ABSTRACT
This study examines the effect of branding on consumer
patronage of different brands of beer in Umuahia metropolis. The primary
objective is to evaluate how various branding elements influence consumer
behavior and preferences. The specific objectives are to ascertain the impact
of brand names, brand symbols, brand design, and the term of patronage on
consumer choices. Additionally, the study aims to determine if a combination of
these brand attributes collectively affects consumer patronage.
A survey approach was employed for the research
design, with data sourced through a well-structured questionnaire. The
population of the study consists of consumers of Star Beer, Heineken, 33 Export
Lager Beer, and Harp Lager Beer within Umuahia metropolis. The convenience sampling
technique was used to select 170 respondents relevant to the study, based on
their availability and willingness to participate. Data generated from the
study were analyzed using mean and standard deviation to answer the research
questions. Linear regression was employed to test the research hypotheses at a
0.05 level of significance.
The findings of the study reveal several key insights
into the influence of branding on consumer patronage. Firstly, the brand name
significantly affects consumer preferences, with well-known and reputable
brands attracting higher patronage. The brand symbol, including logos and other
visual elements, also plays a crucial role in consumer decisions, as
recognizable symbols enhance brand recall and loyalty. Additionally, the design
of the brand, encompassing packaging and overall aesthetic appeal, positively
impacts consumer patronage by making the product more attractive and engaging.
The study further finds that the term of patronage, or
the duration of consumer loyalty to a particular brand, influences purchasing
behavior. Consumers tend to remain loyal to brands that consistently deliver
quality and meet their expectations. The combination of brand name, symbol,
design, and term of patronage collectively contributes to a strong brand
identity that significantly boosts consumer patronage.
In conclusion, the research underscores the importance
of effective branding strategies in the beer industry. Companies should invest
in building strong brand names, designing appealing symbols and packaging, and
fostering long-term relationships with consumers to enhance their market
presence and consumer loyalty. These findings provide valuable insights for
beer manufacturers and marketers aiming to improve their branding efforts and
increase consumer patronage in competitive markets like Umuahia metropolis.
By focusing on these branding elements, beer brands
can better meet consumer expectations and preferences, leading to increased
sales and market share. Future research could explore the impact of additional
branding elements, such as advertising and promotional strategies, on consumer
behavior to provide a more comprehensive understanding of the factors driving
consumer patronage in the beer industry.
TABLE
OF CONTENTS
CHAPTER
ONE
INTRODUCTION
1.1
Background of the Study
1.2 Statement
of Problems
1.3
Objectives of the Study
1.4
Research Questions
1.5 Research
Hypothesis
1.6 Significance
of Study
1.7 Scope
of the Study
1.8 Definition
of Terms
1.9 Limitation
of the Study
CHAPTER
TWO
REVIEW
OF RELATED LITERATURE
2.1 Theories
Relevant to the Study
2.2 Brand
Management
2.3 Brand
Name Decisions
2.4 Fundamental
Requirements in Selecting a Brand Name
2.5 Benefits
of Application of Product Branding
2.6 Environmental
and Social Challenges of Branding on the Consumer Behavior
2.7 The
Role of a Product as an Effect of Branding
2.8 Promotional
Advantages of Branding through Utilitarian Appeal
2.9 The
Role of Price in Brand Evaluation and Management
CHAPTER
THREE
RESEARCH
METHODOLOGY
Preamble:
3.1 Research Design
3.2 Area
of the Study
3.3
Population of the Study
3.4 Sample
Size Determination
3.5 Sampling
Techniques
3.6 Reliability
and Validity of Research Instrument
3.7 Instrument
of Data Collection
3.8 Method
Of Data Analysis
CHAPTER
FOUR
4.0 DATA PRESENTATION AND ANALYSES
4.1 Response
to Research Questions
4.1.1 Research Questions One:
4.1.2 Research Question Two:
4.1.3 Research Question Three:
4.2 Test
of the stated hypotheses
4.2.1 Test Of Hypothesis One
4.2.2 Test of Hypothesis Two:
4.2.3 Test of Hypothesis Three:
4.3 Discussion
of Major Findings
CHAPTER
FIVE
SUMMARY
OF FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 Summary
of Findings
5.2 Conclusion:
5.3 Recommendations:
5.4 Suggestion
for Further Studies:
REFERENCES
APPENDIX: QUESTIONNAIRE
CHAPTER
ONE
INTRODUCTION
1.1 Background
of the Study
Mandell and Rosenbery (1981) defined brand as the
name, sign or design (or combination of the three) that identifies a particular
product or product line and distinguishes it from its competitors. It is also a name, term, symbol or design or
a combination of them, intended to identify the goods or services of one seller
or group of sellers and to differentiate them from those of competitors. A
brand is thus a product or service that adds dimension and differentiate it in
some way from other products or service designed to satisfy the same need.
These differences may be functional, rational on tangible related to product
performance of the brand (Anyanwu, 2000).
A powerful brand name has consumed franchise that is,
it commands strong consumer loyalty. This means that a sufficient number of
customers demand these brand and refuse substitutes even if the substitutes are
offered at lower prices. Companies that develop brands with strong consumer
franchise are insulated from competitions promotional; strategies. Thus, it is
necessary for a supplier to invest heavily in order to create strong global
recognition and preference for its brand name.
Also, the increased competitive nature of the market
makes it obvious that the most possible means of achieving quick sales response
is to embark on product branding.
The external factors consist of rate of product
proliferation with associated problem of maintaining brand loyalty, poor
economic condition has promoted consumers to seek for price reductions and
decrease in advertising efficiency due to media-clutta and government
regulations.
1.2 Statement of Problems
Product branding is one the major areas that
constitute marketing efforts that are directed to enhance not only customer
satisfaction, but also to achieve competitive advantage in the consumer market.
Branding has become so strong that hardly anything goes unbranded. However, the
use of branding to achieve these in the contemporary market has been facing a
lot of problems. Beer production and distribution companies in Nigeria have
been doing their bits in competitive environment they find themselves in order
to permanently register their brands in the minds of consumers especially in
Umuahia metropolis. They have been marshaling out, well-articulated marketing
communication and promotion strategies/messages directed towards the consumers
to solicit their patronage, yet consumers patronize one brand of beer at the
expense of the other. This can be traceable to the diversity of the behaviours
of the consumers, as well as the economic realities that have made consumers to
be rational in their spending, as some of the consumers go for brands of lower
price, given their disposal income. They no longer consider the brand
attributes or promotional messages rather they are interested in taken any
brand of beer in order to quench their taste for beer.
1.3 Objectives
of the Study
The major objective of this study is to evaluate the
effect of branding on consumer patronage of different brands of beer in Umuahia
metropolis.
The specific objective of the study are:
1. toascertain
the extent at which the brand name of beer affects consumer’s patronage in the
study area.
2. todetermine
whether symbol of the brand significantly affects the consumption of beer in
the study area.
3. to
access the degree at which the design of the brand positively impacts on
consumer patronage in the study area.
4. toexamine
the effect at which the term of patronage of a given beer brand in the study area.
5. to
find out if the combination of those brand attributes positively affects
consumer patronage of beer in the study area.
1.4 Research
Questions
The following questions would be answered in this
research, they are;
1. to
what extent does the brand name of beer affects consumer patronage in the study
area?
2. Does
the symbol of the brand of beer significantly affect the consumption of beer in
the study area?
3. To
what degree does the design of the brand positively impacts on consumer
patronage of beer in the study area?
4. What
is the extent at which the term of the brand of beer contribute to the consumer
patronage of a given brand of beer in the study area?
5. Does
the combination of these brand attributes positively affect consumer patronage
of beer in the study area?
1.5 Research Hypothesis
The following research hypothesis states in their null
form, will guide this stage and it would be tested at 0.05 level of
significance
Ho1:
The Brand name of beer does not
significantly affect consumer patronage of beer in the study area.
Ho2:
The symbol of the brand of beer does
not significantly affect the consumption of beer in the study area.
Ho3:
The design of the brand of the beer does
not positively impact on the consumer patronage of beer in the study area.
1.6 Significance of Study
The study will make the following contributions to the
understanding of the subject matter. Branding identifies and helps to
differentiate the goods or services of one’s seller from those of another. It
consists of a name, sign, symbol or some combination thereof. A brand name is
the park that can be vocalized, such as symbol, design and the pills bury dough
body.
Brand is important to customers because it simplifies
shopping facilities, process information concern with purchase option, provide
,confidence that the consumer has made the right decision, help to ensure
quality and often satisfies certain status needs.
Branding also benefit sellers by enhancing the
effectiveness of their marketing programs. Particularly those concerned with
promotion. Brand loyalty which in turn leads to greater profitability since it
costs less to retain customers than to acquire one.
1.7 Scope of the Study
This study is domiciled in the area of consumer
behavior. The major focus of this study is the consumers of different brands of
beer in Umuahia Metropolis. They are considered vibrant segment of the
consumers of different brands of beer suitable for this study.
1.8 Definition of
Terms
Brand: Is defined a name, term, symbol, sign or a
combination of these intended to identify the goods or services of one seller
or group of seller and to differentiate them from those of competitors.
Brand loyalty: Is a result of a consumerbehaviour and is
affected by a person’s preferences.
Loyal customers will constantly purchase products from their preferred
brand regardless of conveniences or price.
Promotional mix: Is the combination of personal selling,
public relation advertising, sales promotion, sponsorship, direct mail and
trade shows that are utilized in promoting a good or service.
Sales volume: Is the quantity or number of goods sold or
service sold in the normal operations of a company in a specified period.
Franchise: Is a contractual association between a
manufacturer, wholesaler or service who buys the right to own and operate one
or more units in the franchise system.
Promotional strategy: Is the method used to spread the world about
your product or service to customers, stakeholders and the broader public.
Marketing communications
consists of the messages and related media used to communicate with a market.
Media: Is defined as non-personal communication
channels including prints media (newspaper, magazines, direct mail), broadcast
media (radio, television) and display media (billboard, sign, posters).
1.9 Limitation of the Study
There are many limitation been encountered by the
researcher during the period of getting information and that has affected this
work adversely. The first difficult task
was how to combine the writing of this work and preparation of my exams.
Secondly, lack of finance and resources also
restricted this research work to an extent.
The writer inspite of the account on the difficulty encountered, returns
all glory to God.
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