APPRAISAL OF BRANDING AS COMPETITIVE TOOL IN MARKETING OF CONSUMER PRODUCT

APPRAISAL OF BRANDING AS COMPETITIVE TOOL IN MARKETING OF CONSUMER PRODUCT

(A case study of Globacom Communication Network Abuja)

ABSTRACT

This project work highlights the importance of branding to any organization. Brand and effective brand management are integral part of the strategic marketing management. The role of brands and branding toward corporate performance and customer satisfaction has been variously researched. Branding today, as a marketing tool has been recognized as a source of sustainable strategic competitive advantage tool in the organization. No wonder those organizations that have formulated and implemented strategic brand practicing are more successful and profitable than those that have not. In today’s hyper competitive knowledge driven economy characterized with consumer sophistication, the need for organizations to adopt strategically different approaches and method that will radically differentiate them from the competition in term of product, services, practice, structure, system, procedure among others. The study is quantitative in nature, and adopted a survey descriptive approach with the use of questionnaire.The study concluded and recommended that organizations should invest in effective branding to enable the organization the ability of enhancing their position in the competitive industry.

CHAPTER ONE: INTRODUCTION

1. BACKGROUND OF THE STUDY

In the manufacturing industry today, a lot of importance is attached to branding and packaging for its significant role in the sale of a product. Branding can create a competitive advantage in the market and increase the products chance of success (Dewalski, 2008, Plant and Veryzer 2005). According to Chang and Wu 2007, the appearance of a produce communicates and this helps consumers to assess the product before they buy.

In developing a strategy for a product, the seller has to confront the branding being expert because of the major role it plays in the product strategy. Distributors need branding as a means of identifying super quality standard and increasing buyer’s preference. Branding is one of the major marketing concept and process which has been accepted as a useful tool for differentiating one firm product from another, makes it easier for individuals or customer to identify product of different customer from another.

Brand name influencescustomer’s attitude towards product which always affect their purchasing decision. The main of brands are to serve as guide to quality and encourage a repeating purchase and help in easy purchase. In Nigeria, a good product brand name assists the firm to sell with less difficulty. In the manufacturing industry today, a lot of importance has been attached to branding and packaging for its significant role in the sale of the product. Consumers need brand names to help them identify different shop efficiency.

1.1     STATEMENT OF THE PROBLEM

The main problem of this research work is that many companies fail to understand the functions and influence of branding which serves as competitive tool in marketing of consumer product. This problem has led to the poor acceptance of their product and for this reason, they hardly achieve their paramount aim and objective.

1.2     OBJECTIVE OF THE STUDY

          The objectives of the study are:

1. How branding can be used as a strategic tool in competitive market.
2. To determine the effect of poor branding on product.
3. To investigate the influence of branding on target customers.
4. To evaluate the impact of branding in an organization.
5. To identify the relevance of proper management of branding on marketing of consumer product.

1.3     RESEARCH QUESTIONS

          The following are the research questions:

1. What are the effects of competitive market on your organization?
2. Does poor branding of your product undermine its significance?
3. Does proper management of branding hamper the marketing of consumer product?
4. Is branding an instrument that influences the target consumer?

1.4     STATEMENT OF HYPOTHESIS

Hypothesis is a tentative preposition used as a solution to solve a problem. They are of two types namely: Null hypothesis and Alternative hypothesis.

          Ho: Poor branding of a particular product undermines its significance.

Hi: Poor branding of a particular product does not undermine its significance.  

1.5     SIGNIFICANCE OF THE STUDY

The importance and usefulness of this kind of research work cannot over        emphasized the user of this research work can be categorized in to the following:

The student, who do the research will learn a great deal which as a secondary source, also into importance to the manager of a companies who will gain a lot from the research. It hope that the recommendation made in this research work will facilitate the improvement of the existing system. Finally, the work will be useful to the library which keep the work in their references section for the benefit of users like students, lecturers etc.

1.6    SCOPE OF THE STUDY

The study mainly involved appraised of branding as a competition tool in marketing of consumer product with particular references to Globacom Communication Network in Abuja.

1.7     LIMITATION OF THE STUDY

There are many constraints and factors that were encountered by the research during the research work. The prominent once are:

1. Financial Constraints: The cost of materials necessary to aid in carrying the research are very expensive, a lot of field work ought to have been done, but for inadequate finance, a limited coverage of the company understudy was embark upon.
2. Time Constraints: Lack of time contributed greatly affected the quality of work, the academic session very short and the time given to submit the project work also short. Most of the information needed by the researcher in that information needed by the researcher in that company was not accessible for the sole reason of short notice. The study is limited to Abuja bottling company or plant because of time constraint.
3. Biased Response: Biased response by the respondent was a problem encountered by the research when collecting data.

