A Study to Compare Brand Equity Perceptions of Discount Retailers and Supermarkets

Abstract

The purpose of this study is to examine whether perceived brand equity dimensions vary across consumers who makes most of their shopping from discount stores or supermarkets. To reach this purpose, four main hypotheses were tested which were created within the extent of the study. A questionnaire form was designed to be able to gather the data needed to test the hypotheses. Using convenience sampling method, the questionnaire forms were carried out to the consumers who lives in the city of Sakarya and make most of their grocery shoppings from national discount store (120 Consumers) or national supermarket (111 Consumers) that specified within the scope of the study. According to the results of the study, the dimensions of brand equity for the different retailer types differ from each other except only the “brand awareness” dimension. With respect to these results, from the four hypotheses that created within the extent of the study, three of them were supported, while one of them was rejected.