IMPACT OF BRANDING ON CONSUMER BEHAVIOUR

(A STUDY OF ACCESS BANK PLC)

BY

KARASI WARIS ADEBAYO

MATRIC NO: 2022410014

A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF NATIONAL DIPLOMA IN MARKETING

DEPARTMENT OF MARKETING

FACULTY OF MANAGEMENT SCIENCE

OSUN STATE COLLEGE OF TECHNOLOGY

ESA OKE

SEPTEMBER, 2022

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 DEDICATION

This project is dedicated to the Almighty GOD and my lovely parents Mr. and Mrs.
KARASI for their parental role and support towards a successful completion of this project
and my programme as whole. I pray the Almighty God will give you the grace to reap the
fruits of your labour. (Amen).

ACKNOWLEDGEMENT

My appreciation goes to Almighty GOD for sparing my life and also granting me the strength and all
it takes to complete this project successfully.

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My appreciation goes also to my parents for their parental role and support towards the successful
completion of this project and my programme as a whole. I pray the Almighty God will give you the
grace to reap the fruits of your labour. (Amen).

I am equally grateful to my project supervisor MR. RAJI ALI TOBI for his support towards the
successful completion of this project work. I pray you will live long in good health and enjoy the
fruits of your labour. (Amen).

I also acknowledge the Head of Department of Marketing MRS. O. T. ISHOLA and also other
lecturers in the department for impacting a valuable knowledge on which I admit will be useful in
every facet of life in the nearest future.

Furthermore, appreciation goes to the Nigerian and foreign authors whose books have been of
immense contribution during the project write-up.

Finally,my profound gratitude goes to my big mummy because without her, it won’t have been
possible for me to be a graduate. I pray the Almighty God will give you the grace to reap the fruits of
your labour. (Amen).

With full heart of thanks, I acknowledge the love, prayers and support of my siblings and
coursemates. I strongly admit I owe you all debts of gratitude for your undaunted support, including
those whose names could not be mentioned for inevitable reasons that have contributed to this
success of this project and my programme too.

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 ABSTRACT

This research work examines the impact of branding on consumer behaviourin Access Bank Plc. The main
objective of the paper is investigate the extent to which the effect of brand image on consumer products. A
questionnaire was developed to collect information from the respondents based on a sample size of 50.
Data collected were analyzed using simple statistics. The findings of the analysis showed that Branding is
a veritable tool for positively influencing consumer choice and its influence is stronger than service
quality, Branding is a veritable tool for positively influencing consumer choice and its influence is
stronger than service quality and Company-of-make and packaging play a greater role while brand name
and mark play a supportive role.. Thus, the study recommended that Brand name should play the lead role
among the service related strategies in fashioning out a marketing strategy for banks, morealso, Firms
employing the tool of branding should lay more emphasis on company-of-make and packaging in devising
a branding strategy

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 TABLE OF CONTENTS

Title Page i

Certification ii

Dedication iii

Acknowledgement iv

Abstract v

Table of Content vi-viii

CHAPTER ONE

1.1 Background of the study 1

1.2 Statement of problem 2

1.3 Objective of the study 2

1.4 Research Questions 3

1.5 Research Hypothesis 3

1.6 Significance of Study 3

1..7 Scope of the Study 3

1.8 Limitation of the Study 4

1.9 Historical Background of Access Bank Plc 4

1.10 Definition of terms 5

Reference 6

CHAPTER TWO

Literature Review 7

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2.1 Conceptual Framework 7-13

2.2 Theoretical Framework 14-15

2.4 Empirical Framework 16-18
2.5 Summary of the Chapter 18
Reference 19-20

CHAPTER THREE

Research Methodology 21

3.1 Restatement of Research Question 21

3.2 Restatement of Research Hypothesis 21

3.3 Research Design 21

3.4 Characteristics of The Study Population 22

3.5 Sampling Design and Procedure 22

3.6 Description of Research Instruments 22

3.7 Validation of Research Instrument 22

3.8 Statistical Analysis and Procedure 23

3.9 Limitations Of Methodology 23

CHAPTER FOUR

4.1 Introduction 24
4.2 Respondents Characteristics and Classification 24-26
4.3 Presentation and analysis of data according to research questions 26-31