1.8    OPERATIONAL DEFINITION OF TERMS

For the purpose of good understanding of this research work, time has been taken to enumerate some of the unfamiliar terms that have been used. It will help the reader for a better understanding of this topic.

Brand: A name, term sign symbol, or design or a combination of them intended in identity the goods or service of one seller or group of sellers and to differentiate them from those of competitions.

Branding:  Is a general term describing the establishing of brand name mark or brand name or trade name of a product.

Brand Name: Is a group of words or a word that can be vocalized or spoken that help to identify, facilitate, recognize and differentiate product from that of the competitors.

Brand Mark: Is a part of the brand which can be recognized but not alterable as symbol, design, or lettering colouring etc.

Copy Right: It refers to exclusive legal right to reproduce, publish and soles the matters, things or object inform of literary, musical etc.

Legal Right: This mean that firms competing within the same market are not allowed using similar brand name exclusively preserved by the law.

Trade Mark: Is a brand or part a brand that is given legal protection because it is capable of exclusive approbation or trade mark is a legal right to use the brand name or brand mark.

Packaging: Is the activity of designing and producing the container or wrapper for a product.

Brand Mix: Is the set of all brand lines that a particular seller make available to buyers.

Logos: Is a unique graphic or symbol that represents a company’s product, service or entity. It represents an organization very well and makes the customers well acquainted with the company.

Brand Identity: Is the total proposed promise that an organization makes to consumers or brand identity is all that an organization wants the brand to be considered as.

Brand   Image: It can be defined as a unique bundle of association which in the minds of target customers. It signifies what that brand presently stands for. It is a set of beliefs held about a specific brand.

A STUDY ON THE EFFECT OF PACKAGING ON CONSUMER BUYING HABITS

A STUDY ON THE EFFECT OF PACKAGING ON CONSUMER BUYING HABITS

(A case study of Paterson Zouchonis (PZ) Cussons Nigeria Plc. Abuja)

ABSTRACT

This research work sought to identify the reaction of consumers towards a well-designed packaged product. The researcher highlighted the facts associated with the objectives of this study. The introductory part discussed the statement of problems that affects designing packages, the effect of new changes in the package design and also to know the impact of technology in packaging. The research instrument used for data collection was mainly questionnaires, personal interviews and personal observations. The needed data were collected from staff and customers of Paterson Zouchonis (PZ) Cussons Nigeria Plc, Abuja. Also talk about the data presentation and how it was analyzed, the method of testing the hypothesis and the finding of the research that package should be designed in such a way to motivate and convey the intended message about the product which can be a promotional tool in enticing consumers to purchase product and also enhance decision making of an organization.

CHAPTER ONE: INTRODUCTION

1.0     BACKGROUND OF THE STUDY

The world as it is now is full of changes and we are living in an era of rapid changes, they are changed in all works of life, the well-being of the population has changed drastically, our beliefs, values, culture, technology have also undergone some form of changes as well. There are more indications to show that these changes will continue to take place in future and even in a faster rate.

The behavior of the consumer also changes in line with the modern change of the world and as such there is need for producer to drastically change in line with consumer taste and fashion in other not to be pushed out of the market and to meet with consumer demands at all levels.

In other for manufacturers and marketers to meet the demand of the consumers and also compete favorable with competitors, they have to take into consideration the controllable variables, which are the marketing mix that are within the control of the market and the marketing mix modification is quite appreciable, nevertheless, more attention should also be laid on packaging which is quite part of the consumer   product and also the first to appeal to the eyes of the consumers before the real product.

Packaging is extra marketing activities that demand variable consideration and allocation of funds as well as long time innovation/ideas. Packaging handles the designing of packs of a product which in recent times is considered as market techniques and packaging of a product have the ability to capture the eye and mind of consumers at sight before even the product in question.

Packaging is a dynamic, complex and controversial business area. The dynamism of packaging is opting to produce corresponding change in production and marketing system. Packaging can be thought of producing three basic functions: as protection, containment and also a competitive tool against competitors, as a result the behavior of consumers towards attractive packs should be checked and corrections made immediately. Packaging was not always thought of in this way; it was only recently that it has been used as extended marketing tool of an organization.

Packaging and expenditures remain valid for a long time providing the pack receives a wide acceptance by being so attractive to the consumers, unlike advertising which is constantly paid for in any chance booked. Packaging is a silent salesman of any company’s goods. The complexity of modern marketing with emphasis on self- service place a tremendous responsibility on packaging and it is achieving the target result to the companies that understand its fall potentials and problems and equally use it properly.

