Impact Of Product Branding On Sales Performance In The Nigerian Brewery Industry

1.3 OBJECTIVE OF THE STUDY

1. To find out the extent to which manufacturers engages in sales promotional activities including branding.

2. To evaluate the different branding strategies adopted by management of Nigerian Brewery Industry.

3. To identify the extent that product branding has led to increase in sales performance and return on investment in the company.

4. To find out the extent to which brand name has influence on consumers purchase decisions.

1.4 RESEARCH HYPOTHESIS

H0: Branding has no significant effect on the sales performance of Nigerian Brewery Industry.

H1: Branding of products has a significant effect on the sales performance of Nigerian Brewery Industry.

1.5 SIGNIFICANCE OF STUDY

This study by its substantive examination of past literature has contributed to the richness of the past studies. Furthermore, it has reinforced some past knowledge, updated information in studies relating to branding and how it enhances sales performance in a manufacturing industry. However, it does not pretend to be a new breakthrough in the frontier of knowledge. This work can be retrieved for use by other researchers and writers particularly in related fields such as the social science and psychology. For these stated reasons, it is hoped that the effort and time expended on this study has been worthwhile.

1.6 SCOPE OF STUDY

The study limits its scope on the manufacturing sector of Nigeria only and precisely on how branding in a manufacturing sector enhances sales performance (case of Nigerian Brewery Industry). Here, attempts are made to look at concept of product branding, product branding, branding strategy, effects of product branding or their significant contribution on organizational sales performance.

1.7 LIMITATIONS OF STUDY

A study of this nature cannot be effectively carried out without certain constraints. However, these constraints do not have any prejudice on the result of the findings in the course of the study.

The major limitations of this study include inadequate resources; the unwillingness of some respondents to give all necessary information required. This work is not conclusive on its own; it is still open to further research studies.

1.8 DEFINITIONS OF KEY TERMS

Profit: this is the money made in business or by selling things especially after paying the cost involved. It could also be seen as inflow of assets into the firm as a result of sales of goods and or service by such firm.

Brand: brand is defined as the totality of product features such as a name, term, symbol, colour, design, mark or combination of things that

distinguish it from other products or a means by which the firm identifies it to consumers.

NBI: Nigerian Brewery Industry.