Analysis of Customer-Based Brand Equity (CBBE): a case study Nescafe

Darjanto, Fransiska Wijono (2008) Analysis of Customer-Based Brand Equity (CBBE): a case study Nescafe. Bachelor thesis, Petra Christian University.

Abstract

The stiff competition in instant coffee business in Indonesia has caused Nescafe became number 2 in the category of mix instant coffee. Therefore, in order to maintain the domination of Nescafe in pure instant coffee while simultaneously increase the market share in instant mix coffee, a high Customer-Based Brand Equity is needed. In this research, the writer tries to analyze the level of Customer-Based Brand Equity of Nescafe based on respondents? point of view in particular and consumers? point of view in general. The writer also analyzes the relationship of each brand building block that constructs Customer-Based Brand Equity of Nescafe. The research was done mainly in Jakarta and Surabaya, through 209 respondents, using non probability sampling with purposive judgment sampling method. Primary data was collected through unstructured interview and 5-point-Likert- Scale questionnaires; and analyzed using descriptive analysis, t-test and regression. The research tools used are SPSS 15.0 and Microsoft Excel 2007. The results of the research show that the most of the consumers of Nescafe are brand switchers although they have admitted that Brand Imagery and Consumer Judgments of Nescafe are satisfactory. The regression shows that there is significant relationship between each brand building block that constructs the Customer-Based Brand Equity of Nescafe.

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