World Applied Sciences Journal 27 (Education, Law, Economics, Language and Communication): 221-224, 2013

ISSN 1818-4952
IDOSI Publications, 2013
DOI: 10.5829/idosi.wasj.2013.27.elelc.46

Determination of Brand Awareness in Kazakhstan and Kyrgyzstan

Musa Cakir and Yilmaz Ulvi Uzun
International Kazakh-Turkish University Named after H. A. Yasawi,
29, B.Sattarkhan Ave, Turkestan, 161200, Republic of Kazakhstan
Abstract: This work deals with the research on brand recognition/awareness by selecting the consumer
products as electronics laptop/ tablet PC and smart/ cell phone in Kazakhstan and Kyrgyzstan which are
transited to a free market economy. In determining the brand awareness weve got the data using appropriate
market-questionnaire method. Mobile phone was identified with 98.9% as the most significant brand awareness.
Key words: Brand Awareness

Electronic Consumer Products

INTRODUCTION

Kazakhstan

Kyrgyzstan

The characteristic feature of the brand is the

additional values that meet the functional and
psychological needs of a variety [13, p. 14]. High level
perception of brand confidence which offers a product or
service, quality price protects price competitiveness
against competitors by supporting the marketer to sell at
high prices. At the same time it makes easier the
development of perceived confidence in a positive way
and to expand the brand's market share.
The perceived quality and confidence of consumers
on a product or service refers their satisfaction to the
supporting adherence to the aims [14]. The quality of
detection of a high level of confidence protects against
competitors price competition, giving support to the
marketer to sell at high prices. At the same time perceived
confidence in a positive way for the development of the
brand, makes it easy to expand the brand's market share
[15].
The main purpose of this study is to determine
the brand awareness of electronic consumer goods
sold in the free market economy conditions in
Kazakhstan and Kyrgyzstan. The underlying consumer
electronic products, laptop/tablet computers, smart/mobile
phones were selected and analyzed. For this purpose
data has been collected, according to this marketquestionnaire on the basis of
research
with
market-questionnaire method. In these two consumer
products, the brand awarenessis determined as a result of
analysis.

The brand is a distinguishing feature of the

organization's goods and services from other
organizations, which defines the name, symbol, design,
or a combination of all these [1, p. 443]. Brand
awareness/recognition can be achieved by creating
consumer awareness. Brand awareness, however,
consists of the whole on particular good or bad
information about the product of individuals [2, p. 461].
Brand awareness means consumers' brand awareness or
recognition of any brand represents. This awareness is a
positive or negative impact on consumers' buying
decisions and hence increases the market share of
companies with brand awareness [3-5].
This awareness provides the marketing of goods and
services more easily and used as a marketing technique
[6]. According to Homburg [7] and Woodward [8] provide
that brand awareness in organizations as a result of the
rise of the market performance or shares. Oh [9]
emphasized the impact of brand awareness on consumers'
perception of quality and reliability. Aaker [10] noting the
market performance of the organizations on the value of
the brand, identified the four basic elements that make up
the value of the brand. Other three elements are brand
dependence, perceived quality and brand remember.
Brand awareness is measured in three stages. The
first is the brand that first comes into mind with any
products, the second is reminder and the third is the
assisted reminder [11, 12].

Corresponding Author: Musa Cakir, International Kazakh-Turkish University named after H. A. Yasawi,
29, B.Sattarkhan Ave, Turkestan, 161200, Republic of Kazakhstan.

221

World Appl. Sci. J., 27 (Education, Law, Economics, Language and Communication): 221-224, 2013

MATERIALS AND RESULTS

Table 1: Well-known laptop brand

The environment of the study includes consumers

over the 8-10 ages living in Bishkek, Kyrgyzstan and
Almaty, Kazakhstan. According to "Demographic Annual
Report of the Kyrgyz Republic" published in 2012 by the
Statistics Committee of the Kyrgyz Republic in 2011, the
number of consumers at 8-10 ages living in the center of
Bishkek consists of 600,982.
According to the data of Almaty City Statistics
published in 2011 by the Statistics Agency of the
Republic of Kazakhstan, the number of consumers over
the 8-10 ages living in the center of Almaty consists of
1,013,327 till 2009.
The total population of two cities is 1,614,309 people,
the study sample size is 95%, confidence interval and 3.22
% margin of error made ??by the calculation, the number
of units over 10,000 cases are used for the sampleis
calculated on the basis of equality [16, pp: 116-118]. The
equation used in sampling is made as,
n=

PQZ2

d2
And others are,
n : The number of sampled individuals
P : Visual frequency of examined incident
(probability)P= 0,5
Q : Non-visual frequency of examined incident (1-p)
Q= 0,5
Z : Z number (betweenwishing confidence)Z = 1,96
D : Permissible error rated= 0,02755

