THE EFFECT OF BRANDING ON CONSUMER PATRONAGE OF TOILET SOAP (A STUDY OF PZ CUSSONS NIGERIA PLC ABA ABIA STATE)

ABSTRACT

This research work examined The Effect of Branding on Consumer Patronage of Toilet Soaps. The problem addressed in this research is sales decline which is encountered by manufacturing firms, production of low quality goods and inadequate material handling system. Simple random sampling was adopted in selecting samples. The population although infinite ie unknown, 105 sample size was used and the Chi (X2) statistics estimated using a probit model. The major findings were that education and gender had significant effect on patronage of toilet soaps. And also branding has effect on consumer patronage. It was recommended that policies to enhance educational status be encouraged while males be encouraged to patronize toilet soaps to keep clean since cleanliness is next to Godliness. 

TABLE OF CONTENTS

Title Page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Abstract ﾿ vi

Table of Contents ﾿ vii

List of Tables ﾿ viii

CHAPTER ONE

1.0 ﾿ Introduction ﾿ 1

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 3

1.3 ﾿ Objectives of the Study ﾿ 6

1.4 ﾿ Research Questions ﾿ 6

1.5 ﾿ Research Hypotheses ﾿ 7

1.6 ﾿ Significance of the Study ﾿ 7

1.7 ﾿ Scope and Limitation of the Study ﾿ 8

1.8 ﾿ Definition of Terms ﾿ 9

CHAPTER TWO

2.0 ﾿ Review of Related Literature ﾿ 11

2.1 ﾿ Profile of Pz Industry Nigeria ﾿ 11

2.2 ﾿ Brand-brand Decision ﾿ 13

2.4 ﾿ Choosing a Brand Name ﾿ 16

2.5 ﾿ The Role of Branding on Customer ﾿ 17

2.6 ﾿ Decision on Branding ﾿ 18

2.7 ﾿ Manufacturer Brand ﾿ 19

2.7 ﾿ Distributors brand ﾿ 21

2.8 ﾿ deciding corporate branding strategy ﾿ 23

2.9 ﾿ Brand Loyalty ﾿ 26

2.11 ﾿ Brand manager’s relationship in the company ﾿ 28

2.12 ﾿ Brand management and market share attainment ﾿ 31

CHAPTER THREE

3.0 ﾿ Research Methodology ﾿ 33

3.1 ﾿ The Design of the Study ﾿ 33

3.2 ﾿ Area of the Study ﾿ 33

3.3 ﾿ Population of the Study ﾿ 34

3.4 ﾿ Determination of Sample Size ﾿ 34

3.5 ﾿ Method of Data Collection ﾿ 35

3.5.1 ﾿ Primary Data Source ﾿ 35

3.6 ﾿ Method of Data Analysis ﾿ 36

CHAPTER FOUR

4.0 ﾿ Results and Discussions ﾿ 38

4.1 ﾿ Socio-economic Characteristics of the Respondents ﾿ 38

4.2 ﾿ The Relationship Between Price of Products and 

Quality Used ﾿ ﾿ 39

4.3 ﾿ Effect of Socio-economic Characteristics of the 

Respondents patronage of Pz toilet soaps in Aba ﾿ 40

CHAPTER FIVE

5.0 ﾿ Summary, Conclusion and Recommendation ﾿ 43

5.1 ﾿ Summary ﾿ 43

5.2 ﾿ Conclusion and Recommendation ﾿ 45

5.3 ﾿ Suggestions for Further Studies ﾿ 46

References

Appendix 

LIST OF TABLES

Table 4.1: ﾿ The distribution of the socio-economic profile of the respondents

Table 4.1: ﾿ The relationship between price and quantities purchase

Table 4.3: ﾿ The maximum likelihood estimate of the effect of socio-economic profile on the respondents patronage of Pz toilet soaps.