Brand Value of Bridgestone Tyre Limited - A Study with Reference to Puducherry State
Published: 2013
Author(s) Name: N. Prabakaran, N. Panchanatham |
Author(s) Affiliation: Chennai, Tamil Nadu, India
Locked
Subscribed
Available for All
Abstract
In modern era, one of the most important aspects of the Marketing Management function is to increase the value of the brand in
the market. Therefore companies need to maintain their value among the market by using marketing tools. The study examines
the awareness and power of the brand of Bridgestone. This study was conducted in and around Puducherry. Questionnaire
responses were collected from 196 respondents who are customers of Bridgestone. A pilot study was conducted on a small
sample and the validity of the questionnaire items was tested. Simple percentage and Karl Pearson’s coefficient were used to
determine the Awareness and preference of the brand. We found that there is a positive association between the age and brand
value of the customers.
Keywords: Brand Value, Branding, Brand Management, Customer Awareness, Customer Preference, Tyre Industry
View PDF