Impact of Brand Equity on Consumer Purchasing Decision: A Study on Carbonated Soft Drinks Product in Khulna City

Abstract

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 drinks products by young adults has elevated 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 were collected from the non-probabilistic convenience method sampling 120 respondents of Khulna city. Based on the previous studies a structured questionnaire was developed to conduct the survey. To depict and prove the statistically significant factors impacting consumers’ purchase decisions, multiple regressions were conducted. Among the brand equity elements, brand loyalty and brand awareness result in a significant positive impact on consumers to purchase carbonated soft drinks products. Where brand image and perceived quality have no significant influence on consumers to purchase carbonated soft drinks 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.