Influence of Branding on Customers Preference of Consumer Goods: A Study of Consumers of Indomie Noodles in Awka, Anambra State

  • Ugochukwu Marius Ndubuisi Department of Business Administration, Federal University of Kashere, Nigeria
  • Otaokpukpu, Justina Njideka Department of Business Administration, Federal Polytechnic, Oko, Anambra State, Nigeria
  • Okoro Stanley Ngozi Anicho Department of Cooperative Economics and Management, Federal Cooperative College Oji-River, Enugu State, Nigeria
  • Precious E. Chinemerem Department of Marketing, Nnamdi Azikiwe University (NAU), Awka, Nigeria
DOI: https://doi.org/10.17605/cajitmf.v4i10.625
Keywords: Branding, Customers Preference, Consumer Goods, Brand Identity, Brand Image, Brand Culture, Brand Personality

Abstract

This study examined the influence of branding on customers preference of consumer goods: A study of consumers of indomie noodles in Awka. The study modeled the effect brand identity, brand image, brand culture and brand personality on customers’ preference of indomie noodles in Awka on sample of 202 respondents that was determined used multi-staged sampling technique. Data obtained were analyzed using descriptive statistics like frequency, percentages and chi-square statistics. Findings revealed that brand identity, brand image, brand culture and brand personality have significant effect on customers preference of indomie noodles in Awka. Based on the findings of the study, the following recommendations are made: Enterprises to develop positive and effective strategies to promote innovation. This will have a good impact on brand culture, can make the brand enduring. Enterprises need to innovate brand culture and not blindly follow suit. Innovation includes management innovation, concept innovation, product technology innovation, system innovation and so on. The brand personality can be improved by famous endorsers for low involvement products and by strong positive argument about the brand in case of high involvement products. Practitioners and brand managers to define more emotional strategies based on concepts such as brand personality and brand love thus developing feelings like brand love. This may be the right way to boost the relationships between brands and consumers.

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Published
2023-10-13
How to Cite
Ndubuisi, U. M., Njideka, O. J., Anicho, O. S. N., & Chinemerem, P. E. (2023). Influence of Branding on Customers Preference of Consumer Goods: A Study of Consumers of Indomie Noodles in Awka, Anambra State. Central Asian Journal of Innovations on Tourism Management and Finance, 4(10), 40-51. https://doi.org/10.17605/cajitmf.v4i10.625
Issue
Vol. 4 No. 10 (2023): October 2023
Section
Articles

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