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International Academic Journal of Development Research (IAJDR)Vol.2, No.1, July - December, 2013
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International Academic
Journal of Development
Research (IAJDR)
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EDITORIAL BOARD
Editorin - Chief
H. E. Prof. (Dr). Mik Saphanaret
National University of Management, Cambodia
Universidad Empresarial de Costa Rica, Costa Rica
Assistant and Members
Prof. (Dr.) Chhiv Thet
Passtra University of Cambodia, Cambodia
Prof. (Dr.) Sao Lim Houth
Angkor University, Cambodia
Prof. (Dr. h.c.) Tithsothy Dianorin
Angkor University, CambodiaLect. Ma Bun Seng Rithy, PhD Candidate
Cambodia University of Specialties, Cambodia
Prof. Hoeng Chiv Yann
Cambodian International Cooperation Institute, Cambodia
Prof. Met Vichet
Vanda Accounting Institute, Cambodia
Prof. Leng Dina
Bayon Book Publishing Manager, Cambodia
INTERNATIONAL EDITORIAL ADVISORY BOARD
Prof. (Dr.) Daniel Esteban Odin
The Business University of Costa Rica, Central America
Prof. (Dr.) Christopher Nigel Preece
Malaysia University of Technology, Malaysia
Prof. (Dr.) George Reiff
EIILM University; India, Universidad Empresarial, Central America
Prof. (Dr.) Frederick U. OzorUniversity of Gambia, West Africa
Prof. (Dr.) Arif Anjum
University of Pune, India
Prof. (Dr.) Andrew Ssemwaga
Kigali Independent University, West Africa
Prof. (Dr). Jayanta K. Nanda
Ravenshaw University, India
Prof. (Dr). Oyat Christopher
Gulu University, Northern Uganda, East Africa
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IAJDRis the Official International Academic Journal of the University Group and
Bayon Book Under the Management of Sastra Angkor Institute and Asia Marketing
Solution Co., Ltd.
OFFICE:
Address 1: 1733 Pyrenees Ave, Apt 121, Stockton, California, CA95210, USA.
Address 2: 1607 South West Sylvester Lane, Florida, FL34984, USA.Published Address 3: 2nd Floor, No. 40Eo, St 324, Sangkat Beoung Salang, Khan Toulkok,
Phnom Penh, Cambodia, Phone: (855)23 6336889
Government Reg. No. 7112 MOC/ D/ REG
DISTRIBUTION OF THE JOURNAL:The IAJDR Journal is distributed worldwide through ourInternational and local Agencies.
Both Print and Online of the Journal is distributed to 180 Universities worldwide with total
150 Countries. This is not included the availability from sales in the Markets.
Copyright with Bayon Book Publishing is under the management of Sastra Angkor
Institute and Asia Marketing Solution Co., LTD. No part of the publication may be
reproduced in any form without prior permission of the Editor-in- Chief, International
Academic Journal of Development Research. However, the views expressed in the articles or
research papers are those of the authors and not of the editorial board or publisher.
LANGUAGE POLICY:
IAJDRis an English Language publication and the Editorial Board aims to ensure that
contributors use grammatically correct and idiomatically appropriate English language.
However, for many of our contributors English is a second and even third language and from
time to time a strict language policy is modified to ensure that good articles are not excluded
simply because they do not meet the highest English standards. We also hold it to beimportant that material be not over edited, providing its message is considered to be clear to
the majority of our readers. The general objective that IAJDRis to create conditions whereby
all informed persons are able to contribute to the ongoing debates, regardless of their English
language competence and their lack of familiarity with accepted journal protocols.
IMPORTANT DISCLAIMER
The publishers, authors and editors are not responsible for the results of any actions on the
basis of information in this work, nor for any errors or omissions. The publishers, authors and
editors expressly disclaim all and any liability to any person, whether a purchaser of this
publication or not, in respect of anything and the consequences of anything, done or omitted
to be done by any such person in reliance, in whole or part, on the contents of this publication.The views expressed in this work are not necessarily the official or unanimous view of the
office bearers of the IAJDR.
Web Site: www.ams-groups.com, www.bayonbook.com
Email:[email protected]
CONTRIBUTIONS: Contributions should be forwarded to
Prof. (Dr.) Mik saphanaret [email protected] [email protected]
Prof. Leng Dina [email protected] [email protected]
Please note the Notes to Contr ibutorsat the back of this edition
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International Academic Journal of
Development Research (IAJDR)
ContentsTitle Page
1. Capital Structure Analysis of Oil Industry: A case study ofBharat Petroleum Corporation Limited (INDIA) 1-20-S. K. KHATIK (Ph.D., M. Phil, M.Com)
2. History of Restriction of the Use and Display of Foreign EducationalCredentials through laws and decrees in Germany from 1939 to 2012 21-42-Georg Reiff
3. Global Operation Management Step ahead For Effective SupplyChain Managers 43-45-Shakti Prasad Mohanty & Sanjay Kumar Rout
4. The Developing Concept Of The Professional The Nature AndFuture of Professionalism, And Its Implications for Academics,
Executives and Public Administrators 46-51-Daniel Valentine
5. Relevance of Physics Education Programmes of the University ofthe Gambia to the Teaching of Senior Secondary School Physics in
the Gambia. 52-73-Nya Joe Jacob
6. Collective Learning and Knowledge Development inthe Evolution of Regional Clusters of High Technology
SMEs in Europe 74-91-David Keeble And Frank Wilkinson
7. The competitive Brand of Selected Consumer Product inCambodia 92-109
-Kao Kveng Hong
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THE COMPETITIVE BRAND OF SELECTED CONSUMER
PRODUCTS IN CAMBODIA
Vol. 2, No. 1, July- December, 2013, pp. 92-109
Dr. Kao Kveng Hong*
Brand marketing has a distinct historical
context irrespective of the levels of
development of the countries. Most of the
experience was built around the Fast
Moving Consumer Goods (FMCGs)
business of Multi-National Companies
(MNCs) with its own unique products,
market and company policy imperatives.
