An Investigation of Brand Positioning Strategies and Customer Perception: A Case Study of Beverage Companies in Kebbi State
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- NGN 5000
Background of the Study
Brand positioning is a critical marketing strategy that shapes how customers perceive a product or service relative to competitors. For beverage companies, effective positioning can drive consumer preference, loyalty, and market share (Aaker, 2023).
In Kebbi State, the beverage industry faces increasing competition, making brand positioning essential for distinguishing products in a crowded market. Companies that successfully position their brands can capitalize on customer perception to build strong, lasting relationships (Olawale et al., 2024).
This study investigates how brand positioning strategies influence customer perception among beverage companies in Kebbi State, offering recommendations for enhancing brand equity.
Statement of the Problem
Despite the importance of brand positioning, many beverage companies in Kebbi State struggle with inconsistent messaging, poor market segmentation, and inadequate differentiation, leading to weak customer perception and reduced competitiveness (Suleiman & Idris, 2025).
Although existing literature highlights the importance of brand positioning, there is limited focus on its impact on customer perception in the beverage industry in Kebbi State. This study addresses this gap by exploring effective positioning strategies and their influence on consumer behavior.
Objectives of the Study
- To identify brand positioning strategies adopted by beverage companies in Kebbi State.
- To assess the impact of brand positioning on customer perception.
- To examine challenges faced in implementing effective positioning strategies.
Research Questions
- What brand positioning strategies are adopted by beverage companies in Kebbi State?
- How does brand positioning influence customer perception?
- What challenges hinder the effective implementation of brand positioning strategies?
Research Hypotheses
- Brand positioning strategies significantly influence customer perception.
- Effective brand positioning positively impacts consumer loyalty and preference.
- Challenges in positioning strategies negatively affect customer perception and brand equity.
Scope and Limitations of the Study
The study focuses on beverage companies in Kebbi State, analyzing brand positioning strategies from 2023 to 2025. It excludes companies in other industries and states. Limitations include variations in brand maturity and challenges in measuring subjective customer perception.
Definitions of Terms
- Brand Positioning: The strategy of creating a distinct image or identity for a product in the minds of consumers.
- Customer Perception: The way customers view or interpret a brand based on their experiences and interactions.
- Beverage Companies: Firms involved in the production and distribution of drinks, including soft drinks, juices, and alcoholic beverages.
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