ABSTRACT

This report research study focused on the influence of product branding as a tool in achieving customer loyalty in the marketing of NBC products in Owerri, Imo State. The major objective of the study was to investigate into the marketing significance of branding in achieving customer loyalty and greater sales revenue, specifically the study examines the economic benefits, the major hypothesis of the research was that product branding does not enhance the achievement of customer loyalty in the soft drinks industry. In the research process, the researcher used a population total of 100 with a sample size of 80 arrived at, from the Yaroyamen's, scientific computations. The research adopted a non-probability sampling technique were elements of selection was based on the personal judgment of the researcher. The researchers instrument were questionnaire, interview and observation of the population of study made up of the management, salesmen, distributors and consumers of these products in Owerri, Imo State. Research questions and the questionnaire items were analyzed with simple percentage (%) comparisons while the hypotheses were tested with chi-square. The validity and reliability of this research instrument generated pertinent information for the research work to conclude that product branding aids in enhancing better customer loyalty and in achieving sales revenue, objectives of the product in Owerri, Imo State, thus, we recommend that product branding. Strategies should be strategically coordinated, to enhance long-term and competitive goals of the organization.