1.1 Background of the Study
Today’s world is filled with consumers who are more conscious of the reputation of the brand and the branding techniques used by organisations whenever they make a buying decision. Consider the chaos that would be at the point of buying if manufacturers have no means of distinguishing their products from that of competitors. Consumers would definitely be put through the rigors and time consuming task of determining what product to choose from the list of unbranded products. The likely event of choosing the wrong product among the several unbranded products is there, given the unscrupulous behaviour of some middlemen. This assertion is buttressed by Okafor (1995) who quoted Morden (1987) saying “Consumers seeing a favoured brand (to which they may exhibit loyal behaviour), may cut short the analysis of alternatives prior to the buying decision, and proceed more rapidly towards the buying.
Moreover, a realization of the fact that branding as a marketing tool affects other product management decisions', confronts one with the fact that its impact on marketing activities and consumers cannot be over emphasized. Okafor (1995) captures the very essence of branding when he opined that “apart from the herculean task that will be associated with trying to decide what manufacturers’ product to buy, from all the unbranded products, other product management decisions, based on market segmentation, promotion, product positioning, pricing etc. would have been practically impossible”.
From the foregoing discussions on the importance of branding, marketers and producers alike are developing increasing interest in this strategy. The mobile telecommunication industry in Nigeria is not an exception to this increasing adoption of branding as a strategy for winning the heart of consumers. However, a lot still needs to be revealed as to whether branding is the major factor influencing consumers’ buying decision.
TABLE OF CONTENT
RESULTS AND DISCUSSION
SUMMARY OF FINDINGS AND RECOMMENDATIONS
EFFECTS OF BRANDING ON CONSUMER BUYING BEHAVIOUR IN THE MOBILE TELECOMMUNICATION INDUSTRY IN NIGERIA