Impact Of Brand Positioning On Sales Volume Of Unilever Products In Nigeria

Positioning is a strategy for emphasizing a brand's distinguishing characteristics that set it apart from competitors and appeal to customers. Brand positioning is a rather practical technique that focuses on product and service qualities, advantages, benefits, usage, value, and the ability to handle client challenges.Te main purpose of the study is to examine the impact of brand positioning on sales volume of unilever products in Nigeria.

The study were guided by four research questions and four specific objectives. No meaningful result could have been achieved without making reference to relevant material, test and work of past research. All such works were effectively covered under literature review while the researcher adopted attitude theory which explains that the attitude of a consumer towards a brand determines the position of that brand in the mind of that consumer.

The study adopted a of survey design. The survey design is the most appropriate because the researcher does not in any way control or manipulate the independent variable because they are not manipulatable. Two sources of data were utilized in the study. The study which was on current issue with historical antecedents demanded primary and secondary sources of data. The primary sources of data for the study included personal interviews, direct observations and structured questionnaire sent to the respondent who were the direct primary providers of information for the study. The secondary sources of data were collected from newspapers, articles and journals, scholars works and other relevant internet sources. The study among others found that brand positioning strategy affect profitability to a great extent, brand positioning strategy affect market share to a great extent, it also affects to a great extent sales growth or volume, and the effect on productivity is also to a great extent.
The study recommends that Products should sell their brand more to increase people’s awareness of their brand through various forms of advertisement this will increase Products awareness which will in return increase the Products performance.