4.4 Test of Hypotheses 31-33

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation 34

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5.1 Summary of Findings 34

5.2 Conclusion based on Findings 34

5.3 Recommendations based on Conclusion 35

5.4 Limitation 36

5.5 Suggestions For Further Studies 36

Bibliography 37-38

Appendix I 39

Appendix II 40

CHAPTER ONE

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 INTRODUCTION

In this chapter, areas to be covered shall include; background of study, statement of the
problem, objective of the study, research questions, hypotheses, significance of study, scope
of the study, limitation of the study, definition of terms and historical background of Access
Bank Nigeria Plc.

1.1 Background to Study

As the traditional marketing tools and techniques has been replaced by the modern marketing
tools and techniques as there are the producers are generally the factories for the production
of goods and services and the buyer purchase those goods for its use or to eliminate the
problem that is being faced by buyer. As time passes the producer tries to make their product
different from the other producer of the same product. These things give a birth to a new
marketing dimension and new era of marketing by the emergence of branding (Ashraf,
Naeem, & Shahzadi, 2017).

According to Thangamani (2019), A brand item holds a great importance in consumer’s life.
Consumer’s choose brands and trust them the way they trust their friends and family members
to avoid uncertainty and quality related issues. Fashion industry of the country has advanced
tremendously in the recent years. The increasing use of fashion goods and the emerging
market has attracted foreign as well as local brands to provide services to its customers.
Ashraf et. al (2017) further revealed that brand image can be positive and creates many
customers and build strong customer relationship with them and maintain loyalty. But if the
brand image is negative, it will be a harmful as no customer repetition and retention. So firms
pay a huge investment on advertisement to maintain the brand image and brand equity
management programs. As brand image create perception in customer mind so after post
purchase if cognitive dissonance occurred due to customer unhappy then customer buying
behaviour changed.

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Consumer buying behavior is the process of searching, selecting, purchasing, using, and
throwing goods and services to meet the needs and wishes of individuals. “Consumer buying
behavior is the study of individuals, groups, or organization and the processes they use to
select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the
impacts that these processes have on the consumer and society” (Fouladivanda, 2013 as cited
in Bulle &Çengel, 2020). These are the working definitions mentioned above, but the
working definitions of this study can be defined as the brand name, which is the basis for
increasing brand awareness and efforts to reduce. (Hasan, 2008). “Consumer buying behavior
is the study of individuals, groups, or organization and the process they use to select, secure,
and dispose of products, services, experiences, or ideas to satisfy needs and the impact that
these possesses have on the consumer and society” (Offeh, AntwiDonkor, & Addo, 2013 as
cited in Bulle &Cengel, 2020). However, in my best awareness, it seems that the effect of the
branding on consumer buying behavior has not got enough study, therefore this study will
explore the effect of the branding on consumer buying behavior of Access bank Plc

1.2 Statement of The Problem

The central problem of “globalization” is the tension between global homogenization and
cultural heterogeneity. This problem is particularly relevant in the process of global brand
communication, in which a global brand intends to develop and maintain a global identity,
while the commoditization process differs among communities due to a wide number of
social, cultural and economic factors. This often requires a localization of brand positioning
and, therefore, also a localization of brand advertising (Zhao & Belk, 2013).

1.3 Objective of The Study

The broad objective of the study is to investigate the extent to which the effect of brand image
on consumer products. The specific objectives are:
1. To determine the effect of brand image on consumer buying behaviour.
2. To ascertain the effect of contest on consumer product.
1.4 Research Questions

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1. What is the effect of brand image on consumer buying behaviour?
2. What is the effect of contest on consumer buying behaviour?
1.5 Research Hypotheses
H0: There is no significant effect of brand image on consumer buying behavior.
H1: There is significant effect of brand image on consumer buying behaviour.
H0: There is no significant effect of contest on consumer product.
H1: There is a significant effect of contest on consumer product.
1.6 Significance Of The Study
This research work which focuses on the impact of branding on consumer behaviour will be
of great importance to the organisation under study and other organisations to know the
influence brand in enhancing the productivity or their organisation when there is creation of
awareness about a brand image which in turn increase consumer’s choice of product.

