英语论文网

Competing brand strengths are measured in terms of Burkin Method. In this method, 7 elements are judged. These are leadership, geographic spreading, stability, trend, support, market value and protection. The brand strength is considered as a function of these 7 elements. For each element a particular point is allocated. The cumulative score of all these elements generates the overall brand strength of a company.

Leadership element score varies with the amount of market share covered by a brand. Geographic spreading score varies with the number of districts covered by a brand. Stability shows the amount of time of the presence of a brand. Trend shows the amount of time a brand capturing a portion of market share. Market value shows the amount of international market coverage. Protection shows the legislative strength of a brand. The cumulative score of these elements are known as Burkin Score. Higher Burkin score yields stronger brand.

Considering all these elements, the brand strength of the brands competing in the market is developed. 6.2 shows the competing brands' strength of 5 top brands.

6.1.5 Competing Brand Equity

Brand equity is measured here with Clemenson method. In Clemenson method, the share of market, mind and heart is evaluated. From the evaluation, a score is given to each of the brands, named as Clemenson value. The higher Clemenson value yields higher brand equity. Based on the Clemenson score, the Brand equity of top 5 brands is shown in Table 6.3

It seems that Asian has a very high ad awareness level, although Berger still is the leader in Ad awareness.

6.2 Customer Analysis

The customer profile of the paint market in Bangladesh is developed surveying 320 customers (end users) of Bangladesh, as detailed in the Methodology section of the report. The elements of the customer profile are:

6.2.1 Demographic Characteristics of Customers:

The mean age of the customers came 47.99, i.e. almost 48 years. As these customers are also the decision makers about the paint to be used in the household, it can be said, the average age of the decision makers regarding selection of paint is 48 years. 91.3% of them are male and the rest are females. So in the paint industry, the decision is taken primarily by males rather than females. From occupation, 44% of them are service holders while 40% are businessmen. 8% of the respondents are self employed, 7% retired and the rest 1% are engaged in other categories of occupation.

6.2.2 Usage Rate and Pattern

The average paint duration for the customers is 34 month. Average cost at each occasion of painting is 42626 taka. The average demand for paint is almost 103 litters per occasion and 43 litters per year. But the scenario is different if it considered area wise.

6.3 shows the area wise 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。