Journal of International Business Operations and Trade Policy

Authors: Sanjeev Kumar, B. Poongodi

Abstract: The current study pertains that the Brand equity of Zuari Cement in Coimbatore region. The factors which are influenced towards Brand equity of Cement with special preference towards the brand Zuari Cement are Brand Association, Brand Awareness, Perceived Quality, and Brand Loyalty. The research is based on Aaker Model. The study is all about the factor which are influenced in various brands of cement in Coimbatore region. Builders, Contractors, engineers, Customers are the target respondents of this research. In this research paper researcher basically focused on the brand awareness and brand preference of Zuari Cement and the influencing parameter for purchasing of Brand Zuari Cement. To analyse all the data, different techniques has been used like Percentage Analysis, one-way ANOVA, chisquare test, Crosstabs, Regression, Correlation and Exploratory factor analysis. For this, SPSS v20.0 software package has been used. It was observed that the brand association between the cement buy and the quality of the cement so the respondent who preferred Zuari Cement says that the quality of the brand is neutral so we improve the quality of the product and create the awareness of the brand. The most of the cement buyers the price of cement and the quality and promotion while visiting to the market buyers not only look for the price but also the personal touch and the Zuari Cement need to improve it.