BRAND EQUITY AND MARKETING SUCCESS OF MAJOR SUPERMARKETS IN PORT HARCOURT

Abstract

This study aims to review the literature relating to brand equity and marketing success of major supermarkets in Port Harcourt, Rivers State. The relationships between brand equity dimensions and brand equity, as well as the impact of brand equity on marketing success, are shown through a proposed model. The study adopted the descriptive survey research design. The population of the study consists of major supermarkets in Port Harcourt. Our choice is made through convenience which means that we contacted people that we found available. Convenience choice means that the respondents are chosen because they are available. Therefore, we sampled 100 respondents (from the 10 selected supermarkets) and they were asked to participate in a self-administered questionnaire. The 100 questionnaires were delivered, but 70 were duly filled and returned. The study revealed that there is a significant relationship between the dimensions of the independent and measures of the dependent variables. The study therefore recommends that firms should endeavor to segment their target markets and satisfy them appropriately. It also recommends that firms should offer them quality brands of products in order to outwit competitors.