MARKETING ANALYTICS

TERM PAPER

Group Members
Anum Sadik
Danyal Sajjid
Muhammad Danish Ashraf
Sundus Iftikhar
Zohaib Iqbal Khan
 A Study on the Customer-Based Brand
Equity of Nestle Milkpak
Abstract
Although Customer-Based Brand Equity (CBBE) is one of the most crucial aspects of
managing a brand, the existing literature regarding CBBE in the Pakistani market is
negligible. This study examines the attitudes and preferences of the Pakistani consumers
towards drinking milk, their motivations behind purchasing particular brands of packaged
milk and, their outlook towards Nestle Milkpak. Moreover, in this paper, brand equity has
been operationalized with four dimensions; brand awareness, perceived quality, brand
association and brand loyalty. Using an empirical survey data of Pakistani women, we
studied the relationships between these four dimensions as well as each dimension’s
influence on brand equity. The results reveal that Perceived Quality and Brand Loyalty have
the greatest impact on each other as well as on Brand Equity. Managerial implications in
brand management to Nestle Pakistan are provided.

Brand Equity is one of the most crucial
factors for a brand to outdo its competitors
and be the most preferred brand of the
consumers. Hence, all managers aspire to
increase the brand equities of their brands
through various marketing efforts to
ensure the success of the brand in the long
run.
The perceived value of a brand is more
impactful than the observable tangible
worth of a product. Therefore, to
differentiate a brand from the competing
brands, it is important to create a positive
perceived value of the brand through
branding (Supphellen, 2000). Branding is
essential for creating Customer-Based
Brand Equity (CBBE) because it
contributes in forming distinct brand
associations which affect the consumer
responses towards the marketing initiatives
of the brand. Hence, for a brand’s high
profitability and long-term success, the
development of a strong brand equity is
extremely important.
The management team at Nestle Pakistan
is seeking to increase the brand equity of
Nestle MilkPak and regain its lost market
share and number one position in the
packaged milk category from its
competitor brand, Olpers. Consequently,
Nestle wants to identify the factors that are
pivotal in creating a long-lasting brand
equity.
However, despite being such a vital
element of brand management, literature
regarding Customer-Based Brand Equity
in the Pakistani market is sparse. This
study is based on Aaker’s (1991)
Customer-Based Brand Equity Model
which was developed into a statistical
model by Yoo and Donthu (1997) and
examines the attitudes and preferences of
the Pakistani consumers towards drinking
milk, their motivations behind purchasing
particular brands of packaged milk and,
their outlook towards Nestle Milkpak.
As per the CBBE Model, brand equity has
been operationalized with four
dimensions; brand awareness, perceived
quality, brand associations and brand
loyalty. Moreover, empirical survey data
collected from Pakistani women belonging
to the SEC A and B have been used to
study the relationships between these
constructs as well as their relationship with
brand equity.

