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An investigation of brand positioning strategies and customer perception: A case study of beverage companies in Kebbi State

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Background of the Study

Brand positioning refers to the strategic process through which a company differentiates its brand in the minds of consumers, highlighting unique attributes that set it apart from competitors. Effective brand positioning is vital for creating a strong brand identity and establishing a competitive edge in crowded markets. Beverage companies, which often operate in highly competitive sectors, rely heavily on brand positioning strategies to attract and retain customers (Mugambi et al., 2023). This is particularly significant in Nigeria, where the beverage industry is a vital part of the economy, with numerous local and international players vying for market share.

In Kebbi State, like many other parts of Nigeria, beverage companies are confronted with unique challenges that make strategic brand positioning crucial. These challenges include fluctuating economic conditions, shifting consumer preferences, and the increasing influence of global beverage brands. Moreover, the rural and semi-urban nature of Kebbi State presents a unique market dynamic, as beverage companies must tailor their strategies to appeal to both urban and rural consumers who may have distinct tastes, purchasing behaviors, and brand loyalty (Aminu & Muhammad, 2024).

The study of brand positioning strategies and customer perception is important because it provides insights into how beverage companies can effectively communicate their brand’s value proposition to their target audiences, influencing consumer behavior and driving brand loyalty. Understanding these factors will be critical for beverage companies operating in Kebbi State, enabling them to craft better strategies for market penetration, customer engagement, and sustainable growth (Aliyu, 2025).

Statement of the Problem

Brand positioning has become increasingly significant for beverage companies, as competition intensifies in both local and international markets. In Kebbi State, beverage companies face challenges related to consumer perception, with many customers perceiving global brands as superior to local ones. This perception has resulted in the struggle of local companies to capture and retain market share despite offering comparable products (Ajiboye et al., 2024). While some companies have adopted advanced brand positioning strategies, there is limited understanding of how these strategies influence consumer perception in the region, particularly in terms of their effectiveness in fostering customer loyalty and influencing purchasing decisions.

Existing research on brand positioning often focuses on large corporations or urban markets, leaving a gap in literature regarding local beverage companies in rural and semi-urban settings like Kebbi State. The lack of research on consumer perception within this context limits the ability of beverage companies to develop effective marketing strategies that resonate with local consumers. By investigating the relationship between brand positioning strategies and customer perception, this study aims to provide empirical evidence that can guide beverage companies in Kebbi State in making informed decisions to strengthen their market presence.

Objectives of the Study

1. To analyze the impact of brand positioning strategies on consumer perception of beverage companies in Kebbi State.

2. To identify the key factors that influence consumer perception of beverage brands in the region.

3. To recommend effective brand positioning strategies that beverage companies in Kebbi State can adopt to improve their market share and customer loyalty.

Research Questions

1. How do brand positioning strategies affect consumer perception of beverage companies in Kebbi State?

2. What are the key factors influencing customer perception of beverage brands in Kebbi State?

3. What brand positioning strategies can beverage companies in Kebbi State adopt to enhance consumer perception and increase market share?

Research Hypotheses

1. There is a significant relationship between brand positioning strategies and consumer perception of beverage brands in Kebbi State.

2. Price, quality, and brand reputation are the key factors influencing consumer perception of beverage brands in Kebbi State.

3. Effective brand positioning strategies will lead to increased market share and customer loyalty for beverage companies in Kebbi State.

Scope and Limitations of the Study

This study will focus on beverage companies operating in Kebbi State, Nigeria, over a period of two years, from 2023 to 2025. The research will consider both local and international beverage brands in the region. The study is limited to consumer perceptions in urban and semi-urban areas of the state and does not extend to rural areas where consumer behavior may differ. Limitations include potential biases in consumer responses and a limited sample size due to the geographical scope.

Definitions of Terms

• Brand Positioning: The strategic process of differentiating a brand from its competitors by emphasizing its unique attributes and creating a distinct image in the consumer's mind (Mugambi et al., 2023).

• Consumer Perception: The way consumers view and interpret a brand, influenced by factors such as quality, price, advertising, and past experiences (Aliyu, 2025).

• Market Share: The portion of the total sales in an industry that is captured by a particular company or brand (Ajiboye et al., 2024).

 





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