The Effects Of Branding On Consumer Product Marketing

Project and Seminar Material for Marketing

The Effects Of Branding On Consumer Product Marketing


Branding is defined as name term symbol design of these, which identify the goods or services of some sellers or group of seller and differentiate them from those of other sellers.

Chapter one points out what leads to branding, for instance the competitive nature of product in every market, and why it is necessary to brand.

Chapter two defines what branding is all about and the purpose of branding, explaining that branding of a product is obviously very important in a manufacturing firm.

Chapter three outlines the research method used by the researcher to carry out this study. This chapter highlights the basic sources of data, research population and sample size the research instruments and the data analysis techniques

Chapter four presents and analyze data, and researcher discusses the data obtained from the questionnaire and the face of face interviews, including the table and hypothesis

In chapter five, the research summarizes the finding made in the course of the research work and draws necessary conclusion useful recommendation are made so as to aid the Nigeria Breweries plc Aba and other organization as a whole

Table of Contents

Preliminary Page(s)

  • Title page
  • Certification page
  • Approval page
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of contents

Chapter One

1.0 Introduction

  • 1.1 Background of the study
  • 1.2 Statement of the problem
  • 1.3 Objective of the study
  • 1.4 Research question
  • 1.5 Significance of the study
  • 1.6 Scope of the study
  • 1.7 Limitation of the study
  • 1.8 Definition of terms

Chapter Two

2.0 Review of Literature

  • 2.1 Introduction

Chapter Three

3.0 Research Methodology

  • 3.1 Introduction
  • 3.2 Research design
  • 3.3 Sources of data
  • 3.4 Population and sample size
  • 3.5 Sample technique
  • 3.6 Validity and reliability of measuring instrument
  • 3.7 Method of data analysis

Chapter Four

4.0 Presentation and Analysis of Data

  • 4.1 Introduction
  • 4.2 Presentation of data
  • 4.3 Analysis of data
  • 4.4 Interpretation of result (s)

Chapter Five

5.0 Summary Conclusion and Recommendations

  • 5.1 Introduction
  • 5.2 Summary of finding
  • 5.3 Conclusion
  • 5.4 Recommendation
  • Reference
  • Appendix

Chapter One

1.0 Introduction

1.1 Background of the Study

A brand is a name, term, symbol, or design, or a combination of them, which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitions.

A brand is the set of physical attributes of a product or services, together with the beliefs and expectations surrounding it a unique combination which the name or logo of the product or services should evoke in the mind of the audience.

A brand name consists of words, letter and numbers which may be pronounced. A brand also consists of brand mark which cannot be vocalized e.g. Mercedes Volvo and a trade mark which gives legal protection to the manufacture.

Brands were first used by manufactures. They found it necessary to advertise their product either locally, regionally, nationally, or internationally for such advertising, they used somewhere to advertise these products successfully, and so brands came into existence.

Consumer products are those goods and services used by the ultimate consumers for satisfying his personal and non-business needs, it could be tangible or intangible, durable or non-durable etc. marketing is a social and management process by which individuals and group obtain and exchanging products and services with others.

Branding has serious effect on consumer product marketing, which helps the product to be sold effectively and also to combat competitors. But despite this benefit it has some shortcomings.

1.2 Statement of the Problem

It will be observed that the product mix in any large wholesale or retail establishment provides strong evidence that marketing today involves a battle of brands. Many food retailers handle five to ten manufacturers’ brands of products such as tea or coffee with 2 or 3 of their own private brands in addition. These brands compete or battle against one another for acceptance by the consumer and for shelf-space.

Because of competitive nature in every market, in Nigeria consume product, there is a great variety in the quality between competitive products and its brand name. Nigeria breweries for instance is faced with some problems like other industries. A critical study on the effect of branding on consumer products marketing revealed this.

They are faced with the problem of competing with the giants, that is the instance presume of large competitors and as a result, they are faced with the problem of offering an array of brands and using some strategies to stands the competition of the giants.

Managerial problem can cause elapse in some firms because some brands are so powerful, thus, they are now in every day use. This research work therefore, focuses on the of brands, its effect to consumer product marketing.

