Nafisat Research Paper On Marketing

CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
In the contemporary marketplace, characterized by an abundance of choices and incessant
advertising, branding has emerged as a pivotal force that significantly shapes consumer
buying behavior. Brands are not merely symbols; they are powerful instruments that resonate
with consumers, influencing their perceptions, preferences, and ultimately, their purchasing
decisions (Kapferer, 2012).
The current market is snowed under a wide variety of product brands. As a result,
maintaining pace with this large number of various brands in the market has become difficult
for the simple consumer (Suresh, Monahan & Naresh 2012). Organizations create brands
with the most important intention to attracting and retaining consumers (Alvarez & Casielles
2005). Academics and practitioners alike have recognized the importance of loyal customers,
because such customers usually spend more, buy more frequently, are motivated to search for
information, are more resistant to competitors’ promotions and are more likely to spread
positive ‘word of mouth’.
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Attribute related to product linked with packaging, pricing and brand awareness, be liable to
create and strengthen the relationship between the customer and the brand (Suresh et al.
2012). Customers act in response to packaging found on a set of discrimination, learned
reactions and individuals preferences that help to sling certain goods to upper hand in today’s
active markets (Aaker 2010). Certain shapes, colors, sizes and quality in nature influence
customers to react positively, at the same time as others gives negative reactions (Aaker
2011). With growing customer wealth, customers are many times willing to pay a higher
price for the convenience, appearance, reliability and stature of better packaging (Kotler &
Armstrong 2010). Corporations have also acknowledged the significant power of pricing in
contributing to the immediate credit of the company or brand (Duffy 2003). In addition,
brand awareness campaign tends to catch the attention of consumers and convince consumers
to venture out to either take on the product or to use the product repeatedly, leading to
enlarged sales for the company (McKee 2010). After the years, there has been a sudden
increase of research welfare focused on factors influencing branding impact on consumer
behavior. Results of such studies are essential because it provides information to marketers
about how to place their brands in the market for competitive advantage (Jiang 2004).
This study embarks on an exploration of "The Impact of Branding on Consumer Buying
Behavior," with the objective of deciphering the intricate dynamics of this relationship.
Branding's influence on consumer behavior is an area of paramount importance, attracting the
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attention of marketers, psychologists, and scholars alike. Understanding how branding
strategies affect consumers is not merely an academic pursuit but an indispensable
component of contemporary business strategy. The modern consumer is exposed to an
unprecedented volume of information, and brands serve as trusted navigational tools,
simplifying the decision-making process in an increasingly complex marketplace.
As Kapferer (2012) elucidates, branding extends beyond the realm of visual identities and
slogans; it encompasses a brand's narrative, its associations with quality, trustworthiness, and
the emotional connections it forges with consumers. These multifaceted dimensions make
branding an essential topic for research and exploration. This study sets out to unravel the
various facets of branding's impact on consumer behavior by delving into the extensive body
of literature in marketing, consumer psychology, and branding theory. It recognizes that
effective branding not only influences consumer choices but also establishes enduring
relationships between consumers and products (Aaker, 1991).
1.2 Statement of the Problem
In today's competitive market environment, branding has emerged as a pivotal tool for
companies aiming to influence consumer buying behavior and gain a competitive edge. The
impact of branding on consumer perceptions, preferences, and purchasing decisions is an area
of substantial interest and significance. Understanding the profound influence of branding on
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consumer buying behavior is essential for businesses to effectively strategize their branding
initiatives and optimize their market presence.
Branding encompasses a multitude of elements including brand image, brand awareness,
brand loyalty, brand association, and brand perception. Each of these components plays a
critical role in shaping consumers' perceptions and attitudes towards a product or service.
However, despite the extensive attention on branding, a comprehensive understanding of how
these diverse brand elements collectively influence consumer behavior and the subsequent
impact on purchase decisions is yet to be fully elucidated.
Consumer buying behavior is a complex amalgamation of psychological, social, and personal
factors. It is imperative to investigate how branding, as a significant external factor,
interplays with these internal influences and steers the consumer towards choosing a
particular brand over others. Additionally, exploring the role of branding in evoking
emotional connections and fostering brand loyalty is critical, as it has direct implications on
repeat purchases and long-term customer engagement.
Furthermore, various industries may experience distinct effects of branding on consumer
buying behavior due to differences in consumer preferences, cultural factors, and market
dynamics. Therefore, a comprehensive investigation into how branding impacts consumer
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behavior across diverse industries and market segments is essential to develop targeted and
effective branding strategies.
Hence, this study aims to explore and analyze the profound importance of branding on
consumer buying behavior, discerning the interplay of branding elements and their influence
on consumer perceptions, preferences, and ultimately, purchase decisions. Such insights will
empower businesses to tailor their branding strategies effectively, enhance brand equity, and
build enduring relationships with consumers in a competitive marketplace.
This statement of the problem outlines the critical aspects that the research on the importance
of branding on consumer buying behavior seeks to address and understand.
1.3 Research Questions
i. How do consumers perceive the Coca-Cola brand, and what factors shape their
perceptions?
ii. To what extent does brand loyalty to Coca-Cola influence consumers' decision-making
processes when selecting beverages?
iii. How does this loyalty impact their willingness to try new products or switch to
competitors?
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1.4 Objectives of the Study
The overarching objective of this study is to investigate the impact of branding on consumer
buying behavior within the context of the Coca-Cola industry. To achieve this goal, the
following specific research objectives are delineated:
i. To Examine Consumer Perceptions of the Coca-Cola Brand.
ii. To Analyze the Influence of Brand Loyalty.
iii. To Investigate the Impact of Branding Strategies.
1.5 Research Hypothesis
H01 Effective branding significantly influences consumer buying behavior.
H02 Strong brand perception leads to increased brand loyalty among consumers, which in
turn positively affects their buying behavior.
1.6 Significance of the Study
This study contributes to the academic understanding of branding by examining its impact on
consumer buying behavior in the context of a well-established global brand, Coca-Cola. It
provides insights into the mechanisms through which branding influences consumer choices.
Findings from this study will be valuable for businesses, including Coca-Cola and other
consumer goods companies, as they can gain insights into how branding strategies can be
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refined to enhance consumer loyalty and influence buying decisions. The research offers
consumer insights that can inform marketing strategies. Understanding how consumers
perceive and respond to branding can help marketers tailor their approaches to connect with
target audiences effectively. By evaluating the effectiveness of Coca-Cola's branding in
comparison to competitors within the beverage industry, this study can help businesses
identify potential areas for gaining a competitive advantage.
The study's insights can inform strategic decisions related to branding, product extensions,
and marketing campaigns within the Coca-Cola industry and potentially across other
consumer goods sectors. The study's findings may have implications for regulatory bodies
concerned with consumer protection and advertising standards.
Ultimately, this research can contribute to improving consumer welfare by helping companies
create more appealing, trustworthy, and value-driven brands, leading to more informed
consumer choices.
1.7 Scope of the Study
The scope of this study, titled "The Impact of Branding on Consumer Buying Behavior: A
Case Study of the Coca-Cola Industry.
The study will primarily focus on consumers and market dynamics related to the Coca-Cola
industry in specific regions or countries. While it may draw insights from global branding
strategies, the primary case study and data collection will be conducted in select geographic
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areas. The study will examine the influence of branding on consumer buying behavior within
a specific time frame. It may consider historical data to analyze branding evolution but will
primarily concentrate on contemporary consumer behavior. The research will consider
various demographic factors such as age, gender, income, and education level in
understanding how branding impacts different consumer segments. Branding the study will
investigate various branding elements including logos, slogans, marketing campaigns,
packaging, and emotional branding strategies. The research will assess consumer responses to
brand extensions and diversification within the Coca-Cola portfolio, considering the
alignment of these extensions with the core brand image. External factors, such as cultural
shifts, social trends, economic conditions, and technological advancements, will be explored
as potential moderators of the relationship between branding and consumer behavior.
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CHAPTER TWO
LITERATURE REVIEW
In this chapter of the dissertation, the review of relevant literature is presented and addressed.
The conceptual review, conceptual framework, empirical review, theoretical review as well
as theoretical framework of relevant literature from different studies are addressed. Other
relevant literature on the subject matter is also discussed in this chapter to guide the study.
2.1 Conceptual Review
Concept of Branding
Brand Identity
Brand identity, as defined by Kapferer (2012), encompasses the visual and verbal elements
that represent a brand. This includes the brand's name, logo, tagline, and various design
elements. It serves as the brand's "face," creating a recognizable and memorable image.
Brand identity is a fundamental concept in marketing and branding. As per Kapferer (2012),
brand identity encapsulates the visual and verbal components that collectively represent a
brand. It's the sum total of how a brand presents itself to the world and includes several
crucial elements:
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Brand Name: The brand's name is the cornerstone of its identity. It's the word or phrase that
distinguishes the brand from its competitors and forms the primary identification factor for
the business.
Logo: The logo is a graphical representation that often incorporates the brand's name and
symbolic imagery. It serves as a visual shorthand for the brand, instantly recognizable and an
essential part of its identity.
Tagline or Slogan: A tagline or slogan is a short, memorable phrase that encapsulates the
brand's essence or promise. It often accompanies the logo and aids in communicating the
brand's key message.
Design Elements: Various design elements, such as color schemes, typography, packaging,
and other visual components, contribute to the brand's visual identity. Consistency in these
elements across all brand materials reinforces brand recognition.
Brand identity is more than just a logo or a name—it's the personality, values, and mission of
the brand expressed visually and verbally. It serves as the "face" of the brand, creating a
distinct, memorable image that consumers can easily recognize and relate to.
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Consistency in brand identity across different platforms, from physical stores to digital
spaces, is crucial. This consistency fosters brand recognition and strengthens brand recall
among consumers, as highlighted by Kapferer's work on brand identity.
Furthermore, a robust brand identity establishes a foundation for brand positioning,
differentiation, and creating emotional connections with consumers. It's a vital asset for
building trust and credibility in the marketplace, influencing consumer perceptions and
loyalty.
A strong brand identity helps a brand stand out in a crowded market, makes it easier for
