THE ROLE OF BRANDING IN

CONSUMER DECISION MAKING:

(A CASE STUDY OF CADBURY NIGERIA PLC)

TABLE OF CONTENTS

PAGE

TITLE I

CERTIFICATION II

DEDICATION III

ACKNOWLEDGEMENTS IV

TABLE OF CONTENTS VI

CHAPTER ONE

1.1 Introduction 1

1.2 Objective of the Study 6

1.3 Scope of the Study 6

1.4 Research Question 7

1.5 Research Hypothesis 7 1.6 Statement of Research Problem 8

1.7 Limitation of the Study 9

1.8 Study Plan 9

1.9 Definition of Terms 10

CHAPTER TWO

LITERATURE REVIEW

2.0 Literature of Review 12

2.1 Branding Decision 13

2.2 Manufacturer’s Brand 14

2.3 Consumer Behaviour 17

2.4 Consumer Buying Motives and Habit 18

2.5 Consumer Buying Decision Process 19

2.6 Reasons for Branding 23

2.6.1 To the Consumer 23

2.6.2 To the Marketer 24

2.7 Research for Consumer Behaviour 24

2.8 Promotional Strategies of Cadbury Nigeria PLC, Products 27

2.9 Advertising 29

2.10 Personal Selling 30

2.11 Brands as Consumer Protection 31

2.12 Defining Brand Expectation 34

2.13 The Role of Brand Awareness 36 2.14 How Does Brand Awareness Benefit The marketing 37

CHAPTER THREE

RESEARCH METHOLOGY

3.0 Introduction 41

3.1 Research Design 41

3.2 Population of The Study 42

3.3 Sample And Sampling Technique 42

3.4 Research Instruction 43

3.5 Method of Data Analysis 44

3.6 Data Collection Procedure 46

3.7 Question Assumption 48

3.8 Validity 49

3.9 Reliability 50

3.10 Historical Background of Cadbury Nigeria Plc 51

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 Introduction 53

4.2 Data Presentation and Analysis 54

4.3 Hypothesis Testing 71

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.0 Summary 74

5.1 Conclusion 75

5.2 Recommendation 76

References 78

Appendix: Questionnaire 80

CHAPTER ONE

1.1 INTRODUCTION

Marketing managers have realized the importance of branding, while more others yet to be convinced. It is very vital however to point out that branding has not only come a long way but also has way to go. Cadbury Nigeria PLC is a leading manufacturing concern in the Food and Beverages industrial sector. Its core manufacturing business is divided into three strategic business units namely, Food, Drinks and Confectionery.

A fourth business unit is the Industrial Materials Unit (IMU) which comprises our intermediate products businesses notably, the Cereal Conversion Plant in Lagos the Tomato Puree factory in Jos. This business unit manufactures key inputs - glucose syrup, sorghum extract and tomato puree to feed the three mainline businesses, and for sale to third parties, especially in the food and pharmaceutical industries. The heartland of this unit, the Cereal Conversion Plant is an enduring example in technological innovation. The Company also owns a subsidiary business, Stan mark Cocoa Processing Company, Ondo. A fully integrated export oriented unit with a singular mission to be the preferred supplier of cocoa butter, cocoa liquor and cocoa powder to select user customers around the world. Stan mark has been granted the Export Processing Factory status by the Federal Government which no doubt is a major boost to its future success. The Stan mark investment was clearly a strategic move to generate foreign exchange earnings and to understand the vagaries and discipline of international markets.

The Company wide portfolio of high quality branded products are heavily supported with strong advertising. On-going investments in the development of route-to-market has ensured a nation-wide distribution coverage, and a key source of competitive advantage. With the network of 19 depots, consumers in all 36 states of the country are served products that offer real value for the money spent. An increasing proportion of our brands are now being offered to the export markets as well.

The Food Drinks:

The Food drinks range consists of Bourn vita (the nourishing food drink fortified with extra vitamins and minerals for total vitality) Pronto (Nigeria’s favorite chocolate drink) Richoco (a rich, tasty food beverage) These brands have collectively maintained market leadership in their category.

Confectionery:
The Confectionery range features such household names as Tom Tom, Goody Goody, Butter mint, The Trebor range (Luckies, Trebor Peppermint Original (TPO), Malta Sweet Fruities, Ginger Orange, Koffstick, Tofi Chocolate Éclairs Jollies Lollipos (in banana, orange and Malta Lollipops). This range straddles principally the hard candy, compressed sweets and lollipop segments in which they have a distinctive leadership.

Foods:
The Food range comprises Tomapep (a choice blend of pure tomato puree and ground pepper) and Dadawa (the first and only wholly Nigeria seasoning cube made from locust beans). Others are Cheff Tomato (the rich red puree for extra delicious taste) Knorr cubes (premium quality seasoning cubes in beef and chicken flavours) and Cheff Peppersoup cubes (easy, tasty, convenient pepper soup in double quick time) another pioneering effort by the Company. They are strong number two position in this category. Aside from the unwavering commitment to making whenever possible with locally sourced raw materials, (exemplified by Tomapep, Cheff, Dadawa and Cheff pepper soup cubes) there has been a deliberate effort to re-invent the various brands to position them for market leadership in their various segments.

The past two years have witnessed major improvements in the packaging and product delivery of Bourn vita, Trebor Peppermint Original and lately Chocolate Éclairs. The company’s brands now come with a Quality Guarantee, a demonstration of our commitment to product quality standards. It is worthy of note that no other company in Nigeria carries this guarantee on their brands. The Company’s corporate social responsibility policy is expressed through generous donations to and sponsorship of meaningful endeavours in the Arts, Education, Health and Sports, and the important needs of the society. The policy and structure of Cadbury’s corporate giving is directed by the Board.
Beyond this, we have maintained a policy of attaining the highest standards in environmental management. Our Approach to our corporate social responsibility spans several facets, beginning with the creation of healthy and nutritious products for consumers. Several exemplary activities are undertaken as well. In 1998, Bourn vita provided free rides for school children under the Bourn vita Scholars’ Free Bus Ride. Also, over 100 children were sponsored on an excursion to the Federal Capital City, Abuja under the Bournvita ADC Children’s Magic Flight. And in its pioneering effort towards sports development in nigeria, the company recently sponsored The Cadbury Cup quadrangular golf tournament, the first ever inter-club gold competition among top golfs clubs in Nigeria - the essence of which is to raise existing standards of the game, just as it did with football with the pioneering of the Professional Football League, and Table Tennis. Our Primary objective is to grow the value of the business for our shareholders. Managing for Value to the business philosophy which unites all our activities in pursuit of this objective. Our approach is necessarily holistic, galvanizing the energies of our managers and staff in a single-minded fashion. In line with the objectives of MFV, the Company has taken the following strategic medium and long term quantitative targets are:-

Grow economic profit by 15% per annum.

Raise Operating profit Return to 26% by 2002

Secure a significant positive cash flow of 3% of NSV annually.

1.2 OBJECTIVE OF STUDY

The main objective of this study is to examine the role of re- branding in consumer decision making.. Other objectives will be to:-

i. Investigate the sales and profit level as a result of Re-branding in Cadbury Nigeria Limited.

ii Examine other benefit o Re-branding consumer products in Nigeria.