However, it can be said that all successful
efforts in brand making have not been byMNCs, as local companies too have been
successful in many countries in this
regard.
A brand is the personification of a
company. It is a source of a promise to its
customers. It promises relevant
differentiated benefits. It does so not only
to place itself into the purchase
consideration set, but even more
importantly, to be the brand chosen fromthat purchase consideration set. This is
also referred to as the brands unique
value proposition. Whether it is called a
unique value proposition or a promise of
relevant differentiated benefits, it is very
important that the promise or proposition
be delivered consistently at each point of
customer contact, time after time. Thus, a
brand is the idea or image of a specific
product or service that consumers connect
with, by identifying the name, logo,slogan, or design of the company who
owns the idea or image.Branding is when
that idea or image is marketed so that it is
recognizable by more and more people,
and identified with a certain service or
product when there are many other
companies offering the same service or
product. Thus, branding is an important
part which allows companies to build their
reputations as well as expand beyond the
original product and service, and add to
the revenue generated by the original
brand. Branding is also a way to build an
important company asset, which is a good
reputation. In addition, branding can build
an expectation about the company services
or products, and can encourage the
company to maintain that expectation, or
exceed them, bringing better products and
services to the market place. Thus, brandallows the consumer to shop with
confidence, and they provide a route map
through a bewildering variety of choices.
The brand and consumers appreciation of
the underlying appeals drive the purchase
decision.
BACKGROUND
The real power of successful brands is that
they meet the expectations of those thatbuy them. As such, they are a contract
between a seller and a buyer. If the seller
keeps to its side of the bargain, the buyer
will be satisfied; if not, the buyer will in
future look elsewhere. Therefore, the
value to businesses owing strong brands is
incontestable. Brands that keep their
promise attract loyal buyers who will
return to them at regular intervals. The
benefit to the brand owner is that
forecasting cash flows becomes easier,and it becomes possible to plan and
manage the development of the business
with greater confidence.
In the present competitive world, the asset
value of brands is widely recognized by
both brand owners and investors. Brands
as realized can generate high quality
earnings that can directly affect the overall
performance of the business and thus
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influence the share price. The durability of
brands, the quality of their earning power
and their widespread appeal make them
highly desirable properties. Hence, a
brand which is widely known in the
marketplace acquires brand recognition.When brand recognition builds up to a
point where a brand enjoys a critical mass
of positive sentiment in the marketplace, it
is said to have achieved brand franchise.
Brand recognition is most successful when
people can state a brand without being
explicitly exposed to the companys name,
but rather through visual signifiers like
logos, slogans, etc. The recognition and
perception of a brand is highly influenced
by its visual presentation. A brands visualidentity is the overall look of its
communications. Hence, effective visual
brand identity is achieved by the
consistent use of particular visual
elements to create distinction.
Effective brand names build a connection
between the brand personality as it is
perceived by the target audience and the
actual product/ service. Typically,
sustainable brand names are easy to
remember, transcend trends and have
positive connotations. Thus, brand identity
is fundamental to consumer recognition
and symbolizes the brands differentiation
from competitors. However, over time, a
products brand identity may acquire,
gaining new attributes from consumer
perspective but not necessarily from the
marketing communications an owner
percolates to targeted consumers.Therefore, brand associations become
handy to check the consumers perception
of the brand.
A brand image has both a direct effect on
sales and a moderating effect on the
relationship between product life cycle
(PLC) strategies and sales. Finally, a
brand image is not simply a perceptual
phenomenon affected by the firms
communication activities alone. It is the
understanding consumers derive from the
total set of brand-related activities
engaged in by the firm. Thus, unless
effects on the brand image also are
considered, the implementation of PLC
strategies may cause a decline in long-runmarket performance (Park, et al., 1986)1.
In consumer behavior research, a
considerable amount of attention has been
given to the construct of brand
personality, which refers to the set of
human characteristics associated with a
brand (Aaker, 1997). Researchers have
focused on how the personality of a brand
enables a consumer to express his or her
own self (Belk, 1988), an ideal self
(Malhotra, 1988), or specific dimensionsof the self (Kleine, Kleine, and Kernan,
1993) through the use of a brand.
Practitioners view it as a key way to
differentiate a brand in a product category
(Halliday, 1996) as a common
denominator that can be used to market a
brand across cultures (Plummer, 1985).
Despite the important relationship
between a brands image and its market
performance, limited research has been
carried out in small emerging markets.
Further, research on personality and the
symbolic use of brands more generally has
remained limited due to the lack of
consensus regarding what brand
personality really is.
