The Impact of Brand Image and Rebranding on Customers’ Purchasing Decisions in Nigerian Universities (a Case Study of Nestle)
Chapter One
OBJECTIVE OF THE STUDY
The primary objective of the study is as follows
- To examine the influence of brand image on customer purchasing decision.
- To find out the effect of re-branding on the purchasing choice of customer and how it affects brand owners.
- To investigate the factors that influences a manufacturer to rebrand.
- To find out strategies manufacturers can use in rebranding their product in other for easy purchasing choice.
CHAPTER TWO
LITERATURE REVIEW
Conceptual Clarification
The American Marketing Association defines a brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. A brand is, thus, a product or service that adds dimensions that differentiate it in some way from other products services designed to satisfy the same need. These differences may be functional, rational, or tangible – related to product performance of the brand. They may also be more symbolic, emotional or intangible – related to what the brand represents (Kotler and Keller, 2006). Brands today play a number of important roles that improve consumers’ lives and enhance the financial value of firms. Brands identify the source or maker of a product and allow consumers either individuals or organizations to assign responsibility to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending on how it is branded. Consumers learn about brands through past experiences with the product and its marketing programme. They find out which brands satisfy their needs and which ones do not. As consumers’ lives become more complicated, rushed, and time-starved, the ability of the brand to simplify decision making and reduce risk is invaluable. Brand positioning plays a key role in the building and managing of a strong brand by specifying how the brand is related to consumer’s goals (Tybout and Calkins, 2005). Brand position is part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands (Aaker, 1996). The essence of positioning is that the brand has some sustainable competitive advantage or unique selling proposition. Such a selling proposition gives consumer a compelling reason why they should buy a particular product. Thus one critical success factor for the brand is that it has some strongly held, favourably evaluated associations that function as a point of differentiation and are unique to the brand and imply superiority over other competing brands (Keller, 1998). Advertising is any paid form of non-personal presentation and promotion of ideas or products by an identifiable sponsor. People react to the same advertisement differently and make decisions on how to spend their available resources on consumption related items. The whole essence of advertising is to make customers to be loyal to the products advertised (Kenechukwu, Ezekiel, and Edegoh, 2013). However, sales promotion is a form of indirect advertisement, designed to stimulate sales mainly by the use of incentives. Examples of such incentives include free sample, twin-pack bargain, temporary price reduction, special discount bonus, etc. (Adebisi and Babatunde, 2011). Blythe (2006) as cited in Idris, Asokere, Ajemunigbohun, Oreshile, and Olutade (2012) describes sales promotion as any activity intended to generate a temporary boost in sales. This includes several communications activities pursued in an attempt to provide added value or incentives to customers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. Such efforts are usually geared towards stimulating product interest, trials or purchase. It is specifically designed to boost quick sales and ultimately create loyalty. Sales promotions include techniques that organizations can use as part of their marketing effort (Jobber and Lancaster, 2006). The importance of sales promotions has increased since 1960, as has the sophistication of methods used. It is sometimes implied that sales promotion is a peripheral marketing activity, but companies increasingly realise the importance of a wellplanned and co-ordinated programme of sales promotion. However, advertising agencies branched out into sales promotions with the aim of offering an all-inclusive package to clients in an attempt to combat competition from emerging sales promotion agencies. They began to pay more attention to the effectiveness of sales promotions and adopted a more integrated approach to advertising. There was a move towards fee-based sales promotional agencies, which implied a longer term relationship between agency and client, rather than the existing ad hoc commission structure.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine the impact of brand image and rebranding on customers purchase decision in Nigerian Universities. Nestle company forms the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Introduction
It is important to ascertain that the objective of this study was to ascertain the impact of brand image and rebranding on customers purchase decision in Nigerian Universities. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of brand image and rebranding on customers purchase decision in Nigerian Universities
Summary
This study was on the impact of brand image and rebranding on customers purchase decision in Nigerian Universities. Three objectives were raised which included; To examine the influence of brand image on customer purchasing decision, to find out the effect of re-branding on the purchasing choice of customer and how it affects brand owners, to investigate the factors that influences a manufacturer to rebrand and to find out strategies manufacturers can use in rebranding their product in other for easy purchasing choice. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from Nestle. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
The study concluded that the way a product is promoted coupled with the brand integrity of such product encourages consumers to purchase it and make repeat purchase of it, and as well enhances the referral of such product to other prospects. From this study, the findings have shown that brand image and promotional mix exert great influence on consumer buying decision thereby affirming that promotional mix are veritable marketing communication tools for influencing consumer buying decisions on sustainable bases.
Recommendation
The study therefore recommended to the organizations, especially those that engage in the marketing of the fast-moving consumer goods, to focus on distinct promotional mix, as the study empirically proved that perception of brand image is capable of influencing consumer buying decision on sustainable basis. It is also recommended that each marketing company should adopt a combination of promotional mix that can bring about distinct outcomes in terms of turnover, improved market share, customer retention, profitability, and productivity among others. Finally, beverages consumers must see to the adoption and implementation of consumer orientation as an operational philosophy that must permeate the entire organization, most especially in this contemporary regime of fairer trade in goods and services.
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