credit facility (zero per cent) for speciality goods. A

close association was found between the customers of each category of

products selected and the selection of outlets for purchase of branded


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products. The Pearson Chi-square test also supported this association, as

the value of the Chi-square was statistically significant at 5 per cent


0.000<0.05).

5.9 Year wise Use of the Most Favourite Brands by Customers

1. A major section of customers (31.9 per cent) used their favourite brands

for 5-7 years, 25.3 per cent for 2-5 years, 22.1 per cent for 7-10 years,

14.1 per cent for a period of up to 2 years, and 6.7 per cent for more than

10 years.

2. It was also found that the mainstream of the urban and semi-urban

customers (31.5 per cent and 38.5 percent respectively) used their

favourite brand for 5-7 years. But 29.8 per cent of the rural customers

used a brand for 2-5 years. Though a reasonable brand loyalty to the

brand was reflected among the customers, there was no close association

between the customers of each area selected and the duration of their

brand usage. The Pearson Chi-square did not support this association, as

the value of the Chi-square was statistically not significant at 5 per cent


0.067>0.05).

3. Apropos to the customers of different categories of consumer products

selected, a large number (43 per cent of the convenience goods

customers and 30.6 per cent of the shopping goods customers) were

found to use their favourite brands for a period of 2-5 years and 40.4 per

cent of the speciality goods customers used them for 5-7 years. A good

number of convenience goods customers (31 per cent) used their brand

for 0-2 years, while 29.1 per cent of shopping goods customers used a

brand for 5-7 years and 31.9 per cent of speciality goods customers used

their desired brand for 7-10 years. A strong brand loyalty was seen


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among the customers of each category of consumer products as there

was a close association between the customers of each category of

consumer products selected and the duration of their brand usage. The

Pearson Chi-square test also supported this association, as the value of


significance (value of the Chi-square 110.839 with p= 0.000<0.05).

5.10 Brand Switching among the customers

1. The binomial test revealed that a mammoth number of 477 respondents

(70.7 per cent) out of 675 respondents changed their brand preference

but only 198 (29.3 per cent) did not change their brand preference at any

point of time, and it was observed that this proportion was statistically

significant at 5 per cent level of significance, (p=.000<.05).

5.11 Reasons for Brand Switching

1. The customers changed their brand preference as follows: 22 per cent

changed their preference due to the reduction in quality of the product,

21.2 per cent due to the attractive sales offers, 18.4 per cent due to

advice of favourite persons, 17 per cent changed their brand for just for

change, 13 per cent customers changed on account of intensive

advertisements and 8.4 per cent due to the price volatility.

2. Area wise analysis also confirmed that reduction in quality, attractive

sales offers and advice of favourites were the prime factors for brand

switching, as 24.3 per cent of urban customers changed their brand

preference due to the reduction in quality, 26.4 per cent of the semi-

urban customers also considered reduction in quality for the change in

brand preference, and 27.9 per cent of rural customers on account of

sales offers. A close association was found between the customers of the

areas selected and the reason for the change in brand preference. The

Pearson Chi-square also supported this association, as the value of the


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Chi-square was statistically significant at 5 per cent level of significance

(value of Chi-square.38.175 with p= 0.000<0.05).

3. Product wise customer analysis reconfirmed that reduction in quality,

attractive sales offers, just for change and advice of favourites were the

predominant factors of brand switching. It was also found that 29.1 per

cent of convenience goods customers and 26.3 per cent shopping goods

customers changed their brand preference due to reduction in quality,

but 24.5 per cent of speciality goods customers changed their

preference on account of sales offers, and 24.1 per cent of the

convenience goods customers changed their brand preference just for

change, while 19.1 per cent shopping goods customers considered sales

offers and 23 per cent speciality goods customers changed their

preference due to the advice of favourite persons. There was clear

association between the customers of each area selected and the reasons

for the change in brand preference. The Pearson Chi-square test also

supported this association, as the value of Chi-square was statistically

significant at 5 per cent level of significance (value of Chi-square

20.737 with p= 0.023<0.5).

5.12 Dominant Elements of Brand Mystique among Customers

1. From among a number of elements of brand mystique considered, the

most significant elements were brand quality and brand popularity

followed by green image (ecological and health friendliness) of the

brand, and brand uniqueness to the customers of convenience goods,

shopping goods and speciality goods. This was validated by the highest

positive co-efficient in the MDS (Alscal) models.

5.13 Factors Motivating Customers to Choose Brands

1) Customers of convenience goods, shopping goods and speciality goods

were all found to be influenced by the quality and performance of the


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product to choose brands. The variation in the ranking of the

motivational factors was found to be statistically significant at 5 per cent

level of significance by observing the value of the Friedman test for

ranking these variables.

2) The MDS (Prefscal) model showed that the most significant and

influencing factor for the purchase of brands by the convenience goods

customer was its ease to use in one dimension and attractive

advertisement in the other dimension, as was evident from the highest

positive co-efficient in the MDS co-efficient matrix. Similarly, from the

two dimensions of MDS, the shopping goods customers considered the

ease to use and better after-sales service at the time of purchase. But

quality and performance of the product and the value for the money are

the factors influenced the customers to buy a speciality goods brand. All

these factors were found valid in the MDS coefficient matrix for each

category with high positive values.

