Effects of Brand Image and Awareness to Buying Habits and Usage of Bath Soap Products among Its Customers: SEM Model
Iluminada Vivien R. Domingo *
College of Computer and Information Science, Polytechnic University of the Philippines, Manila, Philippines and Philippines and College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines
Robert U. Lao
Philippines and College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines
Ronaldo A. Manalo
Philippines and College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines
*Author to whom correspondence should be addressed.
Abstract
The quantitative study aimed to identify effects of brand image and awareness to buying habits and usage of body soap products among its customers using structural equation modelling technique. Data were gathered through interview and treated in depth.
Based on the findings, the image of the bath soap product is not significantly correlated with the brand awareness of its customers. While brand awareness and image significantly affects the usage of the product, they do not affect the buying habits of the customers. Since benefits reflect the image of the bath soap, the proponents suggest companies should intensely focus on improving the benefits derived from using the bath soap, so that customers will continuously buy their product. Further, the proponents recommend to use the other determinants of brand equity such as perceived quality, loyalty, etc. and advertising factors in determining percentage of brand users. Companies need to regularize their spending on advertisements as a medium periodically seen by customers.
Companies should therefore, concentrate on improving the image of the product and review advertising plan to target right market for advertisements.
Keywords: Brand Image, brand awareness, brand usage, buying habits, structural equation model