CUSTOMER PERCEPTION ON THE BRAND EQUITY AT ACEBEDO OPTICAL: BASIS FOR IMPROVED BRAND IMAGE

Abstract

Acebedo Optical is a prominent eyewear brand in the Philippines, recognized for its dedication to providing high-quality eyewear and exceptional eye care solutions. Over the years, the company has continuously adapted to the evolving needs and preferences of its customers. With a strong commitment to excellence and customer satisfaction, Acebedo Optical has built a solid reputation as a trusted provider of reliable and stylish eyewear products. Its unwavering focus on quality and innovation has solidified its position as a leading name in the industry. The purpose of this study is to evaluate consumer perceptions of brand equity at Acebedo Optical, aiming to enhance the company's brand image. A quantitative approach using a descriptive research design was employed to ensure the reliability and validity of the data. Data collection was conducted through phone surveys and the distribution of questionnaires on-site. Statistical analysis was then applied to the data, leading to the study’s findings. The results indicate that the majority of Acebedo Optical's clients experience myopia or farsightedness. A higher proportion of female respondents were observed, and the research suggests that women are more prone to developing myopia, which helps explain the prevalence of this condition among Acebedo's customers. Overall, customers expressed positive experiences regarding the quality of the brand, brand associations, and their loyalty to the company. However, despite the generally favorable feedback, the study highlighted product and price mismatches as common challenges faced by Acebedo Optical. Despite Acebedo Optical’s reputation for affordability and discount services, the issue of product and price mismatch remains a concern. There is a growing perception that the quality of the products may not align with their pricing. Since pricing strategies greatly influence customer perceptions and purchasing decisions, this discrepancy could affect customer trust and loyalty. To address this, the researchers have provided actionable recommendations to enhance Acebedo Optical's overall performance, including better alignment of product quality with pricing, improving transparency in pricing, and refining marketing strategies to more effectively communicate the value of its products to customers.