MEASURING CUSTOMER BASED BRAND EQUITY: EVIDENCE FROM COLGATE-PALMOLIVE PRODUCTS IN TAMILNADU

Abstract

The study measured customer based brand equity pertaining to the consumers of Colgate- Palmolive products in Tamilnadu using a structured questionnaire considering four dimensions of brand equity such as brand awareness, brand association, perceived quality and brand loyalty. Simple random sampling method was adapted in collecting 200 responses from Tamilnadu and the collected data were analysed using suitable statistical tools. The outcome of this study revealed the existence of positive significant impact of brand awareness, perceived quality and brand loyalty on brand equity of Colgate- Palmolive products in Tamilnadu. However, questions related with brand association failed to exhibit its significant impact on its brand equity. Based on the outcomes, necessary recommendations were made to the Brand Managers of Colgate-Palmolive to take further actions.