AN EMPIRICAL STUDY ON CUSTOMER BASED BRAND EQUITY MODEL...

AN EMPIRICAL STUDY ON CUSTOMER BASED BRAND EQUITY

MODEL WITH REFERENCE TO SUPERMARKETS IN CHENNAI,

TAMILNADU, INDIA.

S.ILAYASANKAR 1

Dr.P.T.SALEENDRAN 2

1Ph.D Research Scholar, D.J.Academy for Managerial Excellence, Coimbatore, Tamilnadu. India.

2Associate Professor, D.J.Academy for Managerial Excellence, Coimbatore, Tamilnadu. India.

ABSTRACT

Brand equity is a ubiquitous tool in marketers‟ hand to combat competition in all sectors

around the globe. The value of a brand decides its market share and customer base and it is the duty of

marketers to harness the advantage of being a brand leader in the particular sector. Marketing warfare

requires brand positioning and competitive edge in this current dynamic scenario of turbulence in all

business arenas. Brand equity development is the prime aim of businesses and many models are

researched to achieve this objective. Customer Based Brand Equity model of David Aaker (1991) is

an application in this area that deals with components of brand equity like brand awareness, brand

loyalty, brand association, perceived quality and proprietary assets. This paper highlights the model

application in supermarkets at Chennai. The findings give implications to the model and insights on

developing brand equity of super market brands in a metro city.

Keywords: Brand Equity, CBBE model, Customer Loyalty, Customer Satisfaction

INTRODUCTION

Marketers in every sectors look for a better image of their brand and long term visibility in the

minds of consumers. Value or Equity of the brand is studied for quite some time and researches are

carried out time and again on improving value of the brand package. The concept of Brand equity is

viewed in multiple angles in terms of advantages to companies and customers. Especially in the

dynamic market scenario of today‟s global markets, this concept is increasingly needed as a

ubiquitous tool for marketers to combat competition. In a common man‟s perspective, brand equity is

related directly to the specialty of the brand and its stability in the market irrespective of the sector. It

finds the value proposition of the brand in the minds of stakeholders of the brand like companies,

competitors, consumers, customers, influencers, consumer groups and the society at large. It

represents the marketing efforts uniquely attributable to the brand and the added value endowed to a

product or service as a result of past investments in the marketing activity for a brand.

Marketing war is a battle for brands and their superiority. Owing to brands that are market

leaders or one among the leaders slowly end up in becoming market leaders. Brand conscious

consumers are in the rise and the demand for higher equity of brands is both for industrial as well as

consumer products and services. As increasingly technology influences purchases and purchase

decisions, the reach of information, both positive and negative, affects the brand equity in the minds

of consumers. Thus, marketing and consumer research penetrate to identify the variables causing a

concern to retain the customer forever to attain their ends by spreading not only the product

innovation but also to retain and restore the product, starting with brand name or awareness and

resulting in brand equity. In this regard there are some studies contributed a few effective results to

help the markets in their innovative strategies to make the product reach the potential customers.

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEWISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :4.311VOLUME 5, ISSUE 11, NOVEMBER 2017

An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 7 [email protected]

Consumers were getting satisfied their needs and wants through various goods and services. They are

very much concerned with the daily use items bought especially from supermarkets.

Marketing consists of a set of principles for choosing target markets, evaluating consumers'

needs, developing wants, satisfying product and services and giving enough value to customers and

profits to the company. Most successful companies owe their success to the practice of a strategic

marketing orientation and practice. The evolution of various strategies is needed to match the

requirements of the consumers and the marketers' efforts being the norm for connecting the

consumers with the product. Business investors take the legal brand name of the product as the

company's most valuable asset. Competency of the firm prevails upon its marketing vision about how

to develop, strengthen, defend, and manage its own brand by inculcating the consumers not to have an

inclination over other brands. Hence the construct of brand equity works as a bridge between brand

happening in the past and what will be happening to the brand in the future. Marketing efforts of

creating brand equity can be done only after inspiring the customers about the brand of the product or

service. Thus brand equity may be inferred on the basis of the customer's intention to purchase and

satisfaction.