1.3 SCOPE OF THE STUDY

The scope of this study focuses and centers around Cadbury Nigeria PLC being one the largest in the beverage productions business. It has also in particular focuses in public affairs department responsible is dealing with the company’s communities. It is very important to note this department will be the only arm of the company’s that will save to a large extent the purpose of this research.

1.4 RESEARCH QUESTION

The study seek to answer the following question;-

i. Will the branding of Cadbury Nigeria plc, product (i.e. Bournvita) influence buying decision of consumers?

ii. Why do the organizations engage on Re-branding of their products?

iii. How does branding influence buying decision of consumers?

iv. What are the effects of Re-branding of products?

1.5 RESEARCH HYPOTHESIS

Hypothesis statement will provide a logical scientific condition to my statistical estimate. To achieve objectives stated above, the following hypothesis will be tested.

HYPOTHESI 1:

Null Hypothesis (Ho): Branding has not influence the purchase level of Cadbury products.

Alternative Hypothesis (Hi): Branding has influence the purchase level of Cadbury products.

HYPOTHESIS 2:

Null Hypothesis (Ho): Branding has not improved consumer decision making on Cadbury Nigeria plc, products.

Alternative Hypothesis (Hi): Branding has improved consumer decision making on Cadbury Nigeria PLC, products.

1.6 STATEMENT OF RESEARCH PROBLM

The study seeks to address the influence of branding on buying decision of Cadbury’s products which militate against the ability of the beverages industry to fulfill their branding decision. Among these problems and militating factors are:-

i. Inadequate sourced to generate required funds

ii. Weak economic or financial base

iii. Shortage of technical staff

iv. Miss- Management of Marketing Resources

v. Low effort to generate revenue from the consumers

1.7 LIMITATIONS OF THE STUDY

There is some evident limitation of the study such as Unwillingness on the part of management to give information s regards the company in order to guard against espionage from competitors; this is a major difficulty.

Also, the busy schedule of the workers is another limitation which makes it a bit difficult to carryout interviews with a many relevant people as possible. Another limitation of the study is the fact that the information provided in the study will only be limited to the case study (Cadbury Nigeria plc) and as such cannot be applicable in another organization.

1.8 STUDY PLAN

The research work is made up of five chapters. The first chapter consists of the introduction i.e. Background to the study, The statement of the research problem, objectives of the study, research questions, scope of the study, limitation of the study, the study Plan, and the definition of key terms.

Chapter Two is the Limitation Review While Chapter Three involves the research Methodology which consists the Historical profile of the case study, Method of the data collection, Population and Sample size, Sampling techniques Hypothesis and The method of data Analysis. Chapter Four of the study is the Data Analysis and Interpretation and Chapter Five consists of the Summary, Conclusions and Recommendations.

1.9 DEFINITION OF KEY TERMS

In carrying out survey on a particular project some of the following key term has to be designed and it has follows:-

i.. BRANDING:- This is the use of a distinctive name and / or mark on a project to differentiate it from similar competitive products. It is a major tool used by marketer to distinguish their product from competitor’s products.

ii. CONSUMER BEHAVIOUR:- This has been defined as the decision process and physical activities that an individual are engaged in where they evacuate, compare, acquire and use or dispose of products and services.

iii. BUYING DECISION:- This is defined as the ability of the consumers to conclude and purchase a specific products and services.

iv. MARKET SHARE:- This is the percentage of total market that accrues to a particular company.

CHAPTER TWO

2.0 LITERATURE REVIEW

Perhaps the most distractive skill of professional marketers is their ability to create, maintain, protect and enhance brands. Marketers say that “branding is the art cornerstone of marketing”. The American Marketing Association (A.M.A) defines a brand as follow:-

A brand name, term, sign, symbol or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. (America Marketing Association). In essence, a brand identifies the sellers or marketers. It can be a name, Trade mark, Logo, other symbol. Under trade mark Law the seller is granted exclusive rights to the use of brand name in perpetuity. This brand differ from other assets such as patent and copy right, which have expiration dates. A brand is essentially a seller’s promise to consistently deliver a specific set of features, benefits and services to the buyers. The best brand conveys a warranty of quality. Aaker (1991).

2.1 BRANDING DECISION

One of the basic tasks of Cadbury PLC is decision making on branding. The variety decision options ope to management of Cadbury plc covers branding and non-branding, manufacturer’s branding and private branding, family and individed.

This can be diagrammed as:-

Aaker [1991] managing Brand Equity

2.2 MANUFACTURER’S BRAND

This identifies producer with the product as the point of purchase. The Manufacturer initiates branding and becomes involved in the distribution; promoting and pricing decision Examples of manufacturer’s brands are Goldee, Burn vital e.t.c. Many distributors (Whole sales and Retailers) rely on Cadbury Plc brands because they are too small to develop their own. Such as distributors derive some benefit from Cadbury Plc branding which include:-

i Promoting by Cadbury Plc helps to re-sell products and develops strong customers loyalty.

ii Cadbury Plc brands attract new customers and thereby enhance dealer’s prestige.

iii Dealer’s carry fewer inventories as a result of efficiency of manufacturers.

A. FAMILY BRANDS

Cadbury Nigeria plc markets several different product product under the same brand names. Cadbury Nigeria PLC benefits from using a family whenever it is possible and such benefit includes.

i It is facilitate the introduction of new products as less money is required to promote the new product (Goldee) with and already family name.

ii It improves market share of Cadbury Nigeria PLC, Since it is safe to buy a new product with an established family name than buying a product with a new name.

B. INDIVIDUAL BRANDS

This is an alternative strategy used by Cadbury PLC where all products do not lend themselves to sale under a family name.

C. TERMS IN BRANDING DECISION OF CADBURY NIGERIA PLC.

According to Stanton (1984), the following are the terms used in branding decision;

i. A brand is a name, term, symbol, design or combination therefore that identifies a Cadbury PLC product and differentiates them from competitor’s products.

ii. A brand name is that part of a brand that can be spoken include letters, words, and numbers

iii. A brand mark comprises of the element that cannot be spoken because it is not made up of words rather than it is symbol or design.

iv. A brand mark; This is a legal term , indicating the owners exclusive right to use the brand or part of the brand , and that others are prohibited by law from using without permission.

v. A trade name; This is the fuel and legal name or an organization such as Cadbury Nigeria PLC rather than the name of specific product.

CONSUMER BEHAVIOUR

Stanton (1984) sees consumer behavior as the decision, process and physical activities that individuals engaged in which they evaluate, compare, acquire ad use or dispose of product service. Consumer behavior can be describe as the behavior exhibited by people in planning, purchase and using economic goods and services. It is determined by economic, physical and sociological consideration. The study of consumer behavior is central to marketing management because success or features depends importantly on target customers, individual and group reactions expressed in the form of buying patterns. The behaviour of consumer can be determined through behavioural research. As a result human behaviour is influence by complexity of factors among which is branding. The variables involved can sometimes be so many and inter meshed that it is possible to identify them separately. Olusanya (1985) asserts that any attempt at interpreting or explaining consumer behaviour, in which data analysis is involved is therefore, potential hazardous since the explanation are related to the phenomenon under investigation.