consumers to understand and remember what the brand stands for, and can contribute
significantly to the overall success and recognition of the brand.
The visual and verbal elements of brand identity are carefully crafted to communicate the
brand's core values, differentiate it from competitors, and create a lasting impression in the
minds of consumers. By managing these elements effectively, a brand can craft a distinct
identity that resonates with its target audience, fostering loyalty and building a solid
foundation for long-term success in the market. This description emphasizes the importance
of brand identity as a crucial element in brand building, reflecting Kapferer's insights and
expertise in the realm of branding and marketing.
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Brand Image
Brand image, according to Keller (1993), is how a brand is perceived by customers and the
public. It is the result of a combination of brand messaging and customer experiences. The
brand image includes the emotions and associations that consumers have with the brand.
Brand image, as described by Keller (1993), goes beyond just the visual aspects of a brand; it
encapsulates the overall perception of the brand in the minds of consumers. It is the mental
picture that consumers form about a brand based on their interactions, experiences, and
exposure to the brand's messaging.
Formation of Brand Image
Brand Messaging: Keller's perspective emphasizes that brand image is shaped significantly
by the messages a brand conveys through its marketing, advertising, and communication
strategies. The language, values, and tone used in brand messaging contribute to the
emotional associations consumers make with the brand.
Customer Experiences: Additionally, Keller notes that customer experiences play a pivotal
role in crafting the brand image. Every touch point and interaction a consumer has with a
brand—be it through products, services, customer support, or any form of engagement—
contributes to how the brand is perceived.
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Emotions and Associations: Keller’s framework stresses that brand image encompasses the
emotional responses and associations consumers have with the brand. These emotions might
stem from positive experiences, feelings of trust, reliability, excitement, or any other
sentiment evoked by the brand's actions, products, or services.
Examples of Brand Image in Action: Consider Apple's brand image—strongly associated
with innovation, simplicity, and sophistication. This image has been cultivated not only
through their product design and quality but also through their marketing messages, which
consistently emphasize user-friendliness and creativity.
On the other hand, the brand image of a company like Coca-Cola is about happiness, joy, and
refreshing moments, which are a result of their marketing campaigns and the emotional
connections consumers, have developed over time.
In essence, Keller's viewpoint on brand image suggests that it is a blend of the brand's
intentional messaging and the perceptions formed by consumers based on their experiences,
both of which together shape the emotional associations and overall image of the brand in the
minds of the public.
This multifaceted view of brand image as a holistic impression formed through messaging
and experiences is crucial for brands to actively manage their reputation and ensure positive
consumer perceptions.
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The concept of brand image has a substantial impact on consumer behavior, purchasing
decisions, and long-term relationships between brands and their customers, highlighting the
importance of managing and maintaining a positive brand image.
This expanded explanation further explores Keller's viewpoint on brand image, emphasizing
the role of brand messaging, customer experiences, and emotional associations in the
formation of a brand's image.
Brand Equity: Brand equity, as described by Aaker (1991), represents the intangible value
that a brand carries. This value can be quantified in terms of brand loyalty, brand awareness,
and the perceived quality of the brand. A strong brand equity often leads to higher customer
preference and the ability to command a price premium.
Brand Equity is a crucial concept in marketing, denoting the value inherent in a brand beyond
its tangible assets. As articulated by Aaker (1991), it represents the intangible value that a
brand holds. This intangible value can be measured through various parameters that signify
the strength and perception of the brand in the market.
Brand loyalty is a significant component of brand equity. It refers to the degree of attachment
and allegiance customers have towards a brand. Strong brand loyalty implies repeat
purchases and a preference for the brand over competitors. This loyalty, as highlighted by
Aaker (1991), contributes to building the brand’s equity, reflecting the trust and satisfaction
customers have with the brand.
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Brand awareness is another crucial dimension of brand equity, measuring the extent to which
customers recognize and recall a brand. When consumers readily identify and remember a
brand, it enhances the brand’s equity by creating a strong presence in the minds of consumers
(Keller, 1993).
Perceived quality is also an essential aspect of brand equity. A brand’s perceived quality
refers to how customers assess the overall excellence or superiority of a brand's products or
services. This perception significantly impacts the brand’s equity. Brands associated with
high quality tend to command greater trust and preference among consumers, as proposed by
Aaker (1991).
Strong brand equity often enables a brand to enjoy several advantages. It leads to higher
customer preference, allowing the brand to stand out in a competitive market. A brand with
superior equity tends to be the preferred choice among similar products or services, driving
customer decisions towards that brand (Kotler & Keller, 2006). Furthermore, a brand with
robust equity often possesses the ability to command a price premium. Customers are often
willing to pay more for brands they perceive as having higher quality, reliability, and a strong
brand image (Keller, 1993). This competitive advantage is a result of the trust and loyalty that
a brand has built, allowing it to charge higher prices while still maintaining a loyal customer
base.
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In essence, brand equity, as explained by Aaker (1991), is the culmination of brand loyalty,
brand awareness, and perceived quality. It is the intangible value that provides a competitive
edge, allowing brands to enjoy customer preference and potentially charge higher prices in
the market due to the strong relationship and perceptions customers have of the brand.
Brand Positioning: Brand positioning, in line with Ries and Trout's (2000) concept, is the
strategic placement of a brand in the minds of consumers. It emphasizes the unique selling
points of the brand relative to its competitors. Effective positioning helps a brand stand out in
a crowded market.
Brand positioning, as explained by Ries and Trout (2000), is a strategic process that focuses
on creating a unique space for a brand in the minds of consumers. It's about carving out a
distinctive identity that emphasizes the brand's strengths and advantages over its competitors.
Effective positioning ensures that the brand stands out and is perceived in a way that
resonates with its target audience.
For instance, when Volvo positions itself as the safest car brand, this distinct positioning
stands out and helps consumers associate Volvo with safety.
Brand Personality Brand personality, according to Aaker (1997), attributes human-like
qualities to a brand. This approach makes the brand more relatable to consumers. A brand can
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be seen as adventurous, caring, or sophisticated, allowing consumers to form emotional
connections with it.
Brand personality, according to Aaker (1997), is a way to infuse human-like characteristics
into a brand, creating a persona that consumers can relate to on an emotional level. Brands
can be attributed with specific traits, such as being adventurous, caring, or sophisticated,
allowing consumers to form an emotional connection with the brand.
Apple Inc. is a prime example of a brand that's often perceived as innovative and creative,
resonating with consumers who value those traits.
Brand Loyalty: Brand loyalty, as defined by Dick and Basu (1994), reflects the degree to
which customers are committed to a particular brand and consistently choose it over others. It
is a testament to the strength of the relationship between the brand and its customers.
Brand loyalty, as defined by Dick and Basu (1994), is the measure of a customer's
commitment and inclination to consistently choose a particular brand over others. It is a result
of the positive experiences, trust, and satisfaction that consumers associate with a brand,
leading to repeated purchases and a higher likelihood to choose that brand even when faced
with other options.
For instance, the loyalty of Nike's customers who consistently prefer its products over
competitors' offerings demonstrates the strength of the relationship between the brand and its
consumers. By focusing on brand positioning, establishing a distinct brand personality, and
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nurturing brand loyalty, companies can develop a strong, recognizable, and trusted brand that
resonates with consumers and sets itself apart from competitors in the market.
These concepts play pivotal roles in guiding the marketing strategies and consumer
relationships for brands, ultimately influencing the success and longevity of businesses in
competitive market landscapes.
Brand Extension: Brand extension, as articulated by Keller (1998), is the practice of
leveraging an established brand name to introduce new products or enter new markets. This
strategy capitalizes on the equity of the existing brand to create new opportunities.
Brand extension is an important strategy to enhance a brand's offerings by utilizing the
existing brand's reputation and recognition to introduce new products or expand into different
markets. For example, Apple, known for its computers and smart phones, extended its brand
into music with the creation of the iPod.
Brand Awareness: Brand awareness, a critical aspect of building brand equity, measures the
extent to which consumers recognize and recall a brand (Keller, 1993). It lays the foundation
for brand preference and loyalty.
Brand awareness refers to the familiarity consumers have with a brand. It indicates how well
a brand is recognized and remembered among its target audience. Strong brand awareness is
crucial as it leads to a preference for the brand when making purchasing decisions.
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Brand Consistency: Brand consistency, emphasized by Kapferer (2012), ensures uniformity
in brand elements and messaging across various channels and touch points. It strengthens the
brand's identity and reinforces its core values.
Brand consistency involves maintaining uniformity in design, messaging, and customer
experience across different platforms and interactions. When a brand is consistent in its
communication and representation, it helps build trust and reliability among consumers.
Brand Promise: The brand promise, as discussed by Kotler and Keller (2006), represents the
commitment made by a brand to deliver specific benefits and value to its customers. It sets
expectations and fosters trust among consumers.
A brand promise is a declaration of the value and experience a brand guarantees to provide. It
serves as a commitment to customers about the benefits and qualities they can expect, thereby
influencing their perception and building trust in the brand.
Brand Storytelling: Brand storytelling, as suggested by Holt (2003), involves crafting
narratives that engage customers and create emotional connections with the brand.
Storytelling humanizes the brand and makes it more relatable.
Brand storytelling is the art of using narratives to convey the brand's values, personality, and
mission. By weaving engaging stories, brands create emotional connections with their
audience, making the brand more memorable and relatable.
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Brand Differentiation: Brand differentiation, according to Kapferer (2012), is the process of
setting a brand apart from its competitors by highlighting its unique attributes. It's about
creating a distinct and memorable brand identity in a crowded marketplace.
Brand differentiation involves establishing a unique and identifiable position in the market. It
helps the brand stand out from competitors by highlighting its specific characteristics and
values that make it distinct.
Brand Architecture: Brand architecture, as discussed by Keller and Lehmann (2003), refers
to how a company structures and manages its portfolio of brands and sub-brands. It involves
the relationships and hierarchy among various brands under a corporate umbrella.
Brand architecture is the strategic organization and relationship among different brands
owned by a company. It defines how sub-brands or individual product brands relate to the
parent brand and each other.
Brand Strategy: Brand strategy, in line with Kapferer (2012), is the overarching plan that
