THE IMPACT OF BRANDING ON CONSUMER’S BEHAVIOUR

ABSTRACT

The purpose of this research is to determine the impact of branding on Nigerian consumers. The knowledge derived from relevant literature was used to draft out organized questionnaires to be filled by respondents in Diamond bank Nasarrawa State, Nigeria. A total of 200 questionnaires were distributed to respondents. With the information gathered frequencies and percentages were used in analysis of the data. Two hypotheses were posited and tested using the chi-square. Recommendations were made for organisations to consider branding as a sole aspect of marketing and sales of consumer product and services because of its benefits as Nigerian consumers consider thebranding of products at the time of purchase.

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

Packaging of products dates back to more than 5000 years and initially leaves were used to package products. After the use of leaves, an Englishman was the first to use metal branding made out of sheet metal ‘’canister’’. Gradually, the use of plastic replaced the initial forms of branding (ambalaj). Product branding has become a form of publicity of that particular product. Branding of a product is defined as the wrapping material used on a product in order to contain, identify, protect, display and promote (Entrepreneur). According to (Rizwan Ahmed) the branding color, wrapper, quality and other characteristics stimulates the consumer’s behaviour. Consumers purchase products to satisfy their needs. A consumer is one who buys products and services for his/ her personal use and there are different reasons why individuals spend their hard earned money to buy products and services. People acquire products because of the desire to fulfill their basic needs e.g. thirst, hunger, shelter etc. It could also be as a result of impulse buying. Impulse buying is simply an unplanned decision to buy (Business Dictionary). Consumer behaviour is simply the study of how individuals and search, select, use and dispose of goods and services to satisfy their needs and wants. There is huge competition in the business world, both locally and globally, and businesses are competing with other businesses for consumers. This business world is changing also. As trends change, the desires of the consumers are changing as well. Product branding in general is intended to protect the product but as at now, it is also intended to increase sales. This is because it helps with promotion. Product branding is used to attract potential customers, in this way, companies have the opportunity to reduce promotional costs.

The growing need to maintain a competitive edge and customer loyalty in the industry segment predetermine the significance to maintain unique and outstanding brand of services and product that commands consumer satisfaction and loyalty. The research seeks to investigate how Diamond Bank branding impacts on customers’ behavior.
Diamond Bank Plc. began as a private limited liability company in March, 21, 1991. (The Bank was incorporated in December 20, 1990). Ten years later in February 2001, it became a Universal Bank. In January, 2005 following a highly successful private placement share offer which substantially raised the banks equity base, Diamond Bank became a public limited company. In May, 2005, the Bank was listed on the Nigerian stock exchange. Moreover, in January, 2008, Diamond Bank Global Depositary receipts (GDC) was listed on London Stock Exchange, the first bank in Africa to record that fact.
Today, Diamond Bank is one of the leading banks in Nigeria – respected for its excellent service delivery, driven by innovation and operating on the most advanced banking technology platform in the market. Diamond Bank has over the years leverage on its underlying residence to grow its assets base and to successfully retain its key business relationship. And like a diamond, the Bank’s strength make it even more valued.
In 2008, to ensure the Bank grows with the need of the customer, the Bank streamlined its operation into three district strategic business segments; retail banking, corporate banking and public sector.
Diamond Bank continues to develop and to build on its live competences, by continually cutting from the rough, the Bank have improved on services and other banking facilities.
However, like cutting from the rough gem to create a diamond of the finest quality the banks continuously builds on its brand. Hence, the nature of this research to investigate the impact of branding on customers’ behavior with a case study of Diamond Bank plc.

• STATEMENT OF THE PROBLEM

Research in consumer behavior shows that we have a consumer driven society where the ultimate motive of business products and service is to satisfy consumer expectation makes them happily and remain loyal to the brand. Therefore, a perfect understanding of consumer behavior is determining. a.   The psychology of the consumers and how they make decisions between depending on their needs and brand awareness
b.     How service or products providers make to implement the best branding strategy for their product a service (e.g culture, family, signs, media). c.     The various stages a consumer gives through before purchasing a product or service.

1. What factors determine consumer’s loyalty or repeat purchase of the brand” is crucial in meeting customer’s satisfaction and brand loyalty. Therefore, an attempt to reach out to the consumer effectively demands a suitable banding strategy since consumer buying decision making and loyalty is affected by various branding strategies. In an industry characterized by stuff competition an effective branding strategy is significant not only to attract customers but to create customer loyalty to the brand.

Therefore, this research seeks to investigate the impact of branding on case study of Diamond Bank Plc.

• OBJECTIVE OF THE STUDY

To determine the nature of branding and branding strategies

2. To determine the nature of consumer behavior
3. To determine affective branding strategies that would impact on consumer behavior
4. To investigate the impact of branding on consumer behavior
5. To investigate the impact of branding on consumer behavior in Diamond Bank Plc.

• RESEARCH HYPOTHESES

HYPOTHESES ONE

Ho: Branding is not given significant attention in Diamond Bank Plc.

Hi: Branding is given significant attention in Diamond Bank Plc.

HYPOTHESES TWO

Ho: Customers’ loyalty to brand in Diamond Bank Plc. is low

Hi: Customers’ loyalty to brand in Diamond Bank Plc. is high

1.5       SIGNIFICANCE OF THE STUDY

1. To provide a detail analysis on the nature of consumer behavior
2. To provide detail analysis in the nature of branding and branding strategy.

• To provide detail appraisal on the impact of branding in consumer behavior.

1. To serve a reference point of information in branding consumers’ behavior and of the various branding strategies.

1.6 SCOPE AND LIMITATION OF THE STUDY

This study is primary concerned with the impact of branding on consumers’ behaviour. This study/project work covers Diamond Bank plc. Nassarawa state branch. The researcher encountered some constraints, which limited the scope of the study. These constraints include but are not limited to the following

1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

1.7 DEFINITION OF TERMS

BRANDING: Branding is a specific or unique idea, any image or any specific name of any product or service with which the consumers can connect very easily. Branding thus, become a process of using that unique idea, name to make your product distinct from others. It helps to identify one’s product or services. Thus, in the minds of consumers a brand becomes a promise that promise which will fulfill the needs of the consumers. Kotler P (1999).

CONSUMER BEHAVIOUR: Consumer behavior is a branch of marketing which deals with the various stages a consumer goes through before purchasing products or services. It deals with how commercial and social information sources influence of culture, sub-cultures, social class, membership and reference groups on buying behavior. How buying decision extend beyond the individual to the family and the household, the roles of motivation, perception, learning, personality and attitudes in shaping consumer behavior and the importance of statistical factors in buying. Senguptha J. S. (2011).

1.8 ORGANIZATION OF THE STUDY

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concerned with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study

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