2.4 CONSUMER BUYING MOTIVES AND HABITS

According to Stanton (1984) consumer has been defined as he decision process and physical activities that individuals are engaged in when they evaluate, compare, acquire and use or dispose of products. They study of consumer therefore, is the study of what consumers buy, where they buy it, why they buy it, how often they buy it, and how often they use it.

A motive by W,J, Stanton (1984) is defined as an internal energizing force that orients a person activities toward satisfying a need or achieving a goal. It is the driving force that cause a person to take action to satisfying a need or achieving a goal. It is driving force that causes a person to take action to satisfy specific needs. This as a result, is what makes Cadbury PLC to recognize forces that affect consumer’s purchase action like branding product quality etc. Consumers buying motives can be generally classified as:-

i. Rational (which, involves deliberation reasoning and self-approval)

ii Emotional (Non-rational or involving with reasoning)

iii Conscious (without being aroused)

iv Dormant (Aroused by marketing operation)

v Primary (which is influential in buying a particular brand)

vi Selective (which involved decision to buy a particular brand)

vii Patronage (which involves decision to regularly buy from a particular source)

2.5 CONSUMER BUYING DECISION PROCESS

According to Stanton (1984), consumer buying decision process is a major aspect of consumer behaviour. It implies that buying does not just happen, rather it follows a step by step process of which actual buying is stages. It is also true that not all decision process lead to purchases as the individual way end the process at any state. Stanton (1984). Basically a consumer buying decision process involves five stages illustrated below:-

A. PROBLEM RECOGNITION

This is the starting point in the buying process and involves the buyer recognizing a problem or need. This stage occurs where the buyer becomes aware of the gap between his actual condition and the desired state.

This can be triggers by internal and external stimuli. The task of companies such as Cadbury PLC is therefore to identify those stimuli that trigger a particular need and then develop strategies that trigged consumers’ interest. Also, where consumers are unaware of a need, marketer can trigger of recognition of such needs through appropriate strategies like branding, advertising etc. Stanton (1984)

B. INFORMATION SEARCH

After recognizing the problem or need, the buyer continues in the buying decision process by searching for more information about products that will help to solve the problem or satisfy the need. This information search makes him to more receptive to information and /or actively searching or information.

Information search can take the form of:-

i. Internal search is where buyers search their memory for information about product branding that might solve the problem.

ii External search involves collection of information from personal source (family, friend, neighbour acquaintances) commercial sources (advertising, sales person, branding, packaging etc), public sources (mass media consumers rating organization) and experimental sources (handling, examine and using the product ). Stanton (1984)

C. EVALUATION OF ALTERNATIVES

Information search leads to the awareness of the availability of many competitive brands. These alternative brands most be evaluated on criteria for evaluation include need of the buyer, benefits expected from the product, attributes and abilities of the alternatives to deliver the benefit sought. Stanton (1984)

D. PURCHASE DECISION

The result of the evaluation stage guides the buy in choosing the product or brand to be bought. he also chose the seller from whom he buys. The brand that is eventually chosen most met the buyer’s expectations terms of product characteristics and ability. The availability of the product also affects its choice and if the choice is not available the next board that is available will be chosen. Family, the actual buying takes place at this stage. Stanton (1984)

E. POST PURCHASE EVALUATION

This stage occurs after the product has been purchased. The product has to be assessed to ascertain whether its actual performance meets buyers expectation. The result of this evaluation is an experience of satisfaction and dissatisfaction. The task of marketing does no end at the purchase stage rather, it continues into the post purchase stage. Marketer must therefore monitor post purchase stage as it determines whether buyer complains about the product, tell other about the product or purchase the product again. Stanton (1984)

2.6 REASONS FOR BRANDING

Kotler (1997) shows numerous reasons for branding a product. An understanding of these reasons brings about the importance of branding to bout the consumer and to the marketer.

2.6.1 TO THE CONSUMER

i. Branding assure the consumer of he uniformity of the product is buying in term of quality and performance.

ii It assists him in identify the product desire.

iii It serves as a source of information to consumers.

iv It identifies the form behind the product.

v It offers consumers to opportunity to compare products and make a choice among available alternatives.

vi It assists consumers during repeat purchase.

vii It gives the consumers certain psychological satisfaction.

viii It bridges the gap between the manufacturer’s promotional programmes and consummation of sales to customers.

ix It enhance consumer welfare as consumers can get new or improved product that come as a result of branding.

2.6.2 TO THE MARKETER

i. Branding afford a company the opportunity to control sale of its products.

ii It aids advertising and display programme as a manufacturer can now build his promotional company round his products.

iii It stimulate repeat purchase and other protection against product substitution by consumers.

iv It reduces competition based on prices, rather products development and improvement, promotion, and distribution etc are use to competitive tools.

2.7 REASONS FOR CONSUMER BEHAVIOUR

Stanton 1984 shows the important involve predicting human behaviour is a laborious task. This notwithstanding however, the study is important because of each certain important functions it performs as it can be seen form three different perspectives.

2.7.1 The knowledge of consumer behaviour can be valuable to an individual in making decision concerning his purchases. This will save consumer from making unwanted or unsatisfactory purchase arising from the influencing of some deceptive slogans. It is very common in our society today to see sales man going around to convince people to purchase their product, thus they usually used big promotional activities like using a slogans that will arouse the interest of the people. As a result of all these consumers find themselves buying goods and services of prices that are often higher than those available for similar or identical items in a buying store.

2.7.2 A potential marketer will find the knowledge useful as he approaches the problem of developing and implementing a marketing strategy. The related advantage can be derived by studying consumer behaviour are as follows:

(a) Marketer gain better understanding of consumer needs leading to a more effective implementation of the marketing concept.

(b) The marketer are able to know consumer needs through the consumers communication.

(d) Marketer could be effectively segmented into sub-groups depending on common behaviour characteristics.

(e) The cost and resources wastage associated with new products features are minimized.

2.7.3 The knowledge of consumer behaviour will have a significant impact of the marketers and executors of public policies dealings with marketing practices. A number of public policies have been instituted to regulate the selling and buying procedures. Some of these are essentially to protect the consumers while other are in the interest of manufacturers of products and services. Therefore, he study of consumer behaviour will benefit the public policy markers in the following ways:

i. The gain better insight into how to provide and protect free consumer choice.

ii They understand ways of encouraging marketer to provide better production information.

iii They understand techniques for encouraging all consumers to use available information to make better decision.

2.8 PROMOTINAL STRATEGIES OF CADBURY PLC PRODUCTS Promotion and selling are synonymous terms although promotion is normally preferred. Selling suggest only does not include advertising or other methods of stimulating demand. Stanton (1984) defines promotion as following: “Promotion includes the function of Advertising, Promotion selling, all other selling tools”. Promotion is the one of most important aspect of marketing management. The buyer would have to be informed about the existence of the product. The information concerning the quality, price and after sales services of a products can only be made known to including buyers through promotion. In the past advertising, personal selling publicity, and sales promotion were viewed as the only elements of promotion mix, but today, marketers are becoming more aware of the fact that everything an individual or an organization does or says has promotional impact.