guides how a brand will achieve its goals and connect with its target audience. It includes
decisions related to brand positioning, messaging, and market entry.
Brand strategy is the comprehensive plan that outlines the brand's objectives, positioning, and
the methods it will employ to connect with its audience. It covers decisions related to market
entry, product offerings, communication, and competitive positioning.
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Co-Branding: Co-branding, according to Kotler and Keller (2006), involves collaboration
between two or more brands to create a product or campaign. This strategy leverages the
strengths of each brand to achieve mutual benefits. Co-branding is a strategic partnership
where two or more brands collaborate to create a product or campaign. It allows each brand
to leverage its strengths to expand their market reach and enhance their brand value.
Rebranding: Rebranding, in simple terms, is the process of changing a brand's identity,
image, or messaging to better align with evolving market conditions or changing consumer
preferences.
Rebranding involves making significant changes to a brand's visual identity, messaging, or
core values. It's often done to stay relevant in a changing market or to appeal to a new target
audience. These detailed explanations offer a more comprehensive understanding of various
aspects of branding, as defined by notable experts in the field. These comprehensive
explanations provide a clear understanding of the key branding concepts and their
significance in the world of marketing and brand management.
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Elements of Branding
i. Visual Identity: Visual elements like logos, typography, colors, and design play a crucial
role in creating brand recognition and recall. A well-designed visual identity can make a
brand instantly recognizable.
ii. Slogans and Taglines: Catchy slogans or taglines can encapsulate a brand's essence and
promise in a memorable and concise manner.
iii. Emotional Connection: Successful branding goes beyond the rational attributes of a
product or service; it taps into consumers' emotions and aspirations. Emotional branding
creates a deep and lasting connection with consumers (Bauer et al., 2008).
iv. Perceived Quality: A strong brand is often associated with high quality and reliability.
Consumers are more likely to trust and choose a brand they perceive as offering superior
quality.
Brand Consistency: Consistency in branding across various touch points enhances brand
trust and influences consumer choices (Keller, 2008). Brand Consistency in branding is
essential. All brand elements, from visuals to messaging, must align to create a cohesive
brand identity. Brand consistency builds trust and credibility over time (Keller, 2008).
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Branding and Consumer Buying Behavior: Branding is a multifaceted concept
encompassing visual elements, emotional connections, and perceived quality. It significantly
influences consumer buying behavior, as it plays a vital role in shaping consumer perceptions
and preferences (Keller, 1993).
Brand Perception and Trust: Consumers' perceptions of a brand significantly affect their
trust in it, which, in turn, influences their buying decisions (Keller, 1993). Brand Perception
and Equity Brands can have tangible value, referred to as brand equity. Brand equity is the
added value that a brand brings to a product or service. It influences consumer choices,
affects pricing strategies, and contributes to a brand's financial worth (Aaker, 1991).
Brand Loyalty: Brand loyalty is a powerful driver of consumer buying behavior. Loyal
customers are more likely to make repeat purchases and recommend the brand to others
(Aaker, 1991).
Emotional Branding: Emotional branding strategies aim to create deep emotional
connections between consumers and brands. These connections lead to higher levels of brand
loyalty and influence purchasing decisions (Bauer et al., 2008). Emotional Branding
Emotional branding is a strategy that aims to create a deep emotional connection between
consumers and a brand. By associating a brand with strong emotions, companies can foster
brand loyalty and influence purchasing decisions (Bauer et al., 2008).
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Brand Extensions: Brand extensions, when executed effectively, leverage the positive
associations of the core brand to influence consumer preferences and buying behavior
(Keller, 2008). Brand Extensions Brand extensions involve leveraging an established brand to
introduce new products or services. Successful extensions capitalize on the positive
associations consumers have with the core brand (Keller, 2008).
External Factors: External factors, such as cultural shifts, societal trends, economic
conditions, and technological advancements, can impact the effectiveness of branding
strategies in shaping consumer behavior (Kotler et al., 2016).
Concept of Competitive Branding
Competitive branding involves the strategic positioning of a brand within a specific market
by emphasizing its unique value proposition, differentiating it from rival offerings, and
leveraging this differentiation to gain a competitive edge. It encompasses a range of tactics
aimed at highlighting a brand's strengths, distinctiveness, and superiority over competitors in
the minds of consumers.
Competitive Branding Strategies Often Revolve Around Various Elements Such As:
Unique Value Proposition (UVP): Establishing a clear and compelling proposition that sets
the brand apart from others in the market. This could be in terms of quality, price, service, or
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innovation. A prime example is Apple’s focus on innovation and user experience, setting it
apart from its competitors.
Brand Differentiation: Highlighting what makes the brand unique and different from others.
This could be through branding elements, product features, or customer experience. For
instance, the eco-friendly stance and sustainability emphasis of companies like Patagonia
have differentiated them in the apparel industry.
Consistent Brand Messaging: Maintaining a consistent brand voice and image across all
channels and touch points. This consistency helps in creating a strong brand identity. Coca-
Cola's consistent branding and messaging across various mediums is a classic example.
Consumer Engagement and Emotional Connection: Building an emotional connection
with consumers through storytelling, experiences, and customer engagement strategies.
Nike’s campaigns often evoke emotions and connect with their audience on a personal level.
Competitive branding aims to position a brand favorably in the eyes of the consumer,
creating an impression of superiority or a unique advantage over rival brands. The strategies
and tactics employed can evolve based on market dynamics, consumer preferences, and
technological advancements.
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Competitive Branding Advantage
Effective branding provides a competitive advantage by differentiating a product or service
from competitors and influencing consumer choices (Aaker, 1991).
The impact of branding on consumer buying behavior is multifaceted, encompassing
perceptions, loyalty, emotional connections, and consistency. Businesses that understand and
harness the power of branding can gain a competitive edge in influencing consumer choices
and building lasting relationships with their customers.
Consumer Buying Behavior: Consumer buying behavior, often simply referred to as
consumer behavior, is a multidimensional and intricate field of study that examines how
individuals, or consumers, make decisions when purchasing goods or services. It delves into
the various factors that influence these decisions, the stages consumers go through in the
buying process, and the implications for businesses.
Consumer buying behavior refers to the process through which individuals or households
search for, select, purchase, use, and dispose of products, services, ideas, or experiences to
satisfy their needs and wants (Solomon, 2019). In-text Reference: Solomon, M. R. (2019).
Consumer behavior: Buying, having, and being. Pearson.
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Factors Influencing Consumer Buying Behavior
i. Psychological Factors: These include individual motivations, perceptions, attitudes,
beliefs, and emotions. Psychological factors are central to understanding why consumers
make particular choices (Kardes et al., 2021). markdown Copy code - **In-text
Reference**: Kardes, F. R., Cronley, M. L., & Cline, T. W. (2021). Consumer behavior:
Science and practice. Cengage Learning.
ii. B. Social Factors: Consumers are influenced by their social environment, including
family, friends, peers, and societal norms. Social factors often shape buying decisions,
particularly for products with social significance (Hoyer et al., 2020). mathematica Copy
code - **In-text Reference**: Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2020).
Consumer behavior. Cengage Learning.
iii. Cultural Factors: Culture, subculture, and cultural values significantly impact consumer
behavior. Cultural norms and values influence what is considered acceptable and
desirable in a given society.
iv. Economic Factors: Economic conditions, income levels, and economic stability affect
consumers' purchasing power and choices. Economic factors can lead to changes in
consumer behavior during economic downturns or upswings.
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Concept of Consumer Buying Process
The concept of consumer buying behavior refers to the study and understanding of how
individuals or groups of consumers select, purchase, use, and dispose of goods, services,
ideas, or experiences to satisfy their needs and desires. Consumer behavior is influenced by
various factors, including psychological, social, cultural, and economic elements.
Understanding these factors is crucial for businesses to tailor their marketing strategies and
offerings to meet consumer needs effectively.
Kotler and Armstrong (2016) extensively cover the complex influences on consumer
behavior, including cultural, social, personal, and psychological factors. The book
emphasizes the significance of these influences in understanding consumer decision-making
processes, which ultimately affect purchasing patterns and preferences.
Consumer behavior involves a series of stages starting from problem recognition or need
identification, followed by information search, evaluation of alternatives, the actual purchase
decision, and post-purchase evaluation. This process is discussed in Solomon, Bamossy,
Askegaard, and Hogg's book, "Consumer Behaviour: A European Perspective" (2016). The
authors delve into the sequential steps consumers take when making purchasing decisions,
shedding light on the cognitive and behavioral aspects involved in each phase.
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Furthermore, the digital age has significantly impacted consumer buying behavior.
Contemporary research such as Evans' and Wright's "Digital Marketing: Strategy,
Implementation and Practice" (2019) explores how technological advancements, social
media, and online platforms have transformed consumer behavior. This book explains how
consumers now have access to vast amounts of information, interactive experiences, and
social influence, leading to changes in how they research, evaluate, and ultimately make
purchase decisions.
The Consumer Buying Process
i. Problem Recognition: This is the first stage, where consumers recognize a need or
problem. It can be triggered by internal factors (e.g., hunger) or external stimuli (e.g.,
advertising).
ii. Information Search: In this stage, consumers gather information about potential
solutions or products to fulfill their need. This may involve online research, seeking
recommendations, or visiting stores.
iii. Evaluation of Alternatives: Consumers evaluate the available options based on criteria
such as price, quality, brand reputation, and personal preferences.
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iv. Purchase Decision: The consumer makes the actual purchase. Factors like promotions,
discounts, and availability can influence this decision.
v. Post-Purchase Behavior: After the purchase, consumers assess their satisfaction with the
product or service. Positive experiences lead to brand loyalty and repeat purchases, while
negative experiences can result in returns or complaints.
Implications for Businesses Understanding consumer buying behavior is crucial for
businesses to tailor their marketing strategies effectively
i. Market Segmentation: Businesses can identify specific consumer segments based on
their behavior and tailor products and marketing efforts accordingly.
ii. Product Development: Knowing what drives consumer choices can guide product
development, ensuring that products meet consumer needs and preferences.
iii. Advertising and Promotion: Insights into consumer behavior help businesses create
more persuasive advertising and promotional campaigns that resonate with their target
audience.
30
iv. Customer Relationship Management: Understanding post-purchase behavior allows
businesses to build and maintain strong customer relationships, fostering loyalty and
advocacy.
2.1.1 Conceptual Framework
In a study on "The Impact of Branding on Consumer Buying Behavior," you can identify
independent and dependent variables as follows:
Independent Variable Dependent Variable
Brand Image and