If precisely the role of packaging in marketing is understood by the management, then there will be effective decision of funds allocated to packaging with just little advertisement to introduce the product to the market and allowing the packaging of the product to sell the product. To some organization, since the packaging of the product influences consumer behavior, there should be continuous change of pack to suit the consumer’s requirement and also packs should be made to look more attractive to consumers at all time.

PZ Cussons Nigeria Plc. engaged in the manufacturing and marketing of wide range of product such as detergents, soaps, pharmaceuticals, toiletries, cosmetics, medicament, hair care, baby care, skin care, perfumes, confectionaries, electrical goods and nutritional product, with its headquarters located at town planning way Illupeju, Ikeja Lagos and their manufacturing unit in Illupeju, Ikorodu and Aba.  The company sells its products under the following brands:

Detergents: Elephant, Jet, Morning Fresh Temp, Zip

Soap: Duck, Canoe, Premier Antiseptic, Drum, Imperial leather,                         Camel and Joy Soap.

Hair Care: Venus Hair Food Dress, Venus Hair Styling, Venus Hair

Shampoo and Conditioner, Venus Hair Treatment, Venus Hairnolye Relaxer, Venus Hairlye Fortify

Baby Care: Nigeria Baby Care, Cussons Baby Range, Cussons Powder and Pears Baby Oil.

Confectionaries:  Minta, Superminta, Cough Sweets, Flourish, Mint Fresh.

Skin Care:  Venus, Venus Lotion, Stella Pomade, Joy, and Carex.

Perfumes:  Joy Colognes, Dan Duala, Venus Perfume Gold.

Pharmaceuticals:  Super Atlas, Maladrin, Zubes.

The major concern of this project work will be on premier antiseptic, which is a new product that was introduced into the market to compete with other antiseptic soaps in the market. The packaging was the first to sell before the product because the pack was very attractive to the eyes. 

1.1    STATEMENT OF THE PROBLEM

It is believed that an effective product package entails the acceptability by customers and constitutes one of the determinants of consumers buying habits. However, a large share of the company’s sales has dropped as a result of consumer’s low patronage and poor product packaging which made the product unattractive to consumers.

A primary complain by consumers is that certain product are not well packed (citing Zip 10kg detergent bags to be none water resistant). They complain that the company’s system for handling materials during supply also reduce value of certain products packaging as well as some product possessing unattractive treatment compared to competitors brands. Thus there is need to examine this situation critically in providing an improved product that will appeal to its large customers.

1.2     OBJECTIVE OF THE STUDY

The main objective of this study is:

1. To critically access or examine the effectiveness of packaging on consumers buying habit.
2. To determine whether the company‘s image is being projected through its packaging policy.
3. To find out the impact of change in the package of a product.

1.3     RESEARCH QUESTIONS

1. How can the company access or examine the effectiveness of packaging on consumers buying habit?
2. How can the company’s image be projected through its packaging policy?
3. What is the impact of change in the package of a product?

1.4     STATEMENT OF HYPOTHESIS

A hypothesis is a statement of fact that has been empirically tested. It is also a tentative statement that must be tested if tested will lead to either acceptance or rejection of the null hypothesis. It can also be seen as the relationship that existed between two variables used to understand a problem of study.

In this research the following hypothesis statement will be used, the alternative hypothesis statement will be used, the alternative hypothesis and null hypothesis.

Hypothesis 1

H: Product package has no influence on consumer buying habits.

H1: product package has influence on consumer buying habit

Hypothesis 2

Ho: packaging has no effect on consumers buying habits

H1: packaging has no effect on consumers buying habit

1.5     SIGNIFICANCE OF THE STUDY

This research work is a wide area of study considering the segmented consumers and their behaviors shown to different types of products.

1.6SCOPE OF THE STUDY

The research work is restricted to the packaging of consumer’s product only using De-United foods Limited, Abuja.The researcher choose premier antiseptic as a product to be used for the study. So any product outside this, even though good to study will be cut of the scope of the study.

1.7  LIMITATION OF THE STUDY

Generally speaking all areas of human endeavor are characterized by some limiting factors. The successful completion of this work might be faced with the following limitation: time and cost could be major limiting factors, the limited time that was used to carry out this research work. That is the duration of four months mixed with academic studies might not provide room for accuracy and reliability of results. One has to make return visits to respondents before getting the questionnaire answered, which will involve increased transportation costs.

The small amount of sample taken also is a limiting factor in this research work because large sample leads to more reliability and ensure sound validity of the result.