Horper 1977, in is write-up explained that “ more and more, it is appeared that marketing is most entirely communications, the product communicates, the price communicate, the package communicates, the prospects, to management and each other. Also, prospects, dealer’s management, competitors communicates Cadbury plc, in carrying out its promotion, normally takes into consideration the following:-

i. The nature of the market as it true in most problem areas in marketing, decision in the promotional mix will be greatly influence by the nature of the market this influence is felt in least three ways.

ii Geographical scope of the market- personal selling may be adequate in a small market broaden geographical, greater stress must be placed on advertising.

iii Types of consumers. The promotional strategy is influenced by whatever the business is aimed at ultimate consumers.

iv Concentration of the market. The total number of prospective buyers is one consideration. The former potential buyers there are the more effective personal selling is compare to advertising.

v Funs available. Regardless of what may be the most desirable promotion mix, the amount of money for personal is the real determination of mix. Therefore, with the above the methods in the promotional mix use by Cadbury PLC will be fully discussed.

2.9 ADVERTISING

As defined by American Marketing Association committee on definitions, advertising can be said to be: “Any paid form of promotional presentation and promotion of deal goods and services by identified sponsor”

it assists all activities involved in presenting to a group a non-personal oral or usual openly sponsored message regarding a product service or idea. The message called advertisement is discriminated through one or more media and paid for by an identified sponsor. Their reasons for advertising include:

A. To support personal selling to open customer door for sales people an acquaint prospects with seller company.

B. To increase the sales for the products.

C. Expend the market share.

D. To build goodwill for the company and improve its reputation.

2.10 PERSONAL SELLING

Personal selling according to Evans and Berman 1978 is: “An oral presentation in a consideration with one more prospective purchase for the purpose of making sales” Cadbury PLC salesmen are involved with order getting personal. They are involved with informing and persuading customer for the company products like Goldee. The main objectives of using the personal selling by the company is:

A. To create awareness for the company’s product.

B. To provide adequate level of sales

C. To provide feedback information to company

D. To improve and maintains customers satisfaction.

The advantages derived by the company from the use of personal selling include:

i. provision of mandate feedback by the salesman organized o electoral allotment for effective coverage in order to mistune wastages

ii. Flexibility I analyzing. Alternative solution to customers needs.

iii. Alternation of message by sales persons to the need of individual customers.

iv The attention span of the customer to be made high.

2.11 BRANDS AS CONSUMER PROTECTION

A century ago, branding was in its infancy. At that time, people still made most of the products that they consumed (such as Goldee, Bournvita, Chocolate) or purchased them directly from producers who were their friends and neighbors. People had faith in the quality and safety of the products because they knew the people who made them.

As our economy became more specialized a trend that, as Adam Smith predicted, created an unprecedented degree of wealth consumers were more removed by both distance and time from producers. The introduction of labor-saving machinery, which increased productivity markedly, also dictated the concentration of producers in a manufacturing area. Thus, the village silversmith or baker or cobbler was replaced by a factory that produced a high quality product at a more competitive price. Consumers valued the potential quality consistency and savings, but they no longer knew the people who made their products. Similarly, as individual consumers became more specialized in their roles as producers, they themselves made even fewer of the products they consumed and relied increasingly on other specialists to meet their material needs.

In a large market, consumers do not care who makes their products. In this sense, the market is the great equalizer, as producers of all races, ethnic origins, religions, and genders unleash their creative energies to meet the needs of consumers, While consumers do not care who makes the products, they care very much how the products perform. They want to know that the product they purchase will meet their expectations.

In this consumer environment, brands play a critical role. When consumers first started purchasing more food and raising less themselves, they purchased items from a bulk bin. They had no information about what ingredients the products contained, how safe they were, and how they would perform. Branding created the protection that consumers demanded. The brand name signified a level of quality and consistency consumers could trust. Thus, Bournvita, Chocolate, Éclair, and Tom Tom, instilled in consumers a degree of confidence that their unbranded competition did not.

2.12 DEFINING BRAND EXPECTATIONS

Brands are effective only when the product delivers a consistent level of quality from product to product. McDonald’s delivers the same level of quality regardless of location or time of visit. A consumer may choose not to dine there for a particular meal, but that decision is not a rejection of branding. Rather, it is an informed decision not to consume that expected level of quality on a particular occasion.

Consumer confidence in brands varies with the type of product. Typically, confidence in branded goods such as automobiles, detergents, movies, and clothing runs extremely high. After all, standards can be defined and controlled strictly when the product is produced entirely in one central location and can be inspected before being presented to consumers. These brand names deliver the highest level of consumer confidence. The consumer may accept or reject the product; in either case, the decision is made with a clear expectation about the performance or level of quality of the goods.

Confidence in a product that is composed of a combination of both good and service is somewhat reduced because part of the output cannot be controlled in advance. A McDonald’s hamburger, bun, lettuce, and tomato can be inspected before they arrive at a particular franchise, but other inputs the actual cooking.

2.13 THE ROLE OF BRAND AWARENESS

Rossiter and Percy (1987) describe brand awareness as being essential for the communications process to occur as it precedes all other steps in the process. Without brand awareness occurring, no other communication effects can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude cannot be formed, and intention to buy cannot occur unless brand awareness has occurred Rossiter & Percy (1987); Rossiter et al. (1991). In memory theory, brand awareness is positioned as a vital first step in building the “bundle” of associations which are attached to the brand in memory (Stokes 1985). The brand is conceptualized as a node in memory which allows other information about the brand to be “anchored” to it Aaker (1991b). The conceptualization of a network of brand associations in memory with the brand as a central core has been put forward by many others e.g. Keller 1993; Holden (1993); Holden & Lutz (1992).

2.14 HOW DOES BRAND AWARENESS BENEFIT THE MARKETING MANAGER?

Brand awareness should be an important goal of the marketing communications efforts of a firm as it have a number of important functions. It is widely acknowledged that without brand awareness occurring, brand attitude and brand image cannot be formed. However, equally important but less widely recognized is the importance of brand awareness as a heuristic which can affect inclusion in the consideration set, and in many situations may be sufficient by itself to determine choice from the consideration set.

According Aaker (1991a, b) argues strongly the case for brand building and maintaining brand equity; he cites brand name awareness as one of four major brand assets which add value to the product or service and/or its customers. Investments in brand equity and in particular brand awareness can lead to sustainable competitive advantages and thus to long term value. Brand awareness can add value by Aaker (1991a,b.)

1. Placing the brand in the consumer's mind.

2. Acting as a barrier to entry to new unestablished brands.

3. Reassuring the customer of the organization’s commitment and product quality, and

4. Providing leverage in the distribution channels (between intermediaries and customers too, and are just as suspicious as consumers are of unknown products) Aaker (1992)

However, there is difficulty in demonstrating the value of assets such as brand awareness to managers. Aaker (1991a) complains the problem is that, firstly, enormous pressure exists for organizations and their brands to demonstrate short-term profit results. Brand managers are often given a one to three year time horizon and little incentive to make strategic brand building investments. And secondly, demonstrating the long-term value of brand building is "exceptionally difficult" Hogarth (1980), Aaker (1991a). Even managers, who claim that they are concerned with the brand building activities of their firm, find difficulty in gaining support and resources for these activities. In the light of Aaker's findings, a study by Kelly (1991) is very interesting. Kelly carried out a series of interviews with Australian marketing managers. Many of the managers he interviewed “maintained that their advertising was directed towards building the longer term effects of favourable brand image and strong brand loyalty”. Other managers were quoted as saying that they “were not looking for short-term results” but that advertising provides them with the opportunity “for corporate branding and image building which is very much oriented to the longer term” Kelly (1991 p.5.). In other words, these managers claimed the long-term

goals of brand-building and brand image to be of greater interest to them than short-term objectives such as sales. However this research was based on discussion with managers, and might obviously suffer from managers saying what they felt they should do, rather than what they actually do, especially when talking to a marketing academic.