1.3 Purpose / Objectives of Study

This project work tries to look at the effect of branding on consumer product marketing in Nigeria breweries Aba, it equally tries to analyze the role branding have played in Nigeria breweries Aba, it will enable a company to know the problems it is facing with branding of consumer product and how it affects the company.

This research work will enable the researcher to provide the company ways of branding its product in order to draw more customers and to increase the sale of its consumer products, and also help indigenous companies to alter their pattern of branding a product to meet the changing needs of consumers and to achieve their desires profit.

It will also serve as a guide to people setting up a company to dial with marketing of a consumer product and improve their techniques of production.

1.4 Research Questions

  1. In what ways does branding of a product create awareness to the public?
  2. What role does branding play in marketing of consumer products?
  3. What effect does banding have on marketing of Nigeria Breweries consumer products?

1.5 Significance of the Study

The study is of importance to the general public and to individuals who would want to improve on the formulating of brand name for effective consumer products marking. The general public will achieve quality differentiation through branding.

The company will also use it to segment at market in such a way that different grades of products are offered to consumers according to quality and purchasing power.

To the researcher, it will enable the researcher to know the importance of branding and its effect were a company to brand it prods.

To the future researcher, it will guide them to know about branding and other related topics and make some contributions to general knowledge.

1.6 Scope / Delimitation of the Study

This research work delimited on the effect of branding on Nigeria breweries consumer product marketing. It focused on the type of branding adopted by them and their effectiveness and efficiency on the use of brand name, trade mark and brand mark.

The study also focused on the benefits and importance of branding on consumer products marketing of this organization. But no attempt was made to look at the effect of branding on the consumer product marketing of other organizations.

1.7 Definition of Terms

Buy Wise:

The tendency for consumer to buy the right product.


Structural Adjustment Programme


Process of securing public attention for message to be imparted.


One who is actively engaged in buying.


Group of activities in product planning which, involves designing, producing wrappers and containers for a product.


An individual who purchase or has the capacity to purchase.


A name, term, symbol, design or she combination of these which identifies the product of one seller from another.

Chapter Five

5.0 Summary of Findings, Conclusion and Recommendations

5.2 Summary of Findings

Many facts were revealed and observed in this study. It was discovered that a major percentage of the consumers. Were of the view that company products quality is not too good.

Consumers were found to be influenced by families, friends and people around them where making choice of product.

They go far high priced and quality product whenever they could. They actually get me product brands, that are convenient and prices not exorbitant.

A major percentage of the respondents are influenced by packing while chosing their products. According to them an attractive package may be used for promotion and protection.

It was also discovered that there are competing brands that are as close substitutes.

Customers, on the other hand, are more likely to purchase as a matter of habit, therefore, the attribute, real image. Represented by brands names can translate to repeat business. If a brand names become associated with a person self identify, then that person has a motivational drive to purchase the product that the brand name represent.

5.3 Conclusion

The depth of this study has shown the need for marketing management to sit up in diverse ways of improving their products.

These facts were viable through consumer patronage. Their branding activities were quite adequate. Most of the brands are good enough, they contribute to the buying appeal of the products. The content of the company’s product needs improvement. Quality of the product constitutes an influencing in consumer patronage.

More efforts should be made by manufactures to ensure that their product is branded. Even if it does not facilitate sales but will create more awareness to the public and even make them buy a products this is more of recommendation then.

5.4 Recommendations

Based on the research findings and conclusion drawn, the following recommendation are deemed appropriate.

  1. The organization should offer to the consumers plroducts whose quality is commensurate with what they are ready to pay.
  2. There is need to strengthen their branding and sales promotional efforts. They should endeavour to mate competition by employing the requisite promotional tools.
  3. On no amount should the company take competitive products and should as a matter of policy use proper distribution channels in order to forestall adutteration of their products by unsinpalous lawkers and face-less businessmen.
  4. The company should consistently embark on product improvement in order to ensure repeat business.
  5. However, in its product planning, the company should also try to determine what benefit or satisfaction, the customers would derive from using the product.

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