1.8     OPERATIONALDEFINITION OF KEY TERMS

1. Packaging: This is the general group of activities in planning that involves designing and producing the container or wrapper for the products.
2. Package: This is the product container that is designed to hold a product and appear in different style and sizes. Examples are drum, cartoons, and buckets.
3. Labeling: This is simply an integral part of packaging, whether the label is a separate element attach to the package or part of the container it serves to identify a brand. That is part of package and can carry the brand name and the information about the product or package content.
4. Competition: Simply means people or firms competing with each other to gain a fair share of the market or an event.
5. Promotional mix: This can be defined as a specific combination of promotional methods used for one product or a line of products. Elements of promotional mix may include print or broadcast advertising, direct marketing, personal selling, and point of purchase display and/or merchandizing.
6. Promotion: The co-ordination of all seller initiated effort to set-up channels of information and persuasion to facilitate the sales of goods and services.
7. Consumer behavior: Is the study of when, why, how and where people do not buy a product. It also deal with the various stages a consumer goes through before purchasing a product or services for his end use.

A STUDY ON ADVERTISING AND ITS INFLUENCE ON CONSUMER BUYING BEHAVIOR

A STUDY ON ADVERTISING AND ITS INFLUENCE ON CONSUMER BUYING BEHAVIOR

A CASE STUDY OF MOBILE TELECOMMUNICATION LIMITED ABUJA, NIGERIA

CHAPTER ONE: INTRODUCTION

1.0     BACKGROUND OF THE STUDY

Advertisement is one of the major tools organizations use to stimulate consumers demand for goods and services. In order to know the impact of advertisement on consumer’s behavior, it is necessary to know what advertising itself is and its goal and purpose. Advertisement is a paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor Rosenblatt (1977). Advertisement is a process, it is a programme or series of activities necessary to prepare the message and get it to the intended market. Another point is that the public know-how is behind the advertising because the sponsor is openly identified in the advertisement and also payment is made by the sponsor to consider, differentiate advertising propaganda and publicity. The advertising agencies occupies itself with devising messages to suit the potential consumers considered as a channel while the output as his decision to buy or not Ralph, (2005). The major goals of advertising is to communicate ideas or promote goods and services, its major objectives is to facilitate the work of the salesperson by stimulating demand. Advertising is generally accepted as an essential service to the industry and the public. Its effectiveness depends largely on the audience, it is the way audience perceives the information that is very important Baron, (2006). The advertiser here has to consider the usefulness of the goods and services to his audience and allow them to select what will satisfy them. Advertising as an established factor in marketing mix help in marketing and non-marketing among which include the announcement of product, or services to expand the market to new buyer to announce a modification on a product, incite inquiries test a medium, announce location of stock list, educate customers, retrieve lost sales, recruit new staff, attract investors to make a special offerOkigbo (2001). Advertisement is carried out through magazines, newspaper, radio and television and outdoor displays (posters), direct mail, directories and one of the most used now is social media. whatever form of advertising taken an organization, the basic principles is to deliver the right message to merit the right audience at the right time and at the lowest possible cost, and to achieve positive result Collins, (2005). Today advertising is constructed to make a favorable impact on the behaviours of consumers to patronize organizations offerings. Most people use advertising at sometime, either privately or in business. In addition, most people respond to advertisements and so enjoy the choices available to them in every sphere of life this in many ways have informed the choice of one product over another.

Advertising according to Bovee&Arens (1995)  can be classified into the following:

PERSUASIVE:

This is also known as “hard sell” advertising. It is the most obvious kind which surrounded us in our daily activities, urging us to buy all manner of products or services.

INSTITUTIONAL:

This is also known as prestige or corporate Advertising. This form of advertising is design to create a proper understanding towards the seller and to build goodwill, rather than to sell a specific product or services.

INFORMATIONAL:

This form of Advertising is designed to inform consumers about the existence of a product or services and to inform the consumers of any change in price, quality, quantity or packaging. Trade advertising which is close to distribution, agents, wholesalers, retailers, mail order house servicing firms.

However, there are many special and specific reasons why advertising is used. The following examples can offer a broader idea to the versatility and value of advertising.

To announce a new product or services: Here prospective buyers are presented with details of a new product and this usually means a costly and dramatic launch for the particular product.

An existing product maybe given a “face lift” with me addictive, a retirement, a new finisher or casting or perhaps even a new package or container to test a medium is another reason for advertising. Some large advertisers prefer to test a new or united medium rather than accept or reject the claims made by space salesman.

