EFFECT OF PRODUCT BRANDING ON CONSUMER PREFERENCE IN THE COSMETIC INDUSTRY (A STUDY OF PZ CUSSONS NIGERIA PLC ABA, ABIA STATE)

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