BRAND AWARENESS AND BRAND IMAGE DEVELOPMENT IN NEPALESE MARKET (A Case Study of The Bakery Café)
Date
2024
Authors
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Journal ISSN
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Publisher
Shanker Dev Campus
Abstract
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.