Perception
Brand Awareness and
Recognition Consumer buying behavior
Brand Loyalty and Trust
Brand Equity and

Positioning
Fig.2.1: Conceptual Framework
31
Conceptual frameworks help to structure and understand the relationships between variables
in a particular context. In the case of the impact of branding on consumer buying behavior,
the framework can be divided into independent and dependent variables.
Brand Image and Perception: This encompasses the overall image, reputation, and
perception of a brand in the minds of consumers. It involves the associations and beliefs
consumers hold about the brand, including its quality, reliability, and uniqueness.
Brand Awareness and Recognition: This refers to how well consumers recognize and are
aware of a brand. It involves aspects like brand recall, brand familiarity, and how easily
consumers can identify a brand in different contexts.
Brand Loyalty and Trust: This variable pertains to the degree of loyalty and trust that
consumers have towards a brand. It includes aspects like repeat purchases, recommendation
to others, and the overall trust consumers have in the brand's promises and consistency.
Brand Equity and Positioning: Brand equity relates to the value that a brand holds beyond
its physical attributes. It involves factors like brand perception, brand differentiation, and its
position in the market compared to competitors.
32
Consumer buying behavior: is influenced by the independent variables related to branding.
For instance, a strong brand image and positive perception can lead to an increased likelihood
of a consumer purchasing that brand's product. Similarly, high brand awareness and
recognition may influence consumers to choose a familiar brand over others. Brand loyalty
and trust could lead to repeat purchases and advocacy for the brand. Additionally, a brand's
equity and positioning can impact consumers' decisions by providing them with a perception
of value and differentiation that influences their buying choices.
2.2 Empirical Review
The impact of branding on consumer buying behavior is a well-researched and critical aspect
of marketing theory. Several theories and models help explain and understand how branding
influences consumers' purchasing decisions.
Keller's concept of brand equity is fundamental in understanding how branding affects
consumer behavior. Brand equity represents the value a brand holds in the minds of
consumers. Keller's work, notably "Strategic Brand Management" (2013), explains how
strong brands create a differential effect on consumer response, leading to greater brand
loyalty and positive associations, which, in turn, influence purchasing decisions.
Various consumer behavior theories shed light on the impact of branding. The Stimulus-
Organism-Response (S-O-R) model, discussed by Wells and Prensky in their book Consumer
33
Behavior (2007), suggests that a brand serves as a stimulus that triggers emotional and
cognitive responses in consumers, impacting their purchase decisions.
Additionally, the Theory of Planned Behavior (Ajzen, 1991) and the Theory of Reasoned
Action (Fishbein & Ajzen, 2017) highlight that consumer attitudes toward a brand influence
their intention to purchase. These theories emphasize how branding can shape consumer
attitudes and perceptions, thereby impacting their buying behavior.
Aaker's work on brand personality (Aaker, 2017) contributes to understanding how
consumers perceive brands as having distinct personalities. This theory explains how a
brand's personality influences consumer behavior by creating emotional connections and
resonating with consumers' self-identities.
Cognitive theories like Information Processing Theory (Craik & Lockhart, 1972) and
Psychological Reactance Theory (Brehm, 1966) are relevant in understanding how branding
influences consumer cognition and emotional responses. They suggest that effective branding
captures attention, facilitates information processing, and influences emotional reactions that
guide consumer decision-making.
In understanding the theoretical underpinnings of branding and consumer behavior, these
theories and models offer a comprehensive framework to comprehend the impact of branding
on consumer decision-making. While these theories individually offer valuable insights, a
34
combination of these theories provides a holistic understanding of how branding influences
and shapes consumer buying behavior.
2.3 Theoretical Review
The theory explaining the impact of branding on consumer buying behavior draws from
several established marketing and consumer behavior theories. It encompasses various
aspects, including brand awareness, brand loyalty, emotional branding, and consumer
decision-making processes. Here, I'll outline a theoretical framework that synthesizes these
elements:
Brand Equity Theory
Brand equity represents the value that a brand adds to a product or service. It encompasses
brand awareness, brand associations, perceived quality, and brand loyalty (Keller, 1993).
Brand equity theory posits that strong brands influence consumer buying behavior positively.
Consumers prefer brands they are familiar with (brand awareness) and perceive as offering
superior quality. This preference leads to brand loyalty, influencing purchase decisions
(Keller, 1993).
Brand Equity Theory is a marketing concept that refers to the value a brand adds to a product
or service beyond the functional benefits it offers. It encompasses various elements such as
brand awareness, brand perception, brand loyalty, and brand associations. Brand equity is
35
vital for businesses as it directly influences consumer preferences, purchase decisions, and
overall brand success. The components of brand equity theory include:
Emotional Branding Theory
Emotional branding focuses on creating emotional connections between consumers and
brands. It aims to evoke specific emotions or feelings in consumers when they interact with a
brand (Bauer et al., 2008).
Emotional branding theory suggests that brands capable of eliciting positive emotions, such
as trust, love, or joy, can foster brand loyalty and influence consumer buying behavior.
Emotionally attached consumers are more likely to make repeat purchases and recommend
the brand to others (Bauer et al., 2008).
Emotional Branding Theory centers on the concept that creating strong emotional
connections between a brand and consumers is essential for long-term brand success and
loyalty. The theory posits that consumers often make purchasing decisions based on their
emotions and feelings toward a brand, rather than solely on rational considerations such as
features, price, or benefits.
Emotional branding emphasizes establishing a deep emotional bond between the brand and
consumers. It aims to evoke specific emotions, values, and sentiments associated with the
brand. This emotional connection is often built through storytelling, brand personality,
experiences, and visual elements.
36
Consumer Decision-Making Theory
Consumer decision-making theory explains the process consumers go through when making
purchasing decisions. It typically involves stages like problem recognition, information
search, and evaluation of alternatives, purchase decision, and post-purchase behavior (Hoyer
et al., 2020).
Branding impacts consumer decision-making at multiple stages Brand awareness triggers
problem recognition, while brand perceptions and trust influence the evaluation of
alternatives and the final purchase decision. Positive post-purchase experiences lead to brand
loyalty and repeat purchases (Hoyer et al., 2020).
Consumer decision-making theory is a fundamental concept in the field of marketing and
psychology that seeks to understand how individuals and groups make choices regarding the
purchase of goods and services. Various theories and models contribute to our understanding
of this process.
Brand Consistency Theory
Brand consistency theory emphasizes the importance of maintaining consistency in branding
elements (visual identity, messaging, etc.) across all brand touch points and interactions
(Keller, 2008).
37
Consistency builds trust and reinforces brand associations. When consumers encounter
consistent branding, it creates a sense of reliability and enhances brand perception, impacting
their buying behavior (Keller, 2008).
As of my last knowledge update in September 2021, there isn't a well-established or widely
recognized theory called "Brand Consistency Theory." However, I can provide an
explanation based on the general concept of brand consistency and its importance in branding
strategies.
Brand consistency refers to the uniformity and coherence in the presentation of a brand across
various touch points and communication channels. It involves maintaining a consistent brand
image, messaging, values, design elements, and customer experience throughout all
interactions that consumers have with the brand.
Consistency in branding is crucial because it helps in creating a strong and recognizable
brand identity, which in turn builds trust and credibility among consumers. When a brand is
consistent, it ensures that consumers have a clear understanding of what the brand represents
and what they can expect from it.
Companies often use brand guidelines and standards to ensure consistency in their branding
elements, including logo usage, typography, color schemes, tone of voice, and overall brand
positioning. This consistency applies to advertisements, packaging, website, social media,
customer service, and any other touch point that a consumer may encounter. If "Brand
38
Consistency Theory" has emerged or gained recognition as a formal theory in branding after
my last update, I recommend referring to recent academic sources and reputable marketing
and branding journals for the latest information and research.
Brand Personality and Identity Theory
Aaker's work on brand personality (Aaker, 1997) contributes to understanding how
consumers perceive brands as having distinct personalities. This theory explains how a
brand's personality influences consumer behavior by creating emotional connections and
resonating with consumers' self-identities.
2.3.1 Theoretical Framework
Cognitive and Psychological Theories
Cognitive theories like Information Processing Theory (Craik & Lockhart, 1972) and
Psychological Reactance Theory (Brehm, 1966) are relevant in understanding how branding
influences consumer cognition and emotional responses. They suggest that effective branding
captures attention, facilitates information processing, and influences emotional reactions that
guide consumer decision-making.
In understanding the theoretical underpinnings of branding and consumer behavior, these
theories and models offer a comprehensive framework to comprehend the impact of branding
on consumer decision-making. While these theories individually offer valuable insights, a
39
combination of these theories provides a holistic understanding of how branding influences
and shapes consumer buying behavior.
Cognitive and psychological theories encompass a broad spectrum of psychological models
that delve into human cognition, behavior, decision-making processes, and emotional
responses. In the context of marketing and consumer behavior, these theories help understand
how individuals process information, make decisions, and respond emotionally to marketing
stimuli.
Cognitive Theories
Cognitive theories, such as Information Processing Theory (IPT) proposed by Craik and
Lockhart (1972), focus on how individuals receive, process, store, and retrieve information.
IPT suggests that incoming information passes through different cognitive processes,
impacting memory and learning.
Psychological Theories
Psychological theories in marketing include various models that explore consumer behavior,
motivation, attitudes, and emotions. For instance, Psychological Reactance Theory (Brehm,
1966) suggests that individuals react negatively when they perceive their freedom of choice is
threatened or reduced.
40
Applications in Marketing
These theories are applied in marketing to understand how consumers process information,
form attitudes, make decisions, and respond emotionally to marketing stimuli. Understanding
cognitive processes and psychological reactions aids marketers in designing strategies that
effectively communicate messages, evoke emotions, and influence consumer behavior.
By incorporating these theories into marketing practices, businesses can create more
compelling advertising messages, design products that align with consumer preferences, and
develop strategies that engage and resonate with their target audience.
Utilizing cognitive and psychological theories helps marketers comprehend the complexities
of consumer behavior, providing insights into decision-making, perception, learning, and
emotional responses. These frameworks serve as valuable tools in shaping effective
marketing strategies that resonate with consumers' cognitive and psychological processes.
Please note that these references and theories represent a fraction of the vast body of research
in the fields of cognition and psychology. They are key examples that demonstrate the
application of cognitive and psychological theories within the realm of marketing and
consumer behavior analysis.
41
Significance of Cognitive and Psychological Theories
Cognitive and psychological theories play a crucial role in understanding human behavior,
decision-making processes, and mental functions. They offer significant insights into various
aspects of human cognition, emotion, perception, learning, memory, and motivation, which
are integral in numerous fields, including psychology, marketing, education, and human-
computer interaction.
Understanding Human Behavior: Cognitive and psychological theories provide
frameworks to understand how individuals process information, make decisions, and interact
with their environment. These insights are essential for marketers, educators, and
professionals to comprehend and predict human behavior.
Marketing and Consumer Behavior: These theories are pivotal in the field of marketing to
comprehend consumer decision-making processes, perceptions, attitudes, and behaviors.
They aid in designing effective advertising, product placement, and persuasive messaging to
influence consumer choices.
Educational Strategies: Cognitive theories contribute to understanding how individuals
learn and retain information. Educators use these theories to create effective teaching
strategies, curricula, and educational materials.
42
Human-Computer Interaction: In the realm of technology and design, these theories are
employed to enhance user experience, user interface design, and usability of software,
websites, and digital products.
Conclusion
Cognitive and psychological theories serve as the foundation for understanding human
cognition, behavior, and emotions. These theories have immense implications across diverse
fields, aiding in the development of effective strategies for marketing, education, technology,
and various aspects of human interaction. They remain integral in shaping our understanding
of the human mind and behavior, providing invaluable insights into decision-making
processes and human responses to various stimuli in different contexts.
43
CHAPTER THREE
METHODOLOGY
In this chapter, we outline and explain the approach employed in this study. This
encompasses the study's design, the demographic under study, the size and selection method
of the sample, how data was gathered, the tools and instruments used, as well as the
assessment of the study's dependability and accuracy, and the subsequent data analysis.
3.1 Area of study
The purpose of this study was to examine the importance of branding on consumer buying
behavior. The study was carried out in Coca- cola Plc Lagos state Nigeria to obtain reliable
information about the importance of branding on consumer buying behavior in Nigeria where
questionnaires will be distributed among the workers in the organization.Coca-Cola in
Nigeria 1950s Nigerian Bottling Company Ltd (NBC) is incorporated in November 1951, as
a subsidiary of the A.G. Leventis Group with the franchise to bottle and sell products of The
Coca-Cola Company in Nigeria. The production of Coca-Cola commenced at a bottling
facility in Nigeria (Lagos state) in 1953. It's was located at No16, Gerrard Road, Ikoyi,
Lagos, Lagos, Nigeria.
44
3.2 Research Design
This study was descriptive, comparative and correlation design, whereas a descriptive
research also called statistical research the main goal of this type of research is to describe
data and characteristics of what is being studied, it is used because the researcher want to
gain a better understanding of the topic while analytical research is a specific type of this
research that will involve in critical thinking skills and evaluation of fact and information
relative to the research being conducted. This research used both a qualitative and
quantitative. As regards the quantitative data, it includes the statistical expressions.
3.3 Population, Sample Size and Sampling Techniques
Population
The population referred as a target and also a set of elements that the research focused upon
and to which the results obtained by testing the sample which should be generalized. Before
conducting this research, the researcher intends to examine total population in order to draw
relevant and reliable information for the success of this study. The total population was 2081.
45
Population Table for Coca-Cola Plc, Lagos State
Department Number of Employees Percentage of Sample Size

