THE ROLES OF BRAND EQUITY ON SALES PERFORMANCE: IN CASE OF MOHA SOFT DRINKS S.C

Abstract

Using a measurement of brand equity dimensions (brand awareness, brand perceived quality, brand association and brand loyalty) sales performance have been studied, this study aimed at assessing the roles of brand equity on sales performance; in the case of Moha Soft Drinks S.C. The introduced conceptual model adopted from customer based brand equity model was tested by using questionnaire instrument with 22 items excluding the general information. In the context of the study, the relationship between brand equity dimensions and sales performance have been analyzed using Pearson’s Correlation. Moreover, to indicate the influence of brand equity on sales performance multiple liner regressions analyses was used. Probability sampling approach particularly stratified sampling technique was used to select the territories of Moha Soft Drinks Industry S.C in Addis Ababa as the strata and probability sampling method has been used to select sample size of 354 respondent customers of Moha Soft Drinks Industry S.C. The study use SPSS version 25 to analyze the data from questionnaires for the descriptive analysis of (frequency of general responses, general information of respondents, mean & standard deviation), and for inferential statistics of (Pearson correlation analysis and multiple liner regressions). The regressions results of the study shows that, three of brand equity variables have significant and positive relationships with sales performance except brand loyalty which has negative and moderate significance on sales performance and Brand equity has significant impact on sales performance according to the regression test. The study recommend the case company Moha Soft Drinks Industry S.C. to keep up working on effective brand management using its brand relevance and Esteem. Finally, the study suggest Soft drink bottling companies should have to apply better brand equity management to enhance their sales performance and give priority for major CBBE attributes which can serve as competitive advantage to overcome competition..