ASSESSMENT OF BRAND EXTENSION EVALUATION THE CASE OF TECNO MOBILE CONSUMERS PERSPECTIVE

Abstract

The research paper has taken one of the most important topics in marketing management; assessment of brand extension evaluation in case of Tecno Mobile in the market of Addis Ababa. The general objective is to assess the factors consumers consider while making brand extension evaluation. The specific objectives are to assess the influence of that a brand image on consumer brand extension evaluation and to assess the influence consumer brand extension evaluation has on parent brand. The type of research design used in this study is qualitative/ descriptive. Both primary and secondary data collection method were used. The primary data was gathered through questionnaires and interviews. The secondary data came from previously written materials about Tecno Mobile and the company website. The population was undefined and therefore a probability sampling technique specifically convenience sampling method was used to choose those one hundred fifty respondents, these respondents taken from selected five Tecno mobile show rooms in the Addis Ababa market only. Namely, the show rooms found in Piasa, Megenagna, Bole, Merkato, and Saris. The major findings of the paper are that consumers positively evaluate a brand extension when it is complementary and supplementary to the parent product and negatively when it is substitute. The other finding of this research paper is that how interdependent the reputation of a parent product and reputation of an extended product are regarding consumer evaluation. This research paper recommends companies to take a due when it comes to brand extension because it has a far reaching effect.