1. BRAND DIFFERENTIATION AND POSITIONING FOR MAXIMUM COMPETITIVE ADVANTAGE
BACKGROUND TO THE STUDY
Branding has been around for centuries as a means to distinguish the goods of one producer from those of another producer. To firms, brands represent enormously valuable pieces of legal property that can influence consumer behaviour, be bought an...
2. CONSUMER PREFERENCE FOR MALTA – GUINNESS, MALTINA AND VITA – MALT BRANDS OF MALT DRINKS
BACKGROUND OF THE STUDY
The introduction of Structural Adjustment Programme (SAP) in Nigeria has resulted in so many changes. Among these changes are those that occurred in the food and beverage industry.
In this industry, some of the ma...
3. EFFECT OF ADVERTISEMENT ON CONSUMER BRAND PREFERENCE
EXCERPT FROM THE STUDY
Advertising has proved very effective in creating awareness for an unknown product. It is a means of attracting attention consumers to a relatively unknown product or service. It is worthwhile therefore to recommend the use of different advertising strategies like...
4. THE ROLE OF ADVERTISING IN MOTIVATING CONSUMER BRAND PREFERENCE FOR BEVERAGES
EXCERPT FROM THE STUDY
Advertising as a promotional or communicational tool is an aid to trade for driving sales of the company’s products and services and also to build a brand identity and communicate changes or new products/services to the customers. It i...
5. HOW ADVERTISING AFFECTS CONSUMER BRAND PREFERENCE
BACKGROUND OF THE STUDY
The French newspaper La Presse was the first to publish paid advertisements within its pages in June of 1836. This innovation enabled the publication to decrease its price, expand its readership, and increase its profitability; subsequent...
6. IMPACT OF ADVERTISING ON CONSUMER BUYING HABIT
Abstract
The study was on impact of advertising on consumer buying habit. Advertising refers to any form of non-personal presentation or promotion of ideas, goods and services by an identified sponsor. The raison d’ taire of advertising is to crea...
7. THE IMPACT OF VIRAL MARKETING ON BRAND PREFERENCE OF HERO LARGER BEER
Abstract
The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven b...
8. EFFECT OF SALES PROMOTION ON THE MARKETING OF COCA COLA BRAND OF SOFT DRINKS
ABSTRACT
This study examined those factors that influence brand preference among consumers in Enugu urban. The coca-cola soft drinks that are available in retail outlets in Enugu urban, was used on this study. Two sources of data were used in the study, they are primary...
9. BRANDING AS A MARKETING TOOL IN SALES PERFORMANCE
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 tabula...
10. IMPACT OF GULDER ADVERTISEMENT ON THE_SOCIAL_BEHAVIOUR_OF_STUDENTS_OF_ENUGU_STATE_UNIVERSITY_OF_SCIENCE_AND_TECHNOLOGY_ENUGU.
Background of the Study
The Nigeria marketing environment today is one of aggressive and unfriendly competition among both manufacturers and service providers. Most companies adopt various marketing strategies in order to maintain or increase profit margin, market shares or sales volume...
11. IMPACT OF GULDER ADVERTISEMENT ON THE SOCIAL BEHAVIOUR OF STUDENTS OF ENUGU STATE UNIVERSITY OF SCIENCE AND_TECHNOLOGY ENUGU.
Background of the Study
The Nigeria marketing environment today is one of aggressive and unfriendly competition among both manufacturers and service providers. Most companies adopt various marketing strategies in order to maintain or increase profit margin, market shares or sales volume...
12. ASSESSING THE INFLUENCE OF TOOTHPASTE ADVERTISING ON CONSUMER BRAND PREFERENCE IN MAKURDI METROPOLIS
ABSTRACT
This study is aimed at assessing the influence of toothpaste advertising on consumer brand preference in Makurdi metropolis. The objectives of the study are to ascertain consumers’ awareness of advert on Closeup and Maclean toothpaste in Makurdi metropolis. To identify th...
13. AN ASSESSMENT OF STRATEGIC MANAGEMENT AND ITS THE EFFECT ON ORGANIZATIONS PERFORMANCE (A CASE STUDY OF KRISORAL GROUP OF COMPANIES LIMITED ONITSHA)
BACKGROUND OF THE STUDY
The economic environment is rapidly changing, with phenomena such as globalization, shifting customer and investor expectations, and ever-increasing product-market rivalry driving this transformation. "Str...
14. AN ASSESSMENT OF THE SALES PROMOTION TECHNIQUE PREFERENCES OF NIGERIAN CONSUMERS IN UYO, AKWA IBOM
Background Of The Study
Due to the growth of brands in many categories, fast-moving consumer goods (FMCG) in Nigeria are in a condition of hyper-competition. Utilizing consumer sales promotion to distinguish one's offer has become the norm. The budg...
