Novelty And Brand As Causal Determninant Of Consumers Buying Behaviuor In Abia State

ABSTRACT

Novelty and brand are powerful assets that must be carefully developed, managed and guided jealously by every company that is desirous of surviving in a competitive business environment. Brand is a name, term, sign ,symbol, design or a combination of these, that identifies the products of one seller or group of sellers and differentiates them from those of the competitors (Kotler, 2013). It represents everything that a product or service means to consumers. As such, brands are valuable assets to a company. Brands are more than just names and symbols. It adds value to a product. rF1.cy are key elements in the company's relationships with customers. They exist in the minds of the final consumers. Thus, they affect consumer's perception and buying behaviour.