5.14 Source of Brand Awareness

1. The majority of customers (46.1 per cent) had got brand awareness and

information from television, while a good percentage of customers (21.5

per cent) were using the press and print media for brand awareness, 3

per cent were using radio, and 8.9 per cent were using websites, The

source for 8.7 percent was displays and 11.9 per cent were informed by

word of mouth.

2. Customers’ analysis by area also revealed that 41.2 per cent urban

customers, 45.3 per cent semi-urban customers and 54.8 per cent rural

customers had got brand awareness and information from television,

while 23.4 per cent urban customers, 20.7 per cent semi-urban

customers and 19.1 per cent rural customers were using the press and

print media. There was also a close association between the customers


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of each area selected and the source of brand awareness. The Pearson

Chi-square also supported this association, as the value of the Chi-

square was statistically significant at 5 per cent level of significance

(value of the Chi-square 27.627 with p= 0.002<0.05).

3. Product-wise analysis reconfirmed that customers of convenience goods,

shopping goods and speciality goods were also relying upon television

and press and print media for their brand awareness. Word of mouth was

also found notable. The association between the customers of different

classes of the consumer goods selected and the source of brand

awareness was also supported by the Pearson Chi-square test, as the

value of the Chi-square was statistically significant at 5 per cent level of


5.15 Responses to Sales Promotional Offers

1. A significant number of customers (44.9 per cent) were attracted by the

sales promotional offers of ‘price discounts’, 22.5 per cent by the ‘free

service’, 11 per cent by ‘cash refund’, 9 per cent by ‘gifts’, 8.6 per cent

by ‘combi offers’ and 4 per cent by ‘free sample’. ‘Price discounts’ were

found the most appealing sales promotional offer for majority of

customers.

2. Price discounts and free service were found more appealing to the

highest majority of customers from urban, semi-urban and rural areas.

Close association was found between the customers of the different

areas selected and the most appealing sales promotional offers. The

Pearson Chi-square test also supported this association, as the value of



3. Correspondingly, the mainstream customers of the convenience goods,

shopping goods and speciality goods were attracted by the sales


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promotional offer of ‘price discounts’. A good number of speciality and

shopping goods customers were also attracted by ‘free service offer' and

convenience goods customers by ‘free samples’. The association

between the customers of each consumer product class selected and the

most appealing sales promotional offers was also supported by the

Pearson Chi-square test, as the value of the Chi-square was statistically

significant at 5 per cent level of significance (value of the Chi-square

206.815 with p= 0.000<0.05).

5.16 Level of Brand Purchasing Behaviour of Customers

1. The responses on brand purchase behaviour were found high and more

positive among the customers of speciality goods than among the

customers of shopping goods and convenience goods, as the mean score

of the responses on the speciality goods customers in this regard was

much higher than that of other categories of customers. Since the area

wise observed mean variation was statistically not significant in the

estimated marginal mean table, the area wise and product category wise

interaction model of Two-way ANOVA was applied and from the

interaction model it was found that mean variation was statistically

significant at 5 per cent level of significance in the interaction effect of

the test of between subjects effects in the cases of consumer goods class

as P=0.000<0.05 and the interaction of area and consumer goods

category, as P=0.001<0.05. Therefore, it was confirmed that the

customers of speciality goods staying in rural areas had high brand

purchasing behaviour, which reflected the effect of branding of the

consumer products launched in the rural market.


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5.17 Factors Affecting Brand Purchasing Behaviour of Customers

1) Brand Advertisement and Brand Purchasing Behaviour - Brand

advertisement had more influence on the customers of speciality goods.

The interaction effect of area and consumer goods category exposed that

brand advertisement influenced the purchasing behaviour of speciality

goods customers from rural area as the observed mean scores for the

responses of these customers varied significantly over the different

categories of customers. This observed mean score variation of different

categories of consumer goods and interaction of area and CGC was

statistically significant at 5 per cent level of significance in the Two-way

ANOVA General linear model(p=.001<0.05). Moreover, in the Dummy

Variable Regression Model, the beta coefficient showed that brand

advertisement affected the brand purchasing behaviour of customers, and

based on the intercept at different levels and the associated significant t

values of the model (p=0.000<0.05), it was found that brand

advertisement had an impact on the brand purchasing behaviour of

customers of speciality goods and this model was found more valid and

applicable to these customers than to the customers of other categories.

Therefore it is confirmed that brand advertisement has high influence on

the rural customers of speciality goods and BA has more impact on BPB

of the speciality goods customers.

