Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets

Customer brand equity become the major concept in last decades due to increase the competition and also rise in demands of the customer. This study investigate the impact of customer brand equity in Pakistan in embryonic areas and mature areas because in immature area customer preference change and in mature areas customer demands may also be differ so for checking the retailer base customer’s brand equity [RBCBE]. We select the two markets of Pakistan Hakim hyper Market [HHM] and Metro cash and carry [MCC]. Sample was selected 100 respondents in both Regression analyses; Pearson’s correlation and Cronbach alpha used for the purpose of the investigation and results reveal that market loyalty have positive impact on retail brand equity in backward areas while market association have strong positive impact on retail brand equity in advance areas.


Introduction
In recent pattern, people prefer brands rather than products, it was an old concept when people brought inferior products. Now with the passage time and improving pattern mostly people have more conscious of brands because some mental associations are attached with brand. This mental attribute lead the development of brand.
Brand equity refers the commercial value which is derived from consumer preference of the brand name of specific product or service.
The concept of brand equity have been fundamental source of corporation it starts in 1980 and due to the increase in competition this concept become the most popular among the all organization, in these days if company want to expend itself then management must focus to the attribution of products and make the appropriate decision of packing and presenting for creating the brand equity.
Brand equity is a long term process, if corporations want to improve the brand then have to make decisions for long term rather than short term.

Concept of Brand in Pakistan
Same concept has existed in developing countries like Pakistan.
There are some aspects which contribute in Pakistan market which are: a) Large market size due to the 140 million population b) Per capita income according to purchasing capacity is $2000. So in Pakistan everyone wants to luxuries rather than simple products and visited in braded places like metro retailer store and in backwards area also is leading towards the middle class or some time business class.
In this research we study the two market places where mostly customer visit for choosing the appropriate brands one market situated in backward area and other market situated in advance area.

Retailing Sector of Pakistan
According to the Punjab Board of investment retailing sector is the third major sector in Pakistan after agriculture and industry sector. Retail sector in Pakistan is sharply grow by recent years. Many experts have visit and gain benefit in emerging markets and makes new setup in Pakistan which is one best example is Metro Cash and Carry Lahore. In this study we see that which customer base retail brand equity dimensions are applying at backward areas and advance areas.

Purpose of the Study
The basic purpose of this study is to investigating the customer based retail brand equity dimensions on retailer brand equity amongst Hakim Hyper Market customers [backward area] and Metro Retailer Market [Advance area].

Literature Review
According to Musekiwa, Chiguvi, & Hogo [2013] the concept of brand equity has been vested all surrounding to the global area. They check the impact on brand equity by OK store and find that awareness of the customer concerned to the brand have significant impact on the brand equity moreover loyalty has also play an significant role on brand equity.
For choosing the brand customer psychological attributes are also be the associated while choosing the brand so for seen the customer psychological attributes Dolatabadi, Kazemi, & Soltani [2012] award the result that brand personality create the link between brand equity and product sale because customer have chosen according to own psychological attributes and this attributes create the link between brand equity and brand sale. Another research conduct by Sloot, Verhoef, & Franses [2005] to see the hedonic level of products those which are out of the reaction stock on consumer they investigation shows that high equity brands create significant role in loyalty as compare to low equity brands in case of hedonic levels consumer will switch to other brands.
Baldauf, Cravens, Diamantopoulos, & Zeugner-Roth [2009] Conduct the research by investigation on product country image and market efforts on brand equity, findings show that both variables contribute the positive impact on brand equity.
Bendixen, Bukasa, & Abratt [2004] investigate by applying conjoint analysis experiment and conclude that price and delivery play vital role in the field of brand equity, according to them premium can make in case of high brand equity by the company. van Riel, Mortanges, & Streukens, [2005] say that brand equity is necessary for industrial branding it also stated that product brand equity mostly interfere in physically product attributes and its distribution process and service attributes create the link with corporate brand equity.
Zaichkowsky, Parlee, & Hill [2010] investigate the brand equity and perceiving market place and conclude that customer has not much aware about the real facts of the company authors recommended that company should improve by giving all necessary information on the front of the company website. Kim & Kim [2005] Shows the positive relation between brand equity and sampled firms due to the customer base brand equity, brand awareness, its loyalty perceived quality and its image. Kim  So above studies for significant role of perceive quality we can check its impact on hyper markets in Pakistan so we build following statement.
H7: Perceive quality has positive impact on Retail Equity Hakim Hyper Market.
H8: Perceive quality has positive impact on Retail Equity of Metro Retail Market.
Measurement Primary data has collect for study by using 5 Likert scale which 1 represent strongly agree, 2 represent agree, 3 present neutral, 4 present disagree and at 5 point present strongly disagree. These questioners were including brand equity and its dimensions which are awareness, associations, perceive quality and loyalty Questioners were conducted for 100 respondents which just 80% receive remaining were spoiling while collecting. Above data show the reliability data of brand equity and its dimensions in metro hyper market where by perceive quality, and brand loyalty have more reliable than brand awareness, brand association and brand equity. Above data shows the strong reliability of brand association, perceive quality and brand loyality. Other variables show less reliability as compare to these mention variables.

Results
Pearson correlation  according to above results there is positive correlation of brand awareness, brand association perceive quality and brand loyalty. But, according to finding brand loyalty has more important factor in immature areas. Similarly perceive quality has more correlated with brand awareness, brand association and brand loyalty and Loyalty has also show positive correlation with other variables. Immature area Brand association, perceive quality and brand loyalty have more strong relationship with brand awareness as compare to the other variables like brand association, perceive quality and loyalty.

Conclusion and Discussion
The basic purpose of this study was to investigate the impact of retail brand equity dimensions in backward markets and advance markets. For the purpose we use the survey technique and ask about the preference the customers of both markets. So according to our results and opinions of our respondents.
For this purpose we target 80 customers which 40 were hakim hyper market [backward area] and other were Metro Hyper market [advance area] and percentage of receive back was 80%.
So we conclude that, in backward areas brand loyalty has significant impact on RBE and awareness is just about 1.4% impact on RBE.
While if we study the advance market then we comes to know that loyalty have least impact while awareness is significant impact [84%] on market.