22-03-2014, 03:35 PM
[u]MEASUREMENT OF BRAND EQUITY OF VARIOUS CELLULAR SERVICE PROVIDERS IN RAJKOT CITY[/u]
BRAND EQUITY .docx (Size: 30.25 KB / Downloads: 29)
EXECUTIVE SUMMARY
Telecommunication is one of the most vital of all infrastructure services today .It is not only essential for the growth and development of every other sector of the economy with the interest of the world.
Brand equity is sustainable value added to brand name in the market and in the customers mind. Measuring brand equity is important because understanding why consumers choose a particular brand and the extent to which consumers are loyal to brand is crucial to successful branding strategies. This market research of brand equity was under taken to measure brand equity of various service providers in Rajkot City
In this study researcher has attempted to analyze the brand value of various mobile service providers in Rajkot by collecting data from various customers. The data’s were collected from 200 cellular users for all brand in Rajkot city, data has been collected through questionnaire.
As per the study, it is hypothetically tested and found that the customer’s age influences the choice of service providers, and also income of users influences the use of service (postpaid or prepaid).