Eureka Forbes ltd.

was founded in 1982 as a joint venture between

Tata Sons Forbes Gokak and Swedens Electrolux. The SP group however,
fully acquired the company in 2002-03 when it bought out the Tatas holding
the Forbes gokak and subsequently, Electroluxs in the joint venture.
This company of the Shapoorji Pallongi (SP) groups Forbes gokak ltd.
has succeeded in making its centre piece aqua guard brand synonymous with
home water purification. Over 71 million liters of aqua guard water are
consumed daily across the country, the model also being the only purifier to
be endorsed by the Indian medical association. Besides, EFL has introduced
the worlds first universal water purifier aquaguard total Sensa, which auto
senses and selects the optimum purification technology.
EFL has expanded its portfolio with security solutions, including home
security intrusion alarm, excess control, fire alarm, and surveillance systems.
The company additionally offers industrial solutions, such as industry water
purifiers, commercial and industrial vaccum cleaners, hard floor cleaning and
maintenance machines, high pressure cleaners, and cleaning and hygiene
products.
The objective of this study is to identify the key driver of the customer
based brand equity for the brand Aquaguard (brand loyalty, brand image,
perceived quality) thereby affecting the customers perception of the brand
and to suggest measures to increase lead generation through BTL activities
for Eureka Forbes Limited.

Broadly it can be classified in the following phases (1) A qualitative

study defining the parameters to be measured and pre testing of the
questionnaire (2) designing and administrating a questionnaire survey to
assess the response of the respondents among our representative set of
customers.
Friedman test was used to find out the significant mean ranks for the
different attributes falling within the brand equity constructs. The average
mean rank or brand equity rating for each brand equity construct was then
calculated and compared. We could conclude that Brand Loyalty had the
least, Brand image had the second highest and perceived quality had the
highest brand equity rating. Brand loyalty scoring the least brand equity rating
is a logical issue because even when the customer seems to be satisfied with
the product they dont seem to be too loyal. Its possible reasons are1. Low switching cost for customer i.e. cheaper options available for
functionally similar products
2. Dissatisfaction among existent customers because of inefficient after sales
service by the company.
Therefore steps should be taken to make existing customers more brand
loyal.
Perceived quality got the highest rating and this is justified since it is the
perceived quality of the product that is when linked with satisfaction has a
positive influence on consumer purchase intention. Hence Eureka Forbes

should try to prevent creating a shoddy image of product in terms of quality

and service.