Chapter 1

INTRODUCTION

Nowadays, the many promotional tactics used by business organization to survey in the

modern business market. Promotion mix is a blend of communications tools used by a firm to

carry out the promotion process and to communicate direct by with target markets. These

promotional mix tools include advertising, the internet, direct marketing and commerce, sales

promotion, event sponsorships, public relations, and personal selling. Promotion is exercise in

information, persuasion and influence. So, the purpose is to reach the targeted consumers and

pervade them to buy.

Background of the Study

Promotion is vital element of marketing mix. Brand equity is one of the most important

concepts in business practice as well as in academic research. This is because successful

brands can allow, marketers to gain completive advantage (Lesser 1995), including the

opportunity for successful extensions, resilience against competitors, promotional presorts and

the ability to create barriers to competitive entry (Farquhar 1989) High level of brand equality

increases consumer satisfaction, repurchasing intent, and degree of loyalty Brand equity has

been defined as “the differential effect of brand knowledge on consumer response to the

marketing of the brand” (Keller 1998) Brand equity is set of assets and liabilities linked to a

brand, its name and symbol that add to or subtract from the value provided by a producer or

service so a firm and that firm’s customers” Brand equity consists of four dimension like brand

loyalty, barns awareness, provided quality and brand image (Asker 1991,1996).
Statement of the Problem

The promotion mix is a term used to describe the set of tools that a business can use to

communicate effectively the benefits of its products or services to its customers. The challenge

is to select the right mix of promotional activities to suit the particular business at a particular

time and to then use it correctly to achieve a result. Many research focuses on developing brand

equity measuring tools (Keller 2003) but few researches attempt to understand or measure the

process of brand equity information overtime the process of brand equity information overtime

through an examination of antecedents (Bar wise 1993). This study examines how promotional

mix impact on brand equity.

Significance of the Study

This study is presumed to benefit the following:

Brand awareness is related to the functions of brand identities in consumers’ memory

and can be measured by how well the consumers can identify the brand under various

conditions.

Brand awareness is also central to understanding the consumer purchase decision

process. Strong brand awareness can be a predictor of brand success. It is an important

measure of brand strength or brand equity and is also involved in customer satisfaction, brand

loyalty and the customer's brand relationships.

Brand awareness is a key indicator of a brand's market performance. Every year

advertisers invest substantial sums of money attempting to improve a brand's overall awareness

levels.
Scope and Delimitation

This study is to check that does Brand Awareness from Sta. Cruz Laguna among

branded PC’s affects the sale creates a specific image about the brand which helps the brand

gaining an advantage over the competitors. The limitation faced in this research would be that it

would be constituted on the data gathered from an already decided target audience, which

would be very small namely 30-50 consumers.

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 Chapter 2

REVIEW OF THE LITERATURE AND CONCEPTUAL FRAMEWORK

Review of literature shows the previous studies carried out by the researcher in this

field. Previous studies are reviewed in order to gain insight into extent of research. Their search

problem can be more understood and made specific referring to theories, reports, records and

other information made in similar studies. This will provide the researcher with the knowledge on

what lines the study should proceed and serves to narrow the problem.

Related Literature

According to Keller (2003) stated that Brand awareness can be referred to as the ability

of a consumer to distinguish a brand under various conditions. Keller (2003) also noted that

brand awareness is built and increased by familiarity with the brand as a result of repeated

vulnerability which eventually leads to consumers experience with the brand. Consumer’s

experience of a particular brand could either be by hearing, seeing, or thinking about it and this

will help the brand to stick in their memory. Brand awareness can be referred to as the degree

of consumers’ familiarity with a brand. Aaker (1991) According to Aaker (1991 p.62), there are

three levels of brand awareness: * Brand recognition: It is the ability of consumers to identify a

certain brand amongst other i.e. “aided recall”. Aided recall is a situation whereby a person is

asked to identify a recognized brand name from a list of brands from the same product class.
Conceptual Framework

Perceived Quality

P
Brand Awareness

Marketing activities Overall Brand Equity

Brand Associations Equity

Brand Loyalty

Research Hypothesis

H1 Brand awareness can positively predict brand loyalty.

H2 Customer experience has a positive predictive effect on brand loyalty.

H3 Brand awareness, customer experience and brand loyalty are significantly correlated.

Definition of Terms

The following terms are used in this study.

Marketing Activities. Marketing refers to activities undertaken by a company

to promote the buying or selling of a product or service.

Perceived Quality. Consumer’s opinion of products or brands ability to fulfill his or her

expectations.

Brand Awareness. Is the likelihood as to how aware a customer is about a brand,

product or service.

Brand Association. Is a linkage which a buyer forms in one's mind with the brand.
 Brand Loyalty. Is the positive association consumers attach to a particular product or

brand.

Overall Brand Equity. Refers to a value premium that a company generates from a

product with a recognizable name when compared to a generic equivalent.

 Chapter 3

METHODOLOGY

This chapter includes the research design, the sample, the instruments, the intervention,

the data collection procedure and the plan for data analysis.

Research Design

A research design ensures that the study will be relevant to the research problem and

will use economical procedures. (Blumberg, Cooper & Schindler 2008) It is the general plan of

how you will go about answering the research questions. Research designs are classified into

three traditional categories: descriptive, exploratory or explanatory. (Saunders, Lewis &

Thornhill 2009) The choice of the most appropriate design depends on the research problem

and the research objectives (Malhotra 2007). In this study, a descriptive research design is

applied. Descriptive research is a type of conclusive research that has its significant object the

description of something, usually market functions or characteristics. The characteristics of

descriptive research are that it makes a clear statement of the problem, defines clearly the

information needed and that the research is pre-planned and structured. (Malhotra 2007)

This study applies descriptive research since it tries to describe an accurate profile of

persons, events or situations (Saunders et al. 2009). The research questions and objectives, the

amount of time and resources available, as well as the philosophical underpinnings are guiding

the choice of the research strategy. Research strategies should not be considered as being

mutually exclusive. (Saunders et al. 2009) In this study the research strategy used is survey

strategy.
The Sample

There are two sorts of sample techniques; probability and non-probability sampling. In

probability samples all cases from the population have the chance to be selected whereas is

non-probability samples the probability of being selected from the total population is not known.

The population was guest student in Sweden from China, India, and Iran. It was difficult

to get a list on every student from China, India, and Iran studying in Sweden, So a non-

probability sampling a convenience sampling was made. It is often of grade that availability that

decides which people will be included in the convenience sample. The sample consisted of

exchange of students at HKR from China, India, and Iran. A convenience sampling can be used

when there is little variation in the population and we do not think that students from China,

India, and Iran at HKR differ much from students in other parts of the country that are from

these specific countries (Christiansen 1998; Saunders 2003).

The Instruments