THE IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS IN ENUGU STATE

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ABSTRACT

This research work examined the importance of Branding in the marketing of Unilever products with special reference to Toiletries such as soap and toothpastes. The study made use of primary and secondary data primary data was sourced from questionnaire and oral interview while secondary data came from textbooks, magazines, newspapers and journals. The research instrument used in gathering the data was the questionnaire, which was distributed to 200 consumers of toiletries brands of Unilever products in Enugu metropolis out of the 200 copies of the questionnaire issued to the consumers 190 were returned and used for analysis.

The data collected were analyzed using tables, frequencies and percentages. After data analysis I discovered that:

• Brand name makes it for the consumers to recognize Unilever Products.

• Branding helps in advertising and promoting Unilever products

• Branding helps the consumer to repeat purchases.

• Branding enhances the quality of Unilever products.

• Branding increases the product image of Unilever products.

Based on the above findings, recommendations were made which the researcher feel will go a long way in helping Unilever to market its products.

TABLE OF CONTENTS

Title Page

Certification

Dedication

Acknowledgement

Abstract

Table of Contents

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

1.2 Statement of Problem

1.3 Objectives of Study

1.4 Research Questions

1.5 Significance of the Study

1.6 Scope and Limitations of the Study

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Brand Polices

2.2 Characteristics for Selecting a Good Brand Name.

2.3 Types of Branding Strategies

2.4 Branding as an Effective Marketing Strategy for Toiletries

2.5 The Importance of Branding in Manufacturing Industries

2.6 The Impact of branding on Consumer Buying Decision

2.7 Consumer Purchase Decision

2.8 Branding as Tools for Product Posting.

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Sources of Data

3.2 Population of the Study

3.3 Sample Size Determination

3.4 Selection and Construction of the Research Instrument.

3.5 Sampling Procedure

3.6 Administration of the Research Instrument

3.7 Data Analysis Method.

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Allocation and Return of Questionnaires

CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 Summary of Finding

5.2 Recommendations

5.3 Conclusion

References

Appendix 1: Consumer Questionnaire

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THE IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS IN ENUGU STATE

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