Building Brand Reputation through Marketing Mix-A Case Study on Philips and Toshiba

Sultana Razia Chowdhury


This research paper based on primary data, casual research and Chittagong based. It is based on 500 responses on Philips and Toshiba’s customers & respondent selected by Non Probability (Judgmental & Convenience) sampling technique. SPSS 17.0 used for data transcribing, analyzing & interpretation by Descriptive analysis, Regression analysis & Correlation analysis.  It reveals that a marketer build brand reputation through element of marketing mix & combined effects of marketing mix because every element of marketing mix and brand reputation are liner, strong and positively related. But promotion is more important than any other element of marketing mix. Because promotion play fundamental role to building in electronic goods make brand. It also reveals that marketing mix is 49% responsible to build brand reputation. Other elements will have to investigate in further research.

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