Consumer Perception of Selecting Brand: A Comparative Study between Pepsi Cola and Mojo Cola

Authors

  • Md. Kamal Hossain Pabna University of Science and Technology
  • Subrata Kumar Central Women’s University
  • Mohammad Ataur Rahman Central Women’s University

DOI:

https://doi.org/10.18034/gdeb.v5i1.128

Keywords:

Brand, Quality, Price, Influenced by Others, Advertising, Packaging, Customer Based Brand Equity Model

Abstract

Consumers are so much conscious and sensitive in case of selecting brand .This study investigates the impact of consumer’s perception in selecting beverage products between Pepsi cola & Mojo cola. A survey was conducted by a significant number of respondents from the Pabna University of Science & Technology & surrounding areas. The data analyses were conducted by descriptive factor analysis, statistical tools & technique. The results revealed that the most of the consumers are highly concerned about the perception of brand regarding selection of Pepsi cola & Mojo cola beverage drinks. This is a relatively new issue that remains largely undiscovered by researchers under our country’s perspective. It is hoped that the findings may assist the local (Akij Beverage Ltd.) and multinational (Transcom Beverage Ltd.) beverage companies about the necessities of enhancing their brand perception. The paper adds to the existing body of research on beverage consumers particularly on consumer’s perceptions and expectations from these brands.

Downloads

Download data is not yet available.

Author Biographies

  • Md. Kamal Hossain, Pabna University of Science and Technology

    Lecturer, Department of Business Administration, Pabna University of Science and Technology, Pabna, BANGLADESH

  • Subrata Kumar, Central Women’s University

    Lecturer, Department of Business Administration, Central Women’s University, Dhaka, BANGLADESH

  • Mohammad Ataur Rahman, Central Women’s University

    Senior Lecturer, Department of Business Administration, Central Women’s University, Dhaka, BANGLADESH

References

Agarwal, M.K. & Rao, V.R. (1996). “An Empirical Comparison of Consumer-Based Measures of Brand Equity.” Marketing Letters, 7(3), pp. 237- 247. DOI: https://doi.org/10.1007/BF00435740

Ahmed, J., & Rouf, M. (2014). Controlled, Uncontrolled Communication, Brand Name and Brand Attitude: A Relational Study on Cellular Telecom Sector of Bangladesh. American Journal Of Trade And Policy, 1(3), 102 - 108.

Alam, N., & Rubel, A. (2014). Impacts of Corporate Social Responsibility on Customer Satisfaction in Telecom Industry of Bangladesh. ABC Journal Of Advanced Research, 3(2), 26 - 37. DOI: https://doi.org/10.15590/abcjar/2014/v3i2/54976

Atilgan. E, Aksoy S. and Akinci S. (2005). “Determinants of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey.” Marketing Intelligence and Planning, 23(2/3), pp. 237-248. DOI: https://doi.org/10.1108/02634500510597283

Bijuna C. Mohan (March 2016),“The impact of customer-based brand equity on the operational performance of FMCG companies in India.” Volume 28, Issue 1, Pages 13–19. DOI: https://doi.org/10.1016/j.iimb.2015.11.002

Burmann,C., Jost-Benz, M. & Riley, N. (2009), “Towards An Identity-Based Brand Equity Model.” Journal of Business Research, 62(1), pp. 390 - 397. DOI: https://doi.org/10.1016/j.jbusres.2008.06.009

Charumbira, L. (2015). Perceived Brand Equity in Professional Sports Teams: A Zimbabwean Consumers’Perspective. Asian Business Review, 5(3), 131-140. doi:http://dx.doi.org/10.18034/abr.v5i3.660 DOI: https://doi.org/10.18034/abr.v5i3.660

Chile, L., & Talukder, D. (2014). The Paradox of Agricultural Trade Liberalization in Bangladesh and Tanzania.American Journal Of Trade And Policy, 1(1), 23 - 31. DOI: https://doi.org/10.15590/ajtp/2014/v1i1/54046

Chowdhury, M., & Rahman, M. (2015). Consumer Attitude Towards the Cell Phone: A study on Young Generations of Chittagong Metropolitan City, Bangladesh. Asian Business Review, 3(3), 16-20. doi:http://dx.doi.org/10.18034/abr.v3i3.290 DOI: https://doi.org/10.18034/abr.v3i3.290

Con Kevin Lane Keller (Jan. 1993) “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity” Journal of Marketing Vol. 57, No. 1, pp. 1-22.

