THE CUSTOMER PERCEPTION TOWARDS E-TAILERS IN THE LIGHT OF DRIVERS AND SOURCES OF CONSUMER BASED BRAND EQUITY (CBBE)

MANAGEMENT

Given the hectic competition in Indian E-tailing space, creating, delivering and communicating superior value to customers is the only way through which an E-tailer can ensure sustainability of its business. Consumer Based Brand Equity (CBBE) analysis give a lot of insights to E-tailers about value creation. Going by the previous researches on Brand Equity, it has been well established that certain sources of brand equity like Web Awareness, Value Association, Trust Association, Perceived Quality, Brand Image and Loyalty affect brand equity. These sources of brand equity are also affected by marketing efforts like Functionality, Fulfillment, Customer Service & Support, Perceived Advertisement Spending and Price Deals. Hence, it is imperative to know the perception of customers towards various marketing efforts (drivers) that are carried out by E-tailers. It is also necessary to record perceptions of consumers toward various sources of Brand Equity. With this analysis, the E-tailer will see its value creation process in perspective and will be in the position to identify strong areas and weak spots. This will go a long way in strengthening an E-tailer’s value creation process. Here, standardized items that represent various aspects of each driver and source have been procured from many brand equity related research publications. As these items have been already gone through reliability and validity testing process, these items are considered to measure these drivers and sources accurately. By calculating descriptive statistics metrics like mean and Standard Deviation, the researcher measures customer perception towards these factors. Here, the research is also interested to know how Consumer Based Brand Equity (CBBE) of E-tailers exists in the psyche of customers.

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