2) Brand Sales Promotion and Brand Purchasing Behaviour – Semi-

urban customers and customers of speciality goods responded positively

towards brand sales promotion offers, as the mean score of the responses

of the selected customers in this regard was higher than that of other

categories of customers. This was tested by the estimated marginal mean

variation and the significance level of F test in the ANOVA model. It was

found that the mean variation is statistically not significant at 5 per cent


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level of significance in the test of between subjects effects in the cases of

area as P=0.104>0.05. But the mean variation is statistically significant at

5 per cent level of significance in the test of between subject effects in the

cases of consumer goods class as P=0.000<0.05 Therefore, it is

confirmed that the speciality goods customers irrespective of their area of

residence were responding highly towards brand sales promotion.

Similarly, the impact of the responses of the customers towards the brand

sales promotion on the brand purchasing behaviour of the customers was

examined by applying the Dummy Variable Regression Model. From this

model, it was found that brand purchasing behaviour of the customers

was affected by their attitude towards brand sales promotion in the

market. This was further validated by the beta coefficient and the

significant associated t values in the model with p=0.000<0.05. At the

same time, based on the intercept at different levels, this model was more

valid and applicable to the customers of speciality goods irrespective of

their area. Therefore it is confirmed that the speciality goods customers

irrespective of their area of residence were highly influenced by brand

sales promotion and BSP has more impact on the BPB of the speciality

goods customers.

3) Brand Awareness and Brand Purchasing Behaviour - The level of

brand awareness was found high among the customers of speciality

goods. This was validated in the Two-way ANOVA General Linear

Model with statistically significant observed mean score variation based

on the category of consumer goods they purchased and the associated F

values. Though the level of brand awareness was high among the

customers of semi-urban areas also, the mean variation was statistically

not significant at 5 per cent level of significance in the test of between-

subjects effects in the cases of area. Similarly the Dummy Variable

Multiple Regression Model indicates that brand awareness affected the


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brand purchasing behaviour of the customers of speciality goods more

than the brand purchasing behaviour of other categories of customers.

Based on the intercept of the model at different levels, this was validated

by the beta coefficient and the associated significant t values (with

observe p=.000<.05 in all cases). Therefore it is confirmed that the

speciality goods customers irrespective of their area are showing more

brand awareness and brand awareness has the highest impact on the BPB

of the speciality goods customers.

4) Brand Knowledge and Brand Purchasing Behaviour - The brand

knowledge of the customers of speciality goods is found to be more

positive than that of the customers of convenience goods and shopping

goods. At the same time, rural customers of the consumer products also

had a positive attitude towards the brand purchase behaviour. This could

be confirmed with the highest observed mean score of the responses of

the customers according to the category of consumer goods they

purchased and their area of residence. The variation in the observed mean

score of the former in this regard was statistically significant in the Two-

way ANOVA General Linear model with p=000<0.05. But the variation

in the observed mean scores of the latter in this regard was not

statistically significant in the Two-way ANOVA General Linear model

(p=.796>0.05). Moreover, this positive brand knowledge of the customers

affected their brand purchasing behaviour very much, as the Dummy

Variable Multiple Regression Model was valid and the associated beta co-

efficient and the t values were statistically significant (p=0.000<0.05).

Based on the intercept in the model at different levels, this model was

found more valid and applicable to the customers of speciality goods than

to the customers of other categories of goods. Therefore it is confirmed

that the speciality goods customers have more brand knowledge


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irrespective of the area and BK has more impact on the BPB of the

speciality goods customers.

5) Brand Pricing and Brand Purchasing Behaviour - The expectation of

the brand pricing policy of consumer products is very high among the

customers of speciality goods than among those of other product category

formats. The area wise observed mean variation was statistically not

significant in the estimated marginal mean Table (P=0.539>0.05). At the

same time, the mean variation was statistically significant at 5 per cent

level of significance in the test of between subject effects in the cases of

consumer goods, as p=0.000<0.05. Further, the expectation of brand

pricing and its impact on the brand purchasing behaviour of the

customers was measured by applying the Dummy Variable Regression

Model in which the beta co efficient and the t values of each predictor

variable were found statistically significant at 5 per cent level of

significance (p=0.000<.05). This showed that the brand purchasing

behaviour of the customers of the consumer products industry was

affected by their expectation on the brand pricing policies of the

companies. Based on the different levels of intercepts in this model, it was

also found that this model was more valid and applicable to the customers

of speciality goods. Therefore it is confirmed that the speciality goods

customers are more brand price sensitive irrespective of their area and

also BP has more impact on the BPB of the speciality goods customers.

6) Perceived Quality and Brand Purchasing Behaviour - The perception

of customers about brand quality was examined. By taking the variable

product category wise, the perceptions of the selected customers about the

brand quality were examined and it was found that the perception of the

customers of speciality goods about their quality was very high and

positive when compared to the perception of other categories of


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customers. This could be validated by observing the statistically

significant Two-way ANOVA test and the significance level of each

variable in the test of between-subjects effects according to the category

of consumer goods (p=0.000<0.05). Though the brand quality perception

of semi-urban customers was found higher than other areas, the mean

variation was statistically not significant at 5 per cent level of significance

in the test of between-subject effects in the case of area as p=0.449>0.05.

