ABSTRACT

Brands are very important to the brands owner in order to build a strong foothold in the marketplace. This study was carried out to analyze the effect of brand equity and marketing performance of toothpaste products in Umuahia north metropolis. The problem envisaged was the inability on the part of the companies in Nigeria to measure up their brand value which affected their market performance and most companies have wind up as a result of this challenge. The overall objective of this study was to examine the effect of brand equity on marketing performance, specifically, determine the influence of brand loyalty on customer satisfaction, examine the effect of perceived quality of Toothpaste brands on customer retention, ascertain the influence of brand awareness on customer satisfaction and determine the influence of brand association of Toothpaste brand on customer retention. This study adopted a descriptive survey design. The study therefore involved a sample size of 150 respondents. The study collected primary data from the respondents. The data collected quantitative data. Qualitative data is a categorical measurement expressed not in terms of numbers, but rather by means of a natural language description. Analysis was done using Statistical Package for Social Sciences 20.0 (SPSS), allowing the researcher to present the information in form of tables and figures. The study concluded that strong brand equity influences marketing performance in FMCG industry through positive relationship with customer satisfaction and customer retention which in turn impact positively to sales growth, market share and profit in a long-run. It was recommended that Toothpaste industries should integrate into their promotional strategy, a marketing communication tool that will aid reaching out their customers about benefits attached to their different brands, FMCG firms should take cognizance of the impact of each of the dimensions of brand equity as they influence non-financial elements of marketing performance and allocate resources in order to stand out or match the competition in the dynamic service industry and so on. Suggestions of areas for further study was given therein. 

TABLE OF CONTENTS

Title - - - - - - - - - - - i

Declaration - - - - - - - - - - ii

Certification - - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgements - - - - - - - - - v

Table of content - - - - - - - - - vi

List of tables - - - - - - - - - - viii

List of Figures - - - - - - - - - - ix

Abstract - - - - - -- - - - - x

CHAPTER 1

1.0 INTRODUCTION - - - - - - - - 1

1.1 Background of the Study - - - - - - - 1

1.2 Statement of the Problem - - - - - - - 4

1.3 Objective of the Study - - - - - - - 5

1.4 Research Questions - - - - - - - 5

1.5 Research Hypotheses - - - - - - - 5

1.6 Significance of the Study - - - - - - - 6

1.7 Scope of the Study - - - - - - - 6

CHAPTER 2

2.0 REVIEW OF RELATED LITERATURE - - - - 7

2.1 Conceptual Framework  - - - - - - - 7

2.2 Brand Equity - - - - - - - 8

2.2.1 Brand Awareness - - - - - - - - 11 

2.2.2 Brand Loyalty - - - - - - - 12

2.2.3 Brand Association - - - - - - - 12

2.2.4 Perceived Quality - - - - - - - 13

2.3 Concept of Marketing Performance - - - - - - 14

2.3.1 Measure of Marketing Performance - - - - - - 15

2.3.2 Customer Loyalty - - - - - - - 15

2.3.3 Customer Retention - - - - - - - 16

2.3.4 Customer Satisfaction - - - - - - 17

2.4 Theoretical Review - - - - - - - - 17

2.4.1 Theory of Reasoned Action - - - - - - 18

2.4.2 Behavioral Brand Loyalty Theory - - - - - - 19

2.4.3 Big Brand Theory - - - - - - 20

2.4.4 The Resource-Based Theory of Competitive Advantage - - - 20

2.4.5 Brand Equity Theory - - - - - 21

2.5 Review of Empirical Literature - - - - - 22

2.5 Gap in Literature - - - - - - 23

2.6 Brief History of Unilever Nigeria Plc - - - - - 23

2.7 Summary of Literature - - - - - - 24

CHAPTER 3

3.0 RESEARCH METHODOLOGY - - - - - - 25

3.1 Research Design - - - - - - 25

3.2 Area of Study - - - - - - - 25

3.3 Population of the Study - - - - - - - 25

3.4.1 Sampling Technique - - - - - - - 26

3.4.2 Sample Size Determination - - - - - - - 26 

3.5 Validity of Instrument - - - - - - - 26

3.5.1 Reliability of the Instrument - - - - - - - 26

3.6 Sources of Data Collection - - - - - - - 26

3.6 Method of Data Analysis - - - - - - - 27

3.6.1 Model Specification - - - - - - - 27

3.6.2 Decision Rule - - - - - - - 27

CHAPTER 4

4.0 RESULTS AND DISCUSION - - - - - - 28

4.1 Response rate and demographic outcomes - - - - - 28

4.2 Analysis of Research Questions - - - - - 28

4.3. Frequencies on Brand Equity and Marketing Performance - - - 30

4.3 Test of Hypotheses - - - - - 34

4.3.1 Test of Hypothesis - - - - - - 35

4.3.2 Test of Hypothesis - - - - - - 36

4.4 Discussion of Findings - - - - - - 36

4.4.1 The Degree of Relationship between Brand Loyalty and Customer Satisfaction - 36

4.4.2 The Extent of relationship between Perceived Quality of Close-up toothpaste and Customer Retention - 37

CHAPTER 5

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION - - 38

5.1 Summary of Finding - - - - - - - 38

5.2 Conclusion - - - - - - - - 39

5.3 Recommendations - - - - - - - - 39

5.4 Suggestions for Further Studies - - - - - - 40

5.4.1 Marketing implications of the Study - - - - - - 41

QUESTIONNAIRE

REFERENCES