The promotional aspect of advertising is not only restricted to business organization. Non-business organization also undertakes some form of advertising. Government organization such as ministry of information educates the public on government activities, ministry of health also advertises to educate the people on issues concerning their health. Advertising is used by philanthropic organization to raise funds for social welfare projects. So it can be seen that advertisement cuts across all aspect of social, political and economic life. It is necessary to say of this point that an advertising campaign is considered successful only when the consumer themselves have begun to appreciate and talking upKogal, (2007).

However, more would be discussed in details on advertising and importantly on the impact it plays on stimulating consumer’s behaviour towards patronizing a given product in the proceeding chapter of this research work.

1.1     STATEMENT OF THE PROBLEMS

Every business is established to solve a particular societal problem, to meet a targeted consumer’s need and to add value to people’s life. Advertising is a very important tool used not only to create awareness to people about the existence of a product or services, but it also  stimulate consumer buying behaviours by ways of getting them informed or remind them about a product, in many ways it  persuade them to purchase and use the products. As such, it becomes very important in marketing.

But in spite of the laudable impact of advertising in stimulating consumers behaviour, some organization often see advertising as an expensive venture and in some cases a waste of resources  and as such do not take advantage of its benefits to boost awareness of their products or services and also encourage demand for their products. Hence the subject matter of this research becomes an empirical problem worthy of investigation.

1.2     OBJECTIVES OF THE STUDY

The central objective of this research is to examine the impact of advertising on consumers with reference to MTN Nigeria.

1. To determine whether advertising influences the behaviour of MTN Telecommunication consumers.
2. To identify the effectiveness of advertising mediums employed by MTN Telecommunication.
3. To find out the militating factor against MTN Telecommunication.
4. To proffer solution to the identified problems.

1.3     RESEARCH QUESTIONS

The researcher finds it fit to formulate some research questions as a guide to this work.

1. Does advertising influence consumer’s behavior?
2. Does advertising create awareness to consumers?
3. To what extend can advertising influence consumers buying behaviour?
4. What media is often used by MTN Telecommunication to advertise her product?

1.4     STATEMENT OF THE HYPOTHESIS

HO: That advertising influence consumer’s behavior effectiveness in marketing goods.

H1: That advertising does not influence consumer’s behavior effectiveness in marketing goods.

1.5     SIGNIFICANCE OF THE STUDY

One of the cardinal significant ofthis studies is to discover if advertising has an influence on the choice and behavior of the consumer.

The study is of vital importance academically, since the result of the study will significantly fill a gap in the body of knowledge and will benefit not only organization but also consumers.

It also prepares the writer of the study in readiness to join the marketing and advertising of any business industry after his academic career.

Furthermore, the significance of the study cannot be over emphasized as it is a prime mover of any organization because advertisement serves as a tool use to blend and stimulate consumers towards patronizing a given organizations product or services to ensure growth and development.

1.6     SCOPE OF THE STUDY    

The study will cover an empirical examination of the impact of advertising on consumer’s buying behaviours in MTN Nigeria Plc. To this end, the study will equally identify low advertising influences the behaviour of consumers of MTN Nigeria as well as the advertising medium employ in advertising her products. The study will equally identify the problems militating against advertising in MTN Nigeria Plc.

1.7     LIMITATIONS OF THE STUDY

There are many constraints and factors that were encountered by the research during the research work. The prominent once are:

1. Financial Constraints: The cost of materials necessary to aid in carrying the research are very expensive, a lot of field work ought to have been done, but for inadequate finance, a limited coverage of the company understudy was embark upon.
2. Time Constraints: Lack of time contributed greatly affected the quality of work, the academic session very short and the time given to submit the project work also short. Most of the information needed by the researcher in that information needed by the researcher in that company was not accessible for the sole reason of short notice. The study is limited to Abuja bottling company or plant because of time constraint.
3. Biased Response: Biased response by the respondent was a problem encountered by the research when collecting data.

1.8     OPERATIONAL DEFINITION OF TERMS

The following terms are defined below for clear understanding of the topic in this project.

1. ADVERTISING: It is the non-personal selling of goods and services through the mass media which includes newspaper, magazines, radio and television, postal and are fully paid for by an individual.
2. INFLUENCE: Power to produce and effect action of natural forces.
3. CONSUMER: Person who bring goods and services.
4. BEHAVOUR: Way of treating manner or way of acting.
5. MEDIA: Channel through which the message or information passes from the producer to the final consumer e.g. Television, newspaper, magazine etc.
6. ADVERTISEMENT: Is the person or organization that usually initiates the advertising process or the sponsors of the advert.
7. ADVERTISING AGENCY: IS an independent company that provides special advertising services. The advertising agency plans and  executes entire advertising campaign.
8.  AUDIENCE: The target audiences are the target customers or buyers of the organization producing the products.