THE EFFECT OF MARKETING MIX PRACTICES ON BRAND EQUITY MEDIATED BY RELIGION – THE CASE OF ONE WATER BRAND

Abstract

The main objective of the study is to examine the effect of marketing mix practice on brand Equity on One Water brand mediated by religion. Quantitative approach was applied in this study to get insight into the nuances of the process for optimal selection of methodology tools that best fitted the respective stages undertaken along the research process. Explanatory research design was used to investigate the effect of the independent variables such as; price, perceived product quality, promotion and distribution on the overall consumer-based brand equity of the consumers mediated by religion. All consumers of One Water bottled water are the study’s population from which the sample frame was drawn. As for the sampling technique, non-probability sampling method, specifically convenient sampling technique was applied by engaging customers available at certain specific times and places appropriate for the researcher. The sample size of the study was a total of 384 targeted consumers with a response rate of 85%. Primary source of data was collected from the targeted population through the Self-administered standardized questionnaire. Once the data was collected, both descriptive and inferential statistics were implemented for analysis. The findings of the study indicated that all the independent variables (product, price, promotion, and distribution) were found to have significant effect on brand equity. The result also indicated that marketing mix practices had significant effect on the mediator variable /religion. But religion didn’t significantly mediate the marketing mix and brand equity. Marketing mix and religion explain 48.2% variance in brand equity of One Water bottled brand. Finally, based on the finds of the study, it is recommended that lowering the selling price, understanding customers’ perception on the value of the product, and utilize religion practices as a basis for their marketing strategy.