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION:-

This chapter deals with Research Design, Population of the Study, Sample and Sampling Techniques, Research Instrument, Method of Data Analyses, Data Collection Procedure, Questionnaire Assumption, Validity, Reliability and Historical Background of Cadbury Nigeria Plc.

3.1 RESEARCH DESIGN

This research design adopted for this study is correlation design. Correlation survey studies include all research projects in which an attempt is made to discover or clarify relationship through the use of correlation statistical method. According to Francis (2004) it is a technique use to describe relationship between two variables in mathematical terms. It is the descriptions of the degree of which the variables under study are relate to predict each other in a chosen population.

3.2 POPULATION OF THE STUDY

The study population consists of staff of Cadbury Nigeria plc and the categories of workers in the population are: - Top Managers, Executive Staff, Senior Staff and Junior Staff. Population in each category is one hundred and one (101), two hundred and thirty six (236) nine hundred and forty six (946) four hundred and six (406) respectively. This amounts to one thousand six hundred and eighty nine (1,689) staffs altogether.

Source: Cadbury Nigeria Plc (2010)

3.3 SAMPLE AND SAMPLING TECHNIQUE

These subjects are selected using deliberate sampling technique or purposive technique. This is because motivation process is typically administrative function.

According to Olusanya (2004), purposive selection of a population, there are some elements that have certain characteristics which are considered crucial to the study at hand and this is of vital importance to the investigation to include those elements in the sample.

In the light of this, sample is not restricted to a particular category of staff. Hence, staffs that are capable of providing the needed information for the study are selected. Thus, sample for the population comprises (5) Top Managers, Eleven (11) Executives Staff, Twenty Five (25) Senior Staff and Thirty Nine (39) Junior Staff. Thus, total sample for the population is Eighty (80).

3.4 RESEARCH INSTRUMENT

The research measurement instrument used for this research work is employee’s motivation questionnaire and personal interview. The employee’s motivation questionnaire is in two sections one deal with respondent bio- data while section two deals with research oriented questions. Both sections are Eighteen (18) simple scale questions on how staffs are being motivated in their present job. There responses are range from: - Strongly Agree, Agree, Undecided, Disagree, and Strongly Disagree.

Personal interview was also used to gather information that is not covered by employee’s motivation questionnaire. This is to complement the information needs of the research work.

3.5 METHOD OF DATA ANALYSIS

The data analysis that will be used in this research involves the processing of the data from the questionnaire so as to make meaningful in interpretation. The tables were used to give a clear view of the distribution of the responsiveness give by our respondent to each question in the questionnaire. The data will be analyzed with the following:-

Descriptive analysis:- This involve table and percentage. The reason for using this kind of method is un availability of value to be assigned to consumer decision.
Statistical Technique which will be added by statistical package for the social science (SPSS). This technique is restricted to some inferential statistical technique which include ordinary least square of regression analysis using a simple regression model in the form:-

Y= ao + ai x + u

Specially the following functional relationships.

To access the application of information technology does not significantly affect the achievement of organization objection.

OB= F (Cd, Cs, Mi, Qos)

Where:- OB= Organization objectives.

CD= Consumer decision

CS= Commitment of service

M= Motivation

QOS= Quality of service by the employee.

The following linear equation were generated from the above functional relationship.

OB= a_o + a₁ + cd + u₁ ---------------------------------- 1

OB= b_o + b₁ cs + u₂ ------------------------------------ 2

OB= c_o + C_1m + U₃ ----------------------------------------3

OB= d_o + d₁ + QOS + U₄ -----------------------------------4

Similarly:-

OB=g_o = g! cd + g² cs + g³m + g⁴QOS + Ut

Ut = Error term.

It represents other factors that may influence dependent variable Y apart from salary, working condition and skill that are specifically inculcated in the model.

3.6 DATA COLLECTION PROCEDURE

The accuracy of any useful information depends largely on the primary source of information. So this study depends mainly on the collection and analyses of the results of records on effect if branding in influencing buying decision from the journal published annuals reports of Cadbury Nigeria PLC, News paper and the Nigeria trade journals are other basis sources of data for the project.

To construct a good projects of this natural, the following features of basic data deserve some consideration namely Accuracy, Availability, Reliability consistence timeless adequate and stability of the various data source. The basic aim of the data collection procedure is to get worthwhile data for the problems as defined. Data collection is consists presenting a structure to a respondent and recording his or her respondent. The classification of data is the primary and the secondary data.

a. PRIMARY DATA:- These are the date collected for first time for their source to solve specific and current marketing problems under study.

b. SECONDARY DATA:- These are the data previously and published either from the current investigation. Primary data should always be used in order to prevent the use of inadequate and absolute data which are normally associated with secondary data. Above principle was clearly spell out by Azika (2008) in which he said “when satisfaction secondary data are not available the researcher must collected primary data”. In a study a combination of both respondents and secondary data were used. Questions were asked and response got various respondent and books were checked for some other facts. Azika (2008), a researcher has two options to choose from in seeking information they either choose questionnaire or observation method. According to Taylor, “There are two principle method of obtaining data from respondents Communication and Observation.

Communication requires their respondents to actually provide the data verbal respondent while Observation requires the recording of the respondent passive behaviour. “The most common source of marketing is communication with respondent”. In the adopted questionnaires method because it is appropriate in this situation since factors which influence the analysis cannot observed.

3.7 QUESTIONNAIRE ASSUMPTION

The following assumption was held as regards the questionnaire drawn up from the purpose of gathering information for further analysis.

1. That respondent is willing to complete the questionnaire.

2. That information supplied on the questionnaire is true and uncaused.

3. That the information, this gathered is the true representation and could be conveniently used to generalized about the whole population.

4. That such information are supplied with maximum of external influence.

3.8 VALIDITY

Validity of a measure refers to the extent to which the measurement process is free from both systematic and random error. Validity is concern with questions that is the researcher measuring which suppose to measure. There are four types of validity. These are:-

1. CONTENT VALIDITY: - This involves accessing the representatives of the response elected by the measuring instrument.

2. CONSTRUCT VALIDITY: - This involves understanding the measuring of the obtained measurements.

3. CONCURRENT VALIDITY: - This involves accessing the extent to which the obtained score may be used to estimate an individual represent standing with respect to some other variables.

4. PREDICTIVE VALIDITY: - This involves accessing the extent to which the obtained score may be used to estimate in individual future standing with respect to the criteria variable standing with four above, I will use content validity to ascertain the extent to which the information fought from the research work.

