THE IMPACT OF BRANDING ON CONSUMER’S BEHAVIOUR
(A CASE STUDY OF PZ CUSSONS NIGERIA PLC)


________________________________________________________________________________________________________________________________________________________


ABSTRACT

The product centered on the impact of Branding on consumer behaviour among competition brand and how good product packing can stimulate favourable attitudes toward a brand, communicate product benefits, attribute, usage etc as a communicative vehicle or promotional mix. Different attributes and functions of packing like protection, containment, continence. Communication, identification, product information etc. were considered. 90 respondents were sampled from the employee strength of PZ Cussons Plc only 82 were carried out. The study revealatal that good branding helps consumer from or develop a favourable response toward a product/brand; help position and organization and its product offerings before its target market (s) and as a promotional mix for product information dissemination. The study was summarized, concluded, recommendations and suggestions for further study were also given.



TABLE OF CONTENTS

Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of contents vi- vii

CHAPTER ONE
1.0 Introduction 1
1.1 Background of the Study 1-2
1.2 Statement of Problem 2-3
1.3 Objectives of the Study 3-4
1.4 Research Questions 4
1.5 Research Hypothesis 5
1.6 Operational Definition of Terms 5-7
1.7 Scope and Limitation of the Study 7-9
1.8 Significance of the Study 9
1.9 Historical Background of PZ Cussions Plc 9-12
References 13-14

CHAPTER TWO
2.0 Literature Review 15
2.1 Introduction 15-16
2.2 Conceptual Definition of Packaging and
Consumer Choice 16-18
2.3 Models of Production Packaging and
Consumer Choice 19-24
2.4 Production Packaging Development and Strategies 24-26
2.5 Functions and Attributes of a Good Package 26-27
2.6 Importance /Benefits of Packaging to Consumers
Choice Patronage 27-28
2.7 Consumer Behavior 28-29
2.8 Importance of Consumer Behaviour to
Product packages 29-30
2.9 Packaging Criticism 31 -32
2.10 Summary of the Chapter 32-33
References 34-35


CHAPTER THREE
3.0 Research Methodology 36
3.1 Introduction 36
3.2 Restatement of Research Questions 36-37
3.3 Research Methods and Design 37
3.4 Population Characteristic 37
3.5 Sample Technique and Size 38
3.6 Data Collection Methods 38
3.7 Description of the Research Instrument 38
3.8 Statistical Techniques and Procedures 39
3.9 Limitations of the Methodology 39-40
References 41

CHAPTER FOUR
4.0 Presentation and Data Analysis 42
4.1 Introduction 42
4.2 Respondents Characteristic and Classification 42-46
4.3 Presentation and Data Analysis
According to Research Question 46
4.4 Presentation and analysis of Data
According to Research Hypothesis 61-64
References 65

CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation 66
5.1 Summary of Findings 66-67
5.2 Conclusion 67
5.3 Recommendation 67-68
5.4 Suggested areas for Further Study 68
Bibliography 69-70
Appendix 71
Questionnaire 72-75



CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
It is difficult, if not impossible, to find anyone who doubts the prime importance of product appeal. The need for product quality is universally acknowledged among companies. Consumers buy product benefits, not advertising or promotions, and sometimes the easiest, route to corporate growth is through product superiority.

All the other factors of the marketing mix; advertising, promotions, pricing and branding – respond most amiably to a superior product and will work hardest on its behalf (Davidson, 1987)

The purpose of branding according to Davidson (1987) has changed greatly in the past twenty years. Its origin function was to protect the product contents and it discharged this function in a utilitarian way. With the advent of self-service shopping, packaging became an important selling vehicle in its own right.

In addition to its more basic purpose, it was used to create impact for the brand on the shelf and to make the product look attractive to the consumer. The packaging is also an appropriate and inexpensive device for carrying promotional messages.

Hiebing Jr. and Cooper (2004) were of the view that an important element of every product, which serves as a vehicle for the brand, is the branding and that the packaging bears the responsibility of holding or maintaining the product and communicating the essence of the brand.

Onah and Thomas (2004) assert that the use of branding as an attractive presentation of the article have become of vital importance for selling food and other consumables products particularly in industrialized countries.

Consumers are the reason why businesses are established. The need to study consumer behaviour in relations to their buying decision becomes imperative in order to know what stimulate their buying behaviour or decision with particular reference to how packaging of product affect their buying or purchase decisions.