This is because this research work will awaken their consciousness on the enormous role their
brand image plays on the control of the activities. It could help precisely on the review of
related literature

The study will also be of great importance to other students and scholars who wants to further
research on influence of brand image on consumer’s choice of product.

1.7 Scope Of Study

This study is on the impact of branding on consumer buying behaviour. The study will not
look into any other variables apart from the above-mentioned. The study will also look at only
the banking sector i.e Access bank Nigeria Plc. with a population of 1000 administrative
staffs and 50 correspondents of the economy not all part of the economy.

1.8 Limitation Of Study

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The following will be a limitation to the study;

 Time: the available time to carry out this research is relatively short, this pose a lot of
limitations to the work.
 Material: At present, there are only literature materials available on this topic, this
pose constraint to the work.
 Finance: Lack of adequate funds will also be limitation to the study.

In addition, the pandemic situation of the economy (COVID 19) has also been an hindrance in
getting the full information to the study. However, despite this limitations, was able to
achieve these objectives.

1.9 Historical Background of Access Bank Nigeria Plc

Access Bank Group is a financial services conglomerate, headquartered in Nigeria, with

subsidiaries in the Democratic Republic of the
Congo, Ghana, Kenya, Nigeria, Rwanda, Gambia, Sierra Leone, Zambia and the United
Kingdom. The group also maintains representative offices
in China, India, Lebanon and United Arab Emirates. As of June 2020, the group serviced
in excess of 36 million customers in Africa

The headquarters of Access Bank Group were previously located at Plot 999c, Danmole
Street, Off Adeola Odeku/Idejo Street, Victoria Island, Lagos, Nigeria. In February 2020,
the headquarters were relocated to Access Tower, 14/15, Prince Alaba Oniru Road,
Oniru, Lagos, Nigeria.[3] The geographical coordinates of the banking groups
headquarters are:06°26'00.0"N, 03°26'36.0"E (Latitude:6.433333; Longitude:3.443333)

As of 31 March 2020, Access Bank Group was a large pan-African financial services
organization with assets in excess of ₦7.28 trillion (US$18.82 billion). [5] As of August
2020, the group maintained operational subsidiaries in 8 sub-Saharan countries and one
Western European county. The banking group also has representative offices in four
Asian countries, two of which are in the Middle East.

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 In 2018, Access Bank Nigeria, which accounts for approximately 75 percent of the
groups assets, agreed to merge with Diamond Bank, another Nigerian commercial bank
that was struggling to maintain regulatory capital ratios. [6][7] The transaction required
regulatory and shareholder approval from both banks. [8] The merger was completed in
March 2019. The combined bank retained the name Access Bank Nigeria.

The member companies of Access Bank Group include but are not limited to the
following:

1.10 Definition Of Terms.

 Consumer; a person who purchases goods and services for personal use.
 Brand image; the general impression of a product held by real or potential
consumers.by a manufacturer or merchant to an article or service to distinguish it as
produced or sold by that manufacturer or merchant and that may be used and protected
as a trademark.
 Choice; an act of choosing between two or more possibilities.
 Product; an article or substance that is manufactured or refined for sale.
 Branding:Branding is the process of giving a meaning to specific organization,
company, products or services by creating and shaping a brand in consumers' minds.
The objective is to attract and retain loyal customers and other stakeholders by
delivering a product that is always aligned with what the brand promises.

REFERENCES

Bulle F. A. &Çengel Ö. (2020) The effect of brand name on consumer buying behavior:
empirical study on somali students in Istanbul, International Journal of Research and
Scientific Innovation (IJRSI). 8(8). 65-68.

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Muhammad A., Madiha N., Mehwish S. (2017) Impact of branding on consumer buying
behavior: an evidence of footwear industry of Punjab, Pakistan. International Journal
of Academic Research in Business and Social Sciences. 7(7). 89-99

CHAPTER TWO

LITERATURE REVIEW

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In this chapter, an attempt shall be made to review current and past works of scholars and
researchers on the relevant research variables.
2.1 CONCEPTUAL FRAMEWORK

According to Kahle and Kim (2006) as cited in Thangamani (2019) in the present day ’s
growing competitive market place, consumers have to make their choice between a variety of
product or brands in the market that differ very small in its price or function. They argue that
in such situations, their final decision depends on the image they relate with dissimilar brands.
Additionally, the authors express that the brand image has increased reputation as the feelings
and images associated with brand and a well- known accepted brand image is one of the most
important assets a firm possesses.

