ABSTRACT

Increasing competition fueled by globalization, blurring boundaries between countries, rise of the Internet and privatization has resulted in a rapid increase in the number of consumer brands. This study seeks to evaluate the influence of rebranding on customer purchase Intention (a study of 9Mobile) in Umuahia, Abia State, Nigeria. The specific objectives were to determine the effect of new product design on consumer patronage of 9Mobile products in the study area, determine the effect of improved product quality on consumer patronage in 9Mobile products in the study area, and analyze the effect of change in product name on customer patronage in 9Mobile products in Umuahia, Abia State, Nigeria. The study employed descriptive statistics, simple linear regression analysis, multiple regression analysis and Pearson correlation coefficient in analyzing the specific objectives.. The socio economic characteristics of the respondents’ shows that 60.71% of the respondents were males; while 39.28% were females. Also, a total 17.85% of the respondents had no formal education, 39.28% had primary school certificate; while 32.14% of the respondents had secondary school certificate of education. Only 10.71% of the respondents had tertiary educational qualification. The Pearson correlation analysis shows that the two variables - new product design and consumer patronage - were positively correlated (r = 0.772***, N= 28, P < 0.001). Results of simple regression between improved product quality and consumer patronage of 9Mobile products in Umuahia, Abia State, Nigeria shows that the r-square value was 0.850; which implies that the variability changes in consumer patronage of 9mobile company products can be accounted for by approximately 85% in improved product quality. That is, consumer patronage accounts for 80% increase in product quality in the study area. It is recommended that each 9mobile company should adopt a combination of promotional mix that can bring about distinct outcomes in terms of turnover, improved market share, customer retention, profitability, and productivity among others. Also, 9mobile company should focus on distinct promotional mix, as the study empirically proved that improved product quality, change in product name and product rebranding is capable of influencing consumer buying decision on sustainable basis.

TABLE OF CONTENT

Title page i    

Table of content                                                                                                ii-iii         

CHAPTER ONE: INTRODUCTION                        

1.1 Background of the study 1

1.2 Statement of the problem 3

1.3 Objective of the study 4

1.4 Research Question 5

1.5 Research hypothesis 6

1.6 Significance of the study 6

1.7 Scope of the study 7

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 8

2.1.1 Concept of rebranding

2.1.2 Corporate Rebranding

2.1.3 The evolution of rebranding 

2.1.4 Reasons for rebranding

2.1.5 Impact of rebranding

2.1.6 Principles of Rebranding

2.1.7 Rebranding strategy

2.1.8 Effects of Rebranding on Customer satisfaction

2.1.9 Relationship between factors affecting rebranding strategy and the performance of an organization

2.3Theoretical framework 

2.3.1 Brief History of 9mobile

2.4 Empirical review

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design 9

3.2 Study Area 9

3.3 Population of the Study 10

3.4 Sample Size Determination 10

3.5 Method of Data Collection 11

3.6 Sample Techniques 11

3.7 Scoring Of Instruments 12

3.8 Validity and Reliability of Instrument 12

3.9 Method of Data Analysis 12

3.10 Model Specification 12

CHAPTER FOUR: RESULTS AND DISCUSSION

4.2 Socio Economic characteristics of 9mobile in Umuahia, Abia state, Nigeria

4.2 Effect of New Product Design on Consumer Patronage of 9Mobile Products in Umuahia, Abia State

4.3 Effect of Improved Product Quality on Consumer Patronage in 9Mobile Products in Umuahia, Abia State, Nigeria

4.4 Effect of Change in Product Name on Customer Patronage of 9MobileProducts in Umuahia, Abia State, Nigeria

4.5 Relationship between Product Rebranding and Purchase Intention of Customers of 9MobileProduct in Umuahia, Abia State, Nigeria

4.6 Factors Influencing Consumers Patronage of 9Mobile Product in Umuahia, Abia State, Nigeria.

CHAPTER FIVE: SUMMARY, CONCLUSION AND POLICY RECOMMENDATIONS

5.1 Summary of Findings

5.2 Conclusion

5.3 Policy Recommendations