Oniku (2004) define consumer behaviour as “an articulate studying and explanation of a market or a product buyers in order to harmonize both consumers’ and marketers’ objectives that would result in needs satisfying and goals satisfying marketing environment.

1.2 STATEMENT OF THE PROBLEM
It has been a well known problem with manufacturing organization most especially those producing or manufacturing consumables as they find it difficult to know the importance of good branding as a means of promoting the organizational image as well as the brand image. In the contemporary Nigerian economy, most container or packaging fail to communicate the product benefits or offerings, discourage repeat patronage due to poor packaging and unable to generate the product awareness among others. In summary, the problems necessitating the study are:

1. Poor branding
2. The inability of a product package to disseminate product features, benefits and offerings to the target market.
3. The inability of the manufacturers to use the packaging as an inexpensive device for communicating product awareness and offerings.
4. The inability to provide the primary functions to the product i.e protection, communication etc.
5. The inability to build the corporate and brand image with the use of packaging in brand positioning.

1.3 OBJECTIVES/PURPOSE OF THE STUDY
The objectives pursued in the course of the study are to unveil the relationship that exist between branding and consumers’ choice among available brands offerings. The relationship between product branding and brand positioning or organizational image as well as the encouragement of repeat business or patronage. In summary the objectives pursue in this study are:
1. The relationship that exist between good product branding and consumers choice among alternatives.
2. To determine relationship between product branding and repeat business/patronage and profitability.
3. To use good product branding in positioning a product to enhance developing a favorable attitude towards a product offering.
4. To examine good product packaging as a means of branding a product for market acceptance and patronage.
5. To ascertain product branding as a means of communicating a product offering, benefits, usage and features to the target market.

1.4 RESEARCH QUESTIONS
The following research questions were formulated to gain insight into the study of the impact of branding on consumer’s choice of products.

1. Does branding facilitate consumers choice for product?
2. Does branding stimulate a favourable market response?
3. Does socio economic affect the branding of consumer’s product?
4. Does branding serves as a promotional tool in disseminating information about product to the target market?
5. Can branding be used to communicate product offerings to the target markets?

1.5 RESEARCH HYPOTHESIS
The following statements stated tentatively for the study were used to validate the study with respect to the relationship that exist between branding and consumers choice.

Ho: There is no relationship between branding and repeat patronage/business.
Hi: There is relationship between branding and repeat patronage/business.
Ho: branding has no influence on consumer’s choice among competing brands.
Hi: branding has influence on consumers’ choice among competing brands.
Ho: There is no significant relationship between product positioning and brand image.
Ho: There is significant relationship between product positioning and brand image.

1.6 DEFINITION OF TERMS
Appeal: The ability of a branding to fraud consumers’ attention for patronage/consumption.
Brand: A name that identifies and differentiates a product from competition.
Cognition: Consumption response to satisfaction usually dissatisfaction.
Container: The package that contains or protects a product and carries a product label
Consumer: A person or group of persons that buys and uses a product of an organization either for personal sue or for the family use or consumption.
Consumer Behaviour: The behaviours that consumers display towards the acquisition and sue of production.
Corporate Image: The position of an organization and its product package or offerings before the general public or the target market.
Labeling: The label or information detailing the use of product, product contents and other information legally required to be provided by the manufacturer usually on the package.
Product Packaging: The act of providing containment or container for a product for safety etc.
Promotion: The promotional messages conveyed by the attractiveness of a package to appeal to consumer for patronage and good product quality.

BENEFITS: The advantages which consumers seek from buying a particular brand or products.

BRAND: A product category with a differentiated name, logo, sign or a combination of these that distinguishes a product from other competitors/competing product. i.e. the distinctive identities of a product.

MARKETING POSITIONING: The strategy by which an organization studies the market that is underserved by other firms.

MARKET SHARE: The percentage measure of the share obtained by an organization or individual firm from the total market available.
PRODUCT: A good/services offered or performed by an organization or individual which is capable of satisfying customers’ needs.

STRATEGY: The fundamental marketing logic or marketing game plan in which business units intends to achieve their marketing objectives in an organization.

CONSUMER MARKET: The set of individuals and households that buys products intended for personal consumption.

ENVIRONMENTALISM/ENVIRONMENTAL PROTECTION: An organized social movement seeking to minimize the harm done by marketing practices to the environment and quality of life.