Keller (1997) as cited in Thangamani (2019) demonstrates that the brand image is essential in
apparel purchase behaviour because it impacts consumers’ preferences and purchase
intentions as well as their willingness to pay a premium price and recommend the brand to
others. According to Gabbott and Hogg(2018) brand attitudes are defined as “consumers’
overall evaluations of a brand” also they incorporate summary evaluations of information
which represent how consumers feel in a long run, lying in a continuum from positive to
negative. Thangamani (2019) also indicates that brand images are closely related to how
favorably the brand is evaluated. According to Keller the higher the brand approach, the
higher the brand image is and he points out that a positive overall brand attitude can be
arranged if consumers believe that the brand has attributes that can satisfy their wants and as
well as their needs.

According to Rawat (2020), Branding act as a signal which helps customers to quickly spot a
product which they like. It helps to recognize and differentiate the product from other
products by providing relevant information. This information can be about brand perception
or brand awareness. In the modern era, branding has become an integral and important aspect
when it comes to the formulation of business strategy. It not only focusses on creating an
image also on customer value.

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According to (Hislop, 2011), Branding can be defined as a process of establishing a
partnership or a bond between an organization product and emotional perception of
consumers, in order to generate differentiation between competition and simultaneously
strengthening brand loyalty. This helps in ensuring that an organization is developing a
competitive advantage over competitors and simultaneously building brand loyalty among
consumers.

Branding has become one of the most important aspects of business strategy. Branding is
central to creating customer value, not just images and is also a key tool for creating and
maintaining competitive advantage (Holt, 2015 as cited in Chovanová, Korshunov
&Babčanová, 2015). Branding is the process of creating a relationship or a connection
between a company's product and emotional perception of the customer for the purpose of
generating segregation among competition and building loyalty among customers (Hislop,
2011).

The American Market Association (AMA) Defines Brands as “A Name, Symbol, Design, or
some combination which identifies the product differentiate them from those of Competition
(keller, 2013 as cited in Bulle &Çengel, 2020). Another definition by (Kepferer, 2014), He
says a brand has a series of mental warranties held by a customer that improves the high
quality of a product or service. These associations should be unique (exclusive), strong, and
positive (desirable).

For many, the brand suggests the best option, while others see the brand as something the
customer knows and interacts with. Despite official identification, the purpose of the brand is
necessary to create the product image (keller, 2013). This image will affect the perceived
value of the product and increase the brand value of the customer, which will ensure brand
loyalty. (Kepferer, 2004).

2.1.2 Brand Awareness

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According to Rossiter and Prey (1987) as cited in Bulle and Cengel, (2020), in the process of
buying, brand awareness is ahead of all other processes. Brand awareness is one of the
important and foremost prerequisite factor of brand knowledge in the consumer mind, it
represents the magnitude to which consumers can identify a brand. It can be further classified
into; brand recognition (the magnitude of consumers to which they can corroborate any prior
exposure to a brand attribute) and brand recall (the magnitude of consumers to which they can
identify and recover an image or a quality when provided a product). It plays a very important
character while consumer makes a purchasing decision.

2.1.3 The Important Roles of Brand

Brand is a name which is present in every consumer’s mind (Mooij, 1998 as cited in Riaz,
2015) and it is categorized by a symbol or a name which can provide the importance and
differentiate the goods and services from the rivals. Hence brand is a combination of many
things which are related to packaging, advertisement, products, promotion and its overall
presentation (Murphy, 1998). From the consumers’ point of view, brand is a name of
reliability and quality of products (Roman, 2005). Consumers would like to buy and use
branded products to highlight their personality in different situations (Aaker, 1999; Fennis
and Pruyn, 2006). Successful branding can make consumers aware about the brand and can
increases the chances of profitability for an organization and this is possible by buying the
company’s products and services (Doyle, 1999).

