Marketing Mix and the Brand Reputation of Nokia

• Main Author: Syed Ehtisham Ali
• Format: Article
• Language: English
• Published: Karachi Institute of Economics and Technology 2008-04-01
• Series: Market Forces
• Subjects: Brand; Brand Equity; Brand Reputation; Market Mix
• Online Access: http://www.pafkiet.edu.pk/dnnbeta/LinkClick.aspx?fileticket=yCqBRq7rXHM%3d&tabid=390&mid=1266

Pakistan’s mobile phone market is growing very fast. The most selling brand in the market is Nokia. A hypothesis was developed that the reputation of a brand is a source of demand and the competitively superior quality image justifies a premium price. In this survey we assessed the reasons for preference of this brand based on established parameters of marketing mix (the 4 Ps). The objective of this study was to measure the extent of preference of these parameters. For this purpose a questionnaire was developed and administered to 240 respondents.The alternate hypothesis that at least one of the predictor variables would have a linear relationship with the dependent variable brand reputation was accepted. R² is 0.53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable, which is significantly moderate. Among all the independent variables the slope for the product quality and promotion (advertising & communication) were higher than the rest.Regression coefficients for product quality and promotion (advertising & communication) were 0.95 and 0.85 respectively. This means that an increase in one rating (on the scale of five to one) of product quality and promotion (advertising & communication) would cause brand reputation to increase by 0.95 and 0.85 rating respectively.