عناصر قيمة العلامة كوكاكولا من وجهة نظر المستهلك في ولاية قسنطينة

الملخص EN

Since the state adopted the economic openness policy, the Algerian market has witnessed a continuous flow of many foreign brands including coca cola, which made the Algerian consumer get used to such brands despite the difference in the levels of its quality and price.

This study aims to identify the elements of the brand equity from the point of view of consumers of soft drinks in Constantine Province, and to achieve the objectives of the study and test the hypothesis.

A sample of 99 person has been taken based on a random sample.

And in order to analyse the data which has been collected from the field study, a set of statistical analysis have been conducted where arithmetic means, frequencies and percentages were used to describe consumers answers.

While Mann-Whitney test and Kruskal-Wallis test were used to evaluate the significant differences in the mean of agreement degree in terms of demographic variables.

The study found that respondents tend to agree on the elements of the brand equity, where brand awareness comes first followed by perceived quality and the mental links of the brand, while the brand loyalty comes lastly.

The study also concluded that no significant differences in the mean of agreement degree on Coca cola brand equity elements in terms of demographic variables