Relevance Of Branding In Enhancing Marketing Of Consumer Products (A Case Study Of MTN Nigeria Limited Aba Abia- State)

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.