Live Covid-19
United States 89,360,080
Cases: 89,360,080
Deaths: 1,042,678
Recovered: 84,916,391
Active: 3,401,011
India 43,471,282
Cases: 43,471,282
Deaths: 525,139
Recovered: 42,836,906
Active: 109,237
Brazil 32,358,451
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Active: 840,135
France 31,083,859
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Germany 28,293,960
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United Kingdom 22,720,345
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Russia 18,433,394
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Ukraine 5,017,038
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North Korea 4,744,430
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Deaths: 73
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Active: 8,137
Malaysia 4,566,055
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Thailand 4,525,269
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Deaths: 30,667
Recovered: 4,470,490
Active: 24,112
Austria 4,438,883
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Israel 4,344,800
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Belgium 4,225,222
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Recovered: 4,122,858
Active: 70,461
South Africa 3,993,843
Cases: 3,993,843
Deaths: 101,793
Recovered: 3,880,462
Active: 11,588

Influence of Product Branding on Consumers Patronage of Fast Moving Consumers Goods in Anambra State, Nigeria

Influence of Product Branding on Consumers Patronage of Fast Moving Consumers Goods in Anambra State, Nigeria

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.

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