Analyzing the Influence of Customers’ Perception of Marketing Mix on Brand Equity: The Case of Razavi Nutritive Products

Abstract

Abstract Since enhancement of the suitable and competitive position through consumer loyalty is of high importance, in this paper, brand equity as an effective element in achieving the mentioned position has been studied. Analysis of data has been done using structural equation modeling and PLS software. Statistical population includes customers of Razavi Nutritive Products in the city of Mashhad, and non random sampling has been used. The questionnaire developed by Chen (2007) has been used for data collection. Findings imply that the customer’s perception of marketing mix has positive and meaningful influence on brand equity also its indirect influence has been ratified via features of purchase. Respectively, offering products with better prices, good image, widespread advertising and on time distribution in stores lead to better customer perception of brand equity, which in turn results in increase of frequency and amount of purchase and improvement of brand equity.

Keywords

• Keywords: Marketing mix
• Brand
• Brand equity
• Razavi products