1
Conceptual Background
While the concept of brand equity in
modern day marketing has taken centre-
stage, a universal measure remains to
surface. The concept itself is interlinked
with a plethora of multidimensional
domains, making it even harder to validate
without incorporating timeless constructs
therein – social and technological
advances and their ever-evolving nature
ensure this scenario is only met in a time-
bound state.
Researchers have defined brand equity
differently. According to Aaker (1991),
brand equity is "a set of brand assets and
liabilities linked to a brand, its name and
symbol, that add to or subtract from the
value provided by a product or service to a
firm and/or to that firm's customers" (p.
15). Keller (1993) defines customer-based
brand equity as “the differential effect of
brand knowledge on consumer response to
the marketing of the brand”.
For the purpose of this paper, we have
based our research on Aaker’s (1991)
Customer-Based Brand Equity Model
which states that brand equity has four
dimensions; brand awareness, perceived
quality, brand association and brand
loyalty.
Brand awareness is the first branch that
emanates from brand knowledge and it
refers to the ability of customers to
recognize the brand in certain conditions
(Rossiter and Percy 1987). Keller (1993),
defines brand knowledge as an
amalgamation of awareness and image
linked to a brand. Brand awareness can be
further divided into brand recall and brand
recognition. Brand recognition refers to
the ability of the consumers to recognize a
brand as familiar and distinguishable from
the other brands. Brand recall refers to the
ability of the consumers to remember the
brand from their memory when that
product category is mentioned to them.
Moreover, consumers usually form
affiliations in their minds through
attributes or elements, usage situations,
advocates, or logos concerning brands.
These alliances are generally considered as
being arranged in a network framework
which is in line with associative network
models of memory.
Associations of a brand can be
characterized into three major types
namely attributes, benefits, and attitudes.
As per Keller (1993), attributes are those
distinguishing features that define a
product or service or more specifically
what the consumers comprehend about the
product or service. Product related
characteristics refer to the purpose of the
product where as non-product related
features are the external aspects that are
related to the purchase and consumption of
the product.
The second most important form of brand
association is benefit, i.e. the personal
value that consumers ascribe to the
product or service. Benefits can further be
classified into three categories namely;
functional, experiential, and symbolic
benefits; based on the underlying
motivation (Park, Jaworski, & Maclnnis,
1986).
Brand attitude is another crucial form of
affiliation, i.e. the overall consumer
evaluation of a brand. Brand attitudes are
of vital prominence because they dictate
consumer choices. Product-related
attributes and the functional and
experiential benefits in tandem to the
perceived quality together help in forming
attitudes. In the customers’ minds, attitude
towards a brand can similarly be formed
through beliefs about non-product-related
features and symbolic benefits of the
product (Agarwal & Rao, 1996).
Brand associations change over time based
on their favourability, intensity and
uniqueness in the thoughts of the
consumer. The aim of all marketing
2
activities is to create strong positive
associations and consumer trust in the
product attributes that the product will
satisfy their needs further leading overall
positive brand attitude. The success of a
marketing program is reflected in the
creation of favourable associations such
that the consumers believe the brand has
features and advantages that satisfy their
requirements and desires resulting in an
overall positive attitude pertinent to the
brand.
Moreover, in the world of today,
consumers are constantly exposed to
brands; from the food they eat, to the
clothes they wear and from the mobile
they use, to the bank they go to –
everything around them is branded.
Therefore, in order to make a presence,
companies strive to achieve positive
perceptions of quality to ensure the
success of the brand in the long run which
can be explained through brand equity.
Quality can be loosely defined as
superiority or excellence. Hence, simply
put, perceived quality is a consumer’s
judgement regarding a product’s overall
superiority or excellence (Crosby, 1979).
According to Zeithaml (1988), perceived
quality is the overall subjective judgment
of quality in relation to the expected
quality. Therefore, perceived quality is
impacted by an individual’s personal
experience or those of the others as well as
factors such as price, brand reputation and
advertising. Perceived quality leads to
developing a preference for the brand
which may grow into loyalty and
eventually result in purchase.
According to Holbrook (1981), objective
quality is solely based on product features
whereas perceived quality involves the
responses of people towards a product or
brand. Hence, the latter is largely relative.
Das (2015) states that an individual will
have positive perceived quality for a brand
that he/she finds more consistent with
his/her own image. Similarly, an
individual will have positive perceptions
of quality for a brand that he/she is
familiar with (Keller, 1993).
Furthermore, Zeithaml (1988) suggests
that if the consumers do not have a
positive perceived quality for a parent
brand, then its sub brand will also be
viewed negatively by them. However,
changes in the objective quality of a brand
can result in positive perceived quality, but
the process is slow as it takes time for the
consumers to notice these differences.
However, it must be understood that some
fundamental limitations of research
regarding perceived value exist. For
example, concepts such as quality and
value which cannot easily distinguished
are often explained by vague adjectives
such as "goodness, or luxury, or shininess,
or weight" (Crosby, 1979). Furthermore,
the perceived quality of a brand may
change over time owing to the availability
of more information, increased
competition in the product category of a
brand and the changing expectations of the
consumers.
Lastly, brand loyalty is one of the core
components of brand equity, along with
brand awareness, brand association and
perceived quality. Brand loyalty of a
product in isolation is valueless; two or
more products give meaning to the concept
of loyalty. For two exact same products,
one will be preferred by a certain
consumer simply based on ‘loyalty’
towards that product. Since the process
that leads to brand loyalty is not linear,
literature is required to explain as closely
as possibly how it is altered by marketers
to mould perceptions of brands within the
target market chosen by the former.
There are three basic questions related to
brand loyalty. Why would a consumer
choose to be loyal to X instead of Y?
Would X be his first choice? In the
absence of X, will the consumer not
3
purchase a rival’s product altogether?
While literature will answer these
fundamental questions regarding loyalty,
they may not be reliable for the future
when the markets change, let alone any
chronological advantage in different
markets in the current world. What we’re
looking for is ‘true brand loyalty’ – loyalty
that lives within the minds of the
consumers without a logical reason; rather,
an illogical impulse carefully crafted by
brand-specialists.
Furthermore, since loyalty is indeed a
major determinant of brand equity, brand
loyalty programs may hold influence over
the buying decisions (and future patterns)
of consumers. The task, however, is not as
easy as a simple visual. Cues that linger in
the perception of the consumer are more
permanent in nature than physical
reminders associated with the brand itself.
In fact, they may have an adverse effect
for the brand loyalty of the said product or
service.
Brand loyalty directly relates to
profitability and henceforth products must
stand-out to gain such an advantage in a
consumer’s mind. This bias must be non-
randomly created in a consumer’s mind
via directed efforts (Jacoby, Jacob, &
Chestnut, 1978). According to Fishbein
and Ajzen ( (1967)), behaviour is the most
consistent (and therefore most
controllable) piece that equates eventually
into loyalty.
Research Hypothesis
H1: Brand Awareness has a positive effect
on perceived quality.
H2: Brand Awareness has a positive effect
on brand association.
Brand awareness is known as the ability of
a buyer to identify or recall that a certain
brand is affiliated to a particular product
category (Aaker, 1991). According to
Keller (1993) brand awareness is
comprised of both brand recognition and
recall. It is often argued that awareness is
first and foremost, but not necessarily the
sufficient condition, that leads to trial and
repeat purchase behaviour. This is because
the effect of awareness is that leads to
product curiosity in consumer minds.
However, exposing consumers to a brand,
results is brand awareness. Hence, in order
to create or maintain brand equity building
brand awareness is an essential element.
H3: Perceived Quality has a positive effect
on brand association.
H4: Perceived Quality has a positive effect
on brand loyalty.
H5: Perceived Quality has a direct effect
on overall brand equity.
Perceived quality is defined as consumer's
perception about a product’s perfection
and supremacy relative to other products
and is therefore based on consumer’s
subjective assessment of a fusion of
products, services, and experiences.
Perceived quality has been extensively
believed to be a fundamental element
affecting consumer behaviour. Consumer's
believe about a product's quality and its
attributes regarding its expected
performance forms the measurement scale
indicator of the brand quality perceived by
individuals (Villarejo-Ramos and Sanchez-
Franco, 2005).
H6: Brand Association has a positive
effect on brand loyalty.
H7: Brand Association has a direct effect
on overall brand equity.
Brand associations are essentially
depictions of what a brand means to a
consumer and are stored in consumer
minds as memory of a brand. These
associations are formed through
consumer’s interaction or experience with
a brand can results in creation, change, or
reinforcement of associations into
4
favourable or unfavourable ones. For
associations to have a positive effect on
brand equity, they must be unique, strong
and favourable (Keller, 2003).
H8: Brand Loyalty has a direct effect on
overall brand equity.
Brand loyalty is described as consumer
attachment to a brand (Aaker 1991). Brand
loyalty can be termed as the heart of brand
equity as it illustrates repeated purchase
behaviour of consumers to the same brand.
Brand loyalty is a vital facet of brand
equity and if brand loyalty is established,
then brand equity will be the result. Brand
loyalty augments significant value to a
brand or firm since it produces a group of
buyers that will be loyal to a brand for a
long time and are less likely switch to a
competitor due to price.
Research Methodology
The purpose of this research is to examine
the brand equity model for Nestle Milkpak
based on the elements of brand awareness,
perceived quality, brand association and
brand loyalty. Furthermore, through the
research we will assess the interaction
among the four elements and their
influences on brand equity.
This section presents an outline of the
research tools that are employed to test the
proposed research hypotheses. The first
part covers the description of questionnaire
design, followed by an elucidation of the
research approach and subsequently the
profile of the respondent and empirical
data analysis.
Questionnaire Design
For the purpose of this research, we
designed a questionnaire as a survey
instrument to investigate the hypotheses
under consideration. The questionnaire
includes all the constructs of the proposed
consumer based brand equity model of
Aaker (1991).
The questions that were a part of the
questionnaire were based on Yoo &
Donthu (1999). Consumer based brand
equity scale and specific packaged milk
industry characteristics. The questionnaire
was pre-tested with a sample of ten of
married women. Through the feedback
from a pilot sample of these 10 married
women, the questionnaire was modified
and finalized to improve the validity of the
survey instrument.
The questionnaire comprises of seven
sections. The first section is devised to
collect information regarding respondents
routine milk consumption pattern. The
second section is designed to measure the
perceived quality of Nestle Milkpak on a
5-point Likert scale through six different
dimensions. The third section aims to
measure respondent’s loyalty to Nestle
Milkpak with a three-item, 5-point Likert-
type scale based on Yoo & Donthu (1999).
The fourth section of the questionnaire is
designed to measure the brand awareness
of Nestle Milkpak with three items using a
5-point Likert type scale using Yoo &
Donthu (1999) scale.
The fifth section comprises of respondent's
brand association of Nestle Milkpak with
four-items, the first three items use 5-point
Likert-type scale based on Yoo & Donthu
(1999) scale. The last item is regarding the
characteristics of Nestle Milkpak and
respondents are required to rank the
specified characteristics on a scale of 1 to
10 with ‘1 being the Most Unimportant
and 10 being the Most Important. The
sixth section intends to measure the overall
brand equity of Nestle Milkpak with a
four-item, 5-point Likert-type scale based
on Yoo & Donthu (1999).
The Likert scale used in all the constructs
requires respondents to rank their
agreement level of each item on a scale of
one to five. The 5-point Likert scale is
anchored by "strongly disagree (=1)" to
"strongly agree (=5)." The seventh section
5
contains information of respondents'
demographic characteristics with seven
items-gender, age, marital status, monthly
household income, employment status,
family structure and number of family
members through a categorical scale.
Data Collection
For this research, we used online survey
questionnaire to collect responses from our
respondents. A convenience sampling
approach was used in this study as we had
an unknown population. 254 people filled
our survey out of which 248 valid samples
were obtained after excluding the survey
male respondents, resulting in a 97%
response rate.
The respondent data consists of females
only because they are the prime decision
makers when it comes to purchase
decisions regarding milk.
Majority of our respondents were in the
age group between 25 and 34 years old
(38.1%). Of the sample, 86.5% are
married, 50.4% are unemployed, and
59.1% have a nuclear family structure. A
large majority of the respondents (43.3%)
have monthly income above Rs. 100,000.
In terms of consumption and usage pattern
of milk, most of the respondents consumed
packaged milk (42.9%), daily milk
consumption for most of the respondents
was one litre (30.6%), for a great number
of respondents their frequency of milk
shopping was daily (32.1%) and
consumption of milk was highest as twice
a day (34.5%). The most preferred brand
of milk for tea and drinking was Milkpak
(33.7% and 32.5%) followed by Olpers
(31.7% and 29.4%) respectively. However,
the most preferred brand for desserts was
Olpers (38.1%) followed by Nestle
Milkpak (37.7%).
Empirical Results
Measurement Model
The scale of all the four components of
brand equity, brand awareness, brand
association, perceived quality and brand
loyalty were taken from Yoo et al., 2000;
Yoo & Donthu, 2001. A confirmatory
factor analysis was performed to ensure
the factor structure of brand equity that
entails 19 items consisted of the four brand
equity dimensions that are mentioned
above. During the confirmatory analysis,
one item was deleted in brand association
construct and one item was reverse coded
in perceived quality construct. The
analysis for our research is conducted
through the mean values of the scale items
for all four dimensions. A correlation
analysis was carried out to test the
association between different variables and
whether they have an effect on the overall
brand equity.
A confirmatory factor analysis was
conducted before the path analysis that
tested the dimensions in terms of the
sample validity and reliability. The Kaiser-
Meyer-Olkin (KMO) test revealed that the
samples for brand awareness, perceived
quality, brand association and brand equity
were adequate. This means that their KMO
was well above the recommended 0.7
value. However, the sample for brand
association was inadequate, as its KMO
value was less than 0.7.
For the reliability test of our sample,
Cronbach’s alpha was computed. The
Cronbach’s alpha values for all the
dimensions were greater than 0.7. This
signifies that the sample for all the
constructs were reliable. The data for
adequacy and reliability is summarized
below:
6
A multiple linear regression analysis was
conducted to develop a model that could
be used to predict brand equity based on
brand awareness, perceived quality, brand
association and brand loyalty. It was found
that 65.2% of the variance in Brand Equity
can be explained by the four predictors.
However, the results for the predictor
indicated that only perceived quality and
The relationships between brand
awareness and perceived quality, brand
awareness and brand association,
perceived quality and brand association,
brand association and loyalty, and brand
association and brand equity, were
investigated using Pearson correlation
coefficient. The relationships were all
significant with p<0.05. There were
moderate positive correlations between the
variables with brand awareness and
perceived quality [r=0.485, n=248,
p<0.05], brand awareness and brand
brand loyalty are significant predictors of
brand equity, while brand association and
brand awareness are insignificant, with
p<0.05. The regression analysis was
conducted without brand association and
brand awareness and the regression
analysis equation was interpreted to be
BE=8.431E-17 + 0.522Loyalty+0.368PQ
The results are summarized below:
association [r=0.426, n=248, p<0.05],
perceived quality and brand association
[r=0.335, n=248, p<0.05], brand
association and brand loyalty [r=0.347,
n=248, p<0.05] and brand association and
brand equity [r=0.373, n=248, p<0.05].
However, there existed a strong positive
correlation between perceived quality and
brand loyalty [r=0.621, n=248, p<0.05],
perceived quality and brand equity
[r=0.69, n=248, p<0.05] and brand loyalty
and brand equity [r=0.753, n=248,
p<0.05].
7
Discussion
While brand equity is a culminated
creation of brand awareness, perceived
quality, brand association and brand
loyalty (Aaker D. A., 1991), the four
constructs themselves also showcase the
importance of the overall potency of
branding as an almost tangible phenomena
– the weight of the variables, however,
vary greatly in the overall scenario, as
highlighted in our study.
65.2% of the variance in brand equity was
explained by the above mentioned
variables; brand loyalty and perceived
quality were the significant variables,
while the remainder were not – henceforth,
y=8.431E-17+ 0.522Loyalty + 0.368PQ
According to Keller (1993) recognition
and recall are two fundamental
constituents of brand awareness;
consumers differentiate brands via
recognition, and recall them via
recollection of thoughts and/or past
experiences.
Our statistical analysis demonstrated brand
association to have a miniscule effect on
Nestle’s brand equity – consumers’
awareness, or rather, lack thereof, meant
Nestle’s sales would ultimately take the
brunt of their err. Without brand awareness
and the inherent ability therein to ‘choose’
a product, consumers would opt for the
closest next item they were familiar with.
Marketing efforts have to be concentrated
in the sector, in terms of scope, reach and
frequency, in order to mend current
circumstances.
Brand associations regarding Nestle
Milkpak were also lacklustre in the overall
model as per our computations – moderate
correlations with other variables at best.
There were a few key observations though,
worthy of mention.
Firstly, there was significant difference in
Brand Association with regards to
employed women and unemployed women
whereby employed women preferred
Nestle Milkpak in a greater capacity as
compared to the latter. According to Park,
Jaworski, & Maclnnis (1986), functional
benefits – such as convenience in this case
– are core to brand associations.
Consumers project their personal values on
to branded objects and/or services and
consequently prefer choosing a brand that
satisfies both criterion.
Brand attitude is yet another vital fragment
of brand association. Non-tangible
8
elements of a product can aid consumers in
crafting a cognitive reality about the
associated brand (Agarwal & Rao, 1996).
Younger women in our study perceived
Nestle Milkpak to be positively aligned
with their attitudes. The finding could aid
Nestle in conjuring relevant connections
via advertising – older women could get to
view insights of why women of a later
generation preferred Milkpak, significantly
so, (eta = small effect) and be converted
into purchasers/advocators themselves.
Overall, since brand associations do not
withstand the fall of time, any efforts to
prolong or sustain their positive
competitive perception is an ongoing task.
For Nestle, the variables to keep into
account while maintaining and enhancing
this favourability would be to strategically
target young working women in their
marketing campaigns.
Perceived quality renders a brand to be
‘superior’ to another in the minds of the
consumers (Crosby, 1979). The construct
is purely based on subconscious reasoning
and has no impact on the physical nature
of the product whatsoever. And as such
weight it holds on brand equity is
substantial Zeithaml (1988). In Nestle
Milkpak’s case, the overall impact
perceived quality ultimately had on brand
equity successfully argued a similar case
(strong positive correlation).
Zeithaml further goes on to explain the
closely tied positive link between
perceived quality and brand loyalty. Our
study established a similar correlation –
both constructs were strongly tired in a
positive correlation between themselves.
For Nestle, in order to capture and retain a
proportionally significant part of their
market share, it must focus on perceptual
quality as a core task. This would
eventually lead to repeated buying
behaviour and brand loyalty thereon.
Another rationality behind Nestle’s acute
focus on building greater perceived quality
would be based on the recent findings of
Das (2015); consumers view their own
identity and image in certain brands they
find consistent with their own purpose and
drive. In our study’s case, there was a
moderate positive correlation between
perceived quality and brand association.
A similar feature was observed between
perceived quality and brand awareness.
Keller’s (1993) findings were in line with
our empirically deduced pattern.
As discussed earlier, most elements of
brand equity are not eternal – and as such
perceived quality can vary over time.
Without diminishing the importance of the
phenomena itself, Nestle should focus on a
similar, if not greater, construct – Brand
loyalty. As per our findings, brand loyalty
has a strong positive correlation with
brand equity.
The complex task, though, is the fact that
loyalty cannot be nurtured and developed
in isolation; just as our model explains,
brand loyalty is a product of all other
constructs (brand awareness as well has an
indirect impact on loyalty). Brand loyalty
must then be non-randomly constructed in
a consumer’s mind via directed efforts of
the other variables. (Jacoby, Jacob, &
Chestnut, 1978).
Milkpak’s brand loyalty had a strong
positive correlation with perceived quality
as well – when focusing on the marketing
aspects of the game, Nestle must ensure
that consumers view their product to be of
superior quality versus competitors’
offerings. To further emphasize on
tackling brand loyalty via indirect
measures we can turn to Fishbein and
Ajzen ( (1967)) – behaviour, in all chaos,
is relatively consistent, which also makes
it easy to manipulate; brand loyalty if
forged via manipulated behaviour and
controllable thought processes.
9
Lastly, it is vital to note that brand
awareness and association did have a
(small) impact on the overall model – the
degree, however, to which they transmuted
the finality of the findings can be
questioned. Regardless, all 4 constructs
discussed provide valuable intel on how
Nestle should hereon proceed with
calculated efforts, backed by empirical
findings, in order to regain lost market
share.
Conclusion
The purpose of this research was to
identify the factors which contribute the
most in achieving the brand equity of
Nestle Milkpak. The factors that were used
in measuring brand equity were brand
association, brand awareness, brand
loyalty and perceived quality. Apart from
this, the research helped us in determining
the correlation between these factors and
the influence they had on Brand Equity.
For the purpose of this research we
designed a questionnaire having all the
constructs as a survey instrument to
investigate the hypotheses under
consideration. Online survey questionnaire
was used to collect responses from our
respondents.
In terms of consumption and usage pattern
of milk, most of the respondents consumed
packaged milk and for a great number of
respondents their frequency of milk
shopping was daily and mostly consumed
milk twice day. The most preferred brand
of milk for tea and drinking was Milkpak
(33.7% and 32.5%) followed by Olpers
(31.7% and 29.4%) respectively. However,
the most preferred brand for desserts was
Olpers (38.1 %) followed by Nestle
Milkpak (37.7 %).
Through our statistical analysis we
inferred that Perceived Quality and Brand
Loyalty have the greatest effect on overall
Brand Equity and between themselves.
Perceived Quality and Brand Loyalty had
strong positive correlation with Brand
Equity showing that these two had a
greater influence on Brand Equity. Hence,
to increase over all brand equity of Nestle
Milkpak all the communication should be
focused on the superior quality of the
brand and developing a strong emotional
connection aiming to increase loyalty.
Apart from this the importance of brand
awareness was highlighted because it helps
certain brands become customers’ choice.
If the customers are not aware of a certain
brand then it is very likely that they are not
going to buy that product. Hence, in order
to create or maintain brand equity building
brand awareness is an essential element.
Based on our research and the statistical
analysis we can give certain
recommendations to Nestle. Firstly, the
brand communication message of Nestle
should be specially targeted towards
younger women who are beginning to take
control of the household. In this way these
women can become a loyal customer of
Nestle Milkpak. Secondly, Nestle Milkpak
in all its communication messages should
incorporate the different usage of milk in
consumer’s everyday life – cooking, usage
with tea, baking, etc. Thirdly, the
marketing efforts should focus on creating
strong positive associations in the mind of
the consumer, so that Nestle Milkpak is
their most preferred brand. Fourthly, as the
Brand Association was high for employed
women, as they see Milkpak as a
convenience product; therefore, we should
highlight in our communication message
that the brand is convenience for everyone.
10

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Appendix
Measurement Scale based on Yoo & Donthu’s Brand Equity Scale (5 Point Likert scale 1=
Strongly Disagree and 5= Strongly Agree)

Perceived Quality of Nestle Milkpak

1. Nestle Milkpak is of high quality.
2. The likely quality of Nestle Milkpak is extremely high.
3. The likelihood that Nestle Milkpak would be functional is very high.
4. The likelihood that Nestle Milkpak is reliable is very high.
5. Nestle Milkpak must be of very good quality.
6. Nestle Milkpak appears to be of very poor quality.

Brand Loyalty of Nestle Milkpak

1. You consider yourself to be a loyal user of Nestle Milkpak.
2. Nestle Milkpak is your first choice.
3. You will not buy other brands if Nestle Milkpak is available at the store.

Brand Awareness of Nestle Milkpak

1. You know what Nestle Milkpak looks like.
2. You can recognize Nestle Milkpak among other competing brands.
3. You are aware of Nestle Milkpak.

Brand Associations of Nestle Milkpak

1. Some characteristics of Nestle Milkpak come to your mind quickly.
2. You can quickly recall the symbol or logo of Nestle Milkpak.
3. You have difficulty in imagining Nestle Milkpak in your mind.

Overall Brand Equity of Nestle Milkpak

1. It makes sense to buy Nestle Milkpak instead of any other packaged milk brand, even
if they are the same.
2. Even if another brand of packaged milk has the same features as Nestle Milkpak, you
would prefer to buy Nestle Milkpak.
3. If there is another brand of packaged milk as good as Nestle Milkpak, you prefer to
buy Nestle Milkpak.
4. If another brand of packaged milk is not different from Nestle Milkpak in any way, it
seems smarter to purchase Nestle Milkpak.

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