51. The effect of branding on consumer purchasing behaviour: A study of Cadbury Nigeria Plc.
- Author
-
Ibrahim, Adams Attarh
- Subjects
PERCEIVED quality ,CONSUMER behavior ,BUSINESS enterprises ,CUSTOMER satisfaction ,BRAND name products ,CUSTOMER loyalty - Abstract
Branding has a critical part in improving the performance of any organization, and it is an implied tool that has the potential to influence people's purchasing decisions in a good way. The study of Consumer Behavior has grown increasingly important in today's marketing environment. Consumers are the undisputed rulers of the market. Consumers are essential to the operation of every commercial organization. Consumers and consumer satisfaction are at the heart of all commercial enterprises' actions. In addition to product, distribution, pricing, and location, branding is possibly the most significant aspect of any company's operations. A company's brand has a definition in the world, and it is the term that distinguishes it from its competitors and the general public. An organization's brand serves as a concrete description for customers and competitors alike, serving as a moniker for a product or service that distinguishes it from anything else in the market. The primary goal of this study is to determine the impact of brand recognition on customer purchase behavior in the context of Cadbury Nigeria Plc. A questionnaire was utilized to collect primary data from 169 Cadbury Nigeria Plc. Distributors. Findings show that brand awareness affects the consumer buying behavior of Cadbury Nigeria Plc, Brand association affects the consistency of customer patronage of Cadbury Nigeria Plc. and brand loyalty affects consumer purchasing behavior of Cadbury Nigeria Plc. The study recommends that customer relationship management be given the highest priority. Their brand must significantly impact their behavior to develop a strong relationship between their brand and consumer buying behavior. It also recommends that continuous improvement be maintained at all times on brand awareness, brand loyalty, brand association, product quality that meets consumer buying behavior, and that Cadbury Nigeria Plc. Managers are moved devoted to this issue. [ABSTRACT FROM AUTHOR]
- Published
- 2023