Therefore, it is confirmed that the brand quality perception was high in

the case of speciality goods customers irrespective of their area of

residence. In addition to this, the perception of the selected customers

about quality and its impact on their brand purchasing behaviour was

estimated by applying a Dummy Variable Regression Model in which it

was found that the beta coefficient of each variable and the associated t

values were statistically significant at 5 per cent level of significance (p <

0.05 in all cases). At the same time, based on the intercepts of the model

at different levels, it was also found that this model was more valid and

applicable to the customers of speciality goods than to other categories of

customers. Therefore it is confirmed that the speciality goods customers

irrespective of their area have more perception on brand quality and PQ

has more impact on BPB of the speciality goods customers.

7) Brand Image and Brand Purchasing Behaviour – While considering the

influence of brand image of consumer products in the minds of the

customers it was found that the customers of speciality and the customers

of rural areas showed a higher level influence of brand image of the

consumer products launched by different companies than other categories

of customers. This could be found valid in the Two-way ANOVA with

statistically significant value for observed mean variation in the estimated

marginal means table according to the category of consumer goods (p=0.

000<.05). But the mean variation was statistically not significant at 5 per


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cent level of significance in the test of between-subject effects in the case

of area as p=0.489>0.05. In addition to this, the impact of brand image on

the brand purchasing behaviour of the customers was examined with

Dummy Variable Regression Model and from the model it was found that

the brand image of a product affects the brand purchasing behaviour of the

customers except in the case of the customers of convenience goods and

this was validated by the beta coefficients and the associated significant t

values in the model. Further, based on the intercepts of the model at

different levels this model was found more valid and applicable to the

customers of speciality goods than to the other categories of customers.

Therefore it is confirmed that the speciality goods customers irrespective of

their area of residence have more sensitivity on brand image and it has

more impact on the brand purchase behaviour of the speciality goods

customers.

5.18 Level of Brand Equity Perception of Customers

1) Semi-urban customers showed somewhat better brand equity perception

than the customers of urban and rural areas, as the mean score is high in the

mean table (36.252). But, the mean variation is statistically not significant

at 5 per cent level of significance in the test of between-subjects effects in

the case of area as p=0.055>0.05. The speciality goods customers were also

showed high brand equity perception, as the mean scores are very high in

this regard (40.951) and the mean variation was statistically significant at 5

per cent level of significance in the test of between-subjects effects in the

case of consumer goods category as P=0.000<0.05. Therefore, it is found

that the speciality goods customers irrespective of their area of residence

showed high brand equity perception.


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5.19 Factors Affecting Customer-based Brand Equity

1) Brand Image and Customer-based Brand Equity - The brand equity of

speciality goods customers was found to be affected highly by the brand

image. This is found statistically valid by observing the positive beta

coefficients and the associated t values in the Dummy Variable Multiple

Regression Model and based on the intercepts of the model at different

levels. This model was found more valid and applicable in the case of

rural customers and the customers of speciality goods than among the

customers of other categories. Therefore it is found that BI has more

impact on the customer-based brand equity of speciality goods.

2) Brand Association and Customer-based Brand Equity - Urban

customers had more brand association than the customers of the other two

regions, as the mean score was very high in the mean table. Similarly,

speciality goods customers also showed high brand association, as the

mean scores were very high in this regard. This was found valid in the

Two-way ANOVA as the mean variation was statistically significant at 5

per cent level of significance in the test of between subject effects in

respect of area as p=0.043<0.05, and the mean variation was statistically

significant at 5 per cent level of significance in the test of between-

subjects effects in the case of consumer goods class also as p=0.000<0.05.

Therefore it was confirmed that the speciality goods customers residing in

urban area had more brand association. In addition to this, the brand

association of selected customers and its impact on their brand equity is

estimated by applying a Dummy Variable Regression Model in which it

was found that the beta coefficient of each variable and the associated t

values were statistically significant at 5 per cent level of significance. At

the same time, based on the intercepts of the model at different levels, it

was also found that this model was more valid and applicable to the


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customers of speciality goods than to other categories of customers.

Therefore it is confirmed that the speciality goods customers from urban

area have more association with brand and brand association has more

impact on the customer-based brand equity of speciality goods.

3) Brand Satisfaction and Customer-based Brand Equity – In respect of

the level of brand satisfaction of consumer products in the minds of the

customers, semi-urban customers showed higher brand satisfaction than the

customers of other two regions, as the mean score was comparatively high

in the mean table. Similarly, speciality goods customers showed high brand

satisfaction, as the mean scores were very high. But the mean variation was

statistically not significant at 5 per cent level of significance in the test of

between-subjects effects in respect of area as p=0.594>0.05, but the mean

variation was statistically significant at 5 per cent level of significance in

the test of between-subjects effects in the case of consumer goods class as

p=0.000<0.05. Therefore it was confirmed that the speciality goods

customers had more brand satisfaction irrespective of their area. Further,

the impact of brand satisfaction on brand equity was tested by applying the

Dummy Variable Regression Model, which revealed that the beta co-

efficient of each variable and the associated t values were statistically

significant at 5 per cent level of significance based on the intercept of the

model at different levels. This model was more valid and applicable to the

speciality goods than to the other categories. Brand satisfaction was found

to have more impact on the customer-based brand equity of the speciality

goods. Therefore it is confirmed that the speciality goods customers

irrespective of their area have more brand satisfaction and also found that

the brand satisfaction has great impact on the customer-based brand equity

of the speciality goods.


