MARKETING STRATEGIES AND BRAND LOYALTY OF

CHAUDHARY GROUP IN NEPAL

BY

KAMAL KUMAR CHAURASIYA

Exam Roll No. : 28200/20

T.U. Reg.No. :7-2-15-44-2020

A Summer Project Submitted to

Faculty of Management, Tribhuvan University

in partial fulfillment of the requirements for the degree of

Bachelor of Business Administration

at the

Thakur Ram Multiple Campus

Tribhuvan University

Birgunj

December , 2024

i
 STUDENT’S DECLARATION

This is to certify that I have completed the summer project entitled “ Marketing strategies
and brand loyalty Chaudhary group in Nepal” under the guidance of Lecturer Mr.
Sanjay Shrestha in partial fulfillment of the requirements for the degree of Bachelor of
Business Administration at Faculty of Management, Tribhuvan University. This is my
original work which I have not submitted earlier elsewhere

Date: ……… Signature : ………………..

Name : Kamal Chaurasiya.

ii
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the summer project entitled “Marketing Strategies and Brand
Loyalty of Chaudhary Group in Nepal ” is an academic work done by “Kamal
Chaurasiya ” submitted in the partial fulfillment of the requirements for the degree of
Bachelor of Business Administration at Faculty of Management, Tribhuvan University
under my guidance and supervision. To the best of my knowledge, the information
presented by him/her in the summer project report has not been submitted earlier.

……………………………….

Signature of the Supervisor

Mr. Sanjay Shrestha

Assistant Professor

Date:

iii
 ACKNOWLEDGEMENTS

This study entitled “MARKETING STRATEGIES AND BRAND LOYALTY OF

CHAUDHARY GROUP IN NEPAL” has been prepared for partial fulfillment of
requirements for the degree, Bachelor of Business Administration. This would not have
been possible without the kind support and help of many individuals. Therefore, I would
like to acknowledge with gratitude to all of them. It is a genuine pleasure to express my
deep sense of thanks and gratitude towards Lecturer Mr. Sanjay Shrestha and BBA
Director Mr. Jitendra Prasad Singh for giving me the responsibility to prepare this report
along with their guidance, valuable advice, continuous encouragement, and motivational
support.

I would like to express grateful thanks to all my friends who helped and provided the
necessary information for this study. My thanks also go to all well-wishers for their
valuable comments, understandings, and encouragement when it was required. I greatly
thank my parents for their endless love. With this help and support, I have been able to
complete this work. I would like to take responsibility for any possible mistakes that may
have occurred in the report. I would be delighted to welcome readers for their suggestions
and recommendations to improve the report.

Kamal Kumar Chaurasiya

BBA 7th Semester

Thakur Ram Multiple Campus

December , 2024

iv
 Table of content

Title page i

Student declaration ii

Certificate from the supervisor iii

Acknowledgement iv

Table of contents v

CHAPTER-I

INTRODUCTION

1.1 Context information 1

1.2 Purpose of the study 5

1.3 Significance of the study 6

1.4 Literature survey 7

1.5 Research methods used for data collection and analysis 8

1.5.1 Research design 8

1.5.2 Data collection and method 9

1.5.3 Academic Journals and Books 11

CHAPTER – 2

DATA PRESENTATION AND ANALYSIS

2.1 Data presentation 13

2.2 Data analysis 19

2.3 Findings and Discussion 23

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 CHAPTER – III

CONCLUSION AND ACTION IMPLICATION

3.1 Conclusion 29

3.2 Action and implication 32

REFERENCES 33

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 CHAPTER - I

INTRODUCTION

1.1 Context Information

Chaudhary Group (CG) is one of Nepal's largest and most diversified conglomerates, with
a strong presence across various industries including FMCG (Fast-Moving Consumer
Goods), electronics, cement, telecommunications, hospitality, and finance. Founded in
1970 by Binod Chaudhary, the company has grown into a prominent business entity, both
domestically and internationally. CG is best known for its flagship brand Wai Wai, a
popular instant noodle that has become a household name in Nepal and several
international markets.

Chaudhary Group has significantly contributed to Nepal's economy by generating

employment, supporting the local supply chain, and introducing innovative products and
services. The company is known for its ability to adapt to market trends, its focus on
quality, and its commitment to customer satisfaction. Today, CG is not just a leader in
Nepal but is also expanding its reach to emerging markets worldwide, including India,
Southeast Asia, the Middle East, and Africa.

Nepal was primarily dominated by the white noodles, Maggie in the 80s.Detecting a need
for brown instant noodles in the Nepali market, Chaudhary Group tapped on the demand in
1984 with the introduction of the brown instant noodles, Wai Wai. With technical
collaboration from Thai Preserved Food Factory (TPFF), Thailand, the popularity of this
brand has been escalating since its introduction. There are two plants that manufacture Wai
Wai, which are located in Kathmandu and Nawalparasi. Plants and machinery have been
imported from Japan, Taiwan, Singapore and China.

Chaudhary Group is one of the largest private business houses in the Kingdom of Nepal
having diversified interests across various sectors. Team of highly qualified and
experienced professionals manages the company professionally. They have world class
manufacturing facilities of Noodles, Snacks &Beverages, & Cigarettes. Today their brands
like WAI-WAI noodles are the market leader in its segment and a household name not
only in Nepal, India &Bhutan but also in the fast growing markets across the world. By

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virtue of its world-class quality & unique taste, their noodles & snacks have also been
successfully accepted in the markets of European Union Countries like UK, Austria&
Germany. Chaudhary Group (CG) is one of the largest corporate houses in Nepal. Over the
last 137 years, growing in size and strength, the CG today is aconglomerate of over 40
businesses. The group has spent considerable time and energy looking at its core values
and beliefs while focusing on its vision of becoming a global growth company.