CHOICE: The various attributes (and benefits) people seeking when buying a product/services.


1.7 SCOPE AND LIMITATIONS OF THE STUDY
The scope of the study centered on how to effectively brand a product to influence consumers’ choice. It focused on how to develop effective brand as well as its significance on the corporate image and consumers’ perception. The study lays emphasis on why manufacturer need to give priority to branding the same way it gives priority to good product quality or Total Quality Management.

The study also focused on the product package of PZ business particularly PZ Cussion Industries Nigeria Plc. It focused attention on the attractiveness of a good package to effectively communicate product benefits and enhance sales turnover.

Consumes choice was also considered in the study as criteria for the developing of good branding and packaging technique/strategies. Environmental factors as well as economic factors such as pollution and cost of fabrication respectively were considered in the study.

The scope of the study is limited to the branding activities in PZ Cussons Nigeria Plc and the packaging style adopted for its various brands.

The limitations of the study were on the following:
1. Time Constraint: The time allotted for the study is short taking into consideration the time to complete the study for submission and the constraint due to other academic activities like examination that shocked the full attention given to the study to complete the study within the short time frame allotted.
2. Financial Constraint: The budgeted expenditure to carryout the study was not enough and more fund had to be sourced. The availability of the fund needed for the study was relatively scarce which delay the project completion somehow.
3. Respondents Attitude: The ways and manners respondent view the in security of their response contributed a lot in restraining the study. The respondents have to be approach on a several occasion to explain personally the intention of the study and the security of their response.

1.8 SIGNIFICANCE OF THE STUDY
The study is significant to every manufacturing concern for the need to develop effective package that communicate value and benefits to the consumers for patronage and revenue generation.

The study is also relevant to the consumers in their choice of product selection based on nutrient requirement, mineral contents etc for good health. The consumers need this for good product judgment.

The study is also relevant to the government in ensuring that manufacturer display good ethics in providing consumers with the necessary nutritional contents as well as control environmental pollution.

Finally, the study is relevant/significant to PZ Cussons Industries Nigerian Plc in designing good branding that is economical and environmental friendly as well as legally complying with governmental regulations.



Get the complete project here>>> FINAL YEAR PROJECT

schoolproject:
THE IMPACT OF BRANDING ON CONSUMER’S BEHAVIOUR
(A CASE STUDY OF PZ CUSSONS NIGERIA PLC)


________________________________________________________________________________________________________________________________________________________


ABSTRACT

The product centered on the impact of Branding on consumer behaviour among competition brand and how good product packing can stimulate favourable attitudes toward a brand, communicate product benefits, attribute, usage etc as a communicative vehicle or promotional mix. Different attributes and functions of packing like protection, containment, continence. Communication, identification, product information etc. were considered. 90 respondents were sampled from the employee strength of PZ Cussons Plc only 82 were carried out. The study revealatal that good branding helps consumer from or develop a favourable response toward a product/brand; help position and organization and its product offerings before its target market (s) and as a promotional mix for product information dissemination. The study was summarized, concluded, recommendations and suggestions for further study were also given.



TABLE OF CONTENTS

Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of contents vi- vii

CHAPTER ONE
1.0 Introduction 1
1.1 Background of the Study 1-2
1.2 Statement of Problem 2-3
1.3 Objectives of the Study 3-4
1.4 Research Questions 4
1.5 Research Hypothesis 5
1.6 Operational Definition of Terms 5-7
1.7 Scope and Limitation of the Study 7-9
1.8 Significance of the Study 9
1.9 Historical Background of PZ Cussions Plc 9-12
References 13-14

CHAPTER TWO
2.0 Literature Review 15
2.1 Introduction 15-16
2.2 Conceptual Definition of Packaging and
Consumer Choice 16-18
2.3 Models of Production Packaging and
Consumer Choice 19-24
2.4 Production Packaging Development and Strategies 24-26
2.5 Functions and Attributes of a Good Package 26-27
2.6 Importance /Benefits of Packaging to Consumers
Choice Patronage 27-28
2.7 Consumer Behavior 28-29
2.8 Importance of Consumer Behaviour to
Product packages 29-30
2.9 Packaging Criticism 31 -32
2.10 Summary of the Chapter 32-33
References 34-35


