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Product Category: Projects

Product Code: 00005810

No of Pages: 50

No of Chapters: 5

File Format: Microsoft Word

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The aim of this research is to examine branding and patronage of select bottled water brands among residents of Eket. The project made use of questions constructed in order to find out whether branding influences patronage of select bottled water brands among respondents. The objectives of the study were;  To find out the extent to which select bottled water are exposed to residents; to find out whether branding of select bottled water brand influences its patronage; to ascertain the extent to which branding influence patronage; to determine which of the bottled water brand is mostly patronized by residents of Eket; to examine whether there are other factors that influence the patronage of select bottled water. The survey research method was used with questionnaire as the main data gathering instrument. From finding of the study, it was discovered that residents of Eket are greatly exposed to branding of bottled water; that branding of bottled water helps sell company’s products; that branding has contributed immensely to factors that influence patronage of bottled water. The study therefore recommends that producers or companies carry out research to ascertain what the customers want and how they can sustain them. It was also recommended that producers consider other factors that contribute to bottled water branding by adopting and investing and applying it.



Cover Page

Title Page    -        -        -        -        -        -        -        -        -        i

Dedication  -        -        -        -        -        -        -        -        -        ii

Certification         -        -        -        -        -        -        -        -        -        iii

Acknowledgements        -        -        -        -        -        -        -        iv

Abstract     -        -        -        -        -        -        -        -        -        v

Table of contents -        -        -        -        -        -        -        -        vi


1.1     Background of the study         -        -        -        -        -        -        1

1.2     Statement of the problem        -        -        -        -        -        -        3

1.3     Objectives of the study  -        -        -        -        -        -        4

1.4     Research Questions       -        -        -        -        -        -        5

1.5     Justification of the study         -        -        -        -        -        -        6

1.6     Delimitations of the study       -        -        -        -        -        6

1.7     Limitation of the study  -        -        -        -        -        -        7

1.8     Definition of terms         -        -        -        -        -        -        -        7


2.1     Review of Concepts Opinion  -        -        -        -        -        9

2.1.1  Branding     -        -        -        -        -        -        -        -        9

2.1.2 Brief history of branding         -        -        -        -        -        -        10

2.1.3 Significance of Branding -        -        -        -        -        -        12

2.1.4 Advantages of Branding          -        -        -        -        -        14

2.1.5 Disadvantages of Branding      -        -        -        -        -        15

2.1.6 Concepts of Brand Patronage  -        -        -        -        -        16

2.1.7 Select Bottled Water Brands in Nigeria       -        -        -        -        17

2.2     Review of the study       -        -        -        -        -        -        18     

2.3     Theoretical Framework  -        -        -        -        -        -        22

2.3.2 Uses and gratification theory   -        -        -        -        -        23


3.1 Research Design      -        -        -        -        -        -        -        25

3.2 Population of the study     -        -        -        -        -        -        26

3.4 Sample Size    -        -        -        -        -        -        -        -        26

3.5 Sampling Procedure -        -        -        -        -        -        -        28

3.6 Reliability of the Research instrument  -        -        -        -        30

3.7 Method of Data collection -        -        -        -        -        -        31

3.8 Method of Data Analysis  -        -        -        -        -        -        31



4.1 Discussion of finding         -        -        -        -        -        -        37





5.1     Summary of Finding               --       -        -        -        -        39

5.2     Conclusion -        -        -        -        -        -        -        -        39

5.3     Recommendations         -        -        -        -        -        -        -        40








1.1     Background to the study


There is no doubt saying that man needs is unending. This is because man’s needs, wants and desires are ever increasing and mostly insatiable. Following this, man seeks the assistance of fellow men to meet most of these needs and wants. This situation, of course is what brought about commerce, the act of buying and selling. Full, C. (2006.p. 554).

Nevertheless, Nigeria and indeed any other competitive market across the globe, employ numerous strategies such as, advertising, publicity, customer relations, quality products, branding, price, sales and services. But why should a manufacturer go through this trouble to make sales? It is true that the business world today is undergoing nothing less than a major revelation in customers buying decision. The customer’s message was “give me what I want, how I want it or I will buy from someone who will”. Kent (2003, p. 17). Today, that message has been explained and amplified to ‘give me what I want, how I want it, when I want it, at the lowest possible price and make me feel special or I will”.


Customers make these demands because they have the power to choose. Little wonder that make modern business establishment refer and treat customers as they ‘sing’ and says that ‘customer is always right’. In today’s society where numerous business organization and industries are everywhere, the act of business monopolist has become a thing of the past, thus creating an avenue for the competition among the existing companies and business organizations in a bid to attract customers attention to aid stimulate demand to persuade their target audience to patronize their goods and services, and employ marketing strategies of different forms and methods.

It is therefore important to note that branding is one such avenue that companies use to attract customer’s attention towards their products. Branding is the process involved in creating a unique name and image for a product in customer’s mind mainly through packaging and or advertising campaign’s with a consistent theme. It is that process of creating a strong, positive perception of a company, its products and services in the customer’s mind by combining such elements as logo, design, mission statement and a consistent them through all marketing communications. (Dunn 2014, p. 91).

It is clear that the significance and differentiated effect of branding has so far helped customers to identify and patronize products of their choice. An organization must generate enough sales from its products to cover operating cost and maximize profit. For many organization sales estimate is the starting point in budgeting or profit planning. It is so because it must be determined in most cases before production unit could be arrived at which in turn affects materials purchases. Considering the importance of marketing mix on the organizational growth, it is expedient therefore, an organization to engage in programmes that can influence consumer’s decision to purchase its products. (Udom and Nwehinne 2012, p. 228).


1.2     Statement of the Problem

Since the advent of modern technologies in the production of goods and services, marketing has been soaring, thereby leaving the consumers with choice to make. This is because the modern market place is becoming highly competitive, forcing firms to guard themselves with marketing weapons to gain competitive advantage.

The success of an organization therefore, is dependent on how well such an organization has been able to harness and harmonize the marketing mix to build its strategy thrusts. It is noted that when an individual buys a product more than the other, whereas they are both priced equally, then it is said that the individual receives more satisfaction from consuming the most purchased product. Wadnama (2009. P. 43) in the bid not to be kicked out of the market by competitors, bottled water producers are constantly engaging in marketing strategies to influence patronage such as sales promotion, publicity, advertising etc. thus the concern of this research work is to examine the impact of brand and patronage of selected bottle water among residents of Eket.

1.3     Objectives of the study

The Major objectives of this study were:


i.                   To find out the extent of exposure of some selected bottled water brand among residents of Eket.

ii.                 To find out whether branding of selected bottled water brands influences its patronage among Eket residents.

iii.              To ascertain the extent to which bottled water branding influences patronage among Eket residents.

iv.              To determine which of the bottled water brand is mostly patronized by residents of Eket;

v.                 To examine whether there are other factors that influence the patronage of selected bottled water among Eket residents.


1.4     Research Questions


i.                   What is the extent of exposure of some select bottle water brands among residents of Eket?

ii.                 Does bottled water branding influence its patronage among Eket residents?

iii.              What is the relative extent to which bottled water branding influences patronage among Eket residents?

iv.              Which of the select bottled water is mostly patronized by Eket residents?

v.                 Are there factors that influence the patronage of select bottled water among Eket residents?

1.5     Justification of the study

This study is significant because it is hoped that it will provide useful information on why bottled water are preferred differently among residents of Eket.

Also findings of this study will be very useful to all the bottled water manufacturers. It will help advertisers in branding which has an integral part to play on the patronage of products.

The study will also serve as a reference material in which bottled water companies will use in formulating successful marketing strategies giving an insight to what brand of bottled water are preferred by residents of Eket.

Finally, findings of this study will be of immense benefit to future researchers who will work on similar topics which will serve as a reference material to them.

1.6     Delimitations of the study
The study does not intend to cover the branding and patronage of all types of bottled water. Rather, it is only delimited to select bottled water among residents of Eket which include the following: La-Sien, Eva, G.S.P and Aquadana.

The scope of the study is also restricted to only the residents of Eket who are the population of this study. They study is strictly concerned with finding out the influence of branding on the patronage of select bottled water among residents of Eket.

1.7 Limitation of the study

In the course of this study, the researcher encountered certain difficulties that limited the qualitative analysis base of the study. Some of such difficulties include the unwillingness of the respondents to fill and return the questionnaire since there was no incentive attached, and this almost hampered the success of this study. However, this was managed by the persuasive ability of the researcher.

1.8 Definition of terms

Brand:       this is a type of bottled water product manufactured by a company under a particular name which is also used by residents of Eket.

Branding:  This is a process in which producers of bottled water mark their products for identification

Patronage: This the process of buying the select bottled water brand by Eket residents.

Select bottled water: These are different brands of bottled water; La-sien, Eva, GSP and Aquadana.

Residents: these are people who live in this area called Eket, which the research is being carried out.

Eket: This is one of the Local Government areas in Akwa Ibom State which serves as the population of this study.

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