Fatema, M., Azad, M., & Masum, A. (2015). Impact of Brand Image and Brand Loyalty in Measuring Brand Equity of Islami Bank Bangladesh Ltd.. Asian Business Review, 2(1), 42-46. doi:http://dx.doi.org/10.18034/abr.v2i1.314 DOI: https://doi.org/10.18034/abr.v2i1.314

Hafiz, R. (2015). Rethinking Brand Identity to Become an Iconic Brand - A Study on Pepsi. Asian Business Review, 5(3), 97-102. doi:http://dx.doi.org/10.18034/abr.v5i3.585 DOI: https://doi.org/10.18034/abr.v5i3.585

Hossain Md. Enayet (2007) “An Evaluation of Brands Image, Product Attributes and Perceived Quality of a Selected Consumer Non-durable Product.” Administration and Management Review Vol. 19, No. 2, Special Issue pp. 47-63.

Josep-Francesc Valls (Spain), María Jose Andrade (Spain), Raquel Arribas (Spain) (2011) “Consumer perception Towards brands in times of great price sensitivity” Innovative Marketing, Volume 7, Issue 2.

Kotler, Keller & et al. (2007). “Marketing Management: A South Asian Perspective.” (12th edition), Pearson Prentice Hall, New Delhi, India. p. 257.

Mahmud S, (2006). University of Dhaka studied a research on “Brand competition: Beverage Industry of Bangladesh.

Malhotra K Naresh, Marketing Research an Applied Orientation, 4th edition.

Meghan Deichert,et.al. (2006) in the study of “Strategic Management in a Global Context.

Oyeniyi O (2009) “Analysis of Nigerian Consumers’ Perception of Foreign Soft Drinks”

Paracha A M J, Waqas M, Khan A R & Ahmad S (2012) “Consumer Preference Coca Cola Versus Pepsi-Cola”

R. Kenneth Teas (Oct.1993) “Expectations, Performance Evaluation, and Consumers' Perceptions of Quality.” Journal of Marketing Vol. 57, No. 4, pp. 18-34.

R. Shashikala, A. M. Suresh (March 2013) “Measuring Customer Based Brand Equity Using Aaker's Model” Volume 43, Issue 3. DOI: https://doi.org/10.17010/ijom/2013/v43/i3/36366

R. Kenneth Teas Sanjeev Agarwal “The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value” Journal of the Academy of Marketing research, March 2000, Volume 28, Issue 2, pp 278-290. DOI: https://doi.org/10.1177/0092070300282008

Salehe, M., Luomba, J., Musiba, M., Mlaponi, E., & Mghamba, K. (2014). Consumer Preference on Value Added Products of Farmed Fish in Lake Victoria Basin, Tanzania. Asian Journal Of Applied Science And Engineering, 3(4), 396-401.

Tong, X. and Hawley, J.M.(2009). “Measuring customer-based brand equity: Empirical Evidence from the sportswear market in China” DOI: https://doi.org/10.1108/10610420910972783

Ukpebor P & Ipogah B (2008) “A Study to Indicate the Importance of Consumer Based Brand Equity on Consumer Perception of Brand”

Valarie A. Zeithaml (July 1988) “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”. Journal of Marketing Vol. 52, No. 3. pp. 2-22. DOI: https://doi.org/10.1177/002224298805200302

Xueling Luo, (2006) in the study of “Factors influencing choosing brand”.

--0--

Downloads

Published

2016-06-30

Issue

Vol. 5 No. 1 (2016): January - June Issue

Section

Articles

License

The CC BY-NC 4.0 license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge & be non-commercial, they don’t have to license their derivative works on the same terms.
|| View License Deed ||
|| View Legal Code ||
 
Publishing paper with Global Disclosure in Economics and Business means that the author or authors retain the copyright in the paper.
This journal is granted an exclusive noncommercial reuse license by the author(s), but the author(s) are able to put the paper onto a website, distribute it to colleagues, give it to students, use it in your thesis, etc, so long as the use is not directed at commercial advantage or toward private monetary gain.
The author(s) can reuse the figures and tables and other information contained in their paper published by Global Disclosure in Economics and Business in future papers or work without having to ask anyone for permission, provided that the figures, tables or other information that is included in the new paper or work properly references the published paper as the source of the figures, tables or other information, and the new paper or work is not direct at private monetary gain or commercial advantage.

How to Cite

Hossain, M. K. ., Kumar, S. ., & Rahman, M. A. . (2016). Consumer Perception of Selecting Brand: A Comparative Study between Pepsi Cola and Mojo Cola. Global Disclosure of Economics and Business, 5(1), 47-56. https://doi.org/10.18034/gdeb.v5i1.128
Crossref
Scopus
Google Scholar
Europe PMC

Similar Articles

51-60 of 77

You may also start an advanced similarity search for this article.