ABSTRACT
The study was on the effect of branding on the marketing performance of selected pharmaceutical products in Abia State. The objectives of the study were to identify the effect of branding in enhancing customer patronage for pharmaceutical products; evaluate the significance of branding in influencing consumer buying behavior for pharmaceutical products; analyze the effect of product branding in enhancing sales volume for pharmaceutical products. A well structured questionnaire was adopted to collect primary data for the study which were analyzed, using multiple regression and simple percentages, the study concluded that product branding has positive effect in the marketing performance of pharmaceutical products and thus recommended that product branding, product differentiation, and market segmentation should be taken seriously in pharmaceutical products.
TABLE OF CONTENT
Title page
Declaration
Certification
Acknowledgement
Dedication
Table of content
List of tables
Abstract
CHAPTER ONE -INTRODUCTION
1.1 Background of the study 1
1.2 Statement of problems 2
1.3 Objectives of study 2
1.4 Research questions 3
1.5 Research hypotheses 3
1.6 Significance of study 3
1.7 Scope of study 4
1.8 Limitations of study 4
1.9 Definition of Terms 5
CHAPTER TWO – Review of Related Literature:
2.1 Conceptual Framework 7
2.1.1 Brand Management 7
2.1.2 Brand Name Decisions 10
2.1.3 Fundamental Requirement in selecting a Brand name and trade mark 12
2.1.4 Benefits of Application of product Branding Trademark 13
2.1.5 Enviromental and social Challenges of branding on Consumer Behavior 14
2.2 Theoretical Theory 14
2.21 Position Theory 15
2.2.2 Perceived value Theory 15
2.2.3 Empirical Framework 20
CHAPTER THREE - Research Methodology:
3.1 Research Design 20
3.2 Area of Study 20
3.3 Population of the Study 21
3.4 Sampling Plan 22
3.5 Determination of Sample size 22
3.6 Method of Data Collection 23
3.7 Method of Data Analysis 23
3.8 Data Analysis and Hypotheses Testing 23
3.9 Validity 24
3.10 Reliabilty 24
CHAPTER FOUR - Result and Discussions:
4.1 Results 25
4.2 Data Analysis:
Section A: Personal Data 26
Section B: General Data 29
4.3 Hypothesis Testing 41
4.3.1 Hypothesis One 42
CHAPER FIVE – Summary, Conclusions, and Recommendations
5.1 Summary 45
5.2 Conclusions and findings 45
5.3 Reccomendations 46
References 48
Source for Information 50
Questionnaire 51
ONWUDINJO, M (2020). Effect Of Branding On The Marketing Performance Of Selected Pharmaceutical Products In Umuahia, Abia State. Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-branding-on-the-marketing-performance-of-selected-pharmaceutical-products-in-umuahia-abia-state
MOUAU/12/22722, ONWUDINJO. "Effect Of Branding On The Marketing Performance Of Selected Pharmaceutical Products In Umuahia, Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 29 May. 2020, https://repository.mouau.edu.ng/work/view/effect-of-branding-on-the-marketing-performance-of-selected-pharmaceutical-products-in-umuahia-abia-state. Accessed 23 Dec. 2024.
MOUAU/12/22722, ONWUDINJO. "Effect Of Branding On The Marketing Performance Of Selected Pharmaceutical Products In Umuahia, Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 29 May. 2020. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-branding-on-the-marketing-performance-of-selected-pharmaceutical-products-in-umuahia-abia-state >.
MOUAU/12/22722, ONWUDINJO. "Effect Of Branding On The Marketing Performance Of Selected Pharmaceutical Products In Umuahia, Abia State" Repository.mouau.edu.ng (2020). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-branding-on-the-marketing-performance-of-selected-pharmaceutical-products-in-umuahia-abia-state