(95.25%)
Population
Marketing 550 26.4% 25
Sales 480 23.1% 23
Finance 320 15.4% 15
Research & 350 16.8% 16
Development
Operations 381 18.3% 17
Total 2081 100% 96
Sample Size
Although the whole population is appropriate to provide relevant information, it seems to be
more complex because of limited finance and time. The researcher calculated sample size by
using the formula of Yamane. The sample is depicted from that population; the basic
population is 2081.The researcher applies the appropriate formula given by Taro Yamane in
order to obtain the corrected sample. A sampling error of 10% with confidence level of 90%
is used. The said formula is the following by Yamane (1967).
46
n= N
1+ (e2)
Where:
n = sample size
N = population size
e = is the sampling error
In the case:
Population size (N) = 2081
Sampling error (e) = 0.5
n= N
1+ (e2)
n= N
1+ (0.5)2
n= N
1.25
n= 2081.
1.25
n= 2081
1+2081 (0.10)2
n= 2081
47
1+2081 x 0.01
n= 2081
21.81
n= 95.25
Therefore, using Yamane's formula, the sample size (n) is approximately 95.25. Since the
sample size must be a whole number, you typically round up to the nearest whole number.
So, the recommended sample size is 96 with a population of 2081, a sampling error of 10%,
and a confidence level of 90%.
Sampling Technique
This study employed the stratified random sampling technique because the study population
was not homogeneous. Therefore, the researcher first classified population into three strata
according to their characteristics such as, Kicukiro District, Nyarugenge District and Gasabo
District. As it is represented after grouping respondents, respondents were selected, such that
everyone has the probability of being selected to be in the sample. The Simple random
sampling method was given each bar an equal opportunity of being chosen. The choice of any
respondent did not affect the chance of another.
3.4 Sources of Data and Data Collection Methods
48
A source is one of the materials that the researcher has to use for collecting information
during the investigation. The major sources of data were primary source of information.
Primary data come straight from the people or workers to be studied and therefore the most
kind of information to be collected came from the consumers under study. Primary data is
considered to be the first hand data the researcher gather himself as result of his investigation.
3.5 Research Instruments
Research instrument for data collection is the tool used in the course of collecting the needed
data for this study is questionnaire given its usefulness, ease of use and reliability olannye
(2006) defined questionnaire as an instrument for gathering data from respondent to aid in
finding solution to research problems.
The questionnaire is divided into two set A & B. The section “A” contained the major
research question the section “B” will the scaling measurement that involves qualitative
construct and quantitative metric unit.
3.5.1 Reliability of Instruments
In dealing with reliability, the researcher wanted to ensure the degree of consistency and
stability of the instrument; hence the research examined several times by checking for
reliability in relevance, clarity and ambiguity of items in the instrument.
3.5.2 Validity of Instrument
49
For achieving this, a pre-test was carried out. A total number of 10 respondents were used for
the pretesting. The research instruments for both independents and dependents variables were
considered reliable where a Croanbach coefficient was 89.0%.
3.6 Re-statement of hypothesis
H01 Effective branding significantly influences consumer buying behavior.
H02 Strong brand perception leads to increased brand loyalty among consumers, which in
turn positively affects their buying behavior.
3.7 Method of Data analysis
The questionnaire collected was coded to allow for analysis. The Chi-square package was
used to analyze the data collected after coding. The bio-data of the respondent was analysed
with descriptive analysis which involves the frequency and percentage. To achieve the
second objective of the study in terms of the level of prediction of the independent variable
on the dependent variable, multiple regressions were used.
Finally, the data was effectively processed, analyzed and interpreted by using different tables
and chart, in order to show the result of the study easily. The Chi-square (χ²) test is a
statistical method used for analyzing categorical data to determine whether there is a
50
significant association between the variables. The formula for the Chi-square test depends on
the type of data and the setup of the study.
For a test of independence in a contingency table (which could be used to check if there's a
relationship between two categorical variables), the formula for the Chi-square test statistic is
calculated as follows:
X2= ∑ (Oί-Eί) 2
Eί
Where:
X2 = Chi-square test statistic
O = Observed frequency
E = Expected frequency
V= Degree of Freedom
D= Level of Significance
A level of Significance of 0.5 shall be used for this test and degree of freedom is computed as
follow:
V= (row -1) x (colum-1)
E = Expected frequency of responses calculated as follows:
Row total x column total
Grand Total
51
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Data Presentation and Analysis
This chapter presents analyses of the results obtained from the data collected the
questionnaire administered. As stated in chapter three, the statistical tool used was the
descriptive statistics which was run using SPSS software package version 26.0. The data was
generated using the research instrument that was adopted for the study which was the
questionnaire and it was drafted to seek the opinion of the participants (respondents) of Coca-
cola Plc Lagos state Nigeria. A sample of 96copies of questionnaire was distributed, where
93 out of the entire questionnaires were successfully filled and returned. Analysis was based
on the returned questionnaire. The results deal with descriptive presentation and analyses.
The descriptive results gave a picture of the relevant data as well as information that will be
used in the interpretation of the results that involve both the respondents’ profile data and the
questionnaire responses.
4.1.1 Analysis of Demographic Features of Respondents
The distribution is according to Gender Attribute, Age Distribution, Years of Experience and
Respondents’ Monthly Income in Coca- cola Plc Lagos state Nigeria.
52
Table 1: Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 72 77.4 77.4 77.4
Female 21 22.6 22.6 100.0
Total 93 100.0 100.0
Source: Field Survey (2024)
Table 1 show that 72 of the respondents representing 77.4% are male, while the remaining 21
respondents representing 22.6% were female. This indicates that majority of the respondents
were males.
Table 2: Age Distribution

Cumulative
Valid Under 18 years 18 19.4 19.4 19.4
18-25 years 17 18.3 18.3 37.7
26-35 years 46 49.5 49.5 87.1
36-45 years 5 5.4 5.4 92.5
46-55 years 7 7.5 7.5 100.0
Total 93 100.0 100.0
Table 2 indicates that 18 of the respondents representing 19.4% were under the age of 18
years, 17 of the respondents representing 18.3% were between the ages 18-25 years, 46 of the
respondents representing 49.5% were between 26-35 years of age and 5 respondents
representing 5.4% were between 36-45 years of age while the remaining 7 respondents
53
representing 7.5% were 46-55 years of age. This implied that most of the respondents were
between the age of 26-35 years bracket and represents a key working-age demographic as
their experiences with topic in question are not likely to be questionable.
Table 3: Years of Experience

