Brand

THE ROLE OF BRANDING IN CONSUMER DECISION MAKING

TABLE OF CONTENTS

PAGE

TITLE I

CERTIFICATION II

DEDICATION III

ACKNOWLEDGEMENTS IV

TABLE OF CONTENTS VI

CHAPTER ONE

1.1 Introduction 1

1.2 Objective of the Study 6

1.3 Scope of the Study 6

1.4 Research Question 7

1.5 Research Hypothesis 7 1.6 Statement of Research Problem 8

1.7 Limitation of the Study 9

1.8 Study Plan 9

1.9 Definition of Terms 10

CHAPTER TWO

LITERATURE REVIEW

2.0 Literature of Review 12

2.1 Branding Decision 13

2.2 Manufacturer’s Brand 14

2.3 Consumer Behaviour 17

2.4 Consumer Buying Motives and Habit 18

2.5 Consumer Buying Decision Process 19

2.6 Reasons for Branding 23

2.6.1 To the Consumer 23

2.6.2 To the Marketer 24

2.7 Research for Consumer Behaviour 24

2.8 Promotional Strategies of Cadbury Nigeria PLC, Products 27

2.9 Advertising 29

2.10 Personal Selling 30

2.11 Brands as Consumer Protection 31

2.12 Defining Brand Expectation 34

2.13 The Role of Brand Awareness 36 2.14 How Does Brand Awareness Benefit The marketing 37

CHAPTER THREE

RESEARCH METHOLOGY

3.0 Introduction 41

3.1 Research Design 41

3.2 Population of The Study 42

3.3 Sample And Sampling Technique 42

3.4 Research Instruction 43

3.5 Method of Data Analysis 44

3.6 Data Collection Procedure 46

3.7 Question Assumption 48

3.8 Validity 49

3.9 Reliability 50

3.10 Historical Background of Cadbury Nigeria Plc 51

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 Introduction 53

4.2 Data Presentation and Analysis 54

4.3 Hypothesis Testing 71

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.0 Summary 74

5.1 Conclusion 75

5.2 Recommendation 76

References 78

Appendix: Questionnaire 80

CHAPTER ONE

1.1 INTRODUCTION

Marketing managers have realized the importance of branding, while more others yet to be convinced. It is very vital however to point out that branding has not only come a long way but also has way to go. Cadbury Nigeria PLC is a leading manufacturing concern in...