First

Second

Third

Arithmetic

Choice

Choice

Choice

Mean
%

Brands

Samsung

17,50

11,40

8,80

12,60

Acer

16,60

11,10

13,70

13,80

Asus

9,30

10,90

7,40

9,20

Sony

8,70

9,00

8,60

8,80

Apple

8,00

8,00

8,70

8,20

Dell

7,30

6,00

7,00

6,80

Hewlett Packard

6,60

5,30

4,40

5,40

Toshiba

5,90

7,50

5,90

6,50

Lenovo

4,80

5,70

4,80

5,10

Panasonic

3,70

3,40

3,80

3,60

Compaq

1,90

1,60

2,40

2,00

Fujitsu

1,60

2,80

2,50

2,30

LG

0,90

1,60

1,50

1,30

Packard Bell

0,80

1,50

0,90

1,00

E-Machines

0,50

0,40

0,90

0,60

MSI

0,40

1,00

0,30

0,60

Eurocom

00

1,00

0,40

0,50

Other

0,40

0,60

1,00

0,70

Unanswered

5,10

11,10

17,00

11,10

Total

100,0

100,0

100,0

100

Compaq, Fujitsu and LG. These marks are the first choice
of 05 % of the undecided; the second and third preference
ranking is 11.10 % of the preferred undecided 17.00 %,
respectively. Samsung brand awareness are the first
choice in ranking, second and third in receiving requests
decreases. Instead of them other brands are being
purchased. Users prefer brands Acer decisively. First,
second and a third choice there is only 25% difference.
For this reason, Acer ranks first in brand recognition as
well as the general in this group. The other three brand
Asus, the brand recognition of Apple and Dell are very
close. Although the numerical value is less than Apple
and Sony users insisted that the users prefer their own
brands. I think this may be the brand addiction. Samsung
ranks first awareness of the brand preferred by the
consumers in this group, sits in first place in the overall
arithmetic average of the Acer. This is reflected in sales
figures suggest that the percentage rates.
Consumers of laptop brand with "unanswered"
means that, 05% of the population has no idea about this
brand. Consumers seem to be committed to taking the
preferences of the first computer purchase. However, as
17.00% in the third preferred receivables cannot decide
which brand of computer to choose. The top five brands
have more than 50% of the market. According to this
numerical analysis brand awareness with 88.9%
percentage is proved.

According to this statement, the minimum sample

size was calculated as 929. Number of samples for 500 and
929 for a total of 429 samples were taken on from Almaty
to Bishkek. This sampling technique is used for
questionnaire, unaided recall and aided recall. Before
starting the experiment by applying a questionnaire, a
questionnaire of 50 applications were piloted by pressing
this form by solving problems that arise during the
questionnaire was revised again. The feedback has been
obtained from the final questionnaire and after all we
started to collect the data. Questionnaire data collection
was carried out between 14/01/13-02/03/13. The data from
these studies was analyzed by the statistical program
package and the relationship between brand awareness
was determined by means of chi-square tests.
Laptops in Table 1. Which has more than 01% of the
known brands are Samsung, Acer, Asus, Sony, Apple,
Dell, Hewlett Packard, Toshiba, Lenovo, Panasonic,
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World Appl. Sci. J., 27 (Education, Law, Economics, Language and Communication): 221-224, 2013
Table 2: Well-knownTablet Computer Brand
First

Second

Third

Arithmetic

Choice

Choice

Choice

Mean

Brands

Samsung

22,80

14,30

7,20

14,80

Acer

21,30

6,90

7,00

11,70

Asus

7,40

8,10

7,50

7,70

Sony

6,60

11,10

7,90

8,50

Apple

6,20

11,70

8,10

8,70

Dell

4,20

4,70

5,90

5,00

Hewlett Packard

3,80

3,10

4,20

3,70

Toshiba

3,40

3,90

6,50

4,60

Lenovo

2,00

3,60

3,90

3,10

Panasonic

1,80

3,20

3,70

2,90

Compaq

1,50

0,90

2,20

1,50

Fujitsu

1,40

2,00

1,50

1,60

LG

1,00

0,40

0,60

0,70

Packard Bell

0,50

1,00

1,40

1,00

E-Machines

0,40

0,20

0,00

0,20

MSI

0,30

0,20

0,80

0,40

Other

0,10

0,30

0,30

0,20

Eurocom

0,00

0,30

0,90

0,40

Unanswered

15,10

24,00

30,60

23,20

Total

100,0

100,0

100,0

100

Table 4: Well-known Cell Phone Brands

First
Second
Choice
Choice
Brands
%
%
Nokia
55,80
17,30
Samsung
14,30
34,10
Motorola
5,60
7,40
LG
5,10
10,20
Sony
4,10
5,40
Apple
4,00
4,50
HTC
3,10
3,60
Philips
2,20
3,70
Vertu
1,10
1,90
Fly
1,10
2,60
Alcatel
1,10
1,30
Blackberry
0,90
0,90
Voxtel
0,80
0,50
Other
00
0,90
Unanswered
1,10
5,70
Total
100,0
100,0

