International Journal of Marketing and Business Communication

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Brand Value of Bridgestone Tyre Limited - A Study with Reference to Puducherry State


Affiliations
1 Research Scholar, Dept of Management Studies, Sathyabama University, Chennai, Tamil Nadu, India
2 Professor and HOD, Dept. of Business Administration, Annamalai University, Annamalai Nagar, Tamil Nadu, India
     

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In modern era, one of the most important aspects of the Marketing Management function is to increase the value of the brand in the market. Therefore companies need to maintain their value among the market by using marketing tools. The study examines the awareness and power of the brand of Bridgestone. This study was conducted in and around Puducherry. Questionnaire responses were collected from 196 respondents who are customers of Bridgestone. A pilot study was conducted on a small sample and the validity of the questionnaire items was tested. Simple percentage and Karl Pearson's coefficient were used to determine the Awareness and preference of the brand. We found that there is a positive association between the age and brand value of the customers.

Keywords

Brand Value, Branding, Brand Management, Customer Awareness, Customer Preference, Tyre Industry
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  • Brand Value of Bridgestone Tyre Limited - A Study with Reference to Puducherry State

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Authors

N. Prabakaran
Research Scholar, Dept of Management Studies, Sathyabama University, Chennai, Tamil Nadu, India
N. Panchanatham
Professor and HOD, Dept. of Business Administration, Annamalai University, Annamalai Nagar, Tamil Nadu, India

Abstract


In modern era, one of the most important aspects of the Marketing Management function is to increase the value of the brand in the market. Therefore companies need to maintain their value among the market by using marketing tools. The study examines the awareness and power of the brand of Bridgestone. This study was conducted in and around Puducherry. Questionnaire responses were collected from 196 respondents who are customers of Bridgestone. A pilot study was conducted on a small sample and the validity of the questionnaire items was tested. Simple percentage and Karl Pearson's coefficient were used to determine the Awareness and preference of the brand. We found that there is a positive association between the age and brand value of the customers.

Keywords


Brand Value, Branding, Brand Management, Customer Awareness, Customer Preference, Tyre Industry

References