CHAPTER THREE
3.0 Research Methodology 36
3.1 Introduction 36
3.2 Restatement of Research Questions 36-37
3.3 Research Methods and Design 37
3.4 Population Characteristic 37
3.5 Sample Technique and Size 38
3.6 Data Collection Methods 38
3.7 Description of the Research Instrument 38
3.8 Statistical Techniques and Procedures 39
3.9 Limitations of the Methodology 39-40
References 41

CHAPTER FOUR
4.0 Presentation and Data Analysis 42
4.1 Introduction 42
4.2 Respondents Characteristic and Classification 42-46
4.3 Presentation and Data Analysis
According to Research Question 46
4.4 Presentation and analysis of Data
According to Research Hypothesis 61-64
References 65

CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation 66
5.1 Summary of Findings 66-67
5.2 Conclusion 67
5.3 Recommendation 67-68
5.4 Suggested areas for Further Study 68
Bibliography 69-70
Appendix 71
Questionnaire 72-75



CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
It is difficult, if not impossible, to find anyone who doubts the prime importance of product appeal. The need for product quality is universally acknowledged among companies. Consumers buy product benefits, not advertising or promotions, and sometimes the easiest, route to corporate growth is through product superiority.

All the other factors of the marketing mix; advertising, promotions, pricing and branding – respond most amiably to a superior product and will work hardest on its behalf (Davidson, 1987)

The purpose of branding according to Davidson (1987) has changed greatly in the past twenty years. Its origin function was to protect the product contents and it discharged this function in a utilitarian way. With the advent of self-service shopping, packaging became an important selling vehicle in its own right.

In addition to its more basic purpose, it was used to create impact for the brand on the shelf and to make the product look attractive to the consumer. The packaging is also an appropriate and inexpensive device for carrying promotional messages.

Hiebing Jr. and Cooper (2004) were of the view that an important element of every product, which serves as a vehicle for the brand, is the branding and that the packaging bears the responsibility of holding or maintaining the product and communicating the essence of the brand.

Onah and Thomas (2004) assert that the use of branding as an attractive presentation of the article have become of vital importance for selling food and other consumables products particularly in industrialized countries.

Consumers are the reason why businesses are established. The need to study consumer behaviour in relations to their buying decision becomes imperative in order to know what stimulate their buying behaviour or decision with particular reference to how packaging of product affect their buying or purchase decisions.

Oniku (2004) define consumer behaviour as “an articulate studying and explanation of a market or a product buyers in order to harmonize both consumers’ and marketers’ objectives that would result in needs satisfying and goals satisfying marketing environment.

1.2 STATEMENT OF THE PROBLEM
It has been a well known problem with manufacturing organization most especially those producing or manufacturing consumables as they find it difficult to know the importance of good branding as a means of promoting the organizational image as well as the brand image. In the contemporary Nigerian economy, most container or packaging fail to communicate the product benefits or offerings, discourage repeat patronage due to poor packaging and unable to generate the product awareness among others. In summary, the problems necessitating the study are:

1. Poor branding
2. The inability of a product package to disseminate product features, benefits and offerings to the target market.
3. The inability of the manufacturers to use the packaging as an inexpensive device for communicating product awareness and offerings.
4. The inability to provide the primary functions to the product i.e protection, communication etc.
5. The inability to build the corporate and brand image with the use of packaging in brand positioning.

1.3 OBJECTIVES/PURPOSE OF THE STUDY
The objectives pursued in the course of the study are to unveil the relationship that exist between branding and consumers’ choice among available brands offerings. The relationship between product branding and brand positioning or organizational image as well as the encouragement of repeat business or patronage. In summary the objectives pursue in this study are:
1. The relationship that exist between good product branding and consumers choice among alternatives.
2. To determine relationship between product branding and repeat business/patronage and profitability.
3. To use good product branding in positioning a product to enhance developing a favorable attitude towards a product offering.
4. To examine good product packaging as a means of branding a product for market acceptance and patronage.
5. To ascertain product branding as a means of communicating a product offering, benefits, usage and features to the target market.

1.4 RESEARCH QUESTIONS
The following research questions were formulated to gain insight into the study of the impact of branding on consumer’s choice of products.

1. Does branding facilitate consumers choice for product?
2. Does branding stimulate a favourable market response?
3. Does socio economic affect the branding of consumer’s product?
4. Does branding serves as a promotional tool in disseminating information about product to the target market?
5. Can branding be used to communicate product offerings to the target markets?

