ABSTRACT
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.
TABLE OF CONTENTS
Cover Page
Title Page - - - - - - - - - i
Dedication - - - - - - - - - ii
Certification - - - - - - - - - iii
Acknowledgements - - - - - - -
iv
Abstract - - - - - - - - - v
Table of contents - - - - - - - - vi
CHAPTER
ONE ; INTRODUCTION
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
CHAPTER TWO : REVIEW OF LITERATURE
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
CHAPTER
THREE : RESEARCH METHODOLOGY
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
CHAPTER FOUR: DATA
PRESENTATION, ANALYSIS AND DISCUSSION OF THE FINDINGS
4.1
Discussion of finding - - - - - - 37
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Finding -- - - - - 39
5.2 Conclusion - - - - - - - - 39
5.3 Recommendations - - - - - - - 40
Appendixes
References
CHAPTER ONE
INTRODUCTION
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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