Parent Brand Stretching Techniques And Marketing Performance Of Soft Drinks Firms In Rivers State

Project and Seminar Material for Marketing

Parent Brand Stretching Techniques And Marketing Performance Of Soft Drinks Firms In Rivers State


Aim / Objective of the Study


The aim of this study was to investigate the relationship between parent brand stretching and Marketing Performance of soft drink firms in Rivers State.

The specific objectives of the study were:

  1. To investigate the relationship between parent brand imagination and profit share growth of soft drink firm in rivers state.

  2. To evaluate relationship between parent brand imagination and market share growth of soft drink firms in Rivers State.

  3. To ascertain relationship between parent brand strength and market share growth of soft drink firms in Rivers State.

  4. To investigate relationship between parent brand strength and profit share growth of soft drink firms in Rivers State.

Research Question


  1. What is the relationship between parent brand imagination and profit share growth of soft drink firms in Rivers State?

  2. What is the relationship between parent brand imagination and market share growth of soft drink in Rivers Stat?

  3. What is the relationship between parent brand strength and market share growth of soft drink firms in Rivers State?

  4. What is the relationship between target audience and profit share growth of soft drink firms in Rivers State?

Hypotheses of the Study


In line with the posed research questions in section 1.05, the hypotheses were stated as follows:

  • Ho1. There is no significant relationship between parent brand imagination and profit share growth of the soft drink in Rivers State.
  • Ho2. There is no significant relationship between parent brand imagination and market share growth of the soft drink in Rivers State.
  • Ho3. There is no significant relationship between parent brand strength and market share growth of the soft drink in Rivers State.
  • Ho4. There is no significant relationship between parent brand strength and profit share growth of the soft drink in Rivers State.

Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One

Introduction

  • 1.1 Background to the Study
  • 1.2 Statement of the Problems
  • 1.3 Conceptual Framework
  • 1.4 Aim / Objective of the Study
  • 1.5 Research Question
  • 1.6 Hypotheses of the Study
  • 1.7 Scope of the Study
  • 1.8 Significance of the Study
  • 1.9 Definition of Terms

Chapter Two

Literature Review

  • 2.0 Introduction
  • 2.1 Conceptual Framework
  • 2.1.2 Concept of Parent Brand Stretching Techniques
  • 2.1.3 Parent Brand Imagination
  • 2.1.4 Parent Brand Strength
  • 2.1.5 Concept of Marketing Performance
  • 2.1.6 Profit Share Growth
  • 2.1.7 Market Share Growth
  • 2.1.8 Relationship Between Parent Brand Imagination and Profit Share Growth
  • 2.1.9 Relationship Between Parent Brand Strength and Market Share Growth
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review or Literature
  • 2.3.1 Gap in Literature
  • 2.4 Summary of Literature Review

Chapter Three

Research Methodology

  • 3.0 Introduction
  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample and Sampling Technique
  • 3.4 Method of Data Collection
  • 3.5 Validity of Research Instrument
  • 3.6 Reliability of Research Instrument
  • 3.7 Model Specification

Chapter Four

Data Presentation, Analysis and Discussion of Findings

  • 4.1 Data Presentation and Analysis
  • 4.1.1 Profile of Respondents
  • 4.1.2 Parent Brand Stretching Techniques
  • 4.1.3 Profit Share Growth
  • 4.2 Univariate Analyses
  • 4.2.1 Bivariate Analyses
  • 4.3 Hypotheses Testing
  • 4.4 Discussion of Findings

Chapter Five

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Limitation of the Study
  • 5.4 Recommendations
  • 5.5 Contribution to Knowledge
  • 5.6 Suggestions for Further Research
  • References
  • REFERENCES
  • APPENDIX
  • QUESTIONNAIRE

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