According to DANALD Et al “Conduct validity estimate are essentially systematic, but subjective evaluation of the appropriateness of the measuring instrument for the task at hand” I have to evaluate the degree to which the items of the instruments (Questionnaire) sample the contents of the attitude domain that is the ideal of the researcher topic.

3.9 RELIABITY

Reliability of measurement refers to the extent to where the measurement process is free from random errors. Reliability is concerned with the consistency, accuracy, and predictability of the researcher findings. There are three major methods of measuring reliability, they are Test-Retest: Alternative forms and split half method. For the purpose of this research, Test-Retest methods have been employed. This method involves repeated measurement of the same person or group using the same device under condition which are judged to be very similar. the result of these findings is compared to determine their similarity.

This method assures that the greater the discrepancy in scores, the greater the random error present in the measurement process and the lower the reliability.

3.10 HISTORICAL BACKGROUND OF CADBURY NIGERIA PLC

Cadbury Nigeria PLC operations started in the very early 50s; in fact, it started, more or less like a trading outpost, sourcing Cocoa as an input into chocolate factories in Birmingham. But that project soon opened the way for an extensive market and by the end of the decade we had already setup a packing operation for imported manufactured goods. So Chocolate beverages, Bournvita and pronto started being packed here in Nigeria. This operation went on for about four years and it exposed the potential even further. As a result, in the early 60s, 1964 more precisely, this factory was built and started operations in January 1965. It started off as a company wholly owned by Cadbury Schweppes.

The shareholding structure has changed overtime. Today, Cadbury owns 40 percent of the company as the remaining 60 percent is owned by Nigerians of the 60 percent; about a third of it is held by institutional investor while the rest is owned by individual shareholder’s participation. These are insurance companies, pension funds, fund managers. e.t.c.

The historical development of the business reflects the evolution of the strategy. The focus in the early years was import substitution. The economy was a planned economy, foreign exchange was limited and controlled, licenses wee required for most operations, and soon. The growth path then was import substitution which meant that new product development and research where focused on the utilization of local raw materials. In addition, that strategy resulted in the creation of the cereal conversion facility which uses sorghum grain in place of barley customer base and channels to guarantee low cost service chains, with enhanced consumer relations interphase.

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 INTRODUCTION

In the previous chapter, attention was focused on the method of obtaining data from related customer at Oja Tun Tun market Ilorin. This Chapter introduce the result of survey conducted in the topic “ the role of branding in consumer decision making, using Cadbury Nigeria PLC as a case study. The main instrument for data collection is questionnaire, while statistical technique were used to analyse the dat based on the hypothesis and some other relevant themes given in the earlier chapter.

A covering letter introduced the questionnaire and out of eighty (80) questionnaire, fifty (50) were returned by the respondent. Hypothesis is tested using simple percentage. Interpretation, comment were also reacted at the end of the mathematical presentation.

4.2 DATA PRESENTATION AND ANALYSIS

TABLE 4.2.1 AGE DISTRIBUTION OF THE RESPONDENTS

	Frequency	Percent	Valid Percent	Cumulative Percent
Below 20 yrs	6	12.0	12.0	12.0
21-30 yrs	24	48.0	48.0	60.0
31-40 yrs	2	4.0	4.0	64.0
41-50yrs	10	20.0	20.0	84.0
51yrs and above	8	16.0	16.0	100.0
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.1 shows that 6 respondent constituting 12% of the population are below 20 years, 24 respondent which constituting 4 %of the population are between 31 – 40 years, 10 respondent constituting 20% are between 41-50years and 8 respondent which constitute 16% are above 51 years.

TABLE 4.2.2 SEX DISTRIBUTION OF THE RESPONDENTS

	Frequency	Percent	Valid Percent	Cumulative Percent
MALE	22	44.0	44.0	44.0
FEMALE	28	56.0	56.0	100.0
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.1 shows that 22 respondent which constitute 44% of the population are Male, and 28 respondent which constitute 56 ٪ of the population are Female.

TABLE 4.2.3 MARRITAL STATUS DISTRIBUTION OF RESPONDENT

	Frequency	Percent	Valid Percent	Cumulative Percent
Single	24	48.0	48.0	48.0
Married	16	32.0	32.0	80.0
Divorced	4	8.0	8.0	88.0
Window	6	12.0	12.0	100.0
TOTAL	50.0	100.0	100.0

Source: Field Survey 2010

Table 4.2.3 above indicate that 24 respondent which constitute 48% of the population are Single, 16 respondent which constitute 32% are Married, 4 respondent which constitute 8 % are Divorced and 6 respondent which constitute 12 % of the population are Widow.

TABLE 4.2.4 WHAT TYPE OF PRODUCT DO YOU PURCHASE

	Frequency	Percent	Valid Percent	Cumulative Percent
Bournvita	22	44.0	44.0	44.0
Goldee	8	16.0	16.0	60.0
Eclaire Sweet	14	28.0	28.0	88.0
Other	6	12.0	12.0	100.0
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.4 above, it shows that majority of the respondent produce bournvita which constitute 44٪of the population, 8 respondent produce Goldee which constitute 16 ٪ of the population, 14 respondent which constitute 24 ٪ of the population produces Eclaire Sweet, while 6 respondent which constitute 12٪ of the population produce other products.

TABLE 4.2.5 FAMILY SIZE AND PRICE AFFORDABILITY INFLUENCE YOUR BUING DECISION.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	10	20.0	20.0	20.0
Agree	26	52.0	52.0	72.0
Undecided	4	8.0	8.0	80.0
Disagree	8	16.0	16.0	96.0
Strongly Disagree	2	4.0	4.0	100.0
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.5 above, it shows 26 respondent which constitute 52.0٪of the entire, population Agree the family size and price affordability influence your buying decision, 4 respondent which constitute 8 ٪ of the population are not certain with their option, while no respondent are Strongly Disagree that family size and price affordability influence your buying decision.

TABLE 4.2.6 YOU HAVE ESTABLISHED BRAND LOYALTY TO CADBURY BEVERAGES PRODUCTS.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	18	36.0	36.0	36.0
Agree	16	32.0	32.0	68.0
Undecided	4	8.0	8.0	76.0
Disagree	12	24.0	24.0	100.0
Strongly Disagree	-	-	-	-
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.6 above indicate that, 34 respondent which constitute 68 ٪ of the population, Agree the establishment of brand loyalty to cadbury beverage product, 4 respondent which constitute 8 ٪ of the population are not certain with their option, while 12 respondent of the population Disagree, and No respondent Strongly Disagree.

TABLE 4.2.7. CADBURY PROCUCTS ARE ALWAYS BROUGHT TO YOUR ATTENTION THROUGH PROMOTIONAL MEANS.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	10	20	20	20
Agree	20	40	40	60
Undecided	10	20	20	80
Disagree	10	20	20	-
Strongly Disagree	-	-	-	100
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.7 above, it shows that 30 respondent which constitute 60٪ of the population Agree that Cadbury products are always brought to attention through promotional means, 10 respondent which constitute 20 ٪ of the population are Undecided, while 10 respondent also which constitute 20 ٪ of the population Disagree that Cadbury Product are not always brought to your attention through promotional means.

