ABSTRACT
This work looks into the effects of products branding in consumer preference on cosmetics industry. The objective of the study is to know what products branding. Its importance to the industry and also examine the effects in product branding in the consumer preference on cosmetics industry. The problem addressed in this research is that product branding has an effect on consumer preference in the cosmetics industry. The methodology used in this research work is observation questionnaire and interview. The population was 5, the sample size of 50 was used and X2 statistics was also applied. And the major findings were product branding is to encourage the consumer to purchase the product.Consumers prefer brand product. The researcher pin-pointed the following recommendation that PZ Cusson Nigeria plc should advertise its products more often so as t ensure that consumers are informed about the product, the benefits attached to the product and image its quality to the manufactured corporate image as it is reflected in the brand PZ.
TABLE OF CONTENT
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of content vi
List of tables viii
Abstract x
CHAPTER ONE
INTRODUCTION
1.1 Background of the study 1
1.1.1 Profile of PZ Cussons Nigeria plc 4
1.2 Statement of the problem
1.3 Objectives of the study
1.4 Research questions
1.5 Research hypothesis
1.6 Significance of the study 9
1.7 Scope and limitation of the study 10
1.8 Definition of term 10
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.0 Introduction 13
2.1 Brand/brand decision 14
2.2 Choosing a brand name 16
2.3 Importance of branding 18
2.4 Decision on branding 19
2.5 Manufacturer brand 19
2.6 Licensed brand 21
2.7 Deciding corporate branding strategy 22
CHAPTER THREE
Research methodology 23
3.1 Research design 23
3.2 Area of study 24
3.3 Population of the study 24
3.4 Sample and sampling technique 26
3.5 Method of data collection
3.6 Method of data analysis
3.6.1 Tabulation
3.6.2 Simple percentage
3.6.3 Chi-square
CHAPTER FOUR
Presentation and analysis of data
4.1 Question by question analysis of the investigative research question
4.2 Testing of hypothesis
4.3 discussion of result or findings
CHAPTER FIVE
SUMMARY CONCLUSION AND RECOMMENDATION
5.1 Summary
5.2 Findings
5.3 Conclusion
5.4 Recommendation
5.5 Suggestion for further studies
Reference
Appendix
LIST OF TABLES
Table 4.1.1 influence of product branding
Table 4.1.2 factors affecting purchasing decision
Table 4.1.3 Consumer relation on product quality
Table 4.1.4: Price consciousness of respondents
Table 4.2.1: Influence of product branding
Table 4.2.2 Factors Affecting Purchasing decision
Table 4.23 factors influencing consumer price
Table 4.2.4: Price consciousness of respondents
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Many product that has been branded and using in their product signs, term, letter, special design in among other branding of product seen to help the consumer in determining which product to purchase at any point in time.
Different authors and authorities have written in this topic:
Effect of product branding on consumer preference in the cosmetic industry.
Branding is use of a name term symbol or designs or a combination to identify product. This includes the use of brand name, trade mark and partially all other various means of identifying product.
According to Anyawu (1983) branding as a major product strategy, it helps to position the production in the minds of how consumers/users react to both the promotional activities of firms and actual purchase.
According to American Marketing Association defined Branding as a name, term, sign, symbol, design or a combination of these to identify goods and services of one seller or group of seller to differentiate them from those competitors.
According to Stanton (1981) branding as a name term symbol or special design that is intended to identify goods and services of one seller or group of sellers. The brand name consist of words letter and numbers that can vocalize. The brand mark is the part which appears in the form of a symbol design to distinctive colouring or lettering. It is recognized by sign, but it is not expressed when a person pronounce the brand name.
Branding has been seen as a use of name, term symbol, design or combination of these to identify a product.
Branding is very essential for advertising effectiveness because it is branding that distinguish similar goods of different manufacturers.
According Connon (1999) defined branding as a name, item, symbol design or combination of these to which identify the goods or services of one seller or group of sellers to differentiate them from other sellers.
Furthermore, an individual consumer will place a different value on various attributes reflecting on what he/she is seeking on the product. Each brand offers the consumer a certain total utility of certain price.
Despite the various number of brand in the market, certain brand name consistently command the performance of the buyers of various brand in the palmolive soap, that exist in the market. A very high percentage of buyer regularly select palmolive soap. Over 70% of consumers prefer coca cola than other soft drink that coca cola produce and many brand of consumers that exist in market. A high percentage of user by anti-bacterial soap. the brand are registered in the mind of consumers and local brand are also extremely popular in the market.
According to Maccarthy (1978) defined it as pleasing when ready and easy to pronounce. Always timely (does not get out of data) adaptable to package the labeling requirement available for use (not in use by another firm) pronounceable in all language (for goods to be exported) not offensive opposite or negative.
The product branding to a large extent helps to increase the profit level of various term and as well as it leads the consumer to the product of their choice. Infact it creates good will on some product, such as particular product at the extent of other existing ones.
1.1.1 PROFILE OF PZ CUSSONS NIGERIA PLC
The PZ Cussons Nigeria Plc was founded in 1879 as a trading post in Sierra Leone by George Paterson and George Zochonis as Paterson Zochonis. The British own company expanded its operation into nearby Nigeria before the end of the 19th Century. PZ expanded considerably during the 20th, century acquiring factories and establishing offices in Ghana and Kenya. It was one of the three or four terms which commercially dominated Guinea as a colony before 1958. In 1975 the company acquired Cusson group founded by Thomos Cussons. Later that century more offices were acquired in Asia with PZ first factory built in Thailand in 1986, and operation expanded into Indonesia in 1988. In 1993 PZ bought the state owned Pollena in Polland, followed in 1995 by pollena uroda. And in 2002 patersson zochonis plc was renamed as PZ Cussons plc.
In 2004 Pz Cussons sold a 1001 carpet cleaners brand to the American WD-40 company for £6.3million . In 2005 PZ cussons closed their Nothingharm factory founded by Gerald Bros and relocated the operation to Thailand. In 2006 PZ Cussons announced a plan to move their remaining English factory from Kersal to Swinton, both in the city of Salford. In 2008 PZ Cussons acquired the sanctuary spa and sanctuary products business. PZ Cussons group has a marketing presence in Europe, Africa and Asia. PZ Cussons has factories in Salford and number of countries abroad including Poland, Thailand and Indonesia.
Brands of PZ Cussons
The main brands of PZ Cussons is the imperial leather range of soaps, baths and shower and cosmetic products. It also produces Joy soaps, cussons kids toiletries, premier soaps, carex antibacterial moisturizers, cussons baby lotions, luksja gels and soaps, makler perfumes, pearl soaps, sweet seventeen teenage cosmetic products, venus range of hair care products, original source shampoos gels, morning fresh dish wash, liquid, flourish toothpaste, elephant extra detergent, radiant laundry granuls, Robb mentholated rubs, duck laundry soap and minera olive oils. They are also the manufacturers of jet detergent.
PZ Cussons in Nigeria
Chief Executive Christos Giannopoulos
Chief Financial Official David Petzer
Managing Director Georgios Sotiropoulos
Number of employees 3000
Locations Head office in Lagos,
Manufacturing units in Ilupeju, Ikorodu and Aba.
1.2 STATEMENT OF THE PROBLEM
Is a known fact that consumer preferences is influenced by quality name and packaging on consumer product. Hence companies marketing consumer goods would require more market knowledge on how to brand it product.
Most times firms produce goods without giving proper attention to its brand.
However, today’s competitive era, one is constantly bombarded with series of brands. Consumer purchase and preferences is influenced by how appealing the brand is as they expect some form of utility from each penny they spend.
Developing a branded product requires a great deal of long term investment especially for advertising, promotion and packaging.
This study therefore is necessary as a result of changing taste of consumers product brands.
1.3 OBJECTIVES OF THE STUDY
The general objective of the study is to examine the effect of product branding on consumer preference in the cosmetics industry.
The specific objective of the study include the following
1. To identify the effect of product branding in the Industries
2. To determine how the brand name, design the symbols and its combination.
3. To examine the quality of branded products.
4. To identify strategies that will improve the service, keep prices of the products within the affordability of customers.
1.4 RESEARCH QUESTIONS
The following research questions were considered in the study
1. Does the manufacturing brand name influenced their purchasing decision.
2. Which factor affect their purchasing of product
3. Why did they prefer the brand name
4. What step has the consumer taken to upgrade the performance and productivity of the product.
5. Are the branded product qualitative
6. Are the branded product expensive
1.5 RESEARCH HYPOTHESIS
The following research hypothesis were formulated and ested in the study.
Manufacture brand name does not influence there purchasing decision
Consumer does not prefer to buy products without brand names.
Branded product does not have qualitative
Branded product are not expensive
1.6 SIGNIFICANCE OF THE STUDY
This can also be referred to as the importance of the study. It states the major contribution. The researcher hopes the work will make the theory or the practical field of the area of study. It concern the usefulness of finding the study to mankind.
· This researcher information will help the organizations companies and firms to implement the best way to achieve its objective and goals of consumers satisfaction through product branding so the companies ojective could be accomplished.
· In addition the research work will help the government to get information and identify those consumers problems and some strategies that can be used to solve problems in economic sector and could also formulate marketing strategies from this work.
1.7 SCOPE AND LIMITATION OF THE STUDY
Scope of the study: This research work on the effect of product branding on consumer preference in the cosmetic industry. This study will teach those areas the researcher considered to be necessary and relevant in achieving the objectives of the study.
1.8 DEFINITION OF TERM
Advertising
Advertising is any paid form of non personal presentation and promotion of ideas, goods and services by an identifying sponsor.
It involves the use of mass medium. Those mass media include radio, television, news paper and magazine.
Branding
This is the use of a name terms symbols of design or a combination of these to identify a product. It includes the use of brand names, trade mark and practically all other various means of identifying product.
Consumer
Consumer is an individual who purchases or has the capacity to purchase goods and services offered for sales by marketing institutions in order to satisfy personal or house hold needs or wants desires.
Marketing
Marketing is a total system of business activities designed to plan price, promote and distribute want satisfying products and services to satisfy product and services to present potential consumers.
Brand design
This is the unique shape of the design that makes it easily to identified in midst of other connecting features.
Brand loyalty or customer’s franchise
It is a situation whereby a competitor develop preference for a particular brand of a product over and above similar product.
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