The Effect of Brand Equity on Consumer Buying Behavior The case of Raya Brewery

Abstract

This study was aimed at examining and identifying the effect of brand equity on consumer buying behavior in the case of Raya Brewery. The study was a descriptive type of study applying both quantitative and qualitative methods. A total of 150 questionnaires were distributed to beer consumers randomly to assess how the major components of brand equity can influence consumer’s buying behavior. The factors that the study focused as determinants of brand equity are brand awareness, brand association, brand loyalty, and perceived quality. The findings of the study revealed that brand association, promotion are the major determinants of brand equity. Whereby specific recommendations towards the focus areas of execution are given. Based on the result, the author of the study put recommendations that should be implemented by Raya Brewery to improve its Brand’s image in the eyes of beer consumers. The company should constantly alter the sub elements of each brand determinant to successfully compete with its competitors and offer the greatest value to its customers.