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4) Brand Attachment and Customer-based Brand Equity - From the

Two-way ANOVA model applied for testing the mean score variations of

the responses of the selected customers about the level of brand

attachment, it was found that the customers of speciality goods had more

attachment towards the brands of the consumer products they purchased,

as the mean score variation was found statistically significant in the

model. This was validated with p=0.000<0.05. From the Dummy

Variable Regression Model, it was found that brand attachment had more

impact on brand equity among the speciality goods customers since the

beta coefficient of each variable and the associated t values were

statistically significant at 5 per cent level of significance based on the

intercept of the model at different levels. Therefore it is confirmed that

the speciality goods customers irrespective of the area have more brand

attachment. It is also found that brand attachment has more impact on the

customer-based brand equity of the speciality goods.

5) Brand Trust and Customer-based Brand Equity – As per the

application of Two-way ANOVA model for testing the mean score

variations of the responses of the selected customers about the level of

brand trust, it was found that the semi-urban customers and the customers

of speciality goods had more trust towards the consumer product brands,

as the mean score variation was found statistically significant in the

model. This was further validated by the F values with p=0.009<0.05 in

respect of area and P=0.000<0.05 in the test of between-subjects effects

in respect of the consumer goods class. The impact of brand trust on

brand equity was also examined by applying the Dummy Variable

Regression Model and it was found significant, with t value at 5 per cent

level. Therefore it is confirmed that the semi-urban customers of

speciality goods have more trust on brand. It is also found that brand trust

has more impact on customer-based brand equity of speciality goods.


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6) Brand Loyalty and Customer-based Brand Equity - With regard to the

brand loyalty of the different categories of the selected customers, it was

found that the semi-urban customers and the customers of speciality

goods had more loyalty towards their consumer product brands, as the

area wise and product wise observed mean score variation of the

responses of the customers was statistically significant in the Two-way

ANOVA General Linear Interaction Model. It could also be observed

from the Dummy Variable Regression Model that the regression was

fairly good with 61 per cent explanation of the variation in BE and this

explanation was statistically valid as the associated F value is significant

(p < 0.05). All the coefficients were also significant as the associated t-

values were significant (p < 0.05 in all cases). These findings clearly

explained the relationship between BL and BE and such a relationship

was seen to exist at different levels. The model was more applicable and

valid in the case of customers of speciality goods followed by the

customers of shopping goods and convenience goods. Brand loyalty has

more impact on brand equity among speciality goods customers.

Therefore it is confirmed that the semi-urban customers of speciality

goods show high brand loyalty and the BL has more impact on the CBE

of speciality goods.

5.20 Customers’ Willingness to Accept Brand Extension

1. The responses on brand extension was higher among the customers of

speciality goods than among the customers of shopping goods and

convenience goods, as the mean score of the response of the speciality

goods customers in this regard was higher than that of other categories of

customers. Semi-urban customers also expressed more willingness to

accept brand extension than the customers of urban and rural areas. The

mean variation was found statistically significant at 5 per cent level of


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significance in the interaction effect of the test of between-subjects

effects in the cases of consumer goods class as p=0.000<0.05 and the

interaction of area, as p=0.013<0.05. Therefore it was confirmed that the

customers of speciality goods staying in semi-urban areas had more

willingness to accept brand extension of consumer products which

reflected the branding effect of the consumer products launched in the

market.

5.21 Impact of Customer-based Brand Equity on Brand Extension

The impact of customer-based brand equity on customers’ willingness to

accept brand extension of the selected consumer products was estimated by

applying a Dummy Variable Regression Model, which showed that the

beta coefficient of each variable and the associated t values were

statistically significant at 5 per cent level of significance (p=0.000<0.05).

At the same time, based on the intercepts of the model at different levels, it

was also found that brand equity had impact on customers’ willingness to

accept brand extension and this model is more valid and applicable to the

customers of speciality goods than to other categories of customers. It was

confirmed empirically that customer-based brand equity has more impact

on customers’ willingness to accept brand extension of speciality goods.

5.22. Effect of Change of CBE, on the Change of BS, BA, BT and BL

1) The change in the probability of BSAT, BATTACH, BT, and BL shown

by the different categories of customers was affected by the change in the

probability of CBE. This could be validated by observing the significant

chi-square values obtained in the Omnibus test of model coefficients,

Nagelkare R square, Chi-square value in the Hosmer Lemeshow test and

significant beta co-efficients and Exp (B) in the Logistic Regression Model.


