ABSTRACT

This research work examined The Effect of Branding on Consumer Patronage of Toilet Soaps. The problem addressed in this research is sales decline which is encountered by manufacturing firms, production of low quality goods and inadequate material handling system. Simple random sampling was adopted in selecting samples. The population although infinite ie unknown, 105 sample size was used and the Chi (X2) statistics estimated using a probit model. The major findings were that education and gender had significant effect on patronage of toilet soaps. And also branding has effect on consumer patronage. It was recommended that policies to enhance educational status be encouraged while males be encouraged to patronize toilet soaps to keep clean since cleanliness is next to Godliness. 

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Abstract vi

Table of Contents vii

List of Tables viii

CHAPTER ONE

1.0 Introduction 1

1.1 Background of the Study 1

1.2 Statement of the Problem 3

1.3 Objectives of the Study 6

1.4 Research Questions 6

1.5 Research Hypotheses 7

1.6 Significance of the Study 7

1.7 Scope and Limitation of the Study 8

1.8 Definition of Terms 9

CHAPTER TWO

2.0 Review of Related Literature 11

2.1 Profile of Pz Industry Nigeria 11

2.2 Brand-brand Decision 13

2.4 Choosing a Brand Name 16

2.5 The Role of Branding on Customer 17

2.6 Decision on Branding 18

2.7 Manufacturer Brand 19

2.7 Distributors brand 21

2.8 deciding corporate branding strategy 23

2.9 Brand Loyalty 26

2.11 Brand manager’s relationship in the company 28

2.12 Brand management and market share attainment 31

CHAPTER THREE

3.0 Research Methodology 33

3.1 The Design of the Study 33

3.2 Area of the Study 33

3.3 Population of the Study 34

3.4 Determination of Sample Size 34

3.5 Method of Data Collection 35

3.5.1 Primary Data Source 35

3.6 Method of Data Analysis 36

CHAPTER FOUR

4.0 Results and Discussions 38

4.1 Socio-economic Characteristics of the Respondents 38

4.2 The Relationship Between Price of Products and 

Quality Used 39

4.3 Effect of Socio-economic Characteristics of the 

Respondents patronage of Pz toilet soaps in Aba 40

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation 43

5.1 Summary 43

5.2 Conclusion and Recommendation 45

5.3 Suggestions for Further Studies 46

References

Appendix 

LIST OF TABLES

Table 4.1: The distribution of the socio-economic profile of the respondents

Table 4.1: The relationship between price and quantities purchase

Table 4.3: The maximum likelihood estimate of the effect of socio-economic profile on the respondents patronage of Pz toilet soaps.