CG operation in Nepal

An integrated food production complex of Chaudhary Group on the southern fringe of

Lalitpur district, Nepal, it offers a wide range of products of true international quality using
the latest food technology. FUDCO is divided into 3 subunits manufacturing noodles,
extruded snacks,fried pallets and fruit juices. It is Nepal's first and only ultra modern,
private industrial park, which is situated in Nawalparasi, about 180 km from Kathmandu. It
houses various units equipped with latest technology, R& D and laboratories for
manufacturing snacks, food, beverages and cigarette. There are also ancillary units
producing specialty food items to suit different lifestyles. Cg Foods (Nepal) Pvt. Ltd.
(CGFN) houses a total of 3 production units, the main being noodles production facility
which has 3 plants operating under the same roof with a combined capacity of producing
615 packets of noodles per minute, the largest in the South East Asia. Others plants are
Potato Chips, Wafer and Bhujiya

Products of CG

CG has increased its product portfolio to Extruded Snacks, Potato Chips, Fried Snacks,
Fruit Drinks, Chocolate Enrobed Wafer and Broken Noodles popularly known as Bhujiya.
CGFN has two manufacturing locations in Nepal which have been named as FUDCO at
Kathmandu and Chaudhary Udyog Gram (CUG) at Nawalparasi, 160 Kms south west of
Kathmandu.

• Instant Noodles

• Brown Noodles

• Wai Wai 123 is a popular brown noodle (3 Seasonings) available in 2 different

flavours - Vegetable and Chicken. It is available in 75gm packet.

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• Wai Wai Quick is a brown noodle (Curry Base - 3 Seasonings)available in
Vegetable and Chicken flavours. It is available in 75gm packet.

• White Noodles

• Wai Wai X Press is a white noodle (2 Seasonings) available in Vegetable and

Chicken flavours. It is available in 90 gm packet.

• Wai Wai X Press Masala Delight is a white vegetable noodle with 2 seasonings. It
is available in 90 gm packet and 50 gm packet.

• Soaltee is a white noodle available in Chicken flavour. It is available in 50 gm

packet.

• Snack Noodles

Mimi,a snack noodle (2 Seasonings) available in Chicken flavour.It is available in

50gm packet.

• Bhujia and Snacks

• Mama Bhujia is available in Chicken flavour in three different weights -40gm,

10gm and 20 gm.

• Kwiks Potato Chips,very popular among the youngsters is available in16 and 35
grams. It is available in the spicy Tangy Masala and Tomato Chilli.

• Kwiks Cheese Balls is made in the most modern and hygienic plant with the best
quality, they are blended with right amount of Corn, Cheese and Salt. The Cheese
Balls is available in 12 gm.

• Confectionaries

• The Zoom wafers are available in four Different flavors namely, Chocolate
Enrobed Wafer, Vanilla Flavor Wafer, Orange Flavor Wager and Orange Flavor
Wafer. It contains Sugar, Vegetable Fat, Wheat Flour, Milk Powder and Sodium
Bicarbonate.

• Fruit Drink

• Gold Beverage Nepal (GBN), a unit of CG Foods (Nepal) Pvt. Ltd. Was established
in the year 1998 for the production of Fruit juice. It produces more than 30 Million

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 packets per year. It produces popular flavors like Alfanso Mango, Mixed fruit, and
Pineapple under its brand name Rio.

• Natural Spring Water

• CG has tied up with Ray bot Springs Mineral Water Pvt. Ltd. to bottle water from
natural springs with the objective of exporting to various international markets and
for domestic sales. The plant manufactures bottled natural spring water of the
Himalayas in various packaging sizes. The bottling plant is located in Kathmandu.
The unit has its own source that rivals to any spring water from any part of the
world. CG Beverages’ CG Ray bot unit is taking the Himalayan spring water to the
world.

• Cigarette

• CG has a cigarette manufacturing unit, Perfect Blends (Nepal) Pvt. Ltd. That
produces popular brands like Bagh, Gaurav, James, Josh, Matrix, Pine, Pride and
Sahasi. It was established in 1998 with the capacity of 1,500 sticks per minute. It
has increased its capacity to 4,500 sticks per minute.

• Brewery

• Sungold Brewery (Nepal) Pvt. Ltd. (SBN) was established in 1997 as the Brewery
arm of Chaudhary Group and has a capacity of producing 130,000

• cartons of beer per month. It has its own popular brands like Nepal Ice, Real Gold
and Mustang that is also exported to Hongkong, Japan, UK and the USA besides
domestic sales. It has also tied up with international brewers like SABMiller and In
Bev International, Netherlands. SBN is an ISO 9001:2008 certified company.

CG contribution to Nepal

The Group's progress over the last sixty-seven years has been a trial-blazer on the
Nepalese horizon. In a land-locked, developing third world nation, this spells nothing short
of very hard-earned success. Apart from also being a responsible citizen, Chaudhary Group
forms an intrinsic part of every realm of life from Biotech, Cement, Education, and

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Electronics & White goods, Energy and Infrastructure, Financial Services, FMCG, Hotels
& Resorts, Realty to Retail. Since its inception, Chaudhary Group has contributed to the
upliftment of the nation's economy, equalizing the infrastructure and entrepreneurial
capability of Nepal with other developing nations. As Nepal's investment potential
progressively draws the attention of leading multinationals, Chaudhary Group continues to
lead, harnessing global partnerships in core sectors and offering cost-effective procurement
affiliation to corporate worldwide. The company offers its products and services through
dealers, distributors, retailers, and suppliers. Chaudhary Group is based in Kathmandu,
Nepal. The Chaudhary Group in Nepal is the biggest group in Nepal. It has involved itself
possibly in all the sectors and has been the pioneer in the business and economy sector of
Nepal. From fast moving consumable goods to real estates, higher end products to services,
automobiles and everything, Chaudhary Group has its market share. This Group is always
focused on development and they are always on the course of innovation through
investment. The investment thus results in a nation to prosper.It has yet to be confirmed
officially but Chaudhary Group has already been into academic sector as well. They have
already invested on school and colleges. This seems to be a good move by Chaudhary
Group but some may claim, schools and colleges should not be commercialized but,
Chaudhary Group are not commercializing academic sectors. With the capital they have
and the will to develop the educational infrastructure, this move should be well
appreciated.

