The impact of pricing on brand equity: a comparison of National Foods and Probrands (Zimbabwe)

Abstract

The purpose of the study examined the impact of price on brand equity. A descriptive and explanatory research design was employed in the research. A questionnaire survey instrument was used to collect data from both individual and corporate customers. The researcher also used observation technique to observe the buying patterns of the customers. A sample size of 100 was used in the research. The overall response rate was 100 %. Data from the questionnaires was presented in graphs and tables and statistical data was calculated with the SPSS version 15 package. Observation data was used to cement data from the questionnaires. Major findings from the research indicated that the price has a positive impact on brand equity and that price only constitute 17% to brand equity; other findings also indicated that brand equity for Red Seal is low as compared to ProBrands. National Foods is recommended to improve the other 3P`s and compliment it with its price to maintain and increase brand equity.