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BRANDING AND CONSUMER BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS IN LAGOS NIGERIA

Authors: KABUOH Margret , Otsupius, I.a.

Publication Type: Journal article

Journal: International Journal Of Development Strategies In Humanities, Management & Social Sciences

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Abstract

One of the most valuable assets of any organization in this era of competitiveness is her brand. Brand has a lot to say of any organization either in a positive or negative perspective, it enhances sales or image if positively perceived or de enhances same if negatively perceived. This study surveyed the relationship between branding and consumer buying behavior of fast moving consumer goods (FMCG) in Lagos Nigeria. The study adopted survey and descriptive research design. 100 respondents were contacted and administered with well-structured questionnaire from 20 local government in Lagos state, 5 were randomly choosing from each LGA. 88 responses came successfully representing 88%. The elicited data was analysed with descriptive statistics and 2 hypotheses were formulated and tested using chi-square. Result indicated X2t=24.996 while X2c1=65.54 and X2c2=50.77. Ho (Null hypothesis) was rejected while H1 (Alternate hypothesis) was accepted in both cases. It was concluded that branding has significant relationship with consumer buying behavior. The study recommended that organisations should adopt both corporate and product branding as a top priority in pursuant of customer retention, profitability, and sustainability.

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KABUOH,M. Otsupius,,I. . (2015). BRANDING AND CONSUMER BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS IN LAGOS NIGERIA, 5 (), 133-133.

KABUOH,M. Otsupius,,I. . "BRANDING AND CONSUMER BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS IN LAGOS NIGERIA" 5, no (), (2015): 133-133.

KABUOH,M. and Otsupius,,I. and . (2015). BRANDING AND CONSUMER BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS IN LAGOS NIGERIA, 5 (), pp133-133.

KABUOHM, Otsupius,I, . BRANDING AND CONSUMER BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS IN LAGOS NIGERIA. 2015, 5 ():133-133.

KABUOH,Margret , and Otsupius,,I.a. . "BRANDING AND CONSUMER BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS IN LAGOS NIGERIA", 5 . (2015) : 133-133.

K.Margret & O.I.a. , "BRANDING AND CONSUMER BUYING BEHAVIOUR OF FAST MOVING CONSUMER GOODS IN LAGOS NIGERIA" vol.5, no., pp. 133-133, 2015.

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