ABSTRACT
The main aim of this study is to determine the relevance of
branding in enhancing marketing of consumers products. This was motivated by
the desire to closely understand how consumer's attention, interest, desire and
purchase actior can be gained by firms through branding their product. For
proper investigation, the researcher chose to carry out the study in MTN
Nigeria limited Aba Abia state Nigeria. The population of the study consist the
staff and management of the company as well as the customers in Aba and Umuahia
Metropolis. The sample size for the study was 350 drawn using simple random
sampling techniques while the sample size of 20 drawn from management and staff
of the company, 330 was drawn from customers. Two hypothesis were formulated
which guided the study. Moreover questionnaire were prepared for and
administered on two sets of population, the study also attempts to determine
the relationship between; effective branding and customers patronage motive,
consumer's patronage and company's sales volume analysis of data collected
shows that a good brand of a company product encourage customers c_ustomer
patronage motive. It also indicated that the sales of consumer patronage. Some
of recommendation among others things are; that firms should plait their
branding in a way that it captures exactly what the product offer to consumers.
This will to a great extent build a favourable image of the brand to customer
and therefore encourage patronage, firms in planning their branding should also
consider the position of their potentials customers in the consumers decision
process.
NWOSU, C (2021). Relevance Of Branding In Enhancing Marketing Of Consumer Products (A Case Study Of MTN Nigeria Limited Aba Abia- State). Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/relevance-of-branding-in-enhancing-marketing-of-consumer-products-a-case-study-of-mtn-nigeria-limited-aba-abia-state-7-2
CHINEDUM, NWOSU. "Relevance Of Branding In Enhancing Marketing Of Consumer Products (A Case Study Of MTN Nigeria Limited Aba Abia- State)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 14 Dec. 2021, https://repository.mouau.edu.ng/work/view/relevance-of-branding-in-enhancing-marketing-of-consumer-products-a-case-study-of-mtn-nigeria-limited-aba-abia-state-7-2. Accessed 23 Dec. 2024.
CHINEDUM, NWOSU. "Relevance Of Branding In Enhancing Marketing Of Consumer Products (A Case Study Of MTN Nigeria Limited Aba Abia- State)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 14 Dec. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/relevance-of-branding-in-enhancing-marketing-of-consumer-products-a-case-study-of-mtn-nigeria-limited-aba-abia-state-7-2 >.
CHINEDUM, NWOSU. "Relevance Of Branding In Enhancing Marketing Of Consumer Products (A Case Study Of MTN Nigeria Limited Aba Abia- State)" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/relevance-of-branding-in-enhancing-marketing-of-consumer-products-a-case-study-of-mtn-nigeria-limited-aba-abia-state-7-2