Brand Equity: A Study of Food Delivery Apps in Aurangabad with special reference to Zomato & Swiggy

Abstract

The rise in the competition has ultimately changed the buying habits and purchasing decision making process of the consumers and has put more weight on the brand than any other product feature. This process has not only made the brand one of the most indispensable assets of the company but has also made marketers include strategies to build robust assertive brand equity. Food product awareness, loyalty, and perceived value are acknowledged widely as critical concerns by consumers and even service providers. Brand equity is the value of a brand or a review as the perceived expensive brand has positive brand equity. It can charge more for the products and services than the generic products or other competitors. The research has been conducted to find out the best food app in Aurangabad District, and compared two brands, i.e., Zomoto and Swiggy. The study further focuses on finding the differences between Brand Awareness, Brand Loyalty, and Perceived Values. This paper is also helpful to understand the role of awareness of brand loyalty becomes greater when customers are more aware of a brand.

Keywords

• brand equity
• food delivery
• brand awareness and brand loyalty