TABLE 4.2.8 BRANDING OF A PRODUCT INFLUENCE THE TYPE OF A PRODUCT TO BUY.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	8	16	16	16
Agree	38	76	76	92
Undecided	2	4	4	96
Disagree	2	4	4	-
Strongly Disagree	-	-	-	100
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.8 above indicate that majority of the population 46 respondent which constitute 92 ٪ of the population Agree that branding of a product influence the type of a product you buy, 2 respondent which constitute 4 ٪ of the entire population are no certain about their option, and only 2 responden which constitute 4 ٪ of the population disagree, that branding of a product influence the type of a product you buy.

TABLE 4.2.9. CADBURY NIGERIA PROVIDES SALES SERVICE TO ITS CUSTOMER.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	8	12.0	12.0	12.0
Agree	10	20.0	20.0	32.0
Undecided	18	36.0	36.0	68.0
Disagree	12	24.0	24.0	92.0
Strongly Disagree	4	8.0	8.0	100.0
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.9 above, shows that 18 respondent which constitute 32.0٪of the Agree that Cadbury Nigeria provides after sales services to its customer, 18 respondent which constitute 36 ٪ of the population are not certain above the option and 16 respondent which constitute 32 ٪ of the population Disagree that Cadbury Nigeria provide after sales service to its customer.

TABLE 4.2.10. CADBURY NIGERIA PLC, CENTERS ON THE PROVISION OF GOOD BRAND DECISION.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	4	8.0	8.0	8.0
Agree	30	60.0	60.0	68.0
Undecided	8	16.0	16.0	84.0
Disagree	4	8.0	8.0	92.0
Strongly Disagree	4	8.0	8.0	100.0
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.10 above, indicate that 34 respondent which constitute 68٪ of the population Agree that Cadbury Nigeria centers on the provision of good brand decision, 8 respondent which constitute 16 ٪ of the population Disagree that Cadbury Nigeria PLC center on the provision of good brand decision.

TABLE 4.2.11. CADBURY NIGERIA PLC, LAID MORE EMPHASIS ON THE PROVISION OF GOOD QUALITY TO CUSTOMERS.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	4	8.0	8.0	8.0
Agree	30	60.0	60.0	68.0
Undecided	8	16.0	16.0	84.0
Disagree	4	8.0	8.0	92.0
Strongly Disagree	4	8.0	8.0	100.0
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.11 Table above, shows that 34 respondent which constitute 68٪ of the population Agree that Cadbury Nigeria Plc laid more emphasis on the provision of good quality to customers, 8 respondent which constitute 16 ٪ of the population are not certain about the option and 8 respondent which constitute 16 ٪ Disagree.

TABLE 4.2.12. BRANDING AFFECT CUSTOMER PURCHASING DECISION.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	4	8	8	8
Agree	42	84	84	92
Undecided	-	-	-	-
Disagree	-	-	-	-
Strongly Disagree	4	8	8	100
TOTAL	50	100	100

Source: Field Survey 2010

Table 4.2.12 branding affect customer’s purchasing decision, all the respondent are some about the option and only 4 respondent which constitute 8٪ of the population Disagree, that branding affect customers purchasing decision.

TABLE 4.2.13 CUSTOMER REALLY ENJOY THE QUALITY OF CADBURY NIGERIA PLC.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	6	12	12	12
Agree	25	56	56	68
Undecided	14	28	28	96
Disagree	-	-	-	-
Strongly Disagree	2	4	4	100
TOTAL	50	100	100

Source: Field Survey 2010

Table 4.2.13 above shows that 36 respondent which constitute 56٪ of the population Agree that customers really enjoy the quality of Cadbury Nigeria Plc, 14 respondent which constitute 28 ٪ are not certain about the option and only 2 respondent which constitute 4 ٪ Disagree.

TABLE 4.2.14. CUSTOMERS RATE THE QUALITY OF THE CADBURY NIGERIA PLC PRODUCTS.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	4	8	8	8
Agree	24	48	48	56
Undecided	18	36	36	92
Disagree	-	-	-	-
Strongly Disagree	4	8	8	100
TOTAL	50	100.0	100.0

Source: Field Survey 2010

From Table 4.2.14 above shows that 28 respondent which constitute 48٪ of the population Agree that customer rate the quality of the Cadbury Nigeria Plc product, 18 respondent which constitute 36 ٪ are not certain about the option, and 4 respondent which constitute 8 ٪ Disagree.

TABLE 4.2.15. CUSTOMERS IMPROVE REAPT BUYING BECAUSE OF GOOD BRANDING METHOD OF A CADBURY NIGERIA PLC.

	Frequency	Percent	Valid Percent	Cumulative Percent
Strongly Agree	14	28	28	28
Agree	18	36	36	64
Undecided	16	32	32	96
Disagree	2	4	4	-
Strongly Disagree	-	-	-	100
TOTAL	50	100.0	100.0

Source: Field Survey 2010

Table 4.2.15 above indicate that 32 respondent which constitute 64٪ of the population Agree that customer improve repeat buying because of good branding method of a Cadbury Nigeria Plc, 16 respondent which constitute 32 ٪ of the population are not certain about the option, and only 2 respondent which constitute 4 ٪ of the population Disagree that customers improve repeat buying because of good branding method of a Cadbury Nigeria Plc.

REGRESSION:-

TABLE 4.3.1

source :- computer print out 2010

Table 4.3.1 shows the summary of the fitted model customer branding and consumer decision, with R square vale of 0.91 or 91٪ or 91% This given the percentage variable in consumer decision value explained by branding. This small percentage value of 9.1٪ shows that the model is not adequate.

The Test of significant is shown through ANOVA Table. It shows that the fitted model, brand and consumer decision is significant at 0.05 level of significant because from the table. The significance at 0.034 and it is les than 0.05. the “F” calculated is 4.084 and from the “F” is less than 0.05 the “F” calculated is 4.084 and from the “F” table, the “F” tabulated is 4.08. since the “F” calculated is equal, the implication in that branding improve the consumer decision making in Cadbury Nigeria Plc product. The coefficients of the fitted model (branding) (is 0.415; 3.004 consumer decision making) shows that the fitted model is negatively related.

Table 4.3.2

Table 4.3.2 shows the summary of the fitted Model (Branding and Purchase) with the R square value of 0.077. this gives the percentage variability in purchase as being explained by variability in purchase as being explained by branding the small percentage value of 7.7% shows that ha relationship between purchase and branding unit adequate.

The ANOVA table gives the test of significance and it shows that the fitted model purchase and branding is significant since our volume calculated 0.058 is equal to 0.05. Also the “F” calculated is 4.018 and the “F” tabulated is 4.08. since the “F” calculated is greater than the “F” tabulated, the Null hypothesis will be rejected and the alternative hypothesis will be accepted. The implication is that branding has influence the purchase level of Cadbury products. The coefficients of the fitted model from table 4.2.3 shows the fitted model (Branding 1. 694; 0.224 purchase).

4.3 HYPOTHESIS TESTING

i Ho:- Branding has not influenced the purchase level of Cadbury products.

Hi :- Branding has influenced the purchase level of Cadbury product.

