FACTORS AFFECTING BRAND EQUITY OF CARBONATED SOFT DRINKS INDUSTRY: A STUDY OF COCA-COLA AND PEPSI FROM MALAYSIAN YOUTH PERSPECTIVE BY RUHI ROWNAK A dissertation submitted in fulfilment of the requirement for the degree of Master of Science (Marketing) Kulliyyah of Economics and Management Sciences International Islamic University Malaysia DECEMBER 2019
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FACTORS AFFECTING BRAND EQUITY OF
CARBONATED SOFT DRINKS INDUSTRY: A STUDY
OF COCA-COLA AND PEPSI FROM MALAYSIAN
YOUTH PERSPECTIVE
BY
RUHI ROWNAK
A dissertation submitted in fulfilment of the requirement for
the degree of Master of Science (Marketing)
Kulliyyah of Economics and Management Sciences
International Islamic University Malaysia
DECEMBER 2019
ii
ABSTRACT
The objective of this research is to identify the factors affecting the brand equity of
carbonated soft drinks from Malaysian youth perspective in two specific cola brands
namely; Coca-Cola and Pepsi. In this ongoing era, soda drinks both carbonated and
non-carbonated have escalated in diverse formations coming from miscellaneous
brands around the globe. However, talking about carbonated soft drinks, Coca-Cola
and Pepsi have been the dominant brands across the world where civilizations exist
including Malaysia where more than one in three Malaysian pupils consume at a
minimum of one can of soft drink in a day. A self-administered primary data were
collected through convenience sampling using questionnaire in universities and
shopping malls. Data were collected from 300 respondents of different gender,
educational level, different monthly income and profession who consume cola drinks
in regular basis. Customer based brand equity model were used as conceptual
framework and the independent and dependent variables are namely; brand loyalty,
brand quality, brand awareness, brand association and brand equity. Data were
analysed using descriptive and inferential analysis through Statistical Package for the
Social Sciences (SPSS). From the findings of the analysis it was found that all the
hypotheses are significant and are supported and accepted. The most effective factor
that influence or affect brand equity was found to be the brand quality followed by
brand loyalty and then brand association and brand awareness. This research will help
the cola brands and the marketing managers to know about their market position and
where they stand now in their consumer‘s mind and how they can compete with the
upcoming changes in the government rules regarding soft drinks and beverages.
No part of this unpublished research may be reproduced, stored in a retrieval system,
or transmitted, in any form or by any means, electronic, mechanical, photocopying,
recording or otherwise without prior written permission of the copyright holder
except as provided below
1. Any material contained in or derived from this unpublished research may
only be used by others in their writing with due acknowledgement.
2. IIUM or its library will have the right to make and transmit copies (print
or electronic) for institutional and academic purposes.
3. The IIUM library will have the right to make, store in a retrieved system
and supply copies of this unpublished research if requested by other
universities and research libraries.
By signing this form, I acknowledged that I have read and understand the IIUM
Intellectual Property Right and Commercialization policy.
Affirmed by Ruhi Rownak
……..…………………….. ………………………..
Signature Date
vii
ACKNOWLEDGEMENTS
Alhamdulillah, all praises to Allah, the Almighty, the Most Gracious and Most
Merciful. Alhamdulillah for providing me with the will, ability, and patience to
acquire knowledge and complete my master's degree.
Firstly, it is my utmost pleasure to dedicate this work to my dear parents and
my family, who granted me the gift of their unwavering belief in my ability to
accomplish this goal. Thank you for your support and patience.
Secondly, sincere gratitude and special thanks to my supervisor Dr.
Muhammad Tahir Jan for his continuous support, endless encouragement and
leadership, and for that, I will be forever grateful.
I would like to express my appreciation and thanks to my lecturers in the
department and the faculty of Economics and Management Sciences, classmates and
colleagues and those who helped me with their time, effort and support to complete
this dissertation. To the members of my dissertation committee, thank you for sticking
with me.
viii
TABLE OF CONTENTS
Abstract ........................................................................................................................ ii Abstract in Arabic ........................................................................................................ iii Approval Page .............................................................................................................. iv
Declaration ................................................................................................................... v Copyright Page ............................................................................................................. vi Acknowledgements ...................................................................................................... vii List of Tables ............................................................................................................... xi List of Figures .............................................................................................................. xiii
CHAPTER ONE: INTRODUCTION ...................................................................... 1 1.1 Background of the Study ........................................................................... 1
1.2 Statements of the Problem ........................................................................ 3 1.3 Research Objectives .................................................................................. 7
1.3.1 General Objective ........................................................................... 7 1.3.2 Specific Objectives ......................................................................... 7
1.4 Research Questions ................................................................................... 8 1.5 Significance of the Study .......................................................................... 8
1.6 Definitions of Key Terms.......................................................................... 10
1.7 Outline of the Study .................................................................................. 12 1.8 Chapter Summary...................................................................................... 13
CHAPTER TWO: LITERATURE REVIEW ......................................................... 15 2.1 Introduction ............................................................................................... 15 2.2 Carbonated Soft Drinks Industry Around the World ................................ 15
2.3 Carbonated Soft Drinks Industry in Malaysia ........................................... 19 2.4 Concept of Brand Equity ........................................................................... 23
2.4.1 Definition of Brand Equity ............................................................. 23 2.4.2 Benefits of Brand Equity ................................................................ 28 2.4.3 Measurements of Brand Equity ...................................................... 29
2.5 Customer Based Brand Equity .................................................................. 29 2.5.1 Definition of Customer Based Brand Equity .................................. 29
2.5.2 Benefits of Customer Based Brand Equity ..................................... 31 2.5.3 Measurements of Customer Based Brand Equity ........................... 32
2.6 Brand Loyalty and Brand Equity .............................................................. 32
2.6.1 Definition of Brand Loyalty ........................................................... 32 2.6.2 Benefits of Brand Loyalty .............................................................. 34 2.6.3 Measurements of Brand Loyalty .................................................... 34 2.6.4 Effect of Brand Loyalty on Brand Equity ....................................... 35
2.7 Brand Quality and Brand Equity ............................................................... 36 2.7.1 Definition of Brand Quality ............................................................ 36 2.7.2 Benefits of Brand Quality ............................................................... 37 2.7.3 Measurements of Brand Quality ..................................................... 37 2.7.4 Effects of Brand Quality on Brand Equity ..................................... 38
ix
2.8 Brand Awareness and Brand Equity ......................................................... 39
2.8.1 Definition of Brand Awareness ...................................................... 39 2.8.2 Benefits of Brand Awareness ......................................................... 40
2.8.3 Measurements of Brand Awareness ............................................... 41 2.8.4 Effects of Brand Awareness on Brand Equity ................................ 42
2.9 Brand Association and Brand Equity ........................................................ 42 2.9.1 Definition of Brand Association ..................................................... 42 2.9.2 Benefits of Brand Association ........................................................ 43
2.9.3 Measurements of Brand Association .............................................. 44 2.9.4 Effects of Brand Association on Brand Equity............................... 45
4.3 Data Preparation and Data Cleaning ......................................................... 81 4.3.1 Missing Data ................................................................................... 81
5.4.3 Methodological Implication ............................................................ 108 5.5 Limitations of the Study ............................................................................ 109
5.6 Conclusion ................................................................................................ 109 5.7 Recommendations and Suggestions for Future Research ......................... 110