1.2 Purpose of the study.

i. The primary purpose of this study is to analyze and evaluate the marketing
strategies employed by Chaudhary Group (CG) in Nepal, with a particular focus on
their impact on brand loyalty among consumers. Chaudhary Group is a prominent
conglomerate in Nepal, with a diverse portfolio of brands spanning various sectors,
including food and beverages, electronics, real estate, and hospitality. By
investigating how CG develops and implements its marketing strategies, this
research aims to understand the factors contributing to its strong market presence
and the degree of consumer loyalty towards its brands.

ii. The project aims to assess the existing marketing strategies employed by
Chaudhary Group for its various products and brands in Nepal. This involves
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 evaluating how they position their brands, attract customers, and compete with
other brands in the market.

iii. The project aims to measure and analyze the degree of brand loyalty among
Chaudhary Group’s consumers. This involves understanding how consumers
perceive CG's products, what drives repeat purchases, and how emotional or
functional factors contribute to brand loyalty.

iv. Based on the findings, the project would provide strategic recommendations for
improving CG’s marketing strategies. This might include enhancing brand
visibility, better targeting specific consumer segments, or integrating new
marketing channels.

v. The project will allow you to apply marketing theories and concepts in a real-world
setting, providing hands-on experience in analyzing and proposing strategies.

In summary, the purpose of the summer project would be to deeply understand

Chaudhary Group’s marketing strategies, analyze the factors driving brand loyalty,
and provide actionable insights to help the company enhance its market position
and customer retention.

1.3 Significance of the study

• The significance of making a summer project on marketing strategies and brand

loyalty of Chaudhary Group (CG) in Nepal can be viewed from several
perspectives. This project provides both theoretical and practical value to students,
the company, and the broader market. Here's a breakdown of its significance:

1. The project provides students with an opportunity to apply marketing theories and
concepts in a real-world context. Working with a prominent company like
Chaudhary Group allows students to transition from classroom learning to actual
market analysis and strategic thinking.

2. Chaudhary Group is a significant player in Nepal’s market, with a broad portfolio

of businesses ranging from FMCG products to hospitality. Analyzing CG's
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 marketing strategies will provide an understanding of how a diversified company
tailors its approach to different products and consumer segments.

3. The project will help in analyzing factors that drive customer loyalty, such as
product quality, brand trust, customer service, emotional connection, and consumer
satisfaction. Understanding the loyalty drivers of CG’s customers can lead to
deeper insights into effective retention strategies.

4. The findings from this project can serve as a benchmark for other Nepali
companies looking to improve their marketing efforts and customer loyalty. It can
drive better marketing practices across the industry and help Nepali businesses
better compete in both local and global markets.

5. By analyzing the effectiveness of CG’s marketing campaigns and consumer

engagement efforts, the project can offer actionable suggestions to increase the
return on investment (ROI) for marketing activities, ensuring the company’s
resources are being used optimally.

6. The study of marketing strategies and brand loyalty will provide CG with insights
that can help build a stronger, more resilient brand. This is essential in a market
where consumer preferences are constantly shifting and competition is intensifying.

The significance of this summer project is vast, benefiting not only the student
but also Chaudhary Group and the wider Nepali business community. The project
offers practical learning, strategic insights, and actionable recommendations that
can help CG improve its marketing strategies, strengthen brand loyalty, and
maintain its competitive edge in Nepal’s dynamic market. It also contributes to the
broader development of marketing practices in Nepal and provides students with
valuable professional experience that will aid their future careers.

1.4 Literature survey

The literature survey is an essential part of your summer project, as it helps establish the
theoretical framework and provides context for understanding marketing strategies and
brand loyalty. This part of the project involves reviewing existing research, academic
papers, books, articles, and reports related to marketing strategies, brand loyalty, and the
7
specific business environment in Nepal. The literature survey serves as the foundation for
your project on Chaudhary Group's marketing strategies and brand loyalty. By reviewing
key concepts, models, and studies, you will be able to position your research within the
existing body of knowledge and provide context for understanding CG's marketing
approach. This survey will also highlight areas where CG can innovate or improve its
marketing strategies to better align with the needs and behaviors of Nepali consumers,
ultimately fostering stronger brand loyalty.

1.5 Research methods used for data collection and analysis

In a summer project focused on marketing strategies and brand loyalty of Chaudhary

Group (CG) in Nepal, selecting the right research methods is crucial for gathering
meaningful data and deriving valid conclusions. The research methods need to be
systematic and tailored to answer specific research questions related to the marketing
practices of CG and its impact on customer loyalty. Below, I’ve outlined the data
collection and data analysis methods commonly used for such a project.

1.5.1 Research Design

Descriptive Research: Since the objective is to assess the marketing strategies of

Chaudhary Group and understand consumer loyalty patterns, a descriptive research
design is most suitable. This method will help describe the current strategies and consu mer
behavior without manipulating any variables.

Exploratory Research: If the project aims to uncover new insights or build understanding
about specific consumer behaviors, marketing channels, or loyalty factors that may not
have been previously studied in depth, exploratory research may also be useful.

Approach:

• Quantitative Research: To measure aspects like customer satisfaction, loyalty,

and perceptions of CG's marketing strategies, quantitative research methods (e.g.,
surveys, questionnaires) are ideal. This allows for statistical analysis to determine
trends and correlations.

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 • Qualitative Research: To gain deeper insights into consumer attitudes,
preferences, and emotional attachment to the brand, qualitative research (e.g.,
interviews, focus groups) can be used. This is helpful for exploring the subjective
aspects of brand loyalty and understanding the nuances behind consumer choices.

1.5.2. Data Collection Methods:

A. Primary Data Collection

Primary data is collected directly from respondents and stakeholders through first-hand
research.

• 1. Surveys and Questionnaires:

• Purpose: To gather quantifiable data on consumer perceptions of Chaudhary

Group’s marketing strategies and brand loyalty.

• Target Respondents: Consumers who regularly purchase CG products (e.g., CG

Foods, CG Motor, CG Life Insurance).

Questionnaire Design: Use a Likert Scale (e.g., Strongly Agree to Strongly Disagree) to
measure customer satisfaction, loyalty, and brand perception.

Include demographic questions (age, gender, income level) to segment the data and
observe patterns across different customer groups.