2.1.4 The characteristics of successful brands

A brand can survive for long term if it maintains in a good manner that can satisfy consumers’
needs continuously (Batchelor, 1998; Murphy, 1998). Successful brands can be totally
different in nature but they share some common things, for examples consistent quality and
well-priced products (Murphy, 1998 as cited in Riaz, 2015).

Quality can be further divided into service quality & product quality.

Service quality is judged by its

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  Empathy,
 Responsiveness,
 Competence,
 Reliability &Tangibility.

WhileProduct quality is perceived by its seven dimensions;

 Features,
 Performance,
 Durability,
 Reliability,
 Conformance with specification
 Serviceability (Aaker 1991).

When consumer find all the above-mentioned things in a brand then they show reliability with
that brand. There are four elements for building a successful brand, namely tangible product,
augmented brand, basic brand and potential brand as mentioned by Levitt (1983).

2..1.4 Consumer Behaviour

Consumer Behaviour In consumer behaviour consumer shows the attitude towards the
product experience, ideas and services. Nation’s economy is affected by the consumer
behaviour (Engel&Miniard. 2006 as cited in Muhammad, Madiha & Mehwish, 2017). To
meet customer need marketing strategies are made (Engel&Miniard. 2006). Blackwell (2001)
define that consumer behaviour is a combination of buying and using services or products.
Therefore, seven steps for consumer buying decision are “need recognition, search for
information, pre-purchase, evaluation, purchase, consumption, postconsumption evaluation
and divestment (Engel & Miniard, 2006)”.

In defining consumer behaviour, one may refer to consumer behaviour is accessed in

planning, purchasing and using brands.

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Solomon and Behavior (1994) again explains further by defining it as consumer behaviour is
the set of process involved when customers select, buy, and use products services and ideas to
satisfy their requirements. Teng, (2017) stated that purchase intention of the particular brand
needs information of all alternative brands. Customers cess the brand, features,
prices, ,performance, quality, user convenience and friendliness before purchase
(Khan&Ghauri 2012)

According to (Loudon & Della Bitta, 1980), consumer behaviorcab be defined as the study of
any individual and groups regarding the activities and decision-making process they involved
in while evaluation, purchase, use or disposal of product and services. Consumer behavior
encompasses the in-depth study of various factors like why, when, where, and how consumers
buy products. For consumers, the framework mainly consists of factors like brand image,
brand awareness, price. According to the research done by (Farris et al., 2010),the decision to
purchase a product based on a cognitive level is remarkably affected by the brand image and
brand awareness. Many attributes affect consumer views thus understanding consumer
behavior is very essential and has a crucial role in the success of an organization. Thus, an
organization needs to hone its capability to understand the elements which influence
consumer behavior. If an organization understands the various branding factors effectively, it
can influence the purchasing decision of consumers successfully.

2.1.5 Factors which affect the Consumer Buying Behavior

According to Kotler & Armstrong. (2000), they identify the following factor which affects
consumer behavior

 Cultural Factors: Culture isa basic factor of the need and wants and influences the
buying behavior to a great extent. Subculture can be stated as the group of society who
usually share the similar principles that are based on various factors like nationalities,
religion, racial groups, geographic locations, and social status in society.
 Social Factors: Social factors also play a role up to some extent on the buying
behaviour of consumers. Reference groups are persons belonging to people like family

xviii
 friends, relatives, or surrounding who directly impact the personal decision-making
process, there are people in the group who have special characteristics and personality
know an opinion leader, who can influence others. Most of the people behave
according to the group they are surrounded by.
 Personal Factor: The taste in clothes is not only age-related but can be related to
occupation like blue-collar is more rugged as it involves workers in manufacturing,
construction, or manual labor while white-collar clothes are more like business suits
and ties as it involves work worker in teaching, professionals and managerial. These
factors are related to buyers on a personal level. And include age, occupation, income,
personality, and attitude.
 Psychological Factors: The purchasing decision of consumers is affected by various
psychological factors. Some of the prominent factors are perception, motivation, and
beliefs, and attitude. Also, it is difficult to measure these factors as they are internal in
nature

2.1.6 Marketing Influence on Consumer BuyıngBehavıor

Marketing strategies are often designed to influence consumer decision making and lead to
profitable changes. Each element of the marketing mix can affect consumers in different
ways. In this context, (Peter, 2010), explained how the marketing mix (4 points) affects
consumer behavior.