Table 4.3.1

Table 4.3.1 is used to test the above hypothesis the result of the regression analysis when branding is regressed with purchase shows 7.7% inadequate variability. The significant of the variable is shows by the value of calculated “F” which is 4.018 and the value of “F” tabulated is 4.08.

The tabulated “F” is equal to the calculated “F” therefore, the alternative hypothesis will be accepted and the Null hypothesis will be rejected. From the result of the regression, it shows well branded products increase the purchase level of such products.

ii Ho:- Branding has not improve consumer decision making in Cadbury Nigeria Plc products.

Hi: - Branding has improve consumer decision making on Cadbury Nigeria Plc products.

Table 4.3.2

Source :- Print out 2010.

Table 4.3.2 is used to test the above hypothesis. The result of the regression analysis when branding is regressed with consumer decision shows 9.1% level of variability consumer decision in respect to branding. This shows that relationship between the two variable is not adequate. The “F” tabulated is 4.08 and the “F” calculated 4.084. since the “F” calculated is equal to the calculated “F” tabulated, the alternative hypothesis will be accepted and the Null hypothesis will be rejected.

CHAPTER FIVE

5.0 SUMMARY

The purpose of this research was to find out and examine how branding has influence buying decision of the brands of Cadbury products. It is also aimed at finding out how the branding has improve the sales of Cadbury product such as bournvita, goldee etc. Summarily, the research is out to find pertinent answers to questions like:

- To determine whether branding has influencing buying decision at Cadbury products.

- To determine whether branding has improved the sales of Cadbury product.

In chapter two, experts view sought in different areas of marketing that were relevant to the research. Moreover, lot of books and journals were stitched to discover the views of various authors. Chapter three explains the method used in data collection and best of reliability and value ability. Two hypothesis were tested and their result are analyzed and interpreted in chapter four. Chapter five consists of the summary, conclusion and recommendation.

5.1 CONCLUSION

This project studied the role of branding in consumer decision making. The study also shows how branding improve the sales of Cadbury products. Having carefully, interpreted the findings this researcher is convinced that consumer are happy and accept Cadbury products. These love for the products has enabled them single it out of many products are even calling others attention to new ones that might benefit them within Cadbury product products. That consumer in most cases insists on the type and specific product they want. That the brand name contributes significantly and it serves as instruments to stimulate the consumer’s demand of (bournvita) products of Cadbury Nigeria.

In the past, majority of consumers would not bother themselves about a particular brand but for many similar product that are tested and found not suitable in the market has now necessitate the need to concern about a particular brand and hence the brand selection. This development has made consumers to keep on evaluate the quality of products on brand name or producer image as a yardstick for quality.

Consequently, the researcher believes that the Cadbury products has to a very reasonable extent meet the branding needs of its consumer which result enabled its consumers to have a favorable buying decisions. There is no doubt that that branding as one of the tool used in marketing to stimulate consumers acceptance of product have contributed immensely to the buying decision of consumers of Cadbury products especially bournvita. Moreover, in the area of beverages, where there are many competitors which has led to over floating of market with different types of similar products Cadbury have continued to maintain high quality in branding of its products.

5.2 RECOMMENDATIONS

The researcher recommendation would be specifically focused on the 4ps of marketing tools i.e product, place, price and promotion since most effective marketing strategies are built around these tools. Having taken a critical study of the topic, I hereby recommend as follows;

1. That Cadbury Nigeria plc should ensure that their product is properly branded in not to discourage potential customers and consumers totally.

2. Cadbury Nigeria plc should improve the quality of their product in order to encourage consumers in patronizing them. There should be enough qualified personnel’s to provide this.

3. Cadbury Nigeria plc should embark on an extensive advertising campaign since most Nigeria are not aware of their bournvita brand.

4. Move focus and work should be done by Cadbury Nigeria plc to create awareness on her product especially bournvita and this could be achieved through the following;

(a) Repackaging with solid material and it should be of high quality.

(b) Advertising as one of the communication tools in creating awareness and introduction of the brand name in marketing strategy and unique selling proposition.

(c) Sales promotion is another strategy that should be used by Cadbury effective distribution is also recommended for adequate coverage of the bournvita product. This would make the product available in all territories.

REFERENCE

Aaker Da (1991): Management Brand Equity, Capitalizing on the value of a brand name. New York City. Defining Brand Expectations, Encyclopedia.

Adam Smith and Village Silver Smith (1776): Consumer Behaviour (3^rd Edition) Dryden Press, New York.

Baker, J. Michael; (1977): Marketing an introductory text, McGraw. Hill inc. 3^rd Edition

Evans and Berman (1978): Retail Management Publishing Co. Aooriach. Macmillan Publishing Co.

Harold, W. B. (1978): Consumer Behaviour (3^rd Edition). Dryden Press, New York City.

Keller and Holden, Lutz (1992): The Role of Branding Awareness.

Kelly (2003): Marketing Research, Encyclopedia.

Marketing Bulletin, 2003, 14, Article 2. Reprinted from Marketing Research On-line, 1996, 1, 1-15.

Olusanya (2004): Defining Consumer Behaviour.

Philip Kotler: (1986): Marketing Analysis Planning and Control 6^th Edition. Marketing Management, McGraw Hill Inc. 4^th Edition.

Philip Kotler: (1997): Marketing Management, McGraw Hill inc. 4^th Edition.

Rossiter and Percy (1992): Encyclopedia.

Stanton, W: (1984 & 1986): Fundamental of Marketing, 6^th Edition McGraw Hill.

World Investment News (1999). Published in Forbes Magazine, Oct 18^th Issue

http:// marketing-bulletin-massey.ac.nz

APPENDIX

QUESTIONNAIRE

Department of Business Administration,

University of Ilorin,

Ilorin,

Kwara State.

Dear Respondent,

I am a final year graduating student, Department of Business Administration, University of Ilorin. I am writing a research on the role of branding in consumer decision making; a case study of Cadbury Nigeria Plc.

This research is in partial fulfillment of the award of B.Sc. Degree in Business Administration. Hence your contribution and corporation in answering will be strictly confidential and highly appreciated.

Yours faithfully

SALAUDEEN ISHOLA JAMIU

SECTION A

PERSONAL DATA

Instruction to respondents: Please tick ( ) against the answer of your choice from the alternatives provided below and fill the blank spaces where necessary.

1. Age: (a) Below 20 years [ ] (b) 21-30years [ ] (c) 31-40years [ ]

(d) 41-50years [ ] (e) 51 years and above [ ]

2. Sex: (a) Male [ ] (b) Female [ ]

3. Marital Status: (a) Single [ ] (b) Married [ ] (c) Divorced [ ] (d) Widow [ ]

4. Educational Qualification: (a) Pry. Sch. Leaving Certificate [ ] (b) SSCE [ ]

5. Income Level: (a) Less than N5,000 [ ] (b) N6,000 – N25,000 [ ]

(e) N100,000 and above [ ]

SECTION B

6. Cadbury product is your favourite. (a) Strongly Agree [ ] (b) Agree [ ]

7. What type of product do you purchase? (a) Bournvita [ ] (b) Goldee [ ]

8. Family size and price affordability influence your buying decision.