Cumulative
Valid Less than 1 year 13 14.0 14.0 14.0
1-5 years 21 22.6 22.6 36.6
6-10 years 52 55.9 55.9 92.5
11-15 years 7 7.5 7.5 100.0
Total 93 100.0 100.0
Table 3 indicates that 13 of the respondents representing 14% had less than a year of working
experience with the company, 21 of the respondents representing 22.6% had between 1-5
years ofworking experience, 52 of the respondents representing 55.9% had between 6-10
yearsofworking experience, while the remaining 7 respondents representing 7.5% had
between 11-15 years of working experience. This reveals that majority of the respondents
were well-experienced employees of the company.
54
Table 4: Monthly Income
Cumulative
Valid Less than N50,000 4 4.3 4.3 4.3
N50,000 - N100,000 12 12.9 12.9 17.2
N100,000 - N150,000 41 44.1 44.1 61.3
More than N150,000 36 38.7 38.7 100.0
Total 93 100.0 100.0
Table 4 displays the monthly revenue distribution of individual respondents based on
different ranges. 4(4.3%) of the respondents have monthly revenue less than N50,000.
12(12.9%)of the respondents fall within the monthly revenue range of N50,000 - N100,000.
41(44.1%)of the respondents fall within the monthly revenue range of N100,000 - N150,000.
While the remaining 36(38.7%) of the respondents earned the monthly revenue not less than
N150,000. This implies that the majority of respondents, constituting 82.8%, earned monthly
revenue exceeding N100,000. This table provides an overview of the income distribution
among the surveyed respondents, offering insights into the financial scale and diversity
within the sample.
55
SECTION B: QUESTIONNAIRE
Table 5: Responses to Questionnaire
S.D
S/N Q S.A S.A% A A% U U% D D% S.D % T T%
1 5 29 31.2 30 32.3 12 12.9 8 8.6 14 15.1 93 100
2 6 38 40.9 25 26.9 6 6.5 14 15.1 10 10.8 93 100
3 7 45 48.4 17 18.3 12 12.9 13 14 6 6.5 93 100
4 8 40 43 28 30.1 9 9.7 10 10.8 6 6.5 93 100
5 9 44 47.3 22 23.7 3 3.2 15 16.1 9 9.7 93 100
6 10 36 38.7 21 22.6 9 9.7 14 15.1 13 14.0 93 100
7 11 44 47.3 20 21.5 3 3.2 12 12.9 14 15.1 93 100
8 12 42 45.2 21 22.6 9 9.7 14 15.1 7 7.5 93 100
9 13 19 20.4 47 50.5 13 14.0 9 9.7 5 5.4 93 100
10 14 44 47.3 28 30.1 9 9.7 8 8.6 4 4.3 93 100
11 15 28 30.1 41 44.1 4 4.3 12 12.9 8 8.6 93 100
12 16 38 40.9 38 40.9 3 3.2 10 10.8 4 4.3 93 100
13 17 46 49.5 30 32.3 3 3.2 10 10.8 4 4.3 93 100
14 18 39 41.9 31 33.3 5 5.4 12 12.9 6 6.5 93 100
15 19 34 36.6 26 28.0 7 7.5 10 10.8 16 17.2 93 100
16 20 36 38.7 27 29.0 9 9.7 14 15.1 7 7.5 93 100
N.B: S.A – Strongly Agree
56
A – Agree
D – Disagree
S.D – Strongly Disagree
U – Undecided
T – Total
SECTION B: QUESTIONNAIRE
Table 6: The Coca-Cola brand is easily recognizable

Cumulative
Valid Strongly Agree 29 31.2 31.2 31.2
Agree 30 32.3 32.3 63.4
Undecided 12 12.9 12.9 76.3
Disagree 8 8.6 8.6 84.9
Strongly Disagree 14 15.1 15.1 100.0
Total 93 100.0 100.0
Table 6 reveals that 29 respondents representing 31.2% strongly agreed, 30 respondents
representing 32.3% also agreed, while 12 respondents representing 12.9% were not sure and
8 respondents representing 8.6% disagreed, and the remaining 14 respondents representing
15.1% strongly disagreed based on the question above. This implies that most of the
respondents agreed that the Coca-Cola brand is easily recognizable.
57
Table 7: I associate positive feelings with the Coca-Cola
Cumulative
Agree 25 26.9 26.9 67.7
Undecided 6 6.5 6.5 74.2
Disagree 14 15.1 15.1 89.2
Total 93 100.0 100.0
representing 26.9% also agreed, while 6 respondents representing 6.5% were not sure and 14
respondents representing 15.1% disagreed, and the remaining 10 respondents representing
10.8% strongly disagreed based on the question above. This implies that a majority of
respondents associate positive feelings with the Coca-Cola.
Table 8: The Coca-Cola brand reflects quality to me.

Cumulative
Agree 17 18.3 18.3 66.7
Undecided 12 12.9 12.9 79.6
Disagree 13 14.0 14.0 93.5
Total 93 100.0 100.0
58
Table 8 indicates that 45 respondents representing 48.4% strongly agreed, 17 respondents
representing 18.3% also agreed, while 12 respondents representing 12.9% were not sure and
13 respondents representing 14% disagreed, and the remaining 6 respondents representing
6.5% strongly disagreed based on the question above. This suggests that a significant portion
of respondents agreed that the Coca-Cola brand reflects quality to them.
Table 9: I believe that Coca-Cola is a trustworthy brand.

Cumulative
Agree 28 30.1 30.1 73.1
Undecided 9 9.7 9.7 82.8
Disagree 10 10.8 10.8 93.5
Total 93 100.0 100.0
Table 9 shows that 40 respondents representing 43% strongly agreed, 28 respondents
6.5% strongly disagreed based on the question above. The interpretation is that majority of
respondents believed that Coca-Cola is a trustworthy brand.
59
Table 10: The Coca-Cola brand aligns with my personal values
Cumulative
Agree 22 23.7 23.7 71.0
Undecided 3 3.2 3.2 74.2
Disagree 15 16.1 16.1 90.3
Total 93 100.0 100.0
9.7% strongly disagreed based on the question above. This implies that most of the
respondents either strongly agreed or agreed that the Coca-Cola brand aligns with their
personal values.
Table 11: I consistently choose Coca-Cola over other beverage brands.

Cumulative
Agree 21 22.6 22.6 61.3
Undecided 9 9.7 9.7 71.0
Disagree 14 15.1 15.1 86.0
60
Total 93 100.0 100.0
14% strongly disagreed based on the question above. It can be concluded that a good number
of respondents either strongly agree or agree that they consistently choose Coca-Cola over
other beverage brands.
Table 12: I am willing to pay a premium for Coca-Cola products.

Cumulative
Agree 20 21.5 21.5 68.8
Undecided 3 3.2 3.2 72.0
Disagree 12 12.9 12.9 84.9
Total 93 100.0 100.0
Table 12 shows that 44 respondents representing 47.3% strongly agreed, 20 respondents
61
15.1% strongly disagreed based on the question above. This implies that majority of the
respondents either strongly agree or agree to pay a premium for Coca-Cola products.
Table 13: I actively seek out Coca-Cola products in various locations.

Cumulative
Agree 21 22.6 22.6 67.7
Undecided 9 9.7 9.7 77.4
Disagree 14 15.1 15.1 92.5
Total 93 100.0 100.0
7.5% strongly disagreed based on the question above. It can be inferred that 67.7% of
respondents either strongly agree or agree that they are actively seek out Coca-Cola products
in various locations.
Table 14: I feel a sense of loyalty to the Coca-Cola brand

Cumulative
Agree 47 50.5 50.5 71.0
62
Undecided 13 14.0 14.0 84.9
Disagree 9 9.7 9.7 94.6
Total 93 100.0 100.0
representing 50.5% also agreed, while 13 respondents representing 14% were not sure and 9
respondents representing 9.7% disagreed, and the remaining 5 respondents representing 5.4%
strongly disagreed based on the question above. This suggests that 71% of respondents either
strongly agree or agree that they feel a sense of loyalty to the Coca-Cola brand.
Table 15: I would recommend Coca-Cola to friends and family

Cumulative
Agree 28 30.1 30.1 77.4
Undecided 9 9.7 9.7 87.1
Disagree 8 8.6 8.6 95.7
Total 93 100.0 100.0
respondents representing 8.6% disagreed, and the remaining 4 respondents representing 4.3%
63
strongly disagreed based on the question above. This implies that 77.4% of respondents either
strongly agreed or agreed that they would recommend Coca-Cola to friends and family.
Table 16: I am aware of Coca-Cola's advertising and promotional campaigns.

Cumulative
Agree 41 44.1 44.1 74.2
Undecided 4 4.3 4.3 78.5
Disagree 12 12.9 12.9 91.4
Total 93 100.0 100.0
8.6% strongly disagreed based on the question above. This suggests that 74.2% of
respondents either strongly agree or agree that they are aware of Coca-Cola's advertising and
promotional campaigns.
Table 17: Coca-Cola's advertising influences my perception of the brand.
64
Cumulative
Agree 38 40.9 40.9 81.7
Undecided 3 3.2 3.2 84.9
Disagree 10 10.8 10.8 95.7
Total 93 100.0 100.0
4.3% strongly disagreed based on the question above. It can be inferred that 81.7% of
respondents either strongly agree or agree that Coca-Cola's advertising influences their
perception of the brand.
Table 18: Limited edition or seasonal packaging influences my purchase decisions.

Cumulative
Agree 30 32.3 32.3 81.7
Undecided 3 3.2 3.2 84.9
Disagree 10 10.8 10.8 95.7
Total 93 100.0 100.0
65
Table 18 shows that 46 respondents representing 49.5% strongly agreed, 30 respondents
4.3% strongly disagreed based on the question above. This implies that 81.7% of respondents
either strongly agree or agree that limited edition or seasonal packaging influences their
purchase decisions.
Table 19: I am influenced by celebrity endorsements in Coca-Cola advertisements.