LITERATURE REVIEW
BRAND COMPETITIVENESS
Brand competitiveness is considered as a
basis for long-term survival of an
enterprise and can bring long-term
interests for enterprise. Brand
competitiveness enhances market share,
increase profits, enable organizations to
charge higher price, create customer
loyalty, or even help override occasional
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failures in the eyes of the consumers.
Organizations develop brands as a way to
attract and keep customers by promoting
value, image, prestige, or lifestyle. They
may enjoy a trust or customer loyalty if
they able to differentiate the brand fromthe competitor. A weak brand cannot able
to retain the customers.
Many researchers believe that
brand competitiveness is affected mainly
by two dimensions. The first dimension is
the basic strength of corporate, such as
product quality or service, technology,
business skills, management capacity,
human resources; the second dimension is
the effectiveness of brand communication
which mainly includes the consumersperception of brand images and the
channel capacity of providing products
and services to customers. Yang et al.
(2008) provide that the brand value, brand
innovation, brand quality control, brand
marketing and brand communication
constitute the five aspects of brand
competitive factors. Dali et al. (2007)
reveal that brand competitive effects by
four elements. These are basic elements
which composed of product performance,
quality and other indicators; form factor,
which refers to the name, trademarks, etc.;
support elements which include
management capabilities, financial
strength, human resources, etc.; and
strengthen elements which include public
relations, advertising and after-sales
service. Recently research in this
direction is more concerned about the
brand itself, focusing on the brandcontinuity and development factors.
Among them, the brand culture is the most
important one. Pengli and Furong (2008)
sum up the factors as brand market power,
brand innovation, brand culture and brand
leadership. Brand culture emphasizes the
integration of business outlook, values,
and aesthetics into the brands. Further,
Xueme (2009) emphasizes on the link
between brand and corporate image, and
the brand elements summarized as brand
strength, brand management, brand
development and brand sales force.
Jinping (2009) consider cultural
competence as the dominant factor which
emphasizes that an enterprise must
establish a distinctive brand philosophy,brand image and brand personality.
To enhance the competiveness of the
brand several business strategies are
required. These are (i) developing a good
quality management system and have
good crisis manage capacity, (ii)
effectively engage in marketing
campaigns, while focusing on the
customers evaluation after purchase, and
(iii) strengthening brand operations along
with enhancing brand value.
Liuxiang (2002) points out good brands
need good quality management system as
a safeguard and there are three elements to
establish a good quality management
system. The first part should begin from
the raw materials, grasp the purchase
channel, strict implementation of quality
standard; the second part from the
production process control, strict
manufacturing processes for processing in
accordance with the production, strict
control of the defect rate and the failure
rate;and the third part links quality testing
and quality inspection, which must not be
over looked. Companies wishing to build
their brand bigger and stronger cannot be
too short-sighted in quality inspection link
pushing boundaries.
Enterprises should make full use of
various marketing initiatives to strengthentheir brand image. Advertising, public
advocacy, promotion and celebrity effect
can become effective measures. Marketing
campaigns make a brand famous but it can
never solve the problem of maintaining
the brand, as such establishment of brand
image is far more than that. The key to
maintain a good brand is to put more
emphasis on the consumers evaluation,
particularly the evaluation after the
purchase. Such thinking not only can
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maintain good customer satisfaction, but
also helps improve product performance,
better brand recognition and customer
loyalty (Yang and Tang, 2008).
The profitability of the brand is the mostfundamental part of the core business
ability. In order to enhance brand value,
the enterprise should start from the
brands profitability, which is not just a
guarantee, but the essential part for the
continuation of the brand. Brand
profitability is the outward manifestation
of the brand competitiveness; it refers to
the ability to profit in the market. Brand
development capacity reflects the ability
of the persistence of a brand; it is subjectto many factors. Branding capabilities
explain whether a brands image in the
consumer consciousness is achieved the
desire or not. Brand support capacity
emphasizes on the resources needed to
maintain the brand conditions. Brand
awareness capacity shows whether the
target brand on the market won the social
acceptance and customer satisfaction.
Fast Moving Consumer Goods (FMCGs)
Fast Moving Consumer Goods
(FMCGs) are products that are sold
quickly at relatively low cost. Though the
absolute profit made on FMCG products
is relatively small, they generally sell in
large quantities and as such the
cumulative profit on such products is
large. These products get replaced within
a year. Examples of FMCG generally
include a wide range of frequently
purchased consumer products such astoiletries, soap, cosmetics, teeth cleaning
products, shaving products and detergents,
as well as other non-durables such as
glassware, light bulbs, batteries, paper
products and plastic goods. FMCG may
also include pharmaceuticals, consumer
electronics, packaged food products and
soft drinks, tissue paper, chocolate bars,
although these are often categorized
separately. Subsets of FMCGs are Fast
Moving Consumer Electronics which
include innovative electronic products
such as mobile phones, MP3 players,
digital cameras, Laptops, etc. These are
replaced more frequently than other
electronic products. White goods in
FMCG refer to household electronic itemssuch as Refrigerators, TVs, Music
Systems, etc. Some of the best known
examples of Fast Moving Consumer
Goods companies include Colgate-
Palmolive, Unilever, Nestle, Procter &
Gamble, Marks, Spencer, Coca-Cola,
Carlsberg, Pepsi, etc.