 Product

Many aspects of a company's products such as brand name, quality, modernity, and
sophistication can affect consumer behavior. Material, packaging, and labeling of the
product I can influence whether consumers notice, receive, and buy a product in the store.
One of the main tasks of the markets is to separate their products from this competition
and create a consumer perception worth buying.

 Prıce

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 The price of products and services often affects whether consumers buy them and that
competition offers to choose. Stores that are believed to be the lowest price changes, such
as Wal-Mart, attract many consumers. In some offers, higher prices may not prevent
purchases because consumers believe that products or services are of higher quality or
respected. However, many consumers who are interested in value today can only buy
products on a price basis compared to other features.

 Promotıon

Advertising, sales promotion, sales staff, and advertising can affect what consumers think
about products, their feelings about buying and using, and their behavior, such as
shopping in certain stores and buying certain brands. Marketing communication plays a
critical role in informing consumers about products and services, including where they can
be purchased, and creating a positive image and awareness.

 Place

A marketer's product distribution strategy can affect consumers in many ways as a

product. Products suitable for various stores increase the chances of consumers to find and
buy them. When consumers are looking for low-participation products, they're unlikely to
do extensive research. Therefore, usability becomes very important, and secondly,
consumers can view products sold at private points of sale as higher quality. One of the
ways marketers create brand value is to sell them at premium points of sale. Third, it can
create consumer perceptions that display products online or catalogs, such as catalogs, that
products are innovative, exclusive, or designed for a specific target market.

2.3 THEORETICAL REVIEWS

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  The Marshallian economic model

According to the Marshallian economic model, individual buyers will spend their income on
goods that will offer the greatest satisfaction, depending on their taste and the relative prices
of goods. The antecedents for the Marshallian theory can be traced back to both Adam Smith
and Jeremy Bentham. In accordance with a doctrine of economic growth developed by Smith,
man is said to be motivated in all his actions by self-interest.

Bentham, who viewed man as carefully calculating and weighing expected pains and
pleasures of every contemplated action, refined this view. By the time Bentham's theory was
applied to consumer behaviour late in the 19th century, the "marginal-utility" theory of value
was formulated independently and almost simultaneously by Walras in Switzerland, Menger
in Australia and Jevons and Marshall in England (Kotler, in Gould; 1979: 35).

The theoretical work of Alfred Marshall, who was the consolidator of the classical and neo-
classical tradition in economics aimed at realism, is founded in his method to examine the
effect of change in a single variable, for example price, when all other variables were held
constant, based on simplified assumptions. In the quest for greater realism, Marshall
"reasoned out" consequences of the provisional assumptions and modified his assumptions in
subsequent steps. Marshall's methods and assumptions have been refined to the Modern
Utility Theory, where the economic man maximises his utility and does this by carefully
calculating the ''felicific'' consequences of any purchase. Runyon & Stewart (1987: 695) add
to the discussion by stating that Marshall used money as the common denominator of
psychological needs, where the value of satisfying a specific need could be equated and
compared with other needs in terms of cost.

 The Veblenian social-psychological model

The Veblenian social-psychological model of human behaviour is based on the findings of

Thorstein Veblen, who received his training as an orthodox economist and evolved as a social
thinker through the influence of the science of social anthropology. According to this model,
man is perceived to be a so-called "social animal", where man conforms to norms of its larger

xxi
culture and to more specific standards of subcultures and face-to-face groups in which
humans operate (Kotler, in Gould; 1979: 41).

In essence this implies that human behaviour and needs are moulded by present group
memberships. Based on the theory of the model, Veblen hypothesised that, for the so-called
leisure class, a great portion of economic consumption is influenced and motivated by
prestige seeking and not on needs or satisfaction. Veblen placed specific emphasis on
emulative factors that would influence people when purchasing conspicuous products, for
example cars and houses or even less expensive items, such as clothes. The model is criticised
as it is perceived by more modern perspectives to be overstated. For example, not all people
consider the leisure class to be a frame of reference and many people aspire to the social class
immediately above their current social class. In addition to the above, more affluent people of
the society would rather underspend than overspend on conspicuous items since they would
rather "fit in" than "stand out". A final comment on the model is that although Veblen was not
the first investigator to comment on the influence of social class on human behaviour, the
incisive quality of his observations inspired further investigations.

