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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.
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An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 7 icmrrjournal@gmail.com
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
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An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 8 icmrrjournal@gmail.com
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
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An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 9 icmrrjournal@gmail.com
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
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An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 10 icmrrjournal@gmail.com
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
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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
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An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 12 icmrrjournal@gmail.com
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
Term Value DF P-Value S/NS Remarks
Pearson chi square 38.813 5 0.001 Significant Rejected
The chi-square test reveals that the significance value of 0.001 is less than the value 0.05 and hence
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
Term Value DF P-Value S/NS Remarks
Pearson chi square 38.838 1 0.001 Significant Rejected
The chi-square test reveals that the significance value of 0.001 is less than the value 0.05 and hence
null hypothesis is rejected. Therefore, it is concluded that there is significant association between
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
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An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 13 icmrrjournal@gmail.com
TABLE 9: EDUCATIONAL QUALIFICATION AND LEVEL OF CUSTOMER
SATISFACTION
Term Value DF P-Value S/NS Remarks
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
Term Value DF P-Value S/NS Remarks
Pearson chi square 51.7959 6 0.001 Significant Rejected
The chi-square test reveals that the significance value of 0.001 is less than the value 0.05 and hence
null hypothesis is rejected. Therefore, it is concluded that there is significant association between
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.
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An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 14 icmrrjournal@gmail.com
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
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An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 15 icmrrjournal@gmail.com
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.
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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
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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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