Influence of Product Branding on Consumers Patronage of Fast Moving Consumers Goods in Anambra State, Nigeria
- Post by: airjournals
- September 6, 2021
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ABSTRACT
Using Anambra State as a case study, this study examines the influence of product branding on consumers’ purchases of fast-moving consumer goods. Study aims to examine the influence of perceived brand quality on consumers patronage of fast-moving consumer goods in Anambra state and to examine the influence of brand awareness on consumers patronage of fast-moving consumer goods in Anambra state We used descriptive survey design and two research questions for the study. According to the Bowley proportion formula, the study’s population is made up of 640 customers, of which 320 were chosen as samples. We used primary data that was gathered through a structured survey to compile our findings. Statistical Package for Science Studies was used to analyze the data using simple percentages and test the hypotheses using linear regression (SPSS). A significant influence on the purchase of fast-moving consumer goods in Anambra state was found to be perceived brand quality. Anambra state consumers’ preference for fast moving consumer goods is influenced by brand loyalty, according to the researcher. So as to increase consumption of fast-moving consumer goods in Anambra state, the researcher recommends, among other things, that manufacturing firms of fast-moving consumer goods should ensure high quality goods.
Keywords: Product Branding; Consumers Patronage; Consumers Good
Authorship
1Ezeiruaku, Solomon Chikwudire; 2Ezenyilimba, Emma, Ph.D.