Effect of Branding On Product Marketing (A Study of Expression Hair Products in Warri Main Market)

Authors

  • Ekene ASIAGWU, Sunny BAYAI

Abstract

This examined the effect of branding on product marketing. The Study focused on Xpression Hair Products in Warri Main Market. The objectives of the study were to determine the extent to which brand name affect the marketing of Xpression Hair Products; to ascertain the degree to which brand logo affect the marketing of Xpression Hair Products, and to examine the extent to which brand colour affect the marketing of Xpression Hair Products. Relevant theoretical, conceptual and empirical literature was reviewed. The study adopted a survey research design. Retailers and distributors that market Xpression Hair Products within Warri Main Market constitute the population of the study. A total of two hundred and twenty respondents were sampled for the study. A structured questionnaire was employed as the instrument of data collection. Frequency tables and percentages were employed to analyze the items contained in the questionnaire while chi-square was employed to determine the effect of the independent variables on the dependent variables. The study found that brand name has a significant effect on the marketing of Xpression Hair Products. The study further found that the brand logo has a significant effect on the marketing of Xpression Hair Products. The study also found that brand colour has a significant effect on the marketing of Xpression Hair Products. The study concludes that branding has a significant positive effect on the marketing of Xpression Hair Products in the Warri Main Market. The study recommends that organizations should strategically plan to allocate budget over different branding activities, giving preference and priority to the more influencing brand name and brand logo.

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Published

2020-08-31

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Section

Articles