BRANDING AS A MARKETING TOOL IN SALES PERFORMANCE
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- NGN 3000
Abstract
This study was carried out to ascertain consumer perception towards leading brands of beverage produced by the Nigerian Breweries Plc and how branding can be used by brewers as a marketing tool to increase or boost its sales. I employed a combination of tabulations and weightings to arrive and consumer ratings of brands. The result showed that taste and flavour emerged as the most important attribute to respondents in the research sample. This was followed by alcoholic content, price and aroma/smell in that order. The questionnaire method of data collection was adopted and administered to a systematic random sample of respondents.
The results of the study revealed that consumers preference for a brand is a function of the relative importance of the product attributes and beliefs about the brand. In the preference ranking by consumers, star emerged as the most preferred brand and legend extra stout as the least preferred brand. Results revealed that there was no relationship between brand preference and the demographic variables like sex, age and income level.
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