ABSTRACT

The study examined the effect of branding on consumer patronage in the beer market: a study of Nigeria breweries, Enugu State The objectives of the study to determine the impact of socio-economic characteristics, the respondents in designing marketing strategy; to identify the effect of branding in enhancing customer patronage;  to evaluate the significance of branding in influencing consumer buying behavior of beer. to analyze the effect of product branding in enhancing sales volume in beer products, the study used a sample size of 134 from a population of 200 using Taro Yamene’s method. A well structured questionnaire was designed and used for the collection of primary data for the study. The simple percentage, Chi-square and  multiple regression were used to analyze the primary data for the study. After the analysis, the study,  that product branding has positive effect in the sales and profitability of beer manufacturing industry, that branding has positive influence on the buyer behaviour of customers in the beer market, that product differentiation helps in achieving brand loyalty which reflects in customer loyalty and sales turnover (rate) in the beer market, that market segmentation complements product branding and differentiation in achieving better customer satisfaction in the beer manufacturing industries, that there are some problems encountered in the adoption of these three marketing strategies namely poor product design, high competition, high cost of marketing and distribution especially, poor or inadequate patronage, In respect to the conclusions drawn based on the statistical study and empirical evidence, the researcher made the following recommendations,  that product branding, product differentiation and marketing segmentation should be taken seriously in the beer manufacturing industries. This is because there is influx of numerous products in the beer market. Product differentiation will help not only attract customer preference, but will also enhance effective and efficient marketing with strategic market segmentation which enhance better customer satisfaction and efficient marketing, that strategic plan should be put in place to achieve effective product positioning. This implies that the product attributes namely shape, colour, quality etc that are used to differentiate (branding) the promotional efforts of advertising, personal selling etc should stress more on these attributes so as to attract preference to the product against that of the competitor, a good strategic market and marketing research as well as buyer behavior studies should be carried out by the marketers. Such marketing efforts will help to identify which product attributes will the buyers prefer, their quantity of purchases, their locations, their socio-economic and psychographic variables etc. All these are related profiles that will help to design strategic product branding and relative marketing programs not only to influence the buyer behavior, but also to achieve competitive advantage at the long run. the researcher also recommends for further research on this study area to enhance strategic innovations in the complementarily of product branding, product differentiation, market segmentation and product positioning; all will be geared towards efficient and effective marketing, not only in the beer markets, but in the general consumer market. 

TABLE OF CONTENTS

Title page 

Declaration

 Certification 

Page Dedication 

Acknowledgment 

Table of contents 

Abstract

CHAPTER ONE:  INTRODUCTION

1.1   Background to the Study                                                                                 

1.2    Statement of the Problem                                                                            

 1.3    Objective Ofthe Study                                                                                

 1.4    Research Questions                                                                                      

1.5   Research Hypotheses                                                                            

1.6  Scope of the Study                                                                                        

1.7    Significance  of the Study                                                                             

1.8   Definition of Terms                                                                                       

CHAPTER TWO:  REVIEW OF RELATED   LITERATUR

CHAPTER THREE:   RESEARCH  METHODOLOGY

CHAPTER FOUR:   DATA PRESENTATION  AND ANALYSIS

CHAPTER FIVE:    SUMMARY,   CONCLUSION     AND RECOMMENDATION                                                                                        

REFERENCES\

 APPENDIX