ABSTRACT

This research work is a powerful asset that must be carefully developed and guided jealously by every company that is desired to surviving on a competitive business environment. .jeffjery (2009) O/)II1CCI titcil iVu velty licis avails bus/ness organr:ations the opportunity of procluduig itiuque proc/I/c/s aiid ervices capable of' saLsjj'iiig tiie enrich' iiccds ?/f their /aict iiwrhcfs. C. nsunir makes perception towards a part/cu/at' roduct. Mo.t companies ojx.'rting in A b/ct State carmy out research on consumer buying !ehci v/or in great t tails in order to fully imdcrstaiid what consuiuicr l)u3', where i/icy biij.', how 1/icy hity ajicl when they buy. But fibs! Jiii;is do iiot Iciiow hoi' to bramici titeti product ii a way that gives tiieiii competItive wivaiifue in I/ic market. 'I'll/s IS cicurly s'eii Iii a situation where juiiis produce high quality product capable of' satis/j'ing iiev'Iy identifIed needs but tlieij' bramiding makes it di/j'lcuit jbr consumers to believe that the product has the capacity of satisfying their ilnmnec//ate iteeds, Juts, the sales volume cinci pt'ofìtabtiity ia1io of such business orgcinzation instead of increastng keep on ciecrecisuig cluc to poor brauciiiig ('/1hlonl,2003).