PROJECT TOPIC- BRAND INFLUENCE ON CONSUMPTION PATTERN OF TOOTH PASTE IN EBONYI STATE A STUDY OF SELECTED USERS OF CLOSE UP IN ABAKALIKI METROPOLIS

ABSTRACT

This work analyzed the influence of Brand on Consumption Pattern of Tooth Paste in Ebonyi State: A Study of Selected Users of Close Up in Abakaliki Metropolis. The study was motivated by the necessity to understand what makes a consumer to prefer a particular brand of tooth past to another. To solve the research problem both primary and secondary data were collected, the research instruments used in collecting the data were questionnaires and oral interviews. The respondents are consumers of Close Up tooth paste within Abakaliki metropolis. In organizing and presenting data collected, tables, frequencies and percentages were used: Data analysis and interpretation gave the following findings; Brand name influences the preference for tooth paste. Majority of tooth past users do consider its’ attributes before consumption. Based on the findings, the researcher recommends that sodium saccharine content in close up should be reduced to enhance healthy gum and also the amount of menthol and calcium fluoride in it should be increased to strength the enamel and make teeth stronger. The conclusion of the study is that brand name coupled with its’ attributes influence consumption pattern of tooth paste extensively.

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Competitive advantage and positioning exist in the minds of consumers rather than in a product itself. These two strategic factors, along with a company and its products, are bundled up in what we commonly refer to as a brand. In the early days of American ranching a brand was a simple means of identification a way to tell which cattle belongs to which rancher. Today a successful brand is much more than an identification mark, it is psychological link between a product and its’ user. A brand is not the same as a product. Products are made in factories while brands are made in people’s heads (William D. Perrault Jr, E Jerome M. C. Carthy 2000:412).

A brand is “a complex bundle of images promises, and experiences in the customer’s mind that represent a promise by a particular company about a particular product”. (Warren J Keegan, Sandra. E. Moriarty and Thomas R. Duncan 1995:329). That branding exists in the mind and not on the package helps explain the way branding works in the modern marketing. Branding is a major issue in product strategy. As Rusell Itanklin the CEO of Sunkist Growers, observed: “An orange is an orange… is an orange, unless… that orange happens to be Sunkist, a

name 80% of consumers know and trust”. In other words a brand may have all the facts and figures and the supporting evidence, if for whatever reason it does not command trust, the brand is doomed. According to Kelvin Keiler “what distinguishes a brand from its’ unbranded community counterparts is the consumer’s perceptions and feelings about the products and how they perform”. Customers integrate all they see, hear, and read about a product with all their experiences using or consuming it to form a single, but often complex,

mental image about the physical product and the company that makes it.However an understanding of who customers are, how they are likely to have effective marketing and service depend upon correctly predicting consumer brand choice. A brand’s ability to influence consumers depend on how relevant its’ activities meet certain criteria or merits set by consumers to assess branding.

PROJECT TOPIC- BRAND INFLUENCE ON CONSUMPTION PATTERN OF TOOTH PASTE IN EBONYI STATE A STUDY OF SELECTED USERS OF CLOSE UP IN ABAKALIKI METROPOLIS 

1.2 STATEMENT OF THE PROBLEM

In the presence of a vast multiplicity of brands, several factors influence the consumer towards a specific brand. Close Up is one of these brands and it has been selling in Nigeria for many years. This research is therefore carried out to investigate the success of Close Up in the market whether their effectiveness is a result of product quality advertising or performance.

1.3 PURPOSE OF THE STUDY

The study will address the following objectives;

  1. To find out why Close-Up has been successful in the market.
  2. To find out why the product is preferred to competing brands like, MacLean, Holdent, Colgate, Dabur and others.
  3. To recommend what can be done to maintain the success of the product.

1.4 RESEARCH HYPOTHESIS

The following hypothesis form the framework for carrying out the study.

Hypothesis I

Null Hypothesis H0: Brand name does not influence or determine preference for tooth paste.

Alternative Hypothesis H1: Brand name does determine preference for tooth paste.

Hypothesis II

Null Hypothesis H0: Majority of tooth paste users do not consider its’ attributes before consumption.

Alternative Hypothesis H1: Majority of tooth paste users do consider its’ attributes before consumption.

1.5 SIGNIFICANCE OF THE STUDY

The proper focus of marketing panning is to extend customer life time value, with brand management serving as a major marketing tool. Unfortunately, many companies have mismanaged their brands in the quest for ever-increasing profits. The study will be of immense benefit to the consumers, firms, marketers and protection agencies. The consumers shall be equipped with the basic information in respect of the tooth paste ingredients that work to keep the entire mouth totally fit. The firm will benefit, as it will serve as a guide in business

operation. Furthermore, it will make the functioning of every firm to work as one, through spending quality time on building product to its’ best level. It is also expected that this finding will help the protection agencies to know their lapses as thus be more effective in discharging their duties.

1.6 LIMITATIONS OF THE STUDY

The research was constrained by finance, time and poor responses fro some of the respondents who failed to return the questionnaire. However, with the limitations, notwithstanding, the researcher was able to make maximum use of the available resources and time to achieve the objective of the research.

PROJECT TOPIC- BRAND INFLUENCE ON CONSUMPTION PATTERN OF TOOTH PASTE IN EBONYI STATE A STUDY OF SELECTED USERS OF CLOSE UP IN ABAKALIKI METROPOLIS

1.7 DEFINITION OF TERMS

          The following terms used in the study are defined as follows;

  • Competitive advantage
  • Positioning
  • Consumption pattern
  • Influence

Competitive Advantage– means having a better competitive pedestal than other competitors. (Esteiner in Ozo 2001:247). Kotler, Philip and Gary Armstrong (2001:351) defined marketing positioning as “ the place an offering occupies in consumers’ mind on important attributes relative to completing offerings. (Assel 1992:38) defined consumption pattern as “reaction of the ultimate user of a produce or service toward a particular product. Influence means “the effect that something has on the way a person thinks or behaves”.

(Oxford Advanced Learner’s Dictionary, Pg 614) “A brand’s ability to influence consumer depends on how relevant its activities are to consumers and how those activities meet certain criteria of value set by consumers to assess brands”. (Friday Erhabor Business day June 06: 2007).

PROJECT TOPIC- BRAND INFLUENCE ON CONSUMPTION PATTERN OF TOOTH PASTE IN EBONYI STATE A STUDY OF SELECTED USERS OF CLOSE UP IN ABAKALIKI METROPOLIS

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