文章基本信息

标题：ANALISIS EKUITAS BERBAGAI MEREK MINYAK GORENG
本地全文：下载
作者：Ujang Sumarwan ; Kirbrandoko Kirbrandoko ; Etriya Etriya 等
期刊名称：Jurnal Manajemen & Agribisnis
印刷版ISSN：2407-2524
出版年度：2004
卷号：1
期号：2
页码：127-139
语种：English
出版社：Graduate Program of Management and Business Bogor Agricultural University
摘要：Normal 0 false false false MicrosoftInternetExplorer4 The purpose of this study was to analyzethe factors influencing brand equity of branded cooking oil. The data werecollected from 149 households living in Bogor.Cochran test, importance and performance analysis, Markov chain, anddiscriminant were used to analyze the data. The result of this study showedthat Sania position is in brand recall category. The Brand association of Saniawere yellow shine color and good packaging. Branded cooking oil users tend tobe unloyal that showed from high percentage of possibility rate of transition. Theresult suggested that Sari Agrotama Persada as Sania marketing and distributioncompany to strengthen Sania's differentiation on non preservative attribute andits brand image as healty cooking oil, and to keep its availability in alloutlets.