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5.23 Testing of Hypotheses

1. There is no difference between observed distribution and binomial

distribution of consumer opinion about the brand consciousness with

parameter.5

This hypothesis was tested with binomial test and the sig value was found

statistically significant at 5 per cent level of significance with

p=0.000<0.05. Therefore, this null hypothesis is rejected with the

conclusion that there is difference in observed and binomial distribution

of consumers’ opinions on brand consciousness with parameter .5.

2. There is no association between the selection of purchase outlets by

customers and their area of residence

This hypothesis was tested with the Chi-square, but the Pearson Chi-

square did not support this association, as the value of the Chi-square was

statistically not significant at 5 per cent level of significance with p=

0.071>0.05. Therefore, this hypothesis is accepted and there is no

significant association between the selection of purchase outlets by

customers and their area of residence.

3. There is no association between the reasons for customers brand

switching and their area of residence

This hypothesis was tested with the Chi-square, and the value of the Chi-

square was found significant at 0.5 per cent level of significance with

p=0.000<0.05. Therefore, this hypothesis is rejected with the conclusion

that a close association was found between the reasons for customers

brand switching and their area of residence.

4. There is no difference across the preferences of the customers of different

categories of products associated with the factors that motivate them to

purchase consumer goods.


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The Friedman’s test for several related samples was used to test the

difference in preferences of the customers associated with the twelve

factors that motivated them to purchase different types of brands. The

Chi-square statistics provided different values for different categories of

selected customers, which were significant at 5 per cent level of

significance with p=0.000<0.05 in all cases. Therefore, this null

hypothesis is rejected with the conclusion that there is significant

variation in the factors that motivate the customers to purchase brands, ie.,

the motivating factors to purchase of brands are different for different

categories of customers.

5. The brand purchase behaviour of the customers of all the categories of

consumer products is not affected by the brand image.

The Dummy Variable Multiple Regression Model was constructed to

prove this hypothesis and from the validity of the model, the model was

found valid and the associated t values of each predictor variable that

explains the brand purchasing behaviour was statistically significant with

positive beta coefficients. At the same time, the different levels of

intercepts of the model showed that the brand image affecting the brand

purchase behaviour of the customers of all the categories of consumer

products. This conclusion is made by rejecting the null hypothesis.

6. The change in the Brand Satisfaction, Brand attachment, Brand Trust and

Brand Loyalty does not make any change in Customer-based Brand Equity

The Logistic Regression Model was applied to test this hypothesis. Based

on the significant values of Chi-square in the Omnibus test of model co-

efficients, Nagelkare R square, Chi-square value in the Hosmer Lemeshow

test and the significant beta coefficients and Exp (B) model, this hypothesis

is rejected with the conclusion that BE is always affected by the

BS,BATTACH, BT and BL of the customers and that any change in the


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BS,BATTACH, BT and BL changes the CBE of the customers

correspondingly.

7. The customers’ willingness to accept brand extension is not affected by the customer-based brand equity.

The Dummy Variable Multiple Regression Model was constructed to prove

this hypothesis and from the validity of the model, the model was found

valid and the associated t values of each predictor variable that explains the

brand extension was statistically significant with positive beta coefficients.

At the same time, the different levels of intercepts of the model showed

that the customer-based brand equity affecting the customers’ willingness

to accept brand extension of different categories of consumer products.

This conclusion is made by rejecting the null hypothesis.

5.24 Conclusions

The consumer product industry is the biggest and most highly dynamic and

growing industry in the world with a large number of customers of different

categories of products who change their preferences frequently. Their taste, need,

behaviour and purchasing style are always different. These customers are highly

sensitive to the purchase and use of their products, especially the customers of

convenience goods. At the same time, this industry is the one which faces more

competition than any other industry in the world. As the customers are more brand

conscious, the consumer goods companies have to look into the brand purchasing

behaviour of the customers for creating satisfaction, attachment, trust and loyalty

in the minds of the customers that these companies are fulfilling their

responsibility by designing, developing, producing and launching brands.

The brand purchase behaviour of branded consumer goods is built by the

basic fundamental building blocks of brand awareness, brand knowledge, brand

price, perceived quality and brand image. The customer-based brand equity is

based on the blocks of brand association, brand satisfaction, brand attachment,


296

brand trust and brand loyalty. The outgrowth of brand loyalty also emerges in the

form of customer-based brand equity as a marketing transformation of brand

association, brand satisfaction, brand attachment and brand trust. The predominant

factors of these elements bring out the elementary regulations in the process of

customer perceptions, attitudes and preferences of consumer goods.

In all the consumer behavioural aspects, success or failure of brand trust

and loyalty decides the marketing prominence of any product. The measure of

customer-based brand equity is indispensable to identify the trait prominence of a

brand as well as its volume of sales. The customer-based brand equity is vital in

the study as a powerful estimator to predict the effects of brand extension also. In

this context, the following conclusions have been made from the data collected

and analysed, and from the findings of the study.

1) The analysis of area wise, age wise and other profiles of the customers in

Kerala revealed that the customers in Kerala gave no priority to any class

of goods, ie., convenience goods or shopping goods or speciality goods.