1.5 RESEARCH HYPOTHESIS
The following statements stated tentatively for the study were used to validate the study with respect to the relationship that exist between branding and consumers choice.

Ho: There is no relationship between branding and repeat patronage/business.
Hi: There is relationship between branding and repeat patronage/business.
Ho: branding has no influence on consumer’s choice among competing brands.
Hi: branding has influence on consumers’ choice among competing brands.
Ho: There is no significant relationship between product positioning and brand image.
Ho: There is significant relationship between product positioning and brand image.

1.6 DEFINITION OF TERMS
Appeal: The ability of a branding to fraud consumers’ attention for patronage/consumption.
Brand: A name that identifies and differentiates a product from competition.
Cognition: Consumption response to satisfaction usually dissatisfaction.
Container: The package that contains or protects a product and carries a product label
Consumer: A person or group of persons that buys and uses a product of an organization either for personal sue or for the family use or consumption.
Consumer Behaviour: The behaviours that consumers display towards the acquisition and sue of production.
Corporate Image: The position of an organization and its product package or offerings before the general public or the target market.
Labeling: The label or information detailing the use of product, product contents and other information legally required to be provided by the manufacturer usually on the package.
Product Packaging: The act of providing containment or container for a product for safety etc.
Promotion: The promotional messages conveyed by the attractiveness of a package to appeal to consumer for patronage and good product quality.

BENEFITS: The advantages which consumers seek from buying a particular brand or products.

BRAND: A product category with a differentiated name, logo, sign or a combination of these that distinguishes a product from other competitors/competing product. i.e. the distinctive identities of a product.

MARKETING POSITIONING: The strategy by which an organization studies the market that is underserved by other firms.

MARKET SHARE: The percentage measure of the share obtained by an organization or individual firm from the total market available.
PRODUCT: A good/services offered or performed by an organization or individual which is capable of satisfying customers’ needs.

STRATEGY: The fundamental marketing logic or marketing game plan in which business units intends to achieve their marketing objectives in an organization.

CONSUMER MARKET: The set of individuals and households that buys products intended for personal consumption.

ENVIRONMENTALISM/ENVIRONMENTAL PROTECTION: An organized social movement seeking to minimize the harm done by marketing practices to the environment and quality of life.

CHOICE: The various attributes (and benefits) people seeking when buying a product/services.


1.7 SCOPE AND LIMITATIONS OF THE STUDY
The scope of the study centered on how to effectively brand a product to influence consumers’ choice. It focused on how to develop effective brand as well as its significance on the corporate image and consumers’ perception. The study lays emphasis on why manufacturer need to give priority to branding the same way it gives priority to good product quality or Total Quality Management.

The study also focused on the product package of PZ business particularly PZ Cussion Industries Nigeria Plc. It focused attention on the attractiveness of a good package to effectively communicate product benefits and enhance sales turnover.

Consumes choice was also considered in the study as criteria for the developing of good branding and packaging technique/strategies. Environmental factors as well as economic factors such as pollution and cost of fabrication respectively were considered in the study.

The scope of the study is limited to the branding activities in PZ Cussons Nigeria Plc and the packaging style adopted for its various brands.

The limitations of the study were on the following:
1. Time Constraint: The time allotted for the study is short taking into consideration the time to complete the study for submission and the constraint due to other academic activities like examination that shocked the full attention given to the study to complete the study within the short time frame allotted.
2. Financial Constraint: The budgeted expenditure to carryout the study was not enough and more fund had to be sourced. The availability of the fund needed for the study was relatively scarce which delay the project completion somehow.
3. Respondents Attitude: The ways and manners respondent view the in security of their response contributed a lot in restraining the study. The respondents have to be approach on a several occasion to explain personally the intention of the study and the security of their response.

1.8 SIGNIFICANCE OF THE STUDY
The study is significant to every manufacturing concern for the need to develop effective package that communicate value and benefits to the consumers for patronage and revenue generation.

The study is also relevant to the consumers in their choice of product selection based on nutrient requirement, mineral contents etc for good health. The consumers need this for good product judgment.

The study is also relevant to the government in ensuring that manufacturer display good ethics in providing consumers with the necessary nutritional contents as well as control environmental pollution.

Finally, the study is relevant/significant to PZ Cussons Industries Nigerian Plc in designing good branding that is economical and environmental friendly as well as legally complying with governmental regulations.



Get the complete project here>>> FINAL YEAR PROJECT

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