THE EFFECT OF BRAND EQUITY ON BUYING BEHAVIOR OF SCG CEMENT IN YANGON

This study aims to examine the influencing factors on brand equity of SCG Cement and to analyze the effect of brand equity on buying behavior of SCG Cement. The structured questionnaire for this survey is used to collect data from the customers who use SCG cement for construction in Yangon. According to the analysis, product quality, perceived value and customer communication have positive effect on brand awareness. For brand associations, product quality, distribution and brand image are the most influencing factors. For perceived quality and brand loyalty, product quality and brand image are the most influencing factors. It is also found that among the four elements of brand equity, brand awareness, perceived quality and brand loyalty have positive significant effect on buying behavior. Therefore, SCG cement should implement more corporate social responsibility in the society to maintain and increase brand equity of SCG cement