2) Customers of convenience goods showed a product preference of personal

care products and soap and detergents, and their favourite brand was

Colgate. The shopping goods customers indicated their product affinity

with home appliances with brand preference of Samsung and the speciality

goods customers revealed their product preference for passenger car with

Maruti as their favorite brand. But colgate proved to be the most favourite

brand while considering the whole categories of goods.

3) The selected variables have significant influence on motor cycles than on

any other consumer products.

4) Customers of different categories of consumer goods in Kerala are brand

conscious, particularly rural and urban customers shown more brand

consciousness. But there was no significant association between customers


297

of each category of consumer products selected and their brand

consciousness.

5) Area wise and product category wise analysis indicated that the chief wage

earner was taking major purchase decisions in the family, followed by

CWE and spouse in the families of Kerala

6) No significant association has been found between customers of each area

and the purchase outlets to buy branded consumer products, but customers

of each category of products showed their preference over purchase outlets

significantly. Customers of convenience goods found their place for

branded products in supermarkets, shopping goods customers bought their

brands from exclusive showrooms and malls. However, the speciality

goods customers dealt with exclusive showrooms for their brands.

7) The standard price and quality and availability of goods are the factors

considered by the urban, semi-urban and rural customers in deciding their

purchase outlets. The customers of convenience goods also considered

availability of goods and the customers of shopping and speciality goods

considered standard price and quality for the selection of purchase outlets.

8) There is no close association between the customers of different areas of

Kerala and the duration of their brand usage. But the customers of different

categories of products showed a significant association with the duration of

brand usage. The customers of convenience goods used a brand up to 5

years and those of shopping goods used their favourite brand up to 7 years

and the speciality goods customers used their preferred brand up to 10

years. This indicates a strong brand loyalty of customers to their brands.

9) Customers are tempted to change their brand preference at any point of

time. Reduction in quality, attractive sales offers and advice of favourites

are considered as the major factors for brand switching by rural, urban and

semi-urban customers of convenience, shopping and speciality goods.


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10) Brand quality and the brand popularity followed by green image of the

brand and brand uniqueness are the elements which give mystique

(strength) to brands in two dimensions of the customers of convenience

goods, shopping goods and speciality goods.

11) Quality and performance of the product are the major factors that motivate

customers to choose a brand, as per the Friedman Test. But MDS (Prefscal)

model indicates that ease to use and attractive advertisements are the

factors that motivate customers of convenience goods and ease to use and

better after sales service are the motivating factors for shopping goods. But

the quality and performance and value for money influenced customers of

speciality goods to buy their speciality goods brands.

12) Television is the major source of brand awareness of the customers

irrespective of their area and product categories, followed by print and

press, word of mouth etc. Sources like radio, websites and displays are

found trailing to capture the minds of customers.

13) The most appealing sales promotional offer is price discounts for customers

of various places and for different categories of products. Free service

offers and cash refund offers are also found appealing to the different

customer categories. Gifts, comby offers and free samples are found not

appealing.

14) The BPB is high and positive among the customers of speciality goods

staying in rural areas, which reflects the effects of branding of speciality

consumer products in the rural market.

15) The impact of various identified factors such as BA, BSP, BAWRE, BK,

BP, PQ and BI on BPB is measured and it is revealed that all the factors

have a significant impact on BPB of the customers of specialty goods.

16) The effect of the identified factors on customers is also measured. BA has

high influence on rural customers of speciality goods. The customers of


299

speciality goods from urban area have more BASSN and semi-urban

customers of speciality goods have more BT and BL. The customers of

speciality goods irrespective their area of residence has high level of

BAWARE, BK, BS and BATTACH and the factors such as BSP, BP, PQ,

and BI have more influence on speciality goods customers irrespective

their area of residence.

17) The customers of speciality goods irrespective their area of residence

showed high level of brand equity perception and the identified factors

such as BI, BASSN, BS, BATTACH, BT and BL have a significant impact

on CBE of speciality goods.

18) Customers are willing to accept the extension of brands of those having

more brand equity. The customers of speciality goods living in semi-urban

area expressed more acceptance on brand extension than did the customers

of convenience goods and shopping goods.

19) Any change in the BS, BATTACH, BT and BL of the customers of the

consumer goods will affect their CBE correspondingly. The probability of

change in these predictor variables may affect the probability of the change

of CBE considerably.

5.25 Recommendations

1. Brands must be constantly refined through the use of techniques like

introducing variants, regular quality checkups, product modification and

change in the design of packages. The effect of updation in the branding

techniques can be measured using marketing research. Since the

availability of goods, quality and standard price also play a key role in the

selection of purchase outlets, the manufacturers should ensure that quality

products are made available to the customers as and when required.

Promotion also has a marginal role and this should not be neglected,


300

especially in the light of the growing influence of the whole family in the

shopping of consumer products.

2. Customers switch their brand preference mainly due to reduction in quality

of the brand. Hence, manufacturers should take every effort to maintain

their brand quality by strengthening quality assurance department along

with appealing sales promotional offers to exert a pull on the minds of the

customers which in turn makes for popularity of the brand. Then the

customers will advise and recommend others to buy the brand. Though

offers like price discounts, free service and cash refund are the most

appealing sales promotional practices, such promotions should be used

very cautiously as frequent discount offers affect the brand image and trust

negatively and ultimately resulting in erosion of brand equity.

3. The dimensions of brand purchase behaviour and brand equity have more

impact on the customers of passenger cars and motorcycles. The companies

engaged in branding of convenience goods such as soaps & detergents,

personal care products, food & beverages, other essentials and shopping

goods such as home appliances, personal service products, etc., have to

give more attention to appealing advertisements through popular media and

intelligent sales promotional offers at proper timings to create good

awareness and knowledge and maintain superior quality and standard price

to boost brand image, so as to create a brand purchase behaviour to build

brand association, satisfaction, attachment, trust and loyalty. Further, the

use of good brand names, packages, sensory and emotional appeals

ensuring perceived quality conditions by way of dynamic distribution

management is recommended.

4. All the efforts that the companies make for branding in modern marketing

must be directed primarily to the ultimate consumers. Periodic market


301

surveys must be made to understand the changing consumer trends and

preferences before implementing any branding activities.

5. Nowadays, most of the commodities are packed in polythene or packaging

which is not eco-friendly. In highly populated countries like India, it

creates heavy pollution. Since the green branding concept is emerging in

our country, there is a need to change the packaging materials used by

manufacturers and marketers. Instead of polythene packaging, they can use

some other materials like paper, toughened card board, etc.

6. Selling the commodities of less quality with huge promotional offers is

common during festive seasons. Since the customers are much brand

conscious, a little disagreement may tempt the customers to switch their

brand preferences. The manufacturers and marketers should take due care

to prevent such activities in the market. It will build the image of the brand

and the company also.

7. Manufacturers should concentrate on eco-friendly and health friendly

products; because in the changing environmental scenario such as

emerging green consciousness, resistance to pollution, global warming etc.,

there is need to avoid products which are not eco-friendly. It is observed

from the respondents that the chemical-based products such as soaps &

detergents, personal care products, other essentials consist of pain balms

and antiseptic lotions etc., are creating health problems on its long usage

and also home appliances, passenger cars and motor cycles make energy

loss and pollution. As it is essential to protect the future generation, the

manufacturers should create and stimulate a research and development

department for inventing environment-friendly products. The government

also can consider providing some kind of relaxation like tax incentives and

business tax credits, reduced duties, tariffs, green business loans

(subsidised funding) for manufacturers of eco-friendly products.


302

8. The information provided by the manufacturers in the labels and

advertisements should be very genuine and reliable. There is a need for full

fledged information which is essential for the building of more brand

equity to facilitate the extension of their brand.

9. In the case of convenience goods, the customers have to identify the

medical fitness of the products used by them because it is observed from

the respondents during the survey that some commodities are not suitable

for some kind of people on medical grounds. They should be very careful

in selecting and changing of brands. If they want to change a particular

brand which is used by them for a long period, it needs medical advice to

protect them from allergy and other medical problems.

10. The customers should be very cautious in selecting the brands. They have

to buy a brand which is most appropriate for them because most of the

goods are frequently purchased and every purchase requires investment. It

is essential to collect information about the various brands available in the

market and find the most suitable one. It will be helpful for them in

avoiding fake goods. While purchasing commodities they have to verify

the dates of manufacturing and expiry also.

11. Presently most of the manufacturers are offering toll-free phone numbers or

prepaid envelopes attached to the product packaging for the customers to

express their opinions, views and suggestions freely. The customers should

improve the habit of expressing their opinions to the manufacturers. It will

be helpful for the manufacturers to improve the product quality according

to the requirements of the customers and render better service.

12. The companies interested in extending their brand to other product

categories and finding the ways of stimulating the users of a brand to

recommend it to others should pay special attention to the customer-based

brand equity dimensions linked with the brand image, brand association,


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brand satisfaction, brand attachment, brand trust and brand loyalty. The

development of these dimensions therefore offers a firm means of

generating positive communications towards the brand. Managers of

brands should therefore manage and seek to maximise customer-based

brand equity. The natural, long term outcome of this would be increased

profitability.

5.26 Scope for Further Research

1. Brands are the key players to attract consumers in the modern marketing

world. The consumers are willing to buy anything and pay more if it is

branded. So the customer-based brand equity concepts may be tested in

other consumer non durables also.

2. The current study is based on the customer-based perspective of brand

equity. The financial perspective and brand extension approach of brand

equity may be tested in the FMCG.

3. Various brands of different products are selected for the present study. So

there is wide scope for measuring the brand equity from the customer

perspective of some specific brands.

4. The present study is built upon three product categories for research. An

elaborate study on customer-based brand equity can be conducted in each

particular product category.

5. The concept of customer-based brand equity can be extended and this type

of study can be made in the service sectors such as financial institutions,

hotels and so on.

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SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONSshodhganga.inflibnet.ac.in/bitstream/10603/45108/16/16_summary... · “Brand equity is the sum of all the hearts and minds of