ABSTRACT
The study analyzed the effect of product rebranding on the performance of 7up bottling company Aba, Abia State. The specific objectives were as follows to determine the effect of product name on the profitability of the company, to ascertain the relationship between product packaging and the profitability of the company products, determine the effect of product size on the sales volume of the company, to determine the effect of shape on the sales volume of the company and to determine the effect of design on customer retention. Primary data obtained from administration of questionnaire were analyze using descriptive statistic such frequency and percentage, multiple regression model was used to analyzed the tested hypotheses. Five variables were considered namely, Product name, product packaging, shape, size and design. The multiple regression analysis results revealed that product name, product size, shape and design positively and significantly affect the performance of 7up bottling company Aba Abia State, Also the result shows that there is significant relationship between product packaging and profitability of the company product. It was based on this premise that the study recommend that Management of 7up bottling company should understand that having a good image is not enough to increase sales and make the organization relevant in the long run, therefore there is need for the organizations to adopt a strategy aimed at creating, developing and sustaining a competitive advantage that will attract, retain and sustain customer’s patronage.
Keywords: Product rebranding and performance of 7up bottling company.
TABLE OF CONTENTS
Title Page i
Dedication ii
Acknowledgement iii
Declaration iv
Certification v
Table of Content vi
Abstract vii
CHAPTER ONE
Introduction
1.1 Background of the Study 1
1.2 Statement of problem 2
1.3 Objectives of the Study 3
1.4 Research Questions 4
1.5 Research Hypotheses 4
1.6. Significance of the study 4
1.7 Scope of the study 5
1.8 Operational definition of terms 6
CHAPTER TWO
Review of Related Literature
2.1 Conceptual Framework 7
2.1.1 Concept of rebranding 8
2.1.2 The evolution of rebranding 13
2.1.3Reasons for rebranding 16
2.1.4Impact of rebranding 16
2.1.5Principles of Rebranding 17
2.1.6 The importance of rebranding strategy 17
2.1.7 Effects of Rebranding on Customer satisfaction 19
2.1.8 Relationship between factors affecting rebranding strategy and the performance of an organization 19
2.2 Theoretical framework 20
2.2.1 Prospect Innovation Theory 20
2.2.2 Dynamic Capability Innovation Theory 21
2.3 Empirical review 23
2.4 Historical background of 7up bottling company 24
CHAPTER THREE
Research Methodology
3.1 Research Design 26
3.2. Study Area 26
3.3 Population of the Study 27
3.4 Sample Size Determination 27
3.5. Method of data collection 28
3.6 Sampling techniques 28
3.7 Scoring of Instruments 29
3.8 Validity of Instrument 29
3.9 Reliability of Instrument 29
3.10 Method of Data Analysis 29
CHAPTER FOUR
Result and Discussion
4.1 Data presentation, interpretation and analysis 31
4.2.1 Test of Hypotheses 1 43
4.2.2 Test of hypothesis 3 44
4.2.3 Test of hypothesis 4 45
4.2.3 Test of hypothesis 5 45
4.2.3 Testing of Hypothesis 2 46
CHAPTER FIVE
Summary, Conclusion and Recommendations
5.1 Summary 47
5.2 Conclusion 48
5.3 Recommendations 48
References
OGBODO, N (2021). Effect Of Product Rebranding On The Performance Of 7 Up Bottling Company Aba, Abia State. Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-product-rebranding-on-the-performance-of-7-up-bottling-company-aba-abia-state-7-2
NNAEMEKA, OGBODO. "Effect Of Product Rebranding On The Performance Of 7 Up Bottling Company Aba, Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 09 Mar. 2021, https://repository.mouau.edu.ng/work/view/effect-of-product-rebranding-on-the-performance-of-7-up-bottling-company-aba-abia-state-7-2. Accessed 24 Dec. 2024.
NNAEMEKA, OGBODO. "Effect Of Product Rebranding On The Performance Of 7 Up Bottling Company Aba, Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 09 Mar. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-product-rebranding-on-the-performance-of-7-up-bottling-company-aba-abia-state-7-2 >.
NNAEMEKA, OGBODO. "Effect Of Product Rebranding On The Performance Of 7 Up Bottling Company Aba, Abia State" Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-product-rebranding-on-the-performance-of-7-up-bottling-company-aba-abia-state-7-2