INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Branding is a major issue in product strategy. On the other hand, developing a branded product requires a great deal of long term investment spending, especially for advertising promotion and packaging. It would be easier for manufacturers to make the product for other to brand. That was the course taken by Taiwanese manufacturer, who makes a great amount of the world’s clothing, consumer electronics and computers but not under Taiwanese and brand names. On the other hand, these manufacturers eventually learn that the power lines with the brand names companies.
According to the marketing definition of consumer brand, it is a product that is well known and that is bought by individual people rather than by companies. A powerful brand name is said to have consumer franchise. This is evidenced when a sufficient number of customers demand that brand and refuse a substitute, even if the price is somehow lower. In the past, most products went unbranded, products and middlemen sold their goods out of barrels, bins and cases, without any supplier identity. The earliest sign of branding were in the efforts of medieval guilds to require crafts people to put trade marks on their product to protect themselves and consumer against inferior quality.
Today, branding is such a strong force that hardly anything goes unbranded. On may then ask, why do sellers prefer to brand their products when it clearly involves the cost of packaging, labeling, legal protection and a risk if the product should prove unsatisfying to the user. It turns out that branding gives the seller several advantages.
First the brand name makes it easier for the seller to process and track down problems. Secondly, branding gives the seller the opportunity to attract a loyal and profitable set of customers. Thirdly, branding makes it possible for a company to create a preferential demand for their product in a class of products. Brand name is a term, symbol, design or a company specific name for a particular product or service or combination thereof that identifies and distinguishes a sellers product or service from competitors offering.
1.2 STATEMENT OF THE PROBLEM
It is known that in every Nigerian market, marketing manager is often with the problem of how to determine the nature of demand for his products in a given market segment. Further, he is faced with the problem of determining isolating factors responsible for the variation in the demand pattern.
Given the proliferation of packaged water factories in Enugu metropolis in particular and Nigeria in general, various management of packaged water producing firms are faced with the problem of not only identifying suitable strategies for out competing within the industry. But also that of various component of marketing mix variables for the purpose of stimulating demand of their brand product. This has led to the stimulating demand of their brand product. This has led to the situation of “too much on one and not enough on other” that characterizes different companies budgetary allocation to and policy emphasis on different component of marketing mix.
The suitable question that come to mind now include:
How do we blend all the controllable variables together to have a reasonable return? How do we make up our budgetary allocation on different components of promotional mix to be able to survive, grow or improve our market share in this competitive industry? Answers to these and some other related questions constitute the central task of this research study. This is especially important now in the represent states of Nigeria economy and now in the face of the added problem of local sourcing of raw materials for producing of packaged water, when it is most desirable for firms to identify areas of unnecessary wastes to cost without adversely affecting marketing efforts.
Specifically, it is has become necessary to determine:
1.3 OBJECTIVES OF THE STUDY
This study seeks to examine the market acceptance of various brands of packaged water products in Enugu metropolis with a view of establishing to what extent consumers preference of one brand of packaged water over others can be attributed to each of the market factors.
Specifically, the objectives of this study will be as follows:
1.4 RESEARCH QUESTIONS
To solve the research problem, the researcher has asked the following questions:
1.5 SIGNIFICANCE OF THE STUDY
It is expected that the finding of this study will be of immense help to the various packaged water producing companies in the following ways:
1.6 SCOPE OF THE STUDY
The factors influencing consumer brand preference shall be analyzed based on data collected from consumers. This study shall be limited to consumer product perspective, quality service and implementation.
1.7 DEFINITION OF TERMS
– Consumers: kotler (1980) reveals that consumers are the end users of any product.]
– Consumer Brand: Adirika E.O (1999) it is a product that is well known and that is bought by individual people rather than by companies.
– Franchise: Kotler (1984) it is a formal permission given to a company that want to sell their goods or services in a particular area by the owners of the trademark.
– Marketers: Kotler (1979) they are individuals and organization who buy a particular product from a company and supply to their customers
– Product: Kotle (1989) they are those things which are offered to the target market for attention, acquisition, use or consumption that might satisfy human wants.
– Brand: Nwokoyo (1984) a name term sign symbol or design or a combination of them are intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
– Brand name: Nwokoyo (1984) reveals it as that part of a brand which can be vocalized example is Nigerian airway etc.
– Trade mark: Kotler (1999) a brand or part of brand that is given legal protection because it is capable of excessive appropriation.
– Copyright: Hamper (1966) says exclusive legal right to reproduce publish and sell the matter that form a literary musical or artistic work.