Browsing by Author "Sunil Giri"

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    BRAND AWARENESS AND BRAND IMAGE DEVELOPMENT IN NEPALESE MARKET (A Case Study of The Bakery Café)
    (Shanker Dev Campus, 2024) Sunil Giri; Asso. Prof. Dr. Kapil Khanal
    This study, titled "Brand Awareness and Brand Image Development in the Nepalese Market: A Case Study of The Bakery Café", examines consumer-based brand equity within Nepal's first fast-food chain, The Bakery Café (TBC). With the growing competitive landscape in the food and beverage industry, the study aims to analyze the factors influencing brand equity using Aaker's four dimensions: perceived quality, brand awareness, brand loyalty, and brand association. The research aims to explore the relationship and impact of these dimensions on brand equity, providing actionable insights to enhance TBC’s market presence and strategic decision-making. A descriptive research design was employed, with data collected through a structured questionnaire distributed to 480 respondents, of which 394 valid responses were analyzed. The questionnaire was based on a 5-point Likert scale and statistical tools like SPSS and Excel were used for data analysis, employing correlation, regression, and descriptive statistics. Secondary data from books, journals, and reports complemented the primary data. The study reveals a significant positive relationship between perceived quality, brand awareness, brand loyalty, and brand association with brand equity. Among these, brand awareness and perceived quality emerged as the most influential factors. Insights suggest that enhancing consumer perceptions of quality and loyalty could lead to increased competitive advantage and market share for TBC. The research underscores the critical need for tailored marketing strategies in Nepal’s evolving food industry, offering valuable recommendations for The Bakery Café to strengthen its brand identity and equity amidst growing local and international competition.