ABSTRACT

The study examined the effect of branding on consumer preference (A study of 7up bottling company in Aba, Abia State). The specific objectives were to examine the effect of socioeconomic characteristics on consumer choice of preference; effect of brand image on consumer preference of products; effect of product brand on consumer behaviour and evaluate how confidence in product brand affects consumer preference. The study adopted descriptive survey research design and simple random sampling technique. A population of 2,833979 consumers/customers of 7up bottling company in Aba, Abia State were used for the study. Taro yamme formula were used determine a sample of 400 from the population. However, 365 questionnaires were recouped form the respondents which form the sample size of the study. Primary data sourced from distribution of questionnaire to staff and consumers of 7up bottling company in Aba, Abia State. A test-re-test were conducted to ensure validity and reliability of the data. The data were presented using 5 point Likert scale and tested using regression model (SPSS). The descriptive result shows that, most of the respondents 57.5% and 55.6% strongly agreed that brand reputation and brand value creation affects consumer preference in 7up bottling company products. The empirical result revealed that brand image has positive and significant effect on consumer preference of products. Product brand has significant effect on consumer behaviour. And confidence in product brand has positive and significant effect on consumer. The study recommended that there need for the management of 7up Company to segment their market offerings. This will help the organization to create an outstanding image to the organization which will enable all class of the target market to prefer the product more than that of the competitors.

Key Words: Branding, Brand image, product brand on consumer preference.

TABLE OF CONTENT

Title page i

Dedication ii

Acknowledgement iii

Declaration iv

Certification v

Table of Content vi

List of Tables viii

Abstract ix

CHAPTER ONE: INTRODUCTION

1.1 Background of the study 1

1.2 Statement of the Problem  4

1.3 Objectives of the Study 5

1.4 Research Questions  6

1.5 Research Hypotheses 6

1.6 Significance of the Study 6

1.7 Scope of the Study 7

1.8 Limitation of the Study 7

1.9 Definition of Operational Term 7

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 9

2.1.1 Concept of Brand Image 9

2.1.2 The important Roles of Brand Image on Consumer Preference 16

2.1.3 The characteristics of Successful Brands on Consumer Satisfaction 16

2.1.4 Concept of Consumer Preference 17

2.1.5 Consumer Behaviour 19

2.1.6 Customer Satisfaction 21

2.1.7 Consumer Buying Decision Process 21

2.2 Theoretical Background 22

2.3 Empirical Review 23

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design 26

3.2 Area of the study 26

3.3 Population of the study 26

3.4 Determination of Sample Size 27

3.5 Method of Data Collection 27

3.6 Validity of the Instrument 27

3.7 Reliability of the Instrument 28

3.8 Method of Data Analysis 28

3.9 Model Specification 28

CHAPTER FOUR: DATA PRESENTATION/RESULTS AND DISCUSSION

4.1. Rate of Return Questionnaire 30

4.2 Socio-economic characteristics of the Respondents in Aba, Abia State. 31

4.2 Data Presentation 34

4.3 Test of Hypotheses 37

4.3.1 Test of Hypothesis 1 37

4.3.2 Test of Hypothesis 2 40

4.3.3. Test of Hypothesis 3 41 

4.3.4 Test of Hypotheses 4 42

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 44

5.2 Conclusion 45

5.3. Recommendations 46

5.4 Areas of Further Studies 46 

References

Appendix