2.4 EMPIRICAL REVIEWS

Nair and Jeevandas (2020), in the study titled, Impact of Branding In Consumer Buying
Behaviour and Influence of Advertisement on Branding. Consumer buying behaviour is an
irreplaceable aspect in market structure. It is briefly defined as the measures taken by the
customer before the actual purchase of goods or service. Brand image is the crucial driving
force towards brand value that implies the customer's mainstream observation and notion
about a brand and it encompasses an impact on buyer behaviour. This study is manifested in
five parts namely; introduction, literature review, research methodology, presentation of the
research findings, final result, discussion and conclusion. The major intent of the research is
to discover the impact of brand awareness in buying behaviour of consumer goods, influence
of advertisements in brand preferences, changes in brand preference with changes in income
level of consumers and the factors that make an individual to buy a specific product. Here in
this study special emphasis is given on branding of mobile phones, laptops and other allied
xxii
accessories. An average sample size of 200 was considered and the data was collected
through well-structured scaled questionnaires from employed youth in South Kerala
especially within an age group of 22-32. The accumulated data was aligned and structured in
SPSS Software and statistically tested with correlation analysis, chi square test and regression
analysis and the conclusion inferred that youth were brand aware only on the basis of their
income. Psychological, Social, Cultural and Economic factors behind buying behaviour was
also analysed from the accumulated data.

Riaz (2015), Consumers give very importance to brands and relate their prestige with
different brands. They see brands in different perspectives and expect better quality of brands.
With the passage of time if brand satisfy the need have the customers then they become loyal
with the brand and built long term relationship with that specific brand. The basic purpose of
this study is to see the impact of brand image on consumer buying behavior in clothing sector.
It is actually a comparative study between two cities which are Lahore and Multan. The main
objective of this study is to know which city consumers have more clear concepts about
brands and their usage about brand. Two independent variables (Brand Image & Consumer
Awareness), one mediating variable (Consumer perception) and one dependent variable
(Consumer Buying behavior) were selected for this study. For this study questionnaires were
filled by the sample size of 155 and target audience was both males and females. Reliability
of the data was checked through Chronbach’s alpha value. Descriptive Statistics, Inferential
Statistics (regression, correlation and Independent sample t-test) applied with the help of
SPSS software. For the comparative study Independent sample T-test was applied after
computing the variables. Empirical findings show that Alternative Hypothesis is accepted.
Hence the result shows that males are more brand conscious than females.

Rawat 2020), In the modern world, branding is one of the most crucial elements which affect
consumer choices. Fascinating it is to understand the mechanism of how branding can affect
the purchasing decision and other behavior still remain elusive. The intend of this research is
to observe the effect of various branding factors also, how it influences the consumers buying
xxiii
decisions of brands and to provide in-depth knowledge about the factors (brand image, price,
brand awareness, advertisement, and brand loyalty) which affect the most during consumer
buying decision. Hypothesis framed was tested by collecting data from customers. Also, the
study not only examines the factor which consumers prefer while buying clothes (i.e. quality,
price, design, brand name) but also to find the relation between the social-demographic
variables like (Age, Gender, Income, and occupation) and their behavior to buy branded
clothes. Also, the study will highlight which brand do consumers prefer with respect to the
origin (foreign brand vs international brand). The study has revealed that the most important
branding strategy is brand image followed by brand awareness and for building a successful
brand the most important factor was quality as most of the consumers give preference to
quality followed by price while they buy a brand.

Bulle and Çengel (2020),Branding plays an important role in enhancing any commercial
performance and is a closed tool that can positively change people's buying behavior. In the
current marketing scenario, it has become necessary to examine consumer behavior.
Consumers are market owners. A commercial organization cannot operate without
consumers. The study is presented in five chapters, literature review, research methodology,
presentation of research results, analysis and discussion of data, summary, results, and
recommendations. The objectives of the study focus on examining the impact of a brand on
consumer buying behavior, whether consumer buying behavior is affected by factors such as
the excellent price of branded products, perceived quality of branded products, marital status,
and brand name associated with brand consumption of Somali students study in Istanbul
which is the working population of the study since most of the students in turkey study in
Istanbul. a questionnaire was used to collect data. 110 questionnaires were used, which
collected 110 responses for a month. The results show that the brand name has a strong
positive impact and an important relationship with consumer buying behavior.

