Abstract: Every brand wants to position its name on consumer's mind. Based on the position of some detergent brands of India in consumers mind a study has been conducted over 500 respondents. The objective of the study is to find out the impact of the considered variables i.e. Advertisement, Price, Self-image, Word of Mouth, Quality, Packaging & Labeling, Overall Performance, Product line(variety) on perceived ranks of the said detergent brands given by the consumers. This study is based on primary data which is collected through one to one survey or interview method. The data set of 500 respondents has been gone through the reliability test and then intercorrelation between perceived values of the detergent brands and the respective variables have been studied. Here we have identified a linear model to measure overall impact of considered variables to predict higher or lower brand equity of a detergent brand.
Keywords: Perceived Rank, Reliability, Impactful Predictors, and Brand Equity.
Title: Impact of Different Variables on Developing Brand Equity of Detergent Brands in India
Author: Amrita Chatterjee, Dr.Isita Lahiri
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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