• Example Questions:

• "I trust CG products more than other competitors in the market."

• "I would recommend CG products to my friends/family."

• "CG’s marketing campaigns influence my purchase decisions."

• Sample Size: A larger sample size (e.g., 100-200 respondents) provides more
reliable and valid results. Ensure a representative sample of CG's customer base.

• 2. Interviews:

• Purpose: To gather qualitative insights from customers, marketing professionals,

or stakeholders within CG, such as marketing managers or brand managers.
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 • Target Respondents: Current customers, industry experts, and employees of
Chaudhary Group.

• Interview Types:

• In-Depth Interviews: Semi-structured interviews with open-ended

questions to explore deeper motivations behind customer loyalty and the
impact of CG’s marketing efforts.

• Key Informant Interviews: Conduct interviews with marketing executives

or company stakeholders to understand the internal strategies behind CG’s
marketing and brand management.

• Example Questions:

• "What factors do you think contribute to your loyalty to CG

products?"

• "How does CG’s marketing communication (advertising, social

media, promotions) affect your perception of the brand?"

• 3. Focus Groups:

• Purpose: To understand the emotional and psychological aspects of brand loyalty

through group discussions.

• Target Respondents: A small group (6-10 people) of regular customers of CG

products.

• Procedure: Facilitate discussions around CG’s brand image, product offerings, and
marketing strategies. Use prompts to explore customer loyalty drivers, the role of
advertising, and how customers perceive CG compared to competitors.

4. Observational Research:

• Purpose: To gather data on consumer behavior and interactions with CG products

in real-life settings (e.g., retail stores, online platforms).

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 • Method: Observe how consumers engage with CG products or advertisements and
record behaviors, such as whether they choose CG products over others, interact
with CG’s digital marketing campaigns, or participate in promotions.

Secondary data is gathered from existing sources such as reports, articles, databases, and
company records.

1. Company Reports and Documents:

• Purpose: To understand the existing marketing strategies of Chaudhary Group and

its approach to brand loyalty.

• Sources:

• Annual reports, press releases, and marketing campaign reports from

Chaudhary Group.

• Market Research Reports (e.g., industry reports on FMCG, consumer

behavior in Nepal).

CG’s Marketing B. Secondary Data Collection

, website content, and social media campaigns to analyze their messaging, positioning, and
customer engagement strategies.

1.5.3. Academic Journals and Books:

• Review literature on marketing strategies, consumer behavior, and brand loyalty

specific to emerging markets like Nepal. Studies from academic sources will help
compare CG's strategies with global best practices.

• Sources:

• Journal articles on brand loyalty models, marketing strategies, and

consumer behavior theories.

• Case studies on Chaudhary Group's marketing campaigns or similar

businesses in Nepal.

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• 3. Data Analysis Methods:

• A. Quantitative Data Analysis

• Once the survey data is collected, quantitative data analysis methods can be used to
derive meaningful insights.

• 1. Descriptive Statistics:

• Purpose: To summarize and describe the basic features of the data.

• Methods:

• Frequency Distributions: To analyze how frequently customers rate CG’s

marketing effectiveness or brand loyalty.

• Mean and Median: To determine the average level of customer satisfaction

or loyalty.

• Standard Deviation: To assess the variation in responses among

consumers.

• 2. Inferential Statistics:

• Purpose: To draw conclusions or make predictions about the target population

based on sample data.

• Methods:

• Correlation Analysis: To determine the relationship between marketing

strategies (e.g., advertising, product quality) and brand loyalty (e.g., repeat
purchase behavior, customer retention).

• Regression Analysis: To understand how different factors (such as

marketing spend, product quality, and customer engagement) influence
brand loyalty.

• T-tests/ANOVA: To compare brand loyalty across different consumer

demographics (e.g., age, income group, region).

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 CHAPTER – II

DATA PRESENTATION AND ANALYSIS

Introduction to Data Collection and Methodology

• Objective: The purpose of the project is to understand the effectiveness of

Chaudhary Group's marketing strategy and its impact on brand loyalty in Nepal.

• Methodology: Describe how you collected data:

• Primary data: Surveys, interviews, focus groups with consumers, and

stakeholders.

• Secondary data: Reports, company records, existing research papers,

market analyses, etc.

• Sample Size and Demographics: Provide information on the number of

respondents, geographic regions covered, age groups, etc.

2.1 Data Presentation

1. Introduction to Data Presentation

• Start by briefly explaining the sources of data (primary or secondary) and the
methods you used to collect the data in 2024, such as surveys, interviews, market
research reports, and other relevant sources.

• Example:
"Data for this study was collected through an online survey with 500 consumers
across Nepal in January 2024. The survey focused on consumer perceptions, brand
awareness, and loyalty towards Chaudhary Group's products, including CG Foods,
Nabil Bank, and CG Electronics."

2. Demographic Profile of Respondents

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• This part shows the composition of your survey sample, which helps contextualize
your analysis. Use charts (pie charts, bar graphs) to present demographic data.

Age Distribution:

• Pie Chart: Show the distribution of respondents across different age groups
(e.g., 18-24, 25-34, 35-44, 45+).

• Example:

• 18-24 years: 40%

• 25-34 years: 30%

• 35-44 years: 20%

• 45+ years: 10%

• Gender Distribution:

• Pie Chart: Display the gender split of respondents.

• Example:

• Male: 60%

• Female: 40%

• Geographic Location (Region):

• Bar Graph or Map: Show which regions of Nepal your respondents are
from (e.g., Kathmandu, Pokhara, Chitwan, and rural areas).

• Example:

• Kathmandu: 50%

• Pokhara: 20%

• Chitwan: 15%

. Other regions: 15%

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3. Brand Awareness and Recognition

• This section will provide insights into how well Chaudhary Group’s brands are
recognized in the market.

• Brand Awareness:

• Pie Chart/Bar Chart: Show the percentage of respondents who are aware
of various Chaudhary Group brands, like CG Foods (e.g., Wai Wai
noodles), Nabil Bank, CG Electronics, etc.

• Example:

• 90% of respondents are aware of Wai Wai noodles.

