BRAND PERCEPTION AND CONSUMER BUYING BEHAVIOUR OF NDU BOTTLE WATER IN YENAGOA BAYELSA STATE
Godday Raymond Luke (Ph.D)
Department of Marketing, Niger Delta University, Bayelsa State, Nigeria
Abstract
The paper investigates the relationship brand perception and consumer buying behavior of Ndu Bottle Water in Yenagoa, Bayelsa State. The dimensions brand reception, brand shape, brand design and brand symbols, while consumer buying behviour was adapted as the measure. The study is cross-sectional in nature. The population for the study is 250 customer with a sample size of 153. Questionnaire was adopted as the main instrument for data collection and the data collected was coded and analyzed utilizing the statistical package for social sciences (SPSS) inferential analysis was adopted is the Pearson Moment Correlational Coefficient (PMCC) to test the relationship between the studied variables. The findings revealed that there is a significant correlational outcome between the dimensions and the measures, which comprehensively concludes that there is a relationship between brand perception and consumer buying behavior of Ndu table water in Yenagoa, Bayelsa State. It is recommended that management of Ndu table water should be given utmost attention in making their Brand symbols attractive, recognizable and very easy to remember, management of Ndu Table on Water should focus designing and implementing packaging shapes that are ergonomic, visually appealing, and easily distinguishable.
Keywords: Brand Perception, Brand Shape, Brand Symbol, Brand design and Consumer Buying Behaviour
Journal Name :
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EPRA International Journal of Economics, Business and Management Studies (EBMS)
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Published on : 2024-08-19
Vol | : | 11 |
Issue | : | 8 |
Month | : | August |
Year | : | 2024 |