Assessing the effects of branding on consumer choice: a case study of the packaged food industry in kumasi metropolis
| dc.contributor.author | Asenso Jacqueline Ofori | |
| dc.date.accessioned | 2024-01-15T14:10:49Z | |
| dc.date.available | 2024-01-15T14:10:49Z | |
| dc.date.issued | 2023 | |
| dc.description | A thesis submitted to the board of postgraduate studies Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirements for the degree in masters of business administration (marketing option) school of business college of humanities and social sciences | |
| dc.description.abstract | The importance of branding in this era of competitiveness cannot be over emphasized. It is one of the most captivating marketing strategies adopt by business organizations for the purpose of winning or overcoming competition. Branding makes an organization to stand out among its competitors and creates an identity for the organization and its products or services. It acts as an important cue or heuristics to help consumers make a choice, especially when purchasing Fast Moving Consumer Goods (fmcgs). It is evident that competition in the fmcgs industry is pushing business organizations to pursue branding strategies to enable them to survive in the market. However, the market is saturated with a variety of products of varying quality thereby putting the consumer in a dilemma when making a purchasing choice of fmcgs. It is against this backdrop that this study sought to identify the factors that influence consumer choice of fmcgs; assess the perceptions of households about branding on consumer choice of fmcgs; and examine the effects of branding on consumer choice of fmcgs. A concurrent triangulation mixed methods design which consist of the collection and analysis of both quantitative and qualitative data at the time was used for the study. In all, the study covered 399 households in Bantama and Nhyiaeso in the Kumasi Metropolis, three (3) wholesalers and seven (7) retailers of fmcgs in the Kumasi Metropolis. The findings of the study revealed that brand name and product packaging are the key determinants of the brand choice for fmcgs. The results of the study also showed that brand price is not a significant determinant of consumer choice for fmcgs. This implies that whether the brand price is high or low, the consumers will first consider the brand name and packaging before they purchase any fmcgs. The study therefore called on business organizations in the fmcgs sector to enhance their brand name and improve on the packaging of their products in their quest to grow their businesses and increase their market share and profitability | |
| dc.identifier.uri | https://ir.knust.edu.gh/handle/123456789/15174 | |
| dc.language.iso | en | |
| dc.publisher | KNUST | |
| dc.title | Assessing the effects of branding on consumer choice: a case study of the packaged food industry in kumasi metropolis | |
| dc.type | Thesis |