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The Analysis Of Local Brand Equity Of Hair Care Product And Its Impact To Customer Preference

Jasmin, Kok Li Chin (2015) The Analysis Of Local Brand Equity Of Hair Care Product And Its Impact To Customer Preference. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Branding is considered as a process involved in creating a unique name and image for a product in the customers’ mind through advertising campaigns. It has important role to influence the customers in making a decision to purchase a fast moving consumer goods such as hair care products. Fast Moving Consumer Goods (FMCG) is a kind of business that are very tight in competition since there are so many brands in the similar product category. Developing the brand equity in customer’s mind are becomes very important and are necessary in this high competition market. It is very important for company to create brand equity for their products and implementing marketing activities to increase customer preference on the product. The aim of this study is to find out whether the components of local brand equity has an impact on customer preference. In this study, methodology to be adopted is quantitative research. A survey was conducted and questionnaires were distributed to respondents. By conducting survey questionnaire on respondents, the result of findings can be analyzed and interpreted. The result shows that not all of the independent variables have significant relationship with dependent variable. Hypothesis tests were done by using the t tests, indicated that only one statement cannot be supported because the result was not significant. At the end, the relationship between independent and dependent variables can be shown as y= a + bx1+ cx2+dx3+ex4 whereas y is dependent variable and x1, x2,x3 and x4 are independent variables. As conclusion, by building up the brand equity of local products, company can influence their customer preference in purchasing the products of Fast Moving Consumer Goods (FMCG) especially - in this case - is hair care products.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Customer relations, Consumers' preferences
Subjects: H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Ahmad Tarmizi Abdul Hadi
Date Deposited: 06 Apr 2016 07:45
Last Modified: 06 Apr 2016 07:45
URI: http://eprints.utem.edu.my/id/eprint/16062

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