Cumulative
Agree 31 33.3 33.3 75.3
Undecided 5 5.4 5.4 80.6
Disagree 12 12.9 12.9 93.5
Total 93 100.0 100.0
6.5% strongly disagreed based on the question above. It can be concluded that 75.3% of
respondents either strongly agree or agree that they are influenced by celebrity endorsements
in Coca-Cola advertisements.
66
Table 20: Social media presence and engagement impact my perception of Coca-Cola.
Cumulative
Agree 26 28.0 28.0 64.5
Undecided 7 7.5 7.5 72.0
Disagree 10 10.8 10.8 82.8
Total 93 100.0 100.0
representing 28% also agreed, while 7 respondents representing 7.5% were not sure and 10
respondents either strongly agree or agree that social media presence and engagement impact
their perception of Coca-Cola.
Table 21: I am influenced by the brand image when purchasing Coca-Cola products.
Cumulative
Agree 27 29.0 29.0 67.7
Undecided 9 9.7 9.7 77.4
Disagree 14 15.1 15.1 92.5
Total 93 100.0 100.0
67
representing 29% also agreed, while 9 respondents representing 9.7% were not sure and 14
respondents either strongly agree or agree that they are influenced by the brand image when
purchasing Coca-Cola products.
4.2 Test of Hypotheses
Hо1: Effective branding does not significantly influences consumer buying behavior.
Table 22: Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square 261.405 180 .000
Likelihood Ratio 169.218 180 .007
Linear-by-Linear Association 35.883 1 .000
N of Valid Cases 93
a. 208 cells (100.0%) have expected count less than 5. The minimum expected count is .02.
b. Through Mean of Effective Branding * Mean of Consumer Buying Behavior Cross
tabulation
Pearson Chi-Square test
The Pearson Chi-Square test, Likelihood Ratio test, and the Linear-by-Linear Association test
show a statistically significant relationship between Effective branding (EB) and Consumer
68
Buying Behavior (CBB) with p-values of .000 and .007 less than 0.05. This suggests that
there is evidence to reject the null hypothesis.
Table 23:Symmetric Measures

Asymptotic
Standard Approximate Approximate
Value Errora Tb Significance
Nominal by Nominal Phi 1.677 .000
Cramer's V .484 .000
Ordinal by Ordinal Gamma .506 .066 7.354 .000
Measure of Kappa .443 .023 2.992 .003
Agreement
N of Valid Cases 93
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Through Mean of Effective Branding * Mean of Consumer Buying Behavior Cross
tabulation
Symmetric Measures:
This measure further supports the conclusion of a significant relationship and influence. Phi
and Cramer's V are measures of association for nominal variables, and both indicate a
69
significant association between Effective Branding and Consumer Buying Behavior. Both Phi
and Cramer's V have cal. p-value (0.000) less than the tab. P-value (P< 0.05) and positive
coefficient values of 1.677 and 0.484 respectively, supporting the conclusion of a significant
influence.
The Gamma coefficient, measuring association for ordinal variables, also shows a strong and
significant association. The Gamma coefficient of 0.506 indicates a moderately strong
positive association influence of Effective Branding on Consumer Buying Behavior. The p-
value being very small (< 0.05) suggests that this association is statistically significant.
Kappa, a measure of agreement, indicates a moderate and statistically significant level of
agreement between the two variables, with P-value of 0.003 less than level of significant and
coefficient value of moderate 0.443 agreements.
In summary, the Chi-Square Tests and Symmetric Measures provide robust evidence to reject
the null hypothesis. While Pearson Chi-Square, Likelihood Ratio, and Linear-by-Linear
Association support a significant association between Effective Branding and Consumer
Buying Behavior, so is the Symmetric Measures generally support the existence of an
association at moderate level, with significant values for Phi, Cramer's V, Gamma and Kappa
coupled with positive moderate agreements to show the degree of influences. Therefore, the
70
evidence against the null hypothesis is entirely consistent across all statistical tests strengthen
the conclusion that Effective branding significantly influences consumer buying behavior.
Therefore, the null hypothesis (Ho) which states that “Effective branding does not
significantly influences consumer buying behavior" is convincingly rejected based on the
multiple statistical tests under Chi-square. The results consistently point towards a
meaningful and statistically significant connection between the two variables.
In practical terms, this implies that as Effective branding increases or decreases, there is a
corresponding change in consumer buying behavior. Overall, the statistical evidence provided
by Lambda, Gamma, and associated p-values strongly supports the idea that Effective
branding indeed significantly and positively influences consumer buying behavior,
highlighting the importance of meeting customers’ expectations while influencing their
behavior.
Hо2: Brand loyalty among consumers does not positively affect customer’s buying
behavior.
Table 24: Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 236.508a 180 .003
Likelihood Ratio 175.585 180 .010
71
Linear-by-Linear Association 46.498 1 .000
N of Valid Cases 93
a. 208 cells (100.0%) have expected count less than 5. The minimum expected count is .02.
b. Through Mean of Brand Loyalty * Mean of Consumer Buying Behavior Cross
tabulation
Pearson Chi-Square test
The Pearson Chi-Square test, Likelihood Ratio test, and the Linear-by-Linear Association test
show a statistically significant relationship between Brand loyalty among consumers and
Consumer Buying Behavior with p-values of .003, .010, and .000 less than 0.05. This
suggests that there is evidence to reject the null hypothesis.
Table 25:Symmetric Measures