• 70% are aware of Nabil Bank.

• 60% are aware of CG Electronics.

• Marketing Campaign Recognition:

• Bar Chart: Show the percentage of respondents who have seen or

interacted with recent marketing campaigns (e.g., TV ads, social media ads,
print media).

• Example:

• TV Ads: 50%

• Social Media Campaigns: 45%

• Print Media: 30%

4. Consumer Perception and Brand Image

• Analyze how consumers view Chaudhary Group brands in terms of quality, trust,
and value.

• Brand Attributes:

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• Likert Scale Table (1 to 5): Consumers rate attributes such as trustworthiness,
quality, price of Chaudhary Group brands.

• Example: | Brand Attribute | Rating (1-5) | |-----------------------|--------------| |

Trustworthiness | 4.2 | | Quality | 4.5 | | Affordability | 3.8 | | Customer Service | 4.0 |

• Brand Image:

• Bar Graph: Show how respondents perceive Chaudhary Group compared to its
competitors in the market.

• Example:

• Chaudhary Group’s Wai Wai is perceived as higher quality but slightly more
expensive than other noodle brands.

• Nabil Bank is considered trustworthy and customer-friendly, compared to

competitors.

5. Customer Satisfaction and Loyalty

• This part showcases how satisfied customers are and the extent to which they show
loyalty toward Chaudhary Group products.

• Net Promoter Score (NPS):

• NPS Chart/Score: Calculate and present the Net Promoter Score (NPS) to assess
customer satisfaction and loyalty. Example:

• NPS Score for CG Foods: +50 (which indicates a high level of loyalty and
satisfaction

• NPS Score for Nabil Bank: +40

• NPS Score for CG Electronics: +35

• Repeat Purchase Behavior:

• Bar Graph: Show the percentage of customers who make repeat purchases.

• Example:

16
• Wai Wai (CG Foods): 80% of respondents buy regularly.

• Nabil Bank: 75% have used its services for more than 3 years.

• CG Electronics: 60% are repeat buyers.

6. Effectiveness of Marketing Strategies

• Here, you will present data on how different marketing strategies are performing.

• Marketing Channel Effectiveness:

• Bar Chart: Show which marketing channels are most effective in building
awareness and loyalty.

• Example:

• Social Media: 45% find it the most effective.

• TV Ads: 30% prefer TV campaigns.

• Print Media: 15% rely on print ads.

• Promotions and Discounts Impact:

• Pie Chart: Show how discounts and promotions influence buying behavior.

• Example:

• 60% of consumers stated that they purchase Chaudhary Group

products due to promotional offers or discounts.

• 40% make purchases based on regular price and quality.

7. Consumer Preferences and Brand Loyalty Drivers

• Understanding what keeps customers loyal to Chaudhary Group brands is critical.

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• Factors Influencing Loyalty (Bar Graph):

• Quality: 50% of respondents say they are loyal because of consistent

quality.

• Price/Value for Money: 30% say price is the most important factor.

• Trust and Customer Service: 20% highlight the trust in the brand as the
reason for loyalty.

• Brand Switching Behavior:

• Pie Chart: Show the percentage of consumers who switch to other brands.

• Example:

10% of customers say they switch brands occasionally, while 90% stay loyal to
Chaudhary Group

8. Impact of Digital Marketing (Social Media/Influencer Marketing)

• Since digital marketing is becoming increasingly important in 2024, this section

might focus on online brand engagement.

• Engagement on Social Media:

• Bar Graph: Show the percentage of respondents who follow Chaudhary

Group on different platforms like Facebook, Instagram, Twitter, or
YouTube.

• Example:

• Facebook: 60%

• Instagram: 50%

• YouTube: 30%

. Influencer Campaigns Impact:

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 • Pie Chart/Bar Chart: Show how much influencer campaigns or social
media partnerships influence consumer purchasing decisions.

• Example:

• 25% of consumers say they purchase more products after seeing

influencers promote Chaudhary Group brands.

2.2 DATA ANALYSIS

• In this section, you will explain the purpose of analyzing the data and the methods
used (e.g., statistical tools, correlation analysis, trend analysis). The goal is to
interpret the data in a way that uncovers key insights about Chaudhary Group’s
marketing strategies and their impact on brand loyalty in Nepal.Example
Introduction: "In this analysis, we examine the 2024 survey data collected from 500
respondents across Nepal to understand the effectiveness of Chaudhary Group’s
marketing strategies and their impact on brand loyalty. The analysis includes
demographic correlations, brand perception, customer satisfaction, and the
influence of marketing channels on consumer loyalty.“

1. Analysis of Demography.

• Data Demographic data helps to identify how different customer segments (age,
gender, region) respond to Chaudhary Group’s brands and marketing strategies.

• Age and Brand Loyalty:

• Analysis: Identify if there is a significant difference in brand loyalty among

different age groups.

• Example Insight: "Consumers aged 18-24 show a higher level of brand awareness
and engagement with social media marketing campaigns. However, the older age
groups (35-44 and 45+) show stronger loyalty to Nabil Bank due to its long-
standing reputation and trust.

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2. Gender and Brand Perception:

• Analysis: Examine if there are any noticeable differences in brand perception

between male and female consumers.

• Example Insight: "Females tend to rate CG Electronics and Wai Wai noodles
higher in terms of quality, while males express greater brand loyalty toward Nabil
Bank.

• "Geographic Location (Urban vs. Rural) and Brand Preferences:

• Analysis: Explore how geographic location (e.g., urban vs. rural) affects consumer
preferences and loyalty.

• Example Insight: "Urban consumers (particularly in Kathmandu) are more likely to

follow Chaudhary Group on social media, while rural consumers (in Chitwan and
Pokhara) show a stronger preference for traditional TV and print ads.

3. Brand Awareness and Recognition

• Evaluate how well consumers recognize Chaudhary Group’s brands and assess the
effectiveness of different marketing campaigns.
• Analysis of Brand Recognition:

• Data Interpretation: Compare brand recognition levels across Chaudhary Group's

different products (e.g., Wai Wai noodles, CG Electronics, Nabil Bank).

