ABSTRACT

This study examined branding, packaging and labeling as competitive tools in the marketing of bread in Abia State. It examined the socio-economic characteristics 'of the bread producers and consumers as well as the factors responsible for the choice of these promotional strategies by the producers. Purposive and random sampling techniques' were adopted in the selection of 120 and 30 bread consumers and producers respectively with the administration of well-structured questionnaires. Data were collected on the respondents income, brand choice, satisfaction status etc, Simple descriptive (tables, charts, percentages and frequencies) and inferential (correlation and legit regression models) statistics were used in the data analysis. The findings of the study showed that majority (67%) of the bread producers are males and the remaining 33% females. On the other hand, majority, (67%) of the bread consumers are females and the rest males. Bread production was dominated by young, matured, active rind energetic persons who re able to take risks, coordinate 'activities and manage the firm being able to cope with associated stress. The majority (6'6%)'of the bread producers are educated. 28%, 44% and 28%' of the bread producers adapted branding, packaging and labeling respectively. The factors' affecting the choice of bread 'producers to adopt promotional strategies in the marketing of their product were analyzed using a legit model gave a Nagelkerke R2of 0.82, 0.610and 0.510. The result also showed that size of customers only defected branding at 5%. Cost of the promotional strategy affected branding and packaging relatively at 5% respectively. Education level of the producers positively 'affected 'their decision for branding, packaging and labeling at 10%, 10% and 5% respectively. Number of rivals had a positive relationship with branding and labeling at 5% and 10% respectively. The study showed that a positive correlation existed between patronage and branding, packaging 'and labeling at 1%, 5% and 1% respectively. The competitive status of the bread firms was affected by price of the product, customer share and profits. The negative correlation between price and competitive status shows that arm will become less competitive when her products are sold above the acceptable price. It was recommended that bread producer should adopt the factors that have stronger influence on the perception of their products as of high quality and that high pieces be avoided so as not to lose their competitive strength in the market.