FMCG industry provides a wide range of
consumables and accordingly the amount
of money circulated against FMCGproducts is also very high. This industry,
alternatively called as Consumer
Packaged Goods (CPG) industry primarily
deals with the production, distribution and
marketing of consumer packaged goods.
Consumers generally put less thought into
the purchase of FMCG than they do for
other products. Today the competition
among FMCG manufacturers is growing
very fast and as a result of this, investment
in FMCG industry is also increasing.
FMCG industry also engaged in
operations, supply chain, production and
general management. The main segments
of the FMCG sector are:
Personal Care: oral care; hair care; skin
care; personal wash (soaps); cosmetics
and toiletries; deodorants; perfumes; paper
products (tissues, diapers, sanitary); shoe
care.
Household care: fabric wash (laundrysoaps and synthetic detergents); household
cleaners (dish/ utensil cleaners, floor
cleaners, toilet cleaners, air fresheners,
insecticides and mosquito repellants,
metal polish and furniture polish).
Branded and Packaged Food and
Beverages: health beverages; soft drinks;
staples/ cereals; bakery products (biscuits,
bread, cakes); snack food; chocolates; ice
cream; tea; coffee; processed fruits;
vegetables and meat; dairy products;
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STUDY OBJECTIVES
The objectives of the study were:
To Identify the key competitive ofthe Consumers products brands inCambodia Market and the
perception of consumers regarding
the usefulness of dominant
attributes on brand evaluation;
To find out the role ofadvertisement in the buying
decision of consumers towards
selected brands of FMCGs; and
To analyze the brand identity ofselected brands of FMCGs among
the consumers in the study area.
METHODOLOGYThe type of analysis carried out in the
present study is both descriptive as well as
quantitative in nature. To achieve the
objectives and test the hypotheses, the
study has collected primary data through
direct personal interview method with the
help of a structured questionnaire. The
primary data have been collected from400 selected respondents in the city of
Phnom Penh. Besides, relevant secondary
data have also been collected from several
sources. Both descriptive and quantitative
analysis has been carried out in the study.
Several statistical tools, such as average,
percentage and Multidimensional Scaling
(MDS) have been used in the study. The
study has also carried out both tabular and
graphical analysis to analyze the data
collected as per the objectives of thestudy.
In addition, relevant statistical tools are
used in the study to accomplish the
objectives. Weighted Aggregate Score is
carried out to rank the attributes affecting
the buying decision of the consumers.
The Weighted Aggregate Score is
calculated as per the formula given below:
Weighted Aggregate Score = Wi Xi
Where,
Wi = Weight of ith item X
Xi = Value of ith item X
To understand the preference level of the
respondents so far different brands oftoothpaste, detergent powder and shampoo
is concerned, the Multidimensional
Scaling (MDS) has been used. This
particular technique is well suited and was
originally developed for measuring human
perceptions and preferences.
Multidimensional Scaling is used to
identify the product attributes that have
importance to consumers and to measure
their relative importance. This technique
tests the brands which compete mostdirectly with each other. MDS is a set of
techniques used to understand and
measure the variety of human responses.
MDS tackles basically two problems: i.
dimensions involved for consumer
perception of objects (Products, Services,
Brands, Companies, etc.), and ii.
Configuration of points (of objects) in that
dimensionality.
As regards dimensionality, the number
can be two or more. However, only two
most important dimensions are chosen so
that the resultant configuration can be
shown graphically. The outputs of MDS
are the location of objects on the relevant
dimensions as is termed as Perceptual
Mapping. Thus, the perceptual map
technique has also been used to identify
the underlying dimensions that
differentiate customer perception ofproducts and the position of existing
products on the dimensions. The
following method has been used to find
out the number of dimensions and
configuration of that dimensionality.
The similarity matrix from response
matrix has been found out by the
following formula:
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Where N is total sample size, i = row and j
= column.
The distance between each brand is found
out by using Euclidean distance formula:
Where Xik, Xjk are the projections of
points i and j on dimension k
(k = 1, 2, .., r)
The stress value is calculated as a badness
of fit at 10 per cent. So any value below
the value of allowable badness of fit is
acceptable.
Thus, MDS is carried out to help
understand people judgments of the
similarity of members of a set of objects.
The pairs of brands are taken to study the
superiority of the brand through the
ordinal scale. Respondents are required togive their preferences for the different
brands and finally, the perceptual map is
drawn to know the Euclidian distance
among the different brands.
To meet the objectives of the study,
400 respondents are taken into account for
carrying out the field survey in the capitalcity of Cambodia, i.e., Phnom Penh.
BRANDS COMPETITION
Competitive Analysis of Various
Brands of Toothpaste
Considering certain attributes, such as
cleanliness, protection of gum and teeth,
freshness, price, advertisement, etc., the
competitive analysis of various brands oftoothpaste is taken into account. For this
purpose, the study has considered the
brands like Colgate, Close up, Pepsodent
and Oral-B. The other brands of
toothpaste have not been taken into
account with the simple assumption that
these brands are not effective players in
the market. The competitive analysis of
various brands of toothpaste is presented
in Table 5.2.3.