• Example Insight: "Brand recognition for Wai Wai noodles is extremely high (90%),
suggesting the brand has a dominant presence in the market. However, CG
Electronics has a lower recognition rate (60%), indicating potential gaps in
awareness or marketing effectiveness.

• "Marketing Campaign Effectiveness:

• Analysis: Measure how effective various marketing campaigns (TV, social media,
print) have been in boosting brand recognition.

Example Insight: "TV advertisements are the most recognized, with 50% of
respondents acknowledging the effectiveness of TV campaigns in promoting
Chaudhary Group products. However, social media campaigns have a stronger
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 impact on younger consumers (18-24), with 45% claiming to have purchased due to
social media promotions.“

4. Customer Satisfaction and Loyalty

• Examine the relationship between customer satisfaction and their likelihood to

continue purchasing Chaudhary Group products (loyalty).Net Promoter Score
(NPS) Analysis:

• Analysis: Use the NPS data to evaluate overall customer satisfaction and loyalty. A
positive NPS indicates a high level of brand loyalty.

• Example Insight: "The NPS for CG Foods (Wai Wai) is +50, which
suggests that a significant portion of customers is loyal and likely to
recommend the brand. In comparison, Nabil Bank has an NPS of +40,
indicating a moderate but strong loyalty base."

• Repeat Purchase Behavior and Satisfaction:

• Analysis: Analyze the relationship between customer satisfaction ratings

and repeat purchase behavior.

• Example Insight: "80% of Wai Wai buyers report being repeat customers,
driven by the consistency in product quality and satisfaction. In contrast,
CG Electronics sees a slightly lower repeat purchase rate (60%),
suggesting that while consumers are satisfied, they may not be as loyal in
the electronics sector."

• Customer Loyalty Drivers:

• Analysis: Identify the primary factors that drive brand loyalty (e.g., product
quality, customer service, price).

• Example Insight: "For Wai Wai, quality is the most significant driver of
loyalty, with 50% of respondents citing it as their primary reason for repeat
purchases. For Nabil Bank, trust in the institution and its customer service
(30%) were the most important factors influencing loyalty."

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5. Marketing Strategy Effectiveness

• Evaluate the effectiveness of Chaudhary Group’s marketing strategies (e.g., digital

marketing, TV ads, influencer campaigns) in driving brand loyalty.

• Impact of Social Media Marketing:

• Analysis: Measure how social media campaigns (Instagram, Facebook,

YouTube) influence consumer loyalty.

• Example Insight: "Social media marketing is particularly effective in influencing

loyalty among younger consumers (18-24). 45% of this group has purchased Wai
Wai noodles or CG Electronics products after seeing them promoted on platforms
like Instagram or YouTube. However, older consumers (35-44) report less
influence from social media campaigns."

• TV Ads vs. Digital Ads:

• Analysis: Compare the impact of traditional TV advertisements and digital

advertisements on brand perception and customer loyalty.

• Example Insight: "TV ads were most effective in creating initial brand awareness,
especially for CG Foods and Nabil Bank. However, digital ads (especially social
media) drive a higher level of engagement and loyalty, especially among younger
consumers."

• Promotions and Discounts:

• Analysis: Evaluate the impact of promotions and discounts on consumer behavior.

• Example Insight: "Promotions (e.g., discounts and limited-time offers) were

reported as a major influence on buying decisions for 60% of the respondents, with
CG Foods seeing the greatest impact from promotional campaigns, especially in
the noodle segment."

6. Consumer Behavior Analysis

• This section focuses on understanding why consumers stay loyal or switch brands,
and what motivates their purchasing decisions.

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 7. Marketing Strategy Effectiveness

• Brand Switching Behavior:

• Analysis: Assess how often customers switch brands and what factors drive that
behavior.

• Example Insight: "Brand switching is minimal for Wai Wai noodles and Nabil
Bank (only 10% of customers report switching). However, CG Electronics
customers show a higher tendency to switch brands (30%), likely due to
competitive offerings and technological advancements from other brands."

• Price Sensitivity:

• Analysis: Analyze the role of price sensitivity in purchasing decisions.

• Example Insight: "Price sensitivity is a significant factor for CG Electronics

consumers, with 40% citing price as a key determinant. However, for Nabil Bank,
trust and service quality outweigh price considerations, with only 20% of customers
mentioning price as a major factor.“

8. Trends and Patterns in Marketing and Brand Loyalty

• Trend Analysis: Use historical data (if available) and the 2024 data to identify
trends in marketing effectiveness and brand loyalty.

• Example Insight: "Over the past year, Wai Wai has seen an increase in customer
loyalty (+10%), attributed to both product consistency and a successful digital
marketing campaign that resonated with younger consumers. Similarly, Nabil Bank
has maintained stable customer loyalty, bolstered by its strong reputation and
customer service."

2.3 FINDING AND DISCUSSION

1. Findings

The findings represent the key insights derived from the data analysis, highlighting
the relationship between Chaudhary Group’s marketing strategies and consumer

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 perceptions, behaviors, and loyalty. These findings are drawn directly from your
survey or research data (e.g., 2024 data on brand awareness, customer satisfaction,
marketing effectiveness).

a. High Brand Awareness Across Major Brands

• Finding: Chaudhary Group’s major brands, including Wai Wai noodles, Nabil
Bank, and CG Electronics, have high brand awareness among Nepali consumers.

• Wai Wai has the highest recognition, with 90% of respondents indicating
familiarity with the brand.

• Nabil Bank also enjoys significant brand recognition, with 70% of

respondents aware of its services.

• CG Electronics has the lowest recognition among the major brands, with
60% of respondents indicating awareness.

• Discussion: This finding indicates that Chaudhary Group has successfully

built brand recognition for Wai Wai and Nabil Bank, largely through
traditional and digital media marketing efforts. However, CG Electronics
may need to invest more in brand-building activities, possibly targeting
digital marketing to improve its visibility, especially among younger
consumers who are more engaged online.

b. Strong Brand Loyalty in Food and Banking Sectors

• Finding: Consumers exhibit high loyalty toward Wai Wai noodles and Nabil
Bank.

• 80% of Wai Wai customers are repeat buyers, driven by product quality
and taste.

• Nabil Bank has a high retention rate, with 75% of respondents having used
the bank for more than 3 years.

• CG Electronics, however, shows lower repeat purchase behavior, with only

60% of customers returning to buy again.

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. Discussion: This suggests that Wai Wai and Nabil Bank benefit from strong consumer
loyalty. The CG Electronics sector, however, faces challenges in customer retention. Factors
such as product variety, competition, and price sensitivity may be influencing consumer
behavior. It might be beneficial for Chaudhary Group to introduce loyalty programs or
strengthen customer support services to boost repeat purchases in the electronics sector.

2. Impact of Digital Marketing

• Finding: Digital marketing channels, especially social media, have a significant

impact on younger consumers’ purchasing decisions.

• 45% of respondents aged 18-24 stated that they purchased Wai Wai or CG
Electronics products after seeing them on social media.

• Social media campaigns on platforms like Instagram and YouTube were

particularly influential in driving brand engagement.

• Discussion: The data highlights the growing importance of digital

marketing in influencing the purchasing decisions of younger consumers.
Chaudhary Group has successfully leveraged social media campaigns to
build brand awareness and engagement, particularly for Wai Wai and CG
Electronics. However, for Nabil Bank, traditional marketing and word-of-
mouth still play a stronger role, suggesting that different marketing
strategies may be required for products and services targeting different age
demographics.

3. Price Sensitivity and Promotions

• Finding: Price sensitivity plays a significant role in consumer purchasing decisions

for CG Electronics, but less so for Wai Wai noodles and Nabil Bank.

• 40% of CG Electronics customers mentioned price as a key factor

influencing their decision to purchase.
•

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 • Wai Wai customers, on the other hand, are less price-sensitive, with 30%
citing quality and taste as the main reason for their loyalty.

• 60% of respondents reported being more likely to purchase products when

there are discounts or promotional offers, especially for CG Foods and CG
Electronics.

• Discussion: Price sensitivity is a critical factor for CG Electronics

consumers, who may be more driven by product features and competitive
pricing. In contrast, consumers of Wai Wai noodles prioritize consistent
product quality over price. This suggests that while Wai Wai can maintain
loyalty through quality and brand consistency, CG Electronics might
benefit from more targeted promotions or discounts to stay competitive in
the electronics market, where consumers are more price-conscious.

c. Consumer Perceptions of Product Quality and Trust

• Finding: Product quality and trust are the most significant drivers of brand loyalty
for Wai Wai and Nabil Bank.

• 50% of Wai Wai customers cited product quality as the main reason for
their loyalty.

• 30% of Nabil Bank customers valued trust and customer service as the
most important factors in maintaining their loyalty.

• For CG Electronics, quality and customer service were important but not as
significant as price sensitivity.

• Discussion: The finding underscores that quality and trust are the core
elements driving loyalty for Wai Wai noodles and Nabil Bank. This aligns
with Chaudhary Group’s emphasis on maintaining consistent product
quality and excellent customer service. For CG Electronics, although
quality is important, price and technological features may take precedence.
Focusing on customer service improvements and post-purchase support
could be key to strengthening loyalty in this sector.

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4. Discussion

• In this section, you will analyze the broader implications of the findings, relate
them to existing theories or concepts in marketing and brand loyalty, and discuss
any surprises, challenges, or limitations in your research.

• a. Effectiveness of Marketing Strategies

• Discussion: Chaudhary Group's marketing strategies, particularly in the food and

banking sectors, have been successful in establishing high levels of brand
awareness and customer loyalty. The use of TV ads and social media campaigns
has proven to be effective in reaching both older and younger audiences. However,
the electronics sector could benefit from a more focused digital marketing strategy
to differentiate itself from competitors and engage the younger, tech-savvy
demographic.

• b. Brand Loyalty Drivers

• Discussion: The research highlights that for Wai Wai noodles and Nabil Bank,
quality and trust are the primary drivers of customer loyalty, aligning with
established theories in brand loyalty. Consumers who perceive the brand as reliable
and of high quality are more likely to stay loyal. For CG Electronics, however,
price sensitivity and product features play a larger role, suggesting that the
electronics sector operates under different consumer dynamics compared to the
food and banking sectors.

• c. Challenges and Opportunities in the Electronics Sector

• Discussion: The CG Electronics sector faces challenges related to brand loyalty.

While Wai Wai and Nabil Bank enjoy strong customer retention, CG Electronics
struggles with repeat purchase behavior, which may be linked to a highly
competitive market. The challenge here is not only attracting customers but also
ensuring that they remain loyal despite the many alternative choices available in the
electronics sector. Chaudhary Group could consider strategies such as offering
extended warranties, after-sales services, or loyalty programs to enhance customer
retention.

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d. Price Sensitivity and Promotion Effectiveness

Discussion: Price sensitivity was found to have a significant impact on the purchasing
decisions of CG Electronics consumers, reflecting the nature of the electronics market where
consumers often compare prices across multiple brands. However, for food products like
Wai Wai, consumers seem to prioritize quality and brand trust over price, indicating a
different kind of loyalty dynamic. Promotional strategies such as discounts, bundling, and
limited-time offers could be more effective for CG Electronics to capture price-sensitive
consumers, while Wai Wai can maintain its competitive edge through consistent product
quality.

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 CHAPTER – III

CONCLUSION AND ACTION IMPLICATION

3.1 Conclusion

The Conclusion section summarizes the key insights from the research and highlights
the main takeaways. It draws final thoughts on how Chaudhary Group’s marketing
strategies have impacted its brand loyalty across various product sectors in Nepal. It
also provides recommendations for improvement based on the findings.

1. Key Findings Recap

• The research on Chaudhary Group’s marketing strategy and brand loyalty has
provided valuable insights into the effectiveness of its current strategies and
consumer perceptions across its different brands. The main findings can be
summarized as follows:

• High Brand Awareness: Chaudhary Group has successfully built significant brand
recognition in the Nepali market, especially for its flagship products like Wai Wai
noodles and Nabil Bank. Wai Wai has the highest brand recall, followed by Nabil
Bank, while CG Electronics is relatively less recognized.

• Strong Brand Loyalty in Food and Banking Sectors: Consumers exhibit high
loyalty toward Wai Wai and Nabil Bank due to consistent product quality, trust,
and strong customer service. However, CG Electronics faces challenges in
building similar levels of customer loyalty, likely due to factors such as intense
competition and price sensitivity.

• Digital Marketing Impact: Social media marketing has proven to be particularly

effective in engaging younger consumers, especially for Wai Wai and CG
Electronics. Chaudhary Group’s use of platforms like Instagram and YouTube
has helped boost engagement and influence purchase decisions.

• Price Sensitivity and Promotions: CG Electronics customers are more price-

sensitive compared to Wai Wai and Nabil Bank consumers. Offering discounts,

29
 promotional packages, and loyalty programs can improve customer retention in the
electronics sector.

• Customer Service and Trust: Excellent customer service and trust are pivotal for
maintaining loyalty, especially for Nabil Bank. For CG Electronics and Wai Wai,
product quality and consistency remain more important drivers of loyalty than
after-purchase support.

2. Implications for Chaudhary Group

• The research underscores the importance of brand consistency, trust-building

efforts, and customer engagement as critical factors that drive brand loyalty.
Chaudhary Group has successfully established a strong foundation in the food and
banking sectors, but there are several areas where the company can improve:

• CG Electronics needs to invest more in brand awareness and customer service

to strengthen customer loyalty. The electronics market is highly competitive, and
price sensitivity is a significant factor, which calls for tailored pricing strategies and
value-driven promotions. Introducing post-purchase support, extended
warranties, and loyalty programs could help build a more loyal customer base.

• Wai Wai and Nabil Bank should continue to focus on their strengths—product
quality and service excellence. However, they should also explore innovative
marketing techniques, particularly in digital channels, to keep up with the
changing media consumption habits of younger consumers.

• Digital Marketing has proven to be highly effective in building brand awareness

and loyalty, particularly among younger demographics. Chaudhary Group should
further leverage social media platforms, influencer collaborations, and content
marketing to drive brand engagement, particularly for CG Electronics.

3. Recommendations

• Based on the findings, the following recommendations are proposed for Chaudhary
Group to enhance its marketing strategies and brand loyalty:

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• Strengthen Brand Awareness for CG Electronics: Invest in targeted digital
marketing campaigns that focus on educating consumers about the product
features, technological innovations, and competitive pricing of CG Electronics.
Partnerships with influencers and tech bloggers could also help reach the younger,
tech-savvy audience.

• Leverage Customer Service in Electronics: Improve after-sales service for CG

Electronics, offering comprehensive warranty programs, customer support
channels, and loyalty rewards to enhance customer retention. This could be a key
differentiator in a competitive market.

• Promote Product Consistency for Wai Wai: Continue emphasizing the quality
and taste of Wai Wai noodles, which have led to high brand loyalty. Further,
explore options to expand the brand's product line or packaging to cater to
evolving consumer needs while maintaining the core attributes.

• Enhance Digital Engagement: For all sectors, Chaudhary Group should continue
building a stronger digital presence. This could involve personalized marketing,
interactive campaigns, and content creation that resonate with younger consumers
across platforms like Instagram, TikTok, and YouTube.

• Utilize Loyalty Programs and Promotions: Implement or enhance loyalty programs

across all product categories, especially for CG Electronics and Wai Wai. For CG
Electronics, offering bundling options, seasonal discounts, or special offers can
help increase customer retention.

• Focus on Emotional Brand Connections: Chaudhary Group could explore

strategies to humanize its brands—particularly Nabil Bank—by emphasizing
community engagement, corporate social responsibility, and emotional storytelling
to build deeper, more personal connections with customers.

4. Limitations and Future Research

• While this study offers valuable insights, several limitations exist:

• The sample size and demographic coverage could be expanded in future studies to
offer a more comprehensive understanding of brand loyalty across different age
groups and regions in Nepal.

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 • The study primarily relied on survey data; further qualitative research (e.g., in-
depth interviews, focus groups) could provide deeper insights into consumer
sentiments and motivations.

• Future research could explore how global economic trends and market changes
(such as inflation, currency fluctuation, or shifting consumer priorities) might affect
brand loyalty and marketing strategies in Nepal.

5. Final Conclusion

In conclusion, Chaudhary Group has established a strong brand presence and customer
loyalty in the Nepali market, especially in the food and banking sectors. However, there
are clear opportunities to improve brand recognition and customer retention in the
electronics sector, where competition and price sensitivity present challenges. By adapting
its marketing strategies to the digital landscape, enhancing customer service, and offering
value-driven promotions, Chaudhary Group can further solidify its position as a market
leader in Nepal.

3.2 ACTION AND IMPLICATIONS

The Action Implications section of the project outlines specific, actionable strategies and
initiatives that Chaudhary Group can implement based on the findings from the research.
This section bridges the gap between analysis and practical implementation, offering
concrete recommendations to improve marketing strategies and enhance brand loyalty.

To enhance brand loyalty and market position, Chaudhary Group must focus on expanding
digital marketing efforts, building stronger customer loyalty programs, and addressing
price sensitivity through strategic promotions, especially in the electronics sector.
Furthermore, improving customer service, particularly in CG Electronics, and continuing
to invest in personalized experiences for Nabil Bank customers will strengthen brand
relationships. Expanding CSR efforts and focusing on community engagement will help
Chaudhary Group solidify its reputation as a brand that cares for both its customers and
society. By implementing these actionable strategies, Chaudhary Group can further solidify
its leadership position in Nepal’s competitive market and continue building lasting
relationships with its customers.

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 REFERENCES

Books:*

Marketing Management (15th ed.). Pearson.

Aaker, D. A. (1996). Building Strong Brands. Free Press.

*Journal Articles:*

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and
brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2),
81-93. https://doi.org/10.1509/jmkg.65.2.81.18255

*Websites:*

Chaudhary Group. (n.d.).

About us. Retrieved from https://www.cggroup.com.np/

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