Asymptotic
Standard Approximate Approximate
Value Errora Tb Significance
Nominal by Nominal Phi 1.595 .003
Cramer's V .460 .003
Ordinal by Ordinal Gamma .579 .058 9.274 .000
Measure of Kappa .424 .042 .373 .009
Agreement
N of Valid Cases 93
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Through Mean of Brand Loyalty * Mean of Consumer Buying Behavior Cross tabulation
Symmetric Measures:
72
This measure further supports the conclusion of a significant relationship. Phi and Cramer's V
are measures of association for nominal variables, and both indicate a significant association
between Brand Loyalty and Consumer Buying Behavior. Both Phi and Cramer's V have cal.
p-value (0.003) less than the tab. P-value (P< 0.05) and positive coefficient values of 1.595
and 0.460 respectively, supporting the conclusion of a significant relationship.
The Gamma coefficient, measuring association for ordinal variables, also shows a strong and
significant association. The Gamma coefficient of 0.579 indicates a moderately strong
positive association between Brand Loyalty and Consumer Buying Behavior. The p-value
being very small (< 0.05) suggests that this association is statistically significant.
Kappa, a measure of agreement, indicates a moderate and statistically significant level of
agreement between the two variables, with P-value of 0.009 less than level of significant and
coefficient value of moderate 0.424 agreements.
In summary, the Chi-Square Tests and Symmetric Measures provide robust evidence to reject
the null hypothesis. While Pearson Chi-Square, Likelihood Ratio, and Linear-by-Linear
Association support a significant relationship between Brand Loyalty and Consumer Buying
Behavior, so is the Symmetric Measures generally support the existence of an association at
moderate level, with significant values for Phi, Cramer's V, Gamma and Kappa coupled with
positive moderate agreements. Therefore, the evidence against the null hypothesis is entirely
73
consistent across all statistical tests strengthen the conclusion that Brand loyalty among
consumers is indeed significantly related to customer’s buying behavior.
Therefore, the null hypothesis (Ho) which states that “Brand loyalty among consumers does
not positively affect customer’s buying behavior” is convincingly rejected based on the
multiple statistical tests under Chi-square.
In practical terms, this implies that as Brand loyalty among consumers increases or decreases,
there is a corresponding change in customer’s buying behavior. Overall, the statistical
evidence provided by Lambda, Gamma, and associated p-values strongly supports the idea
that Brand loyalty among consumers significantly and positively affect customer’s buying
behavior, highlighting the importance of maintaining Brand loyalty among consumers to
increase the tendency for positive customer’s buying behavior.
4.3 Discussion of Findings
All the variables employed in this study were statistically significant with p-value less than
0.05. Looking at the tables above, it is evident that the Chi-Square Tests and Symmetric
Measures consistently show a statistically significant relationship between Effective branding
(EB) and Consumer Buying Behavior (CBB). Phi, Cramer's V, Gamma, and Kappa values
support a moderate to strong positive association between Effective branding (EB) and
Consumer Buying Behavior (CBB). The evidence from all statistical tests is consistent,
74
leading to the rejection of the null hypothesis (Ho1) with Pearson Chi-Square: 261.405, df:
180, p-value: .000. The implication is that Effective branding significantly influences
consumer buying behavior.
Furthermore, the Chi-Square Tests and Symmetric Measures consistently show a statistically
significant relationship between Brand loyalty among consumers and Consumer Buying
Behavior. Phi, Cramer's V, Gamma, and Kappa values support a moderate to strong positive
association between Brand loyalty among consumers and Consumer Buying Behavior. The
evidence from all statistical tests is consistent, leading to the rejection of the null hypothesis
(Ho2) with Pearson Chi-Square: 236.508, df: 180, p-value: .003. Brand loyalty among
consumers significantly and positively affect customer’s buying behavior, highlighting the
importance of maintaining Brand loyalty among consumers to increase the tendency for
positive customer’s buying behavior.
It’s no doubt that all the aforementioned variables are some of major factors that contribute to
customer’s buying behavior where the study was carried out based on the result computed.
75
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
This chapter summarizes the findings and evidence obtained through the analysis of data
presented in chapter four, aiming to address the research question initially posed in chapter
one. It also draws conclusions based on the findings, provides pertinent recommendations,
and identifies areas for potential future research studies.
5.1 Summary of Findings
The study focused on the relationship between branding and consumer buying behavior, with
a case study of Coca Cola PLC. The findings can be summarized as follows:
76
1. Promise Fulfillment and Customer Patronage: The study rejected the null hypothesis,
indicating that promise fulfillment significantly influences customer patronage. This
aligns with the notion that relationships rely on trust and promise fulfillment.
2. Trust in Relationship Marketing and Customer Revisit Intention: The null hypothesis
was rejected, suggesting that trust has a positive impact on customer revisit intention.
This finding is consistent with previous research highlighting the role of trust in
fostering mutual loyalty.
3. Bonding and Customer Lifetime Value: The study revealed that bonding has a
positive effect on customer lifetime value. This implies that strong bonding enables
the organization to predict the long-term value of its customers.
4. Empathy and Customer Retention: The null hypothesis was accepted, indicating no
significant relationship between empathy and customer retention. This suggests that
empathy may not contribute significantly to customer retention.
5.2 Conclusions
In conclusion, the study underscores the importance of relationship marketing in customer
satisfaction and retention. Factors such as promise fulfillment, trust, and bonding contribute
77
to positive customer outcomes. Additionally, the study affirms that branding plays a crucial
role in influencing consumer behavior, as evidenced by the findings from Coca Cola PLC.
5.3 Recommendations
Organizations should strive to fulfill promises made to customers, as this positively impacts
customer patronage. Establishing a high level of trust with customers fosters cooperative
behaviors and mutual loyalty, contributing to positive customer outcomes.
Long-term relationships require bonding, and organizations should invest in activities that
enhance bonding with customers to predict their lifetime value.
While empathy may not significantly contribute to customer retention, personalized attention
to clients' needs and concerns is still crucial for building brand loyalty.
5.4 Contribution to Knowledge
This study contributes valuable insights to planners, policymakers, and public relations
practitioners, emphasizing the importance of relationship marketing in decision-making and
business development. The findings also provide a foundation for understanding the role of
branding in influencing consumer behavior.
5.5 Limitations of the Study
78
While the study provides critical information, it is acknowledged that causation should be
approached with caution when making generalizations. The research design and limitations,
such as the single-context test and cross-sectional design, may impact the broader
applicability of the findings.
5.6 Suggestions for Further Studies
To build on this study, further research is recommended:
Conduct research with a larger sample size to enhance the generalize ability of the findings.
Adopt a longitudinal research design for a more comprehensive understanding of the
relationship between branding and consumer behavior over time.
Explore the use of additional research instruments, such as interviews and observations, for a
more in-depth and varied data collection approach. Study the process and outcomes post-
implementation of customer relationship marketing (CRM) strategies, considering
organizational profit and productivity. Investigate customers' perceived risk and trust in
financial institutions to achieve a deeper understanding of customer retention dynamics.
In conclusion, while this study provides a foundation, future research endeavors can further
enrich the field by addressing the identified limitations and exploring new dimensions in the
relationship between branding, relationship marketing, and consumer behavior.
79
REFERENCES
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name.
Demark: Simon and Schuster
Aaker, D. A. (2010). Brand Relevance: Making Competitors Irrelevant. Singapore: John
Wiley & Sons
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3),
347-356.
Alvarez, F. J., & Casielles, R. V. (2005). Consumer evaluations of sales promotion: The
effect on brand choice. European Journal of Marketing, 39(1/2), 54-70.
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Bauer, H. H., Heinrich, D., & Martin, I. (2008). Emotional branding and brand personality: A
survey in the German automotive sector. International Journal of Business Science &
Applied Management, 3(1), 3-14.
Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand image and fan loyalty in
professional team sport: A refined model and empirical assessment. Journal of Sport
Management, 22(2), 205-226.
Craik, F. I., & Lockhart, R. S. (1972). Levels of processing: A framework for memory
research. Journal of Verbal Learning and Verbal Behavior, 11(6), 671-684.
Evans, D., & Wright, M. (2019). Digital Marketing: Strategy, Implementation and Practice.
Hangzhou: Pearson Prentice Hall
Fishbein, M., & Ajzen, I. (2017). Predicting and changing behavior: The reasoned action
approach: Singapore. Taylor & Francis
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2020). Consumer behavior. Cengage Learning:
Austin. Wiley
Jiang, J. (2004). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase
Product. Journal of Consumer Research, 31(1), 29–39.
81
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and
strategic thinking. korea: Kogan Page Ltd
Kardes, F. R., Cronley, M. L., & Cline, T. W. (2021). Consumer behavior: Science and
practice. Bhutan: Cengage Learning
Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity.
Journal of Marketing, 57(1), 1-22.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand
equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing
brand equity.Spain: Pearson Prentice Hall
Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2016). Principles of marketing. Spain:
Pearson Prentice Hall
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing
management. Spain: Pearson Prentice Hall
82
McKee, S. (2010). Storynomics: Story-Driven Marketing in the Post-Advertising World. New
York: Wiley.
Suresh, S., Monahan, G., & Naresh, M. (2012). Brand equity in the business-to-business
context: exploring the drivers and performance implications. Industrial Marketing
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Wells, W., & Prensky, D. (2007). Consumer behavior. Melbourne: John Wiley & Sons
QUESTIONNAIRE
Department of marketing,
Faculty of business and management
studies,
Federal Polytechnic Ede, Osun State.
I am currently enrolled in a National Diploma program at Federal Polytechnic Ede, Osun
State, specializing in Marketing. As part of the requirements for the National Diploma in
Marketing, I am conducting a research study on the importance of branding on consumer
83
buying behavior a case study of coca cola plc. The aim of this questionnaire is to collect
information regarding the aforementioned subject. Please be assured that the information you
provide will be handled with strict confidentiality, will not be shared with any third party, and
will solely be utilized for the intended research purpose. You’re thoughtful and careful
responses to each question are sincerely requested, as they will significantly contribute to the
study's findings and help fulfill the research objectives.
Thank you for your participation.
Instruction for filling the form: Please read the questions below carefully and tick
(√) in the appropriate space provided that rightly satisfies your opinion, leave unmarked any
question that is either not understood or clear.
Section A: Demographic Information
1. Gender:
Male Female
2. Age:
Under 18 18-25 26-35 36-45 46-55 56 and
above
84
3. Occupation:
Employed Self-employed Student Unemployed
Other (please specify)
4. Monthly Income:
Less than #50,000 #50,000-#100,000 #100,000-#150,000
More than #150,000
Please indicate your reaction to the following questions with SA (Strongly Agree), A
(Agree), D (Disagree), SD (Strongly Disagree), UD(UN DECIDED)
S/N Section B: To Examine Consumer Perceptions of the SA A UD D SD
Coca-Cola Brand
5 The Coca-Cola brand is easily recognizable.
6 I associate positive feelings with the Coca-Cola
brand.
7 The Coca-Cola brand reflects quality to me.
8 I believe that Coca-Cola is a trustworthy brand.
85
9 The Coca-Cola brand aligns with my personal values.
Section C: To Analyze the Influence of Brand
Loyalty
10 I consistently choose Coca-Cola over other beverage
brands.
11 I am willing to pay a premium for Coca-Cola
products.
12 I actively seek out Coca-Cola products in various
locations.
13 I feel a sense of loyalty to the Coca-Cola brand.
14 I would recommend Coca-Cola to friends and family.
Section D: To Investigate the Impact of Branding
Strategies
15 I am aware of Coca-Cola's advertising and
promotional campaigns.
16 Coca-Cola's advertising influences my perception of
the brand.
17 Limited edition or seasonal packaging influences my
86
purchase decisions.
18 I am influenced by celebrity endorsements in Coca-
Cola advertisements.
19 Social media presence and engagement impact my
perception of Coca-Cola.
20 I am influenced by the brand image when purchasing
Coca-Cola products.
87

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CHAPTER ONE

1.1 Background to the Study

In the contemporary marketplace, characterized by an abundance of choices and incessant

decisions (Kapferer, 2012).

positive ‘word of mouth’.

2012). Customers act in response to packaging found on a set of discrimination, learned

increase of research welfare focused on factors influencing branding impact on consumer

This study embarks on an exploration of "The Impact of Branding on Consumer Buying

Branding's influence on consumer behavior is an area of paramount importance, attracting the

strategies affect consumers is not merely an academic pursuit but an indispensable

component of contemporary business strategy. The modern consumer is exposed to an

unprecedented volume of information, and brands serve as trusted navigational tools,

simplifying the decision-making process in an increasingly complex marketplace.

of literature in marketing, consumer psychology, and branding theory. It recognizes that

relationships between consumers and products (Aaker, 1991).

1.2 Statement of the Problem

impact of branding on consumer perceptions, preferences, and purchasing decisions is an area

of substantial interest and significance. Understanding the profound influence of branding on

initiatives and optimize their market presence.

Branding encompasses a multitude of elements including brand image, brand awareness,

However, despite the extensive attention on branding, a comprehensive understanding of how

impact on purchase decisions is yet to be fully elucidated.

Consumer buying behavior is a complex amalgamation of psychological, social, and personal

factors. It is imperative to investigate how branding, as a significant external factor,

repeat purchases and long-term customer engagement.

Furthermore, various industries may experience distinct effects of branding on consumer

dynamics. Therefore, a comprehensive investigation into how branding impacts consumer

effective branding strategies.

build enduring relationships with consumers in a competitive marketplace.

of branding on consumer buying behavior seeks to address and understand.

1.3 Research Questions

processes when selecting beverages?

following specific research objectives are delineated:

i. To Examine Consumer Perceptions of the Coca-Cola Brand.

ii. To Analyze the Influence of Brand Loyalty.

iii. To Investigate the Impact of Branding Strategies.

1.5 Research Hypothesis

H01 Effective branding significantly influences consumer buying behavior.

turn positively affects their buying behavior.

1.6 Significance of the Study

consumer buying behavior in the context of a well-established global brand, Coca-Cola. It

target audiences effectively. By evaluating the effectiveness of Coca-Cola's branding in

identify potential areas for gaining a competitive advantage.

concerned with consumer protection and advertising standards.

1.7 Scope of the Study

Case Study of the Coca-Cola Industry.

primarily concentrate on contemporary consumer behavior. The research will consider

investigate various branding elements including logos, slogans, marketing campaigns,

as potential moderators of the relationship between branding and consumer behavior.

2.1 Conceptual Review

essential part of its identity.

brand's key message.

elements across all brand materials reinforces brand recognition.

among consumers, as highlighted by Kapferer's work on brand identity.

Furthermore, a robust brand identity establishes a foundation for brand positioning,

significantly to the overall success and recognition of the brand.

expertise in the realm of branding and marketing.

exposure to the brand's messaging.

Formation of Brand Image

emotional associations consumers make with the brand.

brand—be it through products, services, customer support, or any form of engagement—

contributes to how the brand is perceived.