Table No. 5.2.3
Identification of Best Brand of Toothpaste on the basis of Selected Attributes
Attributes Brand
Colgate Pepsodent Close-up Oral-B Total
Cleanliness 128
(32.00)
104
(26.00)
108
(27.00)
60
(15.00)
400
(100.00)
Protection of
gum & teeth
152
(38.00)
88
(22.00)
96
(24.00)
64
(16.00)
400
(100.00)Freshness 92
(23.00)
84
(21.00)
88
(22.00)
136
(34.00)
400
(100.00)
Price 124
(31.00)
120
(30.00)
88
(22.00)
68
(17.00)
400
(100.00)
Advertisement 112
(28.00)
104
(26.00)
108
(27.00)
76
(19.00)
400
(100.00)
Packaging 108
(27.00)
80
(20.00)
112
(28.00)
100
(25.00)
400
(100.00)
Brand Image 128
(32.00)
92
(23.00)
96
(24.00)
84
(21.00)
400
(100.00)
Note: Figures in the parentheses indicate percentage to row total.
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Table 5.2.3 reveals the fact that
considering the attributes, such as
cleanliness, protection of gum and teeth,
price, advertisement and brand image,
Colgate was considered by the highestnumber of respondents as the best brand.
So far as the freshness and packaging are
concerned, Oral-B and Close up were
considered respectively by the
respondents as the best brand. In a number
of attributes, such as cleanliness,
protection of gum and teeth,
advertisement and brand image, the brand
Close up had secured the second position.
However, the brand Oral-B had secured
the lowest position in all the attributestaken into account except freshness and
packaging.Figure5.2.5presented below
shows clearly the competitive analysis of
various brands of toothpaste considering
several attributes.
Marketing Implications
The analysis made earlier with regard to
factors influencing buying of toothpasteand choosing of a brand to be the best
considering the attributes reveals the
following marketing implications.
i. One of the significant attributeinfluencing the buying decision of
toothpaste is the protection of gum
and teeth as revealed from the
analysis. Considering the brand which
meets the above criteria, it is found
that Colgate was considered to be the
most effective brand. Hence, to
further strengthen the market, Colgate
should give more emphasis on the
above attribute. The other brands,
such as Pepsodent and Close up
should also seriously think of their
product value in terms of cleanlinessto pose a serious threat to the brand
Colgate.
ii. It is also revealed that freshness asone of the important attributes in
buying the toothpaste. Data show that
maximum number of respondents
favoured Oral-B as the best brand in
meeting the above criteria. Thus, it
can be inferred that to gear up its
demand and to fight with the brand
Oral-B, Colgate, Close up and
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Pepsodent should consider raising
their freshness value in the product.
iii. Very few respondents consideradvertisement as one of the important
factor in buying toothpaste. However,
Colgate had secured the first positionso far the advertisement is concerned.
To promote the brand and to
strengthen the market position, the
brands like Pepsodent, Close up and
Oral-B should develop more
appealing advertisement to create new
demand in the market.
iv. Considering the attributes, such ascleanliness and protection of gum and
teeth, it can be stated that the
competing brands of Colgate, such asPepsodent, Close up and Oral-B
should add value to their brands for
strengthening their base in the market
in the long run.
v. So far the attributes price and brandimages are concerned, Colgate was
rated as the best brand. Therefore, it
can be inferred that the brands, such
as Pepsodent, Close up and Oral-B
should consider the pricing and
develop certain criteria for building
up brand image to meet the growing
market challenge in the present
environment.
5.2.7 Perception of Toothpaste Colgate Brand
Understanding the level of perception of
consumers of the brand Colgate is
essential in a study of brand personality as
a competitive advantage. Knowing the
level of perception of the consumers helps
to build the brand image and to rightly
position the brand in the competitive
market.
The level of perception of the consumersso far the Colgate brand of toothpaste is
concerned is summarized below in a 15
scale. Further, the table shows the
Weighted Aggregate Score which is found
out by assigning 5 points to 5 and 1 point
to 1. The analysis has considered the use
of Weighted Aggregate Score to assess the
perception level of the consumers on the
basis of the selected attributes.
Table No. 5.2.4
Perception Level of the Consumers on Brand Colgate
Scale Number of Responses WeightedAggregate
ScoreAttributes
5
(High)
4 3 2 1
(Low)
Cleanliness 88 156 136 8 12 1500
Protection value 140 124 112 20 4 1576
Freshness 116 120 32 132 0 1420
Packaging 92 32 112 160 4 1248
Price 92 136 28 140 4 1372Advertisement 132 68 156 36 8 1480
Brand Image 116 56 216 8 4 1472
Table 5.2.4presented above shows that
respondents perceived the protection value
of the Colgate brand with regard to gum
and teeth as the most important attribute.
The Weighted Aggregate Score has shown
that next to the protection value,
cleanliness was perceived as the next
important attribute. The other attributes
which are perceived by the consumers as
important were respectively advertisement
of the product, brand image, freshness,
price and packaging. Further, it is to note
that more than 60 per cent of the
respondents perceived the Colgate brand
as high with regard to cleanliness,
protection value and freshness.
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Marketing ImplicationAnalysis made above on the perception of
Colgate brand by the consumers clearly
shows that Colgate had acquired a good
brand image due to some of its attributes,
such as protection value, cleanliness,freshness, etc. Hence, for the other brands
in the market to compete with the Colgate
brand, it can be inferred that they should
highlight their Unique Selling Proposition
(USP) on these attributes.
Competitive Analysis of Various
Brands of Detergent Power
A comparative analysis is made in this
sub-section by considering various brands
of detergent powders, such as Viso, Tide,
Lix and Breeze on the basis of a numberof attributes. The main aim is to assess the
best brand on the basis of the given
attributes. Looking to the nature of the
product, the various attributes selected are
whiteness, better foaming, cloth
friendliness, safe on hands, price,
packaging, storing for a long period,
advertisement and brand image. The study
is restricted within the four brands with
the assumption that these brands are
considered by the consumers as important.By knowing the best and the least brand
on the basis of the given attributes,
marketing strategies may be planned
accordingly. As found earlier, all the
respondents were in use of detergent
powder though their preferred brands vary
from one to other. Moreover, some of the
respondents after a certain period changed
their brand due to some reasons. Hence,
the study on different brands on given
attributes helps to know the reason of abrand as accepted by the consumers. The
comparative analysis of various brands of
detergent powder is presented in Table
5.3.3.
Table No. 5.3.3
Consideration of Best Brand of Detergent Powder on the basis of Selected Attributes
AttributesBrand
TotalViso Tide Lix Breeze
Whiteness 133(33.25)
104(26.00)
92(23.00)
71(17.75)
400
(100.00)
Better foaming 107(26.75)
89(22.25)
112(28.00)
92(23.00)
400
(100.00)
Cloth friendliness 117(29.25)
98(24.50)
84(21.00)
101(25.25)
400
(100.00)
Safe on hands 107(26.75)
104(26.00)
87(21.75)
102(25.50)
400
(100.00)
Price 102(25.50)
87(21.75)
137(34.25)
74(18.50)
400
(100.00)
Packaging 98
(24.50)
112
(28.00)
68
(17.00)
122
(30.5)
400
(100.00)Storing for a long period 106
(26.50)101
(25.25)89
(22.25)104
(26.00)400
(100.00)
Advertisement 117(29.25)
93(23.25)
112(28.00)
78(19.50)
400
(100.00)
Brand/company image 110(27.50)
104(26.00)
89(22.25)
97(24.25)
400
(100.00)
Note: Figures in the parentheses indicate percentage to row total.
Keeping in view the number of attributes,
Viso was found as the best brand
compared to Tide, Lix and Breeze by a
large number of respondents. In the earlier
analysis whiteness was revealed as the
most important factor influencing the
buying decision of detergent powder.
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Considering whiteness as a factor, around
33 per cent respondents viewed Viso as
the best brand followed by Tide (26 per
cent), Lix (23 per cent) and Breeze (18 per
cent). In case of other attributes, such as
cloth friendliness, safe on hands, power ofstoring for a long period, advertisement
and brand image, Viso was considered as
the best brand in the market as rated by
around 29 per cent, 27 per cent, 26.5 per
cent, 29 per cent and 28 per cent of the
total respondents respectively. In case of
attributes, such as better foaming and
price, the brand Lix occupied the first
position as found from the percentage of
respondents. Considering the attribute
packaging though it was found that around
31 per cent respondent were in favour of
Breeze as the best brand, close to that 28
per cent respondents considered Tide as
the next best brand. The brand Lix was
considered as the best one by 34 per centrespondents in case of price as attribute,
whereas, Viso was considered the next
best by 26 per cent respondents. Thus,
though the study is limited within four
brands of detergent powder and nine
attributes but, in most cases Viso was
found to be the best rated brand. The
analysis is further supplemented by the
figure presented below.
Marketing ImplicationThe analysis made earlier confirmed that
the demand for detergent powder depends
much on its ability to clean the clothes
rather than other factors and further it is
revealed that about 33 per cent
respondents opined in favour of Viso for
providing better cleanliness to the clothes.
Thus, compared to the other brands, Viso
was found to be the best due to the above
factor. So to enhance the demand for the
detergent powder in the market, the other
competing brands should give more
emphasis of bringing whiteness to the
clothes. This simply means that the
demand for the product much depends on
its functional utility. Knowing this the
marketer of the detergent powder should
consider the same to gain a better market
share.
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While ranking the different brands on the
basis of a given set of attributes it is found
that the competing brands had occupied
different positions with respect to the
attributes. Mostly, it is found that Viso
was considered to be the best by highernumber of respondents on the basis of its
whiteness, cloth friendliness, safe on
hands, power of storing for a long period,
advertisement and company image.
Considering this it is found that the brands
like Tide, Lix and Breeze were favoured
by limited number of respondents. Hence,
for the other competing brands, it is most
important to raise their functional values
to get a better position in the market.
In case of some attributes, such as, better
foaming, price and packaging compared to
the brand Viso, other brands got better
position. Hence, to compete in the market
and attract the customers, Viso should
relook its strategy with regard to these
attributes.
Competitive Analysis of Various
Brands of ShampooConsidering certain attributes, such as
removing hair dandruff, controlling hairfall, caring hair damage, providing extra
moisturizing to hair, making hair long and
shining black, packaging, price,
advertisement, brand image, etc. the
competitive analysis of various brands of
shampoo is taken into account. For this
purpose, the study has considered the
brands like Pantene, Clinic-Clear, Head &
Shoulder, Sunsilk, Palmolive, Dove,
Rejoice and others. The other local brands
of shampoo have not been taken intoaccount with the simple assumption that
these brands are not very effective players
in the present market. The competitive
analysis of various brands of shampoo is
presented in Table 5.4.3.
Table No. 5.4.3
Consideration of Best Brand of Shampoo on the basis of Selected Attributes
Attributes
Brand
Total
Pantene
Clinic-
Clear
Head &
Shoulder Sunsilk Palmolive Dove Rejoice
Removing hair
dandruff
83
(20.75)
91
(22.75)
56
(14.00)
52
(13.00)
47
(11.75)
42
(10.50)
29
(7.25)400
(100.00)
Controlling hairfall
107(26.75)
89(22.25)
63(15.75)
43(10.75)
39(9.75)
32(8.00)
27(6.75)
400
(100.00)
Caring hair
damage
102
(25.50)
78
(19.50)
84
(21.00)
41
(10.25)
40
(10.00)
38
(9.50)
17
(4.25)400
(100.00)
Providing extra
moisturizing to
hair
74
(18.50)
62
(15.50)
83
(20.75)
63
(15.75)
46
(11.50)
51
(12.75)
21
(5.25)400
(100.00)
Making hairlong
51(12.75)
44(11.00)
62(15.50)
51(12.75)
53(13.25)
75(18.75)
64(16.00)
400(100.00)
Shining black 56(14.00)
52(13.00)
78(19.50)
82(20.50)
40(10.00)
25(6.25)
67(16.75)
400
(100.00)
Packaging 76
(19.00)
65
(16.25)
58
(14.50)
51
(12.75)
20
(5.00)
89
(22.25)
41
(10.25)400
(100.00)
Price 53
(13.25)
72
(18.00)
56
(14.00)
61
(15.25)
88
(22.00)
24
(6.00)
46
(11.50)400
(100.00)
Advertisement 78
(19.50)
79
(19.75)
56
(14.00)
73
(18.25)
23
(5.75)
62
(15.50)
29
(7.25)400
(100.00)
Brand/company
image
81
(20.25)
68
(17.00)
61
(15.25)
52
(13.00)
45
(11.25)
52
(13.00)
41
(10.25)400
(100.00)
Note: Figures in the parentheses indicate percentage to row total.
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Table 5.4.3 reveals the fact that
considering the attributes, such as
controlling hair fall, caring hair damage
and brand image, Pantene was considered
by the highest number of respondents as
the best brand. So far as other attributes,such as removing hair dandruff and
advertisement are concerned, Clinic Care
was considered by the majority of
respondents as the best brand. In case of
providing extra moisturizing to hair, Head
and Shoulder was considered by most as
the best brand. The brand Dove was taken
by others as the best for making hair long
and better packaging as compared to
others. So far as the price of shampoo is
concerned, Palmolive was considered by
majority as the best brand. For the other
attribute, such as shining black while
Sunsilk was the most preferred brand,
Head and Shoulder was the next preferred
one. However, the brand Rejoice hadsecured the lowest position in certain
attributes taken into account except
making hair long, shining black,
packaging, price, advertisement and brand
image. Figure 5.2.6 presented below
shows clearly the competitive analysis of
various brands of shampoo considering
several attributes.
Marketing Implications
The analysis carried out above with regard
to the factors influencing buying of
shampoo and choosing of a brand to be
the best considering the attributes reveals
the following marketing implications.
i. The significant attributes influencingthe buying decision of shampoo is the
controlling of hair fall and caring for
hair damage as revealed from the
analysis. Considering the brand which
meets the above criteria, it is found
that Pantene was considered to be the
most effective brand. Hence, to
further strengthen the market, Pantene
should give more emphasis on the
above attributes. The other brands,
such as Clinic Clear, Head and
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Shoulder, Dove and Sunsilk should
also seriously think of their brands
value in terms of the above attributes
to pose a serious threat to the brand
Pantene.
ii. It is also revealed that removing hairdandruffis one of the importantattributes in buying the shampoo.
Data show that maximum number of
respondents favoured Clinic Clear as
the best brand in meeting the above
criteria. Thus, it can be inferred that
to gear up its demand and to fight
with the brand Clinic Clear, Pantene
and others should consider raising
their removal of hair dandruff value
in the brand.iii. Similarly, most of the respondents
considered Head and Shoulder as the
most preferred one for providing extra
moisturizing to hair. Likewise, Dove
was considered for making hair long
while Sunsilk was taken by most as
providing shining black to hair.
Considering these findings, the
reputed brands, such as Pantene and
Clinic Care should promote these
attributes effectively in their brands.
iv. Very few respondents consideradvertisement as one of the important
factors in buying shampoo. However,
Clinic Care had secured the first
position so far the advertisement is
concerned. To promote the brand and
to strengthen the market position, the
other brands should develop more
appealing advertisement to create new
demand in the market.v. While respondents had taken Dove asthe most preferred brand for
packaging, Palmolive was considered
as the best for pricing. Thus, it can be
stated that the other competing brands
should add value to their brands for
strengthening their base in the market
in the long run on these attributes.
vi. So far the brand image is concerned;Pantene was rated as the best brand
followed by Clinic Clear. Therefore,
it can be inferred that the brands, such
as Head and Shoulder, Sunsilk, Dove,
Palmolive, Rejoice and others should
develop appropriate measures to build
their brand reputation.
SUMMARY AND CONCLUSION
A brand is a central node of an associative
network constituted by consumers
learned connections between the brand
and a variety of cues, benefits, user types,
and symbolic meanings. The foregoing
analysis aims to provide a clear
explanation on several conceptual issues
relating to brand. In addition, it reviewsthe empirical findings on brand
personality and competiveness. Further,
an analysis is made on profiles of selected
products and brands. From the review of
literature it is found that though a good
amount of studies has been carried out on
issues relating to branding, brand image,
brand performance, brand personality,
brand competitiveness, etc. but very few
studies on those issues relating to brand
performance are taken up in small
emerging as well as poor economies in the
world. Understanding consumers
awareness and knowledge about presence
of several brands in the market and their
perception levels for different products
and brands in small economies are
important.
The analysis made in the present chapter
clearly shows the competitive advantage
enjoyed by the specific brands, such asColgate, Viso and Pantene of the selected
FMCGs. In case of all the selected three
FMCGs, majority of respondents were
aware of the presence of several brands in
the market. A larger percentage of
respondents were found in use of Colgate
brand of toothpaste, Viso brand of
detergent and Pantene brand of Shampoo.
Respondents had considered several
attributes for selecting the specific
products as well as their preferred brands.
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The analysis has also clearly found a
larger preference of customers in favour
of these three brands of selected products
over a longer period of time. It was found
that in general, advertisement plays an
important role in not only selecting theproduct but also the brand. Majority of the
respondents in all the specific three brand
cases remembered the advertisement in
some way or other and recognized that
these brands by themselves were enough
for sale. This reveals the brand identity
enjoyed by the selected brands, i.e.,
Colgate, Viso and Pantene among others.
As these brands are recognized by the
respondents as household brands, they
were perceived as having the highestpreferred brands as against other
competing brands. The important
marketing implications derived from the
analysis would be quite helpful for the
respective brands as well as their
competitors to develop appropriate
marketing strategies.
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*Dr. Kao Kveng Hong is Professor of
Business & Economics at Angkor
Khemara University, Phnom Penh,
Cambodia. He holds a Bachelors Degree
in Economic Science, a MBA and a PhD
in Business Administration. Prior to
entering academic life Dr Kao was active
in business; he remains the CEO of Asia
Marketing Solution Company, a company
he founded in 2006. Dr Kao is also a
qualified teacher. He began his career as
an English and Japanese teacher in private
schools in Siem Reap. These days he
teaches management and sales subjects to
undergraduates and MBA students. He
may be reached at kvenghong@ams-
groups.com
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Guidelines for Contributors
The International Academic Journal of Development Research (IAJDR) accepts to publish all type articlessuch as: Short Articles and Essays, Research Reports, Notes, Letter to the Editor, Republished articles, BookReviews.
1. Manuscripts submitted by author(s) for publication in IAJDR should be motivated to originalcontributions and neither been neither published previously nor is under the consideration forpublication elsewhere.
2. The Author can use Either British or American spellings and it should be followed throughout themanuscript. In no case, both standards should be mixed.
3. Author(s) should check their manuscripts for clarity, grammar, spellings, punctuation, and consistencyof references to minimize editorial changes.
4. The editorial team has the right to modify or edit the work in order to match the requirement ofstandard and style of the journal. Further, the Editorial team reserves the right to reject any manuscriptthat in their opinion is not suitable for publication in IAJDR, without expressly stipulating the reasonsfor doing so. Under no circumstances will be identity of the reviewer(s) and referee(s) be disclosed tothe author(s) or to any other third party not involved in the editorial process.
5. Manuscripts should normally not exceed 25 (A4 size) pages, typed in 1.5-space (including footnotesand references) in 12 font in Times New Roman on one side of the paper with wide margins. Title:14pt Times Roman Font. The manuscripts should include:
The Title of the article Author's names Some Key work at the Abstract should provide maximum of eight keywords Article should accompany an Abstract of about 150 words which should state briefly the
purpose of the research, main findings and major conclusions. At the final of the article the authors are asked to submit the following with their paper:
Authors name and brief biography together with A head and shoulders photograph ofthemselves, Details of academic qualifications, Professional affiliation title, address, andtheir E-mail address
6. Tables and figures should be placed at the end of the article. However, their location in the text shouldbe indicated clearly as:
Table1 about here. Author(s) must check tables to be sure that the title, Column headings, etc. are clear and to the point. Source must be given below the table. Mathematical expressions should be presented in a way that will be easily printable.
7. References should be placed at the end of the paper and arranged alphabetically. Author(s) shouldfollow the latest edition of APA style in referencing. Please visit www.apastyle.org to know aboutAPA style.
8. Endnotes: All notes should be indicated by serial numbers in the text and literature and all figures(charts, diagrams and line drawings) should be submitted in electronic form. They should be of clearquality, in black and white and numbered consecutively.
9. The citation should be detailed under reference in alphabetical order of the surnames followed by yearof publications.
10. Correspondence and proofs of correction will be sent to the first author unless otherwise specified.The article will be published after receipt of the corrected proofs from the author(s).
11. Manuscripts not considered for publication will not be returned back to the author(s).12. Author(s) while submitting papers should also certify that the paper has not been published or
submitted for publication elsewhere and that it represents author(s) own work.
13. An author or corresponding author will receive a hard copy of the published journal in which his orher article appears based on the condition.
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