2.5 SUMMARY OF CHAPTERS

xxiv
Since market conditions are constantly changing, the new role of brand management as an
integral part of holistic marketing is more important than it ever was. According to the
situation on current retail market, it is very important that enterprises manage their brands so
they can flexibly fulfill desires and wishes of their customers. In order to create a competitive
brand, they need to pay attention to their customers constantly. In current retail environment,
consumers are overwhelmed with plenty of brands and products. market conditions are
constantly changing, therefore it is concluded that change is inevitable hence producers have
to take up challenges in a positive way and undergo the production processes as per the latest
trend and lifestyles of the people.

REFERENCES

Aaker, A. (1991). Managing Brand Equity, Capitalyzing on the value of the brand. database
Marketing Institute.

xxv
Blackwell, R. D., (2001). "Consumer behavior 9th." South-Western Thomas Learning.
Mason, OH.

Bulle, F. A &Çengel, D. Ö (2020). The Effect of Brand Name on Consumer Buying

Behavior: Empirical Study on Somali Students in Istanbul. International Journal of
Research and Scientific Innovation (IJRSI) 7(8), 65 -75

Chovanováa H H , Korshunov A I, Babčanová D (2015) Impact of Brand on Consumer

Behavior. Procedia Economics and Finance 34 (1) 615 – 621,

Engel, J.. (2006). "Consumer behavior 10th Edition." Thomson South-Western. Mason. USA.

Hislop, M. (2001). An Overview of Branding and Brand Measurement for Online Marketers.
Dynamic Logic's Branding, 101 (23), 1-22.

Holt, D. B., 2015. Brands and Branding. Cultural Strategy Group. [online]Available
onhttp://testconso.typepad.com/files/brands-and-brandingcsg2.pdf

Keller, K. L. (1993). "Conceptualizing, measuring, and managing customer-based brand

equity." the Journal of Marketing: 1- 22

Kotler, Wong, Saunders, Armstrong. (2005). Principles of Marketing. financial times prentice
hall.

Muhammad A, Madiha N, & Mehwish S (2017), Impact of Branding on Consumer Buying

Behavior: An Evidence of Footwear Industry of Punjab, Pakistan. International
Journal of Academic Research in Business and Social Sciences. 7(7). 592-608

Nair L. D &Jeevandas M.S (2020). Impact of Branding In Consumer Buying Behaviour and
Influence of Advertisement on Branding. International Journal of Advanced Science
and Technology . 29(7). 4460-4465

xxvi
Rawat, A(2020) Impact of branding on consumer buying behavior in the clothing industry: an
indian perspective. International Journal of Mechanical and Production, 10(3), 12204-
12214

Riaz, H. A. (2015), Impact of brand image on consumer buying behavior in clothing sector: a
comparative study between males and females of central punjab (lahore) And Southern
Punjab. Chapter of Arabian Journal of Business and Management Review. 4(9); 24-35.

Solomon, M.R. Bamossy, G. Askegaard, S. & Hogg, M.K. (2010). “Consumer behavior: a
European perspective.” 4th Edition. Essex: Pearson Education Limited

Thangamani (2019) Impact of Branding on Consumer Behaviour. International Journal of

Management , 6(3), 74-79.

xxvii
 CHAPTER THREE

RESEARCH METHODOLOGY

This chapter will seek to relate the methods employed in gathering facts and data that will
further guide the study where data analysis and presentation, summary of findings, conclusion
and recommendations will be made.

This study was carried out with a sample drawn from Access Bank Plc.

3.1 Re-statement of Research Questions and Hypotheses

3.1.1 Restatement of Research Questions

In view of the above problems that the following research arises:

i. To determine the effect of brand image on consumer buying behaviour.
ii. To ascertain the effect of contest on consumer product.
3.1.2 Restatement of Research Hypotheses

The following hