Relationship Between the Brand Equity and the Sales of Bottled Water Industry in Pakistan
Abstract
This research basically pertains to find out the relationship between the brand equity and the sales of the product. The questionnaire was constructed and the pilot study using 15 respondents from ICBS was carried out to ensure that there were no confusions or ambiguities in the questionnaire. All ambiguities or confusions found were removed before administering the final questionnaire. The questionnaires were divided into two parts. On first of June the questionnaires were administered among half of the sample. The other half of the questionnaires among the remaining samples on 1st July 2007.
As our research was basically descriptive in nature, we then quantified the values we were given in the questionnaire results and used them to graph the responses of the elements of the research. The results were then analyzed.
Introduction
The broad area of the research is related to the currently existing situation in the bottled water industry. As the bottle water industry is flourishing in Pakistan and new competitors are entering the market but still Pure Life has managed to maintain the considerable amount of market share due to its brand equity. The concept of brand is integral to the success of any given product. Brand equity necessarily affects the performance of a product. The concept of brand equity can have a marked effect on the longevity of a product's performance.
Brand equity is defined as the bundle of intrinsic features/attributes delivered by a branded product or service. It is measured as the price differential someone is willing to pay for a particular branded product or service over an identical product or service that is unbranded. Alternatively, this definition can be re-crafted to state that brand equity is the difference in utility between two products or services that are perceived to deliver an identical set of tangible benefits at the same price.
Consumers see a particular brand name as a contract. A brand's
This research basically pertains to find out the relationship between the brand equity and the sales of the product. The questionnaire was constructed and the pilot study using 15 respondents from ICBS was carried out to ensure that there were no confusions or ambiguities in the questionnaire. All ambiguities or confusions found were removed before administering the final questionnaire. The questionnaires were divided into two parts. On first of June the questionnaires were administered among half of the sample. The other half of the questionnaires among the remaining samples on 1st July 2007.
As our research was basically descriptive in nature, we then quantified the values we were given in the questionnaire results and used them to graph the responses of the elements of the research. The results were then analyzed.
Introduction
The broad area of the research is related to the currently existing situation in the bottled water industry. As the bottle water industry is flourishing in Pakistan and new competitors are entering the market but still Pure Life has managed to maintain the considerable amount of market share due to its brand equity. The concept of brand is integral to the success of any given product. Brand equity necessarily affects the performance of a product. The concept of brand equity can have a marked effect on the longevity of a product's performance.
Brand equity is defined as the bundle of intrinsic features/attributes delivered by a branded product or service. It is measured as the price differential someone is willing to pay for a particular branded product or service over an identical product or service that is unbranded. Alternatively, this definition can be re-crafted to state that brand equity is the difference in utility between two products or services that are perceived to deliver an identical set of tangible benefits at the same price.
Consumers see a particular brand name as a contract. A brand's