A Strategic Approach to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand Loyalty
PDF

Keywords

Consumer Perception
Brand Awareness
Brand Loyalty

How to Cite

Sultan, K., Akram, S., Abdulhaliq, S., Jamal, D., & Saleem, R. (2019). A Strategic Approach to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand Loyalty. International Journal of Research in Business and Social Science (2147- 4478), 8(3), 33-44. https://doi.org/10.20525/ijrbs.v8i3.259

Abstract

In this study, the consumer perception for brand awareness and brand loyalty for two famous brands of soft drinks Coca Cola and Pepsi, has been evaluated. For this purpose, the effects of consumer perception of Coke and Pepsi were analysed for consumer association to these brands. The objectives of the study are multi fold (I) Studying onthe consumers preferences (II) to illustrate which brand’s advertisement mostly people have seen, (iii) demonstrate the reason to buy cola drinks or Pepsi drinks (iv) assessment of the creation of a top of mind awareness about COCA COLA in, Erbil KRI by providing the information to consumers. Sample size were selected 50 consumers of drinks (PePsi and Coca Cola ). Data collected and analyzed by using Microsoft office 2010 version. Results revealed that consumers of Pepsi and Coca cola most of the consumer found toward coca cola and they like coca cola as compare to Pepsi and the reason behind it is the strong taste of coca cola such as 60 % people answered that they remember more advertisement as compare to Pepsi and others. and 90%  said coca cola is easily available in their approach and  also 70 % people answer that they like coca cola  due to its strong taste so the overall research survey for Coke and Pepsi has revealed that Coke is more adopted brand then that of Pepsi and recommendations are recommended such as perception leads to the brand loyalty, thus brands in general and Coke and Pepsi needs to focus on the point that its consumers are made to perceive more value from the brand which can come through assuring them about quality of product and other factor i.e. best price, best value, availability, trend etc.

https://doi.org/10.20525/ijrbs.v8i3.259
PDF

References

Arce-Urriza, M., & Cebollada, J. (2012). Private Labels and National Brands across Online and Offline Channels. Management Decision, 50(10), 1772-1789.

Fillis, I. (2007). A Methodology For Researching İnternational Entrepreneurship in SMEs: A Challenge To The Status Quo. Journal of Small Business and Enterprise Development, 14(1), 118-135.

Hiller, A. J. (2010). Challenges in Researching Consumer Ethics: A Methodological Experiment. Qualitative Market Research: An International Journal, 13(3), 236-252.

Knox, S., (2004). Positioning And Branding Your Organization. Journal of Product & Brand Management. 13(2). pp.105 – 115.

Mohan K. L., & Gill, P. (2013). Purchase of Branded Commodity Food Products: Empirical Evidence from India. British Food Journal, 115(9), 1255-1280.

Munthree, S., Bick, G., & Abratt, R. (2006). A Framework for Brand Revitalization through an Upscale Line Extension. Journal of Product & Brand Management, 15(3), 157-167.

Palumbo, F., & Herbig, P. (2000). The Multicultural Context of Brand Loyalty. European Journal of Innovation Management, 3(3), 116-125.

Pavithra, K., & Subramanı, S. D. A. (2015). A study on Customer Satifaction towards Coco-Cola Company, Chennai. International Journal of Multidisciplinary Management Studies, 5(6), 37-41.

Rajagopal, D. (2008). Interdependence of Personality Traits and Brand Identity in Measuring Brand Performance. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1309864

Uggla, H. (2006). The Corporate Brand Association Base: A Conceptual Model for the Creation of Inclusive Brand Architecture. European Journal of Marketing, 40(7/8), 785-802.

Wallace, R. G., Gilbert, M., Wallace, R., Pittiglio, C., Mattioli, R., & Kock, R. (2014). Did Ebola Emerge in West Africa by a Policy-Driven Phase Change in Agroecology? Ebola's Social Context. Environment and Planning A, 46(11), 2533-2542.

Wang, H., Finn, L., Yu, M.,. (2014). Polyaniline and Polypyrrole Pseudocapacitor Electrodes with Excellent Cycling Stability. Nano letters, 14(5), 2522-2527.

Authors contributing to IJRBS agree to publish their articles under the Creative Commons Attribution- 4.0 NC license, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. Authors retain copyright of their work, with first publication rights granted to IJRBS. However, authors are required to transfer copyrights associated with commercial use to the Publisher. The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal

Submission of an article implies that the work described has not been published previously( exceptin the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, it will not be published elsewhere in the same form, in English or in any other languages, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication