Effects Of Brand Image On Consumer Preference (A Study Of 7up Bottling Company In Aba, Abia State)

ABSTRACT

The study examined the effect of branding on consumer preference (A study of 7up bottling company in Aba, Abia State). The specific objectives were to examine the effect of socioeconomic characteristics on consumer choice of preference; effect of brand image on consumer preference of products; effect of product brand on consumer behaviour and evaluate how confidence in product brand affects consumer preference. The study adopted descriptive survey research design and simple random sampling technique. A population of 2,833979 consumers/customers of 7up bottling company in Aba, Abia State were used for the study. Taro yamme formula were used determine a sample of 400 from the population. However, 365 questionnaires were recouped form the respondents which form the sample size of the study. Primary data sourced from distribution of questionnaire to staff and consumers of 7up bottling company in Aba, Abia State. A test-re-test were conducted to ensure validity and reliability of the data. The data were presented using 5 point Likert scale and tested using regression model (SPSS). The descriptive result shows that, most of the respondents 57.5% and 55.6% strongly agreed that brand reputation and brand value creation affects consumer preference in 7up bottling company products. The empirical result revealed that brand image has positive and significant effect on consumer preference of products. Product brand has significant effect on consumer behaviour. And confidence in product brand has positive and significant effect on consumer. The study recommended that there need for the management of 7up Company to segment their market offerings. This will help the organization to create an outstanding image to the organization which will enable all class of the target market to prefer the product more than that of the competitors.

Key Words: Branding, Brand image, product brand on consumer preference.

TABLE OF CONTENT

Title page ﾿ i

Dedication ﾿ ii

Acknowledgement ﾿ iii

Declaration ﾿ iv

Certification ﾿ v

Table of Content ﾿ vi

List of Tables ﾿ viii

Abstract ﾿ ix

CHAPTER ONE: INTRODUCTION

1.1 ﾿ Background of the study ﾿ 1

1.2 ﾿ Statement of the Problem  ﾿ 4

1.3 ﾿ Objectives of the Study ﾿ 5

1.4 ﾿ Research Questions  ﾿ 6

1.5 ﾿ Research Hypotheses ﾿ 6

1.6 ﾿ Significance of the Study ﾿ 6

1.7 ﾿ Scope of the Study ﾿ 7

1.8 ﾿ Limitation of the Study ﾿ 7

1.9 ﾿ Definition of Operational Term ﾿ 7

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 ﾿ Conceptual Framework ﾿ 9

2.1.1 ﾿ Concept of Brand Image ﾿ 9

2.1.2 ﾿ The important Roles of Brand Image on Consumer Preference ﾿ 16

2.1.3 ﾿ The characteristics of Successful Brands on Consumer Satisfaction ﾿ 16

2.1.4 ﾿ Concept of Consumer Preference ﾿ 17

2.1.5 ﾿ Consumer Behaviour ﾿ 19

2.1.6 ﾿ Customer Satisfaction ﾿ 21

2.1.7 ﾿ Consumer Buying Decision Process ﾿ 21

2.2 ﾿ Theoretical Background ﾿ 22

2.3 ﾿ Empirical Review ﾿ 23

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 ﾿ Research Design ﾿ 26

3.2 ﾿ Area of the study ﾿ 26

3.3 ﾿ Population of the study ﾿ 26

3.4 ﾿ Determination of Sample Size ﾿ 27

3.5 ﾿ Method of Data Collection ﾿ 27

3.6 ﾿ Validity of the Instrument ﾿ 27

3.7 ﾿ Reliability of the Instrument ﾿ 28

3.8 ﾿ Method of Data Analysis ﾿ 28

3.9 ﾿ Model Specification ﾿ 28

CHAPTER FOUR: DATA PRESENTATION/RESULTS AND DISCUSSION

4.1. ﾿ Rate of Return Questionnaire ﾿ 30

4.2 ﾿ Socio-economic characteristics of the Respondents in Aba, Abia State. ﾿ 31

4.2 ﾿ Data Presentation ﾿ 34

4.3 ﾿ Test of Hypotheses ﾿ 37

4.3.1 ﾿ Test of Hypothesis 1 ﾿ 37

4.3.2 ﾿ Test of Hypothesis 2 ﾿ 40

4.3.3. ﾿ Test of Hypothesis 3 ﾿ 41 

4.3.4 ﾿ Test of Hypotheses 4 ﾿ 42

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Summary of Findings ﾿ 44

5.2 ﾿ Conclusion ﾿ 45

5.3. ﾿ Recommendations ﾿ 46

5.4 ﾿ Areas of Further Studies ﾿ 46 

﾿ References

﾿ Appendix