ABSTRACT

This study examines the impact of branding on consumer purchase behavior among users of engine oil with special focus on Enugu metropolis. This was motivated by the fact that most engine oil companies seems to have not noticed the vital aspect of branding program in marketing their products. The specific objectives are; to determine the effect of perceived quality on consumer purchase behavior among users of engine oil, identify the influence of brand loyalty on consumer purchase behavior and ascertain the role of brand awareness on consumer purchase behavior among users of engine oil. The population of the study was 150 from which the sample size of 110 was drawn. The research instrument used was structured questionnaire. The data obtained were presented in frequency and percentage format. The analysis was done using Chi-square statistical tool and correlation test tool. The result shows that branding has influence on consumer purchase behavior. This research work recommended that business enterprises should invest heavily on the development of good and quality Engine oil as consumes purchase produces presently based on their perceived quality. It further suggested that industry players should design marketing programs that encourages repeat-purchase hence if translates into brand loyalty the research work also recommended vigorous marketing programs targeted at creating brand awareness for their products.   

Keywords: Branding consumer, Purchase behavior. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of contents vi

List of tables viii

List of figures ix

Abstract x

Chapter 1

Introduction

1.1 Background of the Study 1

1.2    Statement of the Problem  2

1.3    Objective of the Study  3

1.4      Research Questions    3

1.5 Research Hypotheses  3

1.6 Significance of the Study  4

1.7 Scope of the Study 4

1.8      Limitations of the Study 5

CHAPTER 2

Review of Related Literature  

2.1 Branding 6

2.1.1 Theoretical Framework 6

2.2 The Role of Brands 7

2.3    The Scope of Branding  7

2.4 Brand Equity 8

2.4.1    Customer based brand equity 8

2.5 Brand as a Logo 10

2.6    Brand as legal instrument 10

2.7      Brand as shorthand 11

2.8    Brand as Risk Reducer 12

2.9      Brand Positioning 13

2.10  Brand as Personality 14

2.11    Brand as a cluster of values 16

2.12    Brand as vision 16

2.13    Brand as adding value 17

2.14    Brand as Identity 18

2.15    Brand as image 20

2.16  Empirical Review 21

2.16.1  A model for strategically Building Brands 21

2.16.2  Setting brand objectives 22

2.16.3    Brand Evaluation    23

2.16.4    Brand vision 24

2.16.5   Organizational culture 24

2.16.6   Brand objectives 24

2.16.7   Brand essence 24

2.16.8 Implementation and brand resourcing 24

Chapter 3

Research Methodology

3.1 Research Design 26

3.2 Area of the Study 26

3.3 Population of the Study 26

3.4 Sample Size Determination 27

3.5 Sources of Data 28

3.6 Instruments of Data Collection 28

3.7 Methods of Data Analysis and Presentation 28

3.8 Validity of the Research Instrument  29

3.9 Reliability of the Research Instrument 29

Chapter 4

Data Presentation and Analysis  

4.1 Data Presentation 30

4.2 Test of Hypotheses 38

Chapter 5

Summary of Findings, Recommendations and Conclusions

5.1 Summary of Findings    42

5.2 Recommendations  42

5.3 Conclusions  43

References

Appendix