Syed Shamim Hasan1a and Asifa Afrin Jamim1b*
1aBusiness Administration Discipline, Khulna University, Khulna-9208, Bangladesh; and 1bHuman Resource Management Discipline, Khulna University, Khulna-9208, Bangladesh (1a & 1b both are 1st author).
*Correspondence: jamimhrm17@gmail.com (Asifa Afrin Jamim, Human Resource Management Discipline, Khulna University, Khulna-9208, Bangladesh).
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ABSTRACT
In Bangladesh, In Bangladesh, the carbonated soft drinks industry is characterized by some domestic and a few global brands. In recent years, the purchasing tendency of carbonated soft drink products by young adults has increased significantly. Considering the underlying issue, this study has gone to significant lengths to determine the degree to which brand equity factors influence consumers’ purchasing decisions. Data for statistical analysis was collected from a non-probabilistic convenience sampling of 120 respondents in Khulna city. Based on the previous studies, a structured questionnaire was developed to conduct the survey. Multiple regressions were conducted to depict and prove the statistically significant factors impacting consumers’ purchase decisions. Among the brand equity elements, brand loyalty and brand awareness resulting in a significant positive impact on consumers’ willingness to purchase carbonated soft drink products. Where brand image and perceived quality have no significant influence on consumers’ decisions to purchase carbonated soft drink products. The findings of the study will be essential for brand owners and decision-makers who are vigorously seeking to develop loyal customers to get a competitive advantage and improve the financial condition of their company.
Keywords: Consumer purchasing decision, Brand image, Perceived quality, Brand awareness, and Loyalty.
Citation: Hasan SS., and Jamim AA. (2022). Impact of brand equity on consumer purchasing decision: a study on carbonated soft drink products in Khulna city, Can. J. Bus. Inf. Stud., 4(3), 56-64.
https://doi.org/10.34104/cjbis.022.056064
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