An evaluation on the implication of brand equity on the Meikles departmental store

Abstract

The purpose of this study sought to examine the implication of brand equity on the Meikles stores that is characterised by intense rival competition. As many players are entering the market there is high competition and decrease in the sales of the products. The study was carried out to determine the brand equity Meikles. A descriptive research survey was adopted for the study. Questionnaires were administered to the customers .The project extends random sampling to select customers for the study. Stratified random sampling technique was used to select the 125. For data analysis and interpretation the study used tables, charts and graphs. The findings suggest brand equity in Meikles department is very high as this was approved by the calculation. Customers are willing to pay premium price for the brands Brand loyalty was measured and found out that a high percentage of the customers were loyal as this was evidenced by the frequent repeat purchases. Brand awareness needs to be enhanced as some customers could not recall or identify some of the brands found in the store. Brand association and perceive quality is important factors that creates distinctive product image and hence are crucial elements to brand equity. The researcher recommended that the company should put in place the brand management department as it is crucial to the performance of the company. Loyalty programmes should be carried out and customer relationship management is an important factor that leads to loyal customers. Brand awareness programmes should also be intensified as this leads to recall. Quality perception and brand association factors that are identified should be maintained and improved as this leads to good product image. .