A study on the effect of equity drivers on consumer based brand equity in case of Agrobazaar Kedai Rakyat / Norsalwani Pasran

This research was conducted in order to study the equity drivers that give impact on Consumer-Based Brand Equity in case of "Agrobazaar Kedai Rakyat" that operated under Federal Agricultural Marketing Authority (FAMA). The main purpose of this study is to find the relationship between equity drivers and Consumer-Based Brand Equity. The independent variable in this study is equity drivers which consist of Service Level, Product Quality, Price and Layout. Meanwhile, the dependent variable for this study is Consumer-Based Brand Equity. The objective of this study is to identify the relationship between the equity drivers and the Consumer-Based Brand Equity in case of 'Agrobazaar Kedai Rakyat". The second objective is to determine which equity drivers is the most dominant to the Consumer-Based Brand Equity in case of "Agrobazaar Kedai Rakyat". In order to determine the relationship between the variables, Pearson's Correlation was conducted. Meanwhile, in order to determine the most dominant equity drivers, Multiple Regression was conducted. The questionnaires were distributed to the respondents in Muar area. This study had found that there were positive relationships between all equity drivers that are service level, product quality, price and layout with Consumer-Based Brand Equity of "Agrobazaar Kedai Rakyat" and the most dominant equity driver is layout. it can be conclude that there is relationship between equity drivers and Consumer-Based Brand Equity.