Second

Third

Arithmetic

Choice

Choice

Choice

Mean

Brands

Nokia

30,70

15,50

11,50

19,20

Samsung

17,10

16,10

10,50

14,60

Apple

10,80

10,50

7,80

9,690

HTC

9,40

7,30

5,70

7,460

LG

5,70

10,90

10,70

9,080

Sony

3,90

7,20

10,00

7,030

Motorola

3,20

3,70

7,00

4,630

Acer

1,80

2,70

3,20

2,580

Blackberry

1,80

3,20

4,30

3,120

Huawai

0,40

0,50

1,10

0,680

Other

0,40

0,30

0,60

0,470

Sonim

0,20

1,20

1,40

0,930

Gygabyte

0,20

0,40

0,30

0,320

Vorbis

0,20

0,50

1,50

0,750

Unanswered

14,10

19,80

24,30

19,40

Total

100,0

100,0

100,0

100

Arithmetic
Mean
%
27,50
20,60
9,10
9,00
7,50
4,60
3,50
3,00
1,50
2,20
1,50
1,20
0,90
0,90
6,90
100,0

The smart phone were un assisted as the most

recognized brands in Table 3. Nokia, Samsung, Apple, LG,
HTC and Sony brands most well-known trademarks in this
group. The rate of unansweres users is 19.40%.
Consumers evaluation is made in terms of the rate as
19.40, the consumers of smart-phones not know, did not
see the need or think they do not need. and there fore
consumers were not interested enough to think that the
functions of phones they use is enough. According to
this analysis, the presence of the brand and the product
does not concern this part of the users. The general brand
awareness of this group is 80.6%. It is not available for
approximately 20% of consumers. The reason of this failed
to 20% is researched by manufacturers. It also means a
loss of 20% of the market.
Table 4 shows the well-known mobile phone brands.
These Nokia 27.50%, 20.60% Samsung, Motorola, 9.10%,
7.50% are LG and Sony 9.0%. 93.10%. According to the
mobile phone classifying with a ratio of product group
identified as the highest brand awareness. In this section,
non-response rate of 6.90%. 93.10% users of mobile
phone think they need this type of brand. For this reason,
the mobile phone is higher than other products branding.
Also during purchase of products, for preference in the
"unanswered" rate is very low. Mobile phone of society
is considered to believe that, it is the need, despite of the
brand.

Table 3: Well-known Smart Phone Brands

First

Third
Choice
%
9,40
13,30
14,20
11,80
13,00
5,20
4,00
3,20
1,60
3,00
2,00
1,90
1,40
2,00
13,90
100,0

Table 2 shows the most well-known tablet computer

brands. Samsung, Acer, Asus, Sony and Apple are
trademarks of choice. Accordingly, brand awareness of
tablet computers is determined as 76.8%. The unanswered
rate of this product is 23.2% respectively. The high rate of
unanswered consumers is explained with lack of tablet
computers users and advertising is not enough. If a
product is seen as the need by consumers it may have a
higher level of recognition and branding.

CONCLUSION AND EVALUATION

The research of brand awareness on electronic
consumer products was observed in the frame of two
countries with free market and transition economy
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World Appl. Sci. J., 27 (Education, Law, Economics, Language and Communication): 221-224, 2013

conditions. According to the results of the data analysis

99% of the population are in need of the mobile phone.
Individuals makes a choice in accordance with their
needs. The important thing is the brand which meets
consumers needs rather than the new one.
Lap-top computer and tablet group, there is a need to
consider the different assessment. Tablet computers and
the fact that the new product is irrelevant as it came into
the market a new rate of 23% is very high in general. Or
not yet born in this part of society there is no need tablet
computer needs. For this reason, the brand are not
interested to the consumers. Given the highly educated
users of tablet computers in the case manager working in
the business world and those who think that people who
are using heavily. Approximately 89% of the consumer
laptop is considered to be needed. Also make the choice
of buying the product brand. Products in a "unanswered"
s consumers about the causes of the rate of research done
on the subject consider that a separate market. As a
result, brand awareness among the community, the needs
or selection is based on trust.

7.

8.

9.

10.
11.

12.

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