Role Of Advertising In Motivating Consumer Brand Preference For Beverages

Role Of Advertising In Motivating Consumer Brand Preference For Beverages In Enugu Metropolis

ABSTRACT

          This research work was designed to investigate the extent to which advertising influence consumers purchase decision on the Bournvita brand. To solve the research problem, both primary and secondary data where collected and the research instrument used in collecting the data were questionnaire and oral interview. The respondents comprised of dealers and consumers of Bournvita brand. Continue reading Role Of Advertising In Motivating Consumer Brand Preference For Beverages

THE IMPACT OF PRODUCT QUALITY ON BRAND LOYALTY IN NIGERIA

THE IMPACT OF PRODUCT QUALITY ON BRAND LOYALTY IN NIGERIA (A CASE STUDY OF EKWULOBIA RESIDENCE).

ABSTRACT

THIS STUDY IS ABOUT THE DISCOVERIES ON THE RELATIONSHIP BETWEEN EXTRINSIC ATTRIBUTES OF PRODUCT QUALITY WITH BRAND LOYALTY IN NIGERIA. IT HELPS TO EXTEND THE UNDERSTANDING OF A COMMITMENT TO RE-PURCHASE A PRODUCT, DUE TO THE FEELINGS AND EFFECTS FORMED AS A RESULT OF THE RECEPTION OF QUALITY. RESULTS OBTAINED IN THE STUDY WITH THE EARLIER LITERATURE ARE CONSISTENT TO CONFIRM THAT ALTHOUGH THE PRODUCT IN STUDY WERE DIFFERENT FORM THE PRODUCT QUALITY BASED ON THE PERCEIVED QUALITY (EXTRINSIC ATTRIBUTE) WAS STILL FOUND TO HAVE SIGNIFICANT INFLUENCE ON THE BRAND LOYALTY. THIS HAPPENED BECAUSE THE CUSTOMER HAS DEVELOPED PERCEPTIONS THAT DERIVED FROM HIGH LEVEL OF CUSTOMER, AWARENESS, GOOD IMAGE FROM MARKETING ACTIVITIES SUCH AS ADVERTISING, SALES PROMOTION ETC. BY DOING THIS ONLY THE GAP CAN BE CLOSED WITH A CLEAR PICTURE ON THE EXTENDED SCOPE OF MARKET ENVIRONMENT WHICH CAN BE FURTHER EXAMINED.  Continue reading THE IMPACT OF PRODUCT QUALITY ON BRAND LOYALTY IN NIGERIA

BUILDING AND SUSTAINING BRAND LOYALTY THROUGH ADVERTISEMENT

BUILDING AND SUSTAINING BRAND LOYALTY THROUGH ADVERTISEMENT (A CASE STUDY OF THE COCA-COLA)

ABSTRACT

Building and sustaining brand loyalty through advertisement. A case study of Coca-Cola. Any marketer who wishes to effect a positive change in the attitude of his marketers towards his product or services, should uncompromisingly consider some important factors which if applied in the marketing structure would subsequently increase sales profits, build and as well to sustain consumer loyalty towards the product. However, this study and research seek to unfold all those areas of marketing effort which the producers as well as acquired with those areas he is ignorant of and possible constraints the producer is meant to encounter.  Finally, the work will help any marketer who wishes to excel by recommending some possible solutions to some research questions and in turn solve the marketing mix. Hence, conclusively it should be noted that advertising which is an important marketing proponent is the sole builder but not the sole sustainer of any brand loyalty. Continue reading BUILDING AND SUSTAINING BRAND LOYALTY THROUGH ADVERTISEMENT