A Proposal on the Impact of Brand Image and Rebranding on Customers’ Purchasing Decision in Nigerian Universities (a Case Study of Nestle)
Purpose of the Study
The purpose of this study was to examine the effects of brand image on customer behavior in the Nestle PLC.
LITERATURE REVIEW
The Effects of Marketing Mix Strategies to Consumer Loyalty and Retention
The marketing mix is a business tool used in marketing and by marketing professionals (Handlin, 2012). The marketing mix is often crucial when determining a product or brand‟s offer, and is often synonymous with the four Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been expanded to the Seven Ps or eight Ps to address the different nature of services. In recent times, the concept of four Ps has been introduced as a more customer-driven replacement of four Ps (Needham, 1996).
More and more organizations are competing strategically to differentiate themselves in the area of quality and service within a market. Successful corporations strongly focus on the service model with investment in technology, personnel policy and remuneration systems for their employees and people (Aaker, 1991). This is very vital as the behavior of the workers can have a direct effect on the quality of the service. Workers represent the voice and face of their organization to the customers. They transform the services delivery into services for the customer across all segments.
RESEARCH METHODOLOGY
Research Design
The study will use descriptive research design. A descriptive study involves collecting data that test the validity of the hypotheses regarding the present status of the subjects of the study. In this study, the design will be used to determine the effects of brand image which was the independent variable on customer behavior which was the dependent variable in this study in Nestle PLC.
Population and Sampling Design
Population
The target population for a survey will be the entire set of units for which the survey data are to be used to make inferences (Cooper and Schindler, 2001). Thus, the target population defines those units for which the findings of the survey are meant to generalize. Establishing study objectives is the first step in designing a survey.
Data Analysis Methods
Data analysis entails editing, coding and tabulation of data collected into manageable summaries that is easy to interpret (Cox, 2008). This study will use quantitative method of data analysis. To guarantee easy scrutiny the questionnaire will be coded in accordance with each of the research questions to ensure precision during the study process. The data collected will be classified into meaningful categories (coded), edited and tabulation of the same was done. The MS Excel spreadsheets will be used for the initial tabulation, analysis and drawing of charts based on the respondents responses while Statistical Package for Social Science (SPSS) Student Version 16.0 which is a unified and comprehensive package was used to analyze the collected data thoroughly and conveniently.
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