THE IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS IN ENUGU STATE

THE IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS IN ENUGU STATE

ABSTRACT

 

          This research work examined the importance of Branding in the marketing of Unilever products with special reference to Toiletries such as soap and toothpastes.  The study made use of primary and secondary data primary data was sourced from questionnaire and oral interview while secondary data came from textbooks, magazines, newspapers and journals.  The research instrument used in gathering the data was the questionnaire, which was distributed to 200 consumers of toiletries brands of Unilever products in Enugu metropolis out of the 200 copies of the questionnaire issued to the consumers 190 were returned and used for analysis.

The data collected were analyzed using tables, frequencies and percentages.   After data analysis I discovered that:

• Brand name makes it for the consumers to recognize Unilever Products.
• Branding helps in advertising and promoting Unilever products
• Branding helps the consumer to repeat purchases.
• Branding enhances the quality of Unilever products.
• Branding increases the product image of Unilever products.

Based on the above findings, recommendations were made which the researcher feel will go a long way in helping Unilever to market its prod

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