Impact of Branding on Consumer Purchase Behavior among Users of Engine Oil in Nigeria (A Study of Enugu Metropolis)

ABSTRACT

This study examines the impact of branding on consumer purchase behavior among users of engine oil with special focus on Enugu metropolis. This was motivated by the fact that most engine oil companies seems to have not noticed the vital aspect of branding program in marketing their products. The specific objectives are; to determine the effect of perceived quality on consumer purchase behavior among users of engine oil, identify the influence of brand loyalty on consumer purchase behavior and ascertain the role of brand awareness on consumer purchase behavior among users of engine oil. The population of the study was 150 from which the sample size of 110 was drawn. The research instrument used was structured questionnaire. The data obtained were presented in frequency and percentage format. The analysis was done using Chi-square statistical tool and correlation test tool. The result shows that branding has influence on consumer purchase behavior. This research work recommended that business enterprises should invest heavily on the development of good and quality Engine oil as consumes purchase produces presently based on their perceived quality. It further suggested that industry players should design marketing programs that encourages repeat-purchase hence if translates into brand loyalty the research work also recommended vigorous marketing programs targeted at creating brand awareness for their products.   

Keywords: Branding consumer, Purchase behavior. 

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of contents ﾿ vi ﾿

List of tables ﾿ viii

List of figures ﾿ ix

Abstract ﾿ x

Chapter 1

Introduction

1.1 ﾿ Background of the Study ﾿ 1

1.2    ﾿ Statement of the Problem  ﾿ 2

1.3    ﾿ Objective of the Study  ﾿ 3

1.4      ﾿ Research Questions    ﾿ 3

1.5 ﾿ Research Hypotheses  ﾿ 3

1.6 ﾿ Significance of the Study  ﾿ 4

1.7 ﾿ Scope of the Study ﾿ 4

1.8      ﾿ Limitations of the Study ﾿ 5

CHAPTER 2

Review of Related Literature  

2.1 ﾿ Branding ﾿ 6

2.1.1 ﾿ Theoretical Framework ﾿ 6

2.2 ﾿ The Role of Brands ﾿ 7

2.3    ﾿ The Scope of Branding  ﾿ 7

2.4 ﾿ Brand Equity ﾿ 8

2.4.1    ﾿ Customer based brand equity ﾿ 8

2.5 ﾿ Brand as a Logo ﾿ 10

2.6    ﾿ Brand as legal instrument ﾿ 10

2.7      ﾿ Brand as shorthand ﾿ 11

2.8    ﾿ Brand as Risk Reducer ﾿ 12

2.9      ﾿ Brand Positioning ﾿ 13

2.10  ﾿ Brand as Personality ﾿ 14

2.11    ﾿ Brand as a cluster of values ﾿ 16

2.12    ﾿ Brand as vision ﾿ 16

2.13    ﾿ Brand as adding value ﾿ 17

2.14    ﾿ Brand as Identity ﾿ 18

2.15    ﾿ Brand as image ﾿ 20

2.16  ﾿ Empirical Review ﾿ 21 ﾿

2.16.1  A model for strategically Building Brands ﾿ 21

2.16.2  Setting brand objectives ﾿ 22

2.16.3    Brand Evaluation    ﾿ 23 ﾿

2.16.4    Brand vision ﾿ 24

2.16.5   Organizational culture ﾿ 24

2.16.6   Brand objectives ﾿ 24

2.16.7   Brand essence ﾿ 24

2.16.8 ﾿ Implementation and brand resourcing ﾿ 24

Chapter 3

Research Methodology

3.1 ﾿ Research Design ﾿ 26

3.2 ﾿ Area of the Study ﾿ 26

3.3 ﾿ Population of the Study ﾿ 26

3.4 ﾿ Sample Size Determination ﾿ 27

3.5 ﾿ Sources of Data ﾿ 28

3.6 ﾿ Instruments of Data Collection ﾿ 28

3.7 ﾿ Methods of Data Analysis and Presentation ﾿ 28

3.8 ﾿ Validity of the Research Instrument  ﾿ 29

3.9 ﾿ Reliability of the Research Instrument ﾿ 29

Chapter 4

Data Presentation and Analysis  

4.1 ﾿ Data Presentation ﾿ 30

4.2 ﾿ Test of Hypotheses ﾿ 38

Chapter 5

Summary of Findings, Recommendations and Conclusions

5.1 ﾿ Summary of Findings    ﾿ 42

5.2 ﾿ Recommendations  ﾿ 42

5.3 ﾿ Conclusions  ﾿ 43

References

Appendix