CUSTOMER BASED BRAND EQUITY (CBBE)

The Customer Based Brand Equity model is proposed by David Aaker in 1991 and

incorporates theoretical advances in the field of brand management and marketing practices to know

about understanding and influencingbehavior of consumers. It gives a good explanation to the

marketer to build a strong brand for their product or service.

Fig:1 Aaker D Brand equity Model, Source: Aaker(1991)

Another author Keller popularized the model in different perspective in 1998. According to

him, CustomerBased Brand Equity model or framework identifies a brand's meaning as the means to

createbrand equity. He also emphasizes that meaningful variations among brands derive from brand

associations that are favourable, strong and unique. He also highlights that the companies experience



a lot of advantages because of high brand equity in terms of profits and growth which results because

of higher loyalty of customers. The modality of extension of the loyalty felt by generations to the next

one is another less explored advantage. This transfer of brand equity for generations together in the

social set up is under researched.

GROWTH OF ORGANIZED RETAILING AND SUPERMARKETS:

The growth of multiple chain retailers has been relentless for many years in the west and this

has been accompanied by the development of retail names as brands in their own right. Wal-Mart and

Nordstrom in the U.S. & Sainsbury‟s and Marks & Spencer in the U.K. have grown by rapid

geographic expansion in their own countries. Benetton of Italy , IKEA of Sweden and The Body Shop

of the UK are international and the fast food chains like McDonald‟s, Dominos, Burger king,

Starbucks and Pizza Hut are everywhere. In India, the super and hyper markets like future retail,

Nilgirs, Reliance Mart, Spar, Max, lifestyle etc. are ruling the market. They have a prominent market

share in the retail industry. The common services and products are existing in the same names in all

continents and it increases the need for improving global equities for the brand. Global distributors are

highly beneficial in such cases of global values of brands and increasing disposable incomes of

consumers in many developing countries.

Indian retail is growing at a whopping rate and retail market segment is the second huge

employer after agricultural markets. There are around 12 million retail outlets spread across India and

the country has the highest density of shops in the world i.e. one shop for every 20 to 25 families or

11 retail shops for every 1000 persons. Retailing in India provides employment to about 7% of total

work force in the country and contributes about 14% to GDP of India. However, the retailing sector in

India is highly fragmented and consists predominantly of small, independent and owner managed

shops. Supermarkets are growing day by day in such situation of entire retail market growth.

In the 1990‟s, the Indian economy slowly progressed from government led to becoming

increasingly „market friendly‟. As the time passes, joint families are changing into nuclear families.

Both members in nuclear family started earning which results into a new way of lifestyle. From then

in place of kirana type of stores, organized retail stores came into existence and became need of the

day. The fact that the economy had opened up and a new large middle class with spending power had

emerged has helped to shape this sector. The vast middle class market demanded a better shopping

experience with good ambiance, value for money products, more convenience and one stop shopping.

These trends have led to the proliferation of departmental stores, supermarkets, hypermarkets and

specialty stores. Malls have made shopping enjoyable as any other entertainment with large spacious

buildings with centralized air condition, escalator facilities, food courts and gaming areas. It initially

started in the metro cities and slowly penetrating to other districts.

IMPORTANCE OF THE STUDY

Marketers have become increasingly aware of the significance and value of the brand name,

which would provide a base for brand equity. The Customer Based Brand Equity (CBBE) model

refers to consumers' ability to retain and remember the attributes and benefits of a specific product in

the long term. In this sense, it is evident that brand equity is an extension of brand knowledge and

loyalty. Thus, a brand is said to have equity to the extent that consumers are more willing to purchase

the branded product over a similar unbranded product. Any product may be reestablished with brand

equity only when the marketing efforts are motivating the customers not only to get envisioned with a

product but retained with it and get satisfied in the future. Any effort that interrelates marketing

efforts and learning about consumers would stress upon identification of the extent of loyalty resulting



with equity for that product in course of time. It provoked the researcher to choose the present study

for the purpose of identifying the presence of the brand equity in the case of super market brands in

Chennai being the place for mostly daily use items used invariably by all sections of people.

Hence this study is carried out to differentiate perception the marketer is trying to project in

the minds of consumers and how they feel the brand at their level. Equity of the brand is the

additional value perceived by the consumers, as portrayed by the marketers and occurs due to the

marketing efforts resulting from association of the brand with the product or service. Brand equity

studies help the marketers to devise suitable promotion strategies related to advertisements, brochures,

booklets, hoardings, online messages and the like. It also benefits them in the long run to sustain in

the market and build a stable market base extending from one generation to another.

STATEMENT OF THE PROBLEM

Every human being is a potential consumer of products and services. The needs of the

consumers throughout the world are similar, while the social, environmental and other forces that vary

from place to place lead to differences in purchase and consumption patterns. To have a satisfying

lifestyle, consumers have to make conscious choices about their brands in all segments of usage in

general. The choice of products or services they use should be such that they give value for money

and satisfaction. Their expenditures should give them the satisfaction of spending for the right brands.

They need information and guidance to help them decide on the relative merits of different products.

As consumers, they are now thinking consciously of how the market serves their actual economic

requirements. Hence, an attempt is imperative to thoroughly study the brand equity among

supermarkets. Thus, the present study makes an approach to identify and evaluate the brand equity of

supermarket retailers in Chennai giving emphasis on marketing efforts, advertisement, salespeople

behaviour, ambiance of the store, customer loyalty and satisfaction to provide effective information to

the marketing fraternity.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

To study how various marketing efforts of brick and mortar retailers influence various sources

of their customer based brand equity with reference to Supermarket Retailers.

SECONDARY OBJECTIVES

To know the role of advertisement in creating awareness, positive image about the store.

To know how the assistance rendered by the store employees and physical environment of the

store affect customer perception about quality of the product being offered at the store.

To identify factors that lead to customer satisfaction about the store.

To explore the possible relationship between customer satisfaction and customer loyalty.

REVIEW OF LITERATURE:

The marketing efforts depends upon the ability of the marketer to satisfy the consumer.

Marketing begins with the consumer and ends with the consumer. Richard Bushkisk (1970) States that

"The consumer is the engine of economic activity and his prerogatives are no less than those of the

monarch. He is the fulcrum or the pivot upon which the business moves."

According to Jacob Jacoby etal(1971), brand takes on special meaning to the customer.

Because of past experiences with the product and its marketing program over the years, customers



learn about brands. They find out which brand satisfies their needs and which one does not. As a

result, brands provide a shorthand device or means of interpretations for their product decisions.

George P. Moschis and Roy L.Moore (1985) Research has uncovered several determinants

which appear to influence satisfaction, including demographic variables, personality variables,

expectations, and other factors. Higher level of product satisfaction is indicated by persons who are

more satisfied with their lives as a whole and by persons with more favourable attitudes toward the

consumer area, ie., the business firms,market place and consumerism.

David Aaker(1991) has clustered the assets and liabilities into five categories: brand loyalty,

name awareness, perceived equality, brand associations and other proprietary brand assets (patents,

trademarks and so on).

Rust, Zeithaml and Lemon (2000) opine that customer equity is the discounted lifetime values

of a firm's customer base, and is comprised of three components namely, value equity, brand equity

and relationship equity.

RESEARCH METHODOLOGY

The research design is descriptive in nature and survey was conducted among the

supermarkets in Chennai. The study uses both primary and secondary data. Primary data is collected

using structured questionnaires. The sample size is 125 customers of supermarkets in Chennai

selected through convenience sampling method. Secondary data is collected from magazines, journals

and internet. Collected data is tabulated and suitable statistical tools are used to arrive at meaningful

conclusions. This study was conducted in the month of July‟2017.

RESULTS AND DISCUSSION:

The brand equity is studied in detail in terms of its various dimensions. The tabulations and

results are given below.

TABLE 1: GENDER OF THE RESPONDENTS

GENDER Frequency Valid Per cent

Male 52 41.6 Female 73 58.4 Total 125 100

41.6percentare maleand58.4 percent respondents are female, which shows the data is more

skewed towards the female respondents.

TABLE 2: AGE OF THE RESPONDENTS

AGE Frequency Valid Percent

Up to 18 4 3.2

19-25 32 25.6

26-35 33 26.4

36-45 34 27.2

46-60 20 16

60 & above 2 1.6

Total 125 100



The above table shows the age wise classification of 125 respondents. The customers whose

age is between 26-45 comprised of approximate 53.6 percent of the total respondents are

from this age only i.e. highly skewed toward theagecategoryof26-45.

TABLE 3: MARITAL STATUS OF THE RESPONDENTS

Marital Status Frequency Valid Percent

Single 33 26.4

Married 92 73.6

Total 125 100

The above table shows the marital status of 125 respondents from that it can be said that data

is highly skewed toward married respondents i.e. 74%.

TABLE 4: EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational Qualification Frequency Valid Percent

SSC 12 9.6

HSC 18 14.4

Diploma 8 6

Graduation 51 40.4

Post-graduation 28 22.1

Any other 9 7.5

Total 125 100

The above Table shows the education wise classification of 125 respondents. The sample

consists of most number of respondents having graduation as their qualification i.e. 40.4%,

followed by post-graduates i.e. 22.1% which is in congruence with the urban respondents‟

characteristics.

TABLE 5: OCCUPATION OF THE RESPONDENTS

Occupation Frequency Valid Percent Govt. Employee 10 7.7

Private Employee 18 14.4

Self-Employed 25 20.3

House wife 41 33.1

Retired 4 2.8

Student 26 21.1

Others 1 0.6

Total 125 100

Most of the customers are house wives representing 33%ofthepopulation, followed by the

students having21%ofrepresentation.

CHI – SQUARE TESTS

Chi-Square tests are carried out to find out whether there is any significant association between two

variables. In this study it helps to find out the association between demographic variables and



customer satisfaction. The following hypotheses are framed for the analysis for each of the

demographic variables considered.

GENDER

Ho: There is no significant association between gender and level of customer satisfaction

H1: There is significant association between gender and level of customer satisfaction

TABLE 6: GENDER AND LEVEL OF CUSTOMER SATISFACTION

Term Value DF P-Value S/NS Remarks

Pearson chi square 9.489 1 .009 Significant Rejected

The chi-square test reveals that the significance value of 0.009 is less than the value 0.05 and hence

null hypothesis is rejected. Therefore, it is concluded that there is significant association between

gender and level of customer satisfaction.

AGE:

Ho: There is no significant association between age and level of customer satisfaction

H1: There is significant association between age and level of customer satisfaction

TABLE 7: AGE AND LEVEL OF CUSTOMER SATISFACTION


Pearson chi square 38.813 5 0.001 Significant Rejected


null hypothesis is rejected. Therefore, it is concluded that there is significant association between age

and level of customer satisfaction.

MARITAL STATUS

Ho: There is no significant association between marital status and level of customer satisfaction

H1: There is significant association between marital status and level of customer satisfaction

TABLE 8: MARITAL STATUS AND LEVEL OF CUSTOMER SATISFACTION





marital status and level of customer satisfaction.

EDUCATIONAL QUALIFICATION

Ho: There is no significant association between educational qualification and level of customer

satisfaction

H1: There is significant association between educational qualification and level of customer

satisfaction



TABLE 9: EDUCATIONAL QUALIFICATION AND LEVEL OF CUSTOMER

SATISFACTION


Pearson chi square 211.575 5 .000 Significant Rejected

The chi-square test reveals that the significance value of 0.000 is less than the value 0.05 and

hence null hypothesis is rejected. Therefore, it is concluded that there is significant association

between educational qualification and level of customer satisfaction.

OCCUPATION

Ho: There is no significant association between occupation and level of customer satisfaction

H1: There is significant association between occupation and level of customer satisfaction

TABLE 10 : OCCUPATION AND LEVEL OF CUSTOMER SATISFACTION





occupation and level of customer satisfaction.

Table 11: CUSTOMER SPREAD OF SUPER MARKETS

Name of the super market Frequency Valid Percent

Big bazaar 32 25.29

Central 4 2.91

Reliance fresh 27 21.4

Pothys 1 0.68

Nilgiris 7 5.93

Reliance mart 18 14.59

More 10 7.78

Pazhamudhir Nilayam 11 8.75

Margin Free 4 2.91

Others 12 9.72

Total 125 100

The above table shows that the respondents are from various supermarkets in Chennai and Big Bazaar

followed by Reliance Mart tops the list with the least respondents from Pothys.



TABLE 12: FACTORS LEADING TO CUSTOMER SATISFACTION

ITEMS EST S.E. (t-value

>1.65)

P

(significant

value)

F Loading

(Standardised

regression

weights)

Convenient To Reach 1 - - Significant 0.301

Good Locality 0.589 0.103 - Significant 0.239

Hassle-Free Parking 1.317 0.192 - Significant 0.329

Spacious and Variety 1.406 0.216 - Significant 0.299

Drinking Water Availability 1.26 0.199 - Significant 0.285

A Comfortable Space For lobby 1.521 0.25 - Significant 0.266

Appealing Brochures 1.252 0.197 - Significant 0.286

Clean Shelves 0.947 0.157 - Significant 0.262

Proper Handling 1 - - Significant 0.253

Feel Safe In Transactions 1.477 0.229 - Significant 0.361

Promised Vouchers And Gifts 1.741 0.274 - Significant 0.348

Service Right The First Time 2.036 0.294 - Significant 0.454

Employees easily responds 1 - - Significant 0.348

Express Good Gestures 1.056 0.124 - Significant 0.422

Pleasing Personality 0.541 0.108 - Significant 0.189

Understand My Requirement 1.511 0.17 - Significant 0.468

Friction Free Billing Counters 1 - - Significant 0.44

The Express Billing Counter 0.874 0.107 - Significant 0.326

Merchandise Available 1 - - Significant 0.431

Availability of Recently

Launched Products

0.91 0.103 8.809 Significant 0.372

Loyalty Rewards Are Significant 0.75 0.127 5.888 Significant 0.22

Consistent Quality 1.123 0.109 10.293 Significant 0.48

Convenient Operating Hours 1.002 0.103 9.694 Significant 0.432

value for money 0.671 0.089 7.525 Significant 0.298



The above table shows the satisfaction factors leading to brand equity of the super markets in

Chennai. It can be observed that all the factors are significant with considerable F loading values. The

major factors considered are covering marketing efforts of companies like store ambiance,

salesperson‟s behavior, product variety and quality and shopping experience.

INTER-ITEM CORRELATIONS

Researchers commonly assess the inter-item correlation among the scale items when

examining scale reliability. According to Robinson, Shaver and Wrightsman (1991), inter-item

correlations should exceed 0.30 in order to provide evidence that the scale items are highly

interrelated, hence are drawn from the same domain of a single construct.In this study, inter item

correlations are calculated for different dimensions of advertisement effectiveness and service quality

leading to customer loyalty, satisfaction and increased brand equity.

TABLE 13: SUPER MARKET ADVERTISEMENT EFFECTIVENESS

Correlation Matrix of Super Market Advertisement Effectiveness

ae1 ae2 ae3 ae4 ae5 ae6 ae7

ae1 1

ae2 0.71019 1

ae3 0.70683 0.744

1

1

ae4 0.72568 0.73203 0.75032 1

ae5 0.59372 0.69552 0.75713 0.73718 1

ae6 0.67526 0.68128 0.67835 0.71431 0.55685 1

ae7 0.674

0007

0.67996 0.68276 0.70164 0.56065 0.66973 1

The above Table illustrates the inter item correlation matrices for the respondents for the

proposed seven factors on advertisement effectiveness viz. advertisement content, reach of the copy,

frequency of advertisements, choice of media, catchy tag line or punch, use of right background and

impact on sales. These factors are termed as ae1 to ae7. The following tables provide the good inter

item correlations among the all items.

TABLE 14: SUPER MARKET SERVICE QUALITY

Correlation Matrix of Service quality

sq1 sq2 sq3 sq4 sq5

sq1 1

sq2 0.707 1

sq3 0.68952 0.74012 1

sq4 0.71569 0.77364 0.7084 1

sq5 0.74092 0.76534 0.69098 0.70835 1

The Table below illustrates the inter item correlation matrices for the respondents for the

proposed five factors on service quality viz. service delivery, effectiveness of salespeople, value for

money, less waiting time and convenience. These factors are termed as sq1 to sq7. The above table

exhibits good inter item correlations among the all items.



TABLE 15: CORRELATION BETWEEN CUSTOMER LOYALTY AND CUSTOMER

SATISFACTION

Customer

Loyalty Customer Satisfaction

Customer

Loyalty

Pearson Correlation 1 .832**

Sig. (2-tailed) .000**

S/NS S

N 125

Customer Satisfaction

Pearson Correlation .832** 1

Sig. (2-tailed) .000**

S/NS S

N 125

It is inferred from the above table that Pearson correlation coefficient is calculated to find the

relationship between the customer loyalty and impact on the respondents‟level of customer

satisfaction leading to higher brand equity. The results of the study indicate a positive relationship

between customer loyalty and impact on the respondents‟level of customer satisfaction (r = 0.832).

Correlation is significant at 0.05 of alpha level and is fairly a strong positive correlation.

MAJOR FINDINGS OF THE STUDY

Majority of respondents are married housewives in the age group of 26-45 with graduation as

education. There is significant association between the demographic variables gender, age, marital

status, educational qualification and occupation and the level of customer satisfaction. The

respondents are mostly Big Bazaar followed by RelianceMart in Chennai. All the factors covering

marketing efforts like store ambiance, salespeople behavior, product variety and quality and shopping

experience are significant with considerable F loading values. There is good inter item correlations

among the all items of advertisement effectiveness and supermarket service quality. There is also

significant positive correlation between customer loyalty and satisfaction.

RECOMMENDATIONS BASED ON RESULTS:

To build customer loyalty, the supermarkets should apply a more standardized and consistent

approach to marketing in order to attract majority of customers. Consistent service quality, with no

extra amenities but customized services to important groups of customers, seems to preserve the

brand image and enhance brand loyalty thus leading to higher brand equity. Furthermore, the

supermarket should not only offer good value for money but also makeits product and services

different in order to achieve high customer loyalty (Osman, Hemmington, and Bowie 2009).

Managers must create a separate unit in marketing department to do advertisement, design the

proper advertising banners and brochures by which suitable information on how to use the product is

given to the customers; as well as obligating the managers to distribute the brochures to the customers

and/or creating a teller telephone line explaining an organization‟s services and products for the

customers.

Supermarkets should provide satisfactory show room interiors and if the staff is lacking in it

or if the services they are offering are unfriendly or if the atmosphere in the store is not appealing, it

does not matter how good products they are selling, the image of the company willnot be good.

Thus, supermarkets should focus on physical environment, such as facility aesthetics, layout



accessibility, cleanliness, seating comfort, electronic equipment and display because they have a

significant effect on customer satisfaction. Moreover, supermarkets must aim to identify cultural,

social, personal and psychological factors in order to make more attractive and interesting

product/brand as per the customer‟s buying decisions.

CONCLUSION

The marketing efforts play a major role in building customer loyalty and satisfaction which

further leads to increased brand equity. Advertisement, Increased service quality, customer

satisfaction improvement through all possible efforts are all part of marketing activities of

organizations and supermarkets are of no exception. This article deals with such a variety of

marketing efforts covering every aspect of product or service offering along with the purchase

experience. It also includes the ambiance of the place of shopping the goods and services along with

the behavior of sales personnel in the selling outlet. Brand equity depends on the combination of

many factors like satisfaction, loyalty, awareness of the brand, visibility, status associated with the

brand, quality offering in the deliverable and the like. The study covers all the variables and factors

that might have an influence on brand equity directly and in an indirect manner. The results lead to

recommendations on specific marketing perspectives that further improves the brand equity in the

long run.

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AN EMPIRICAL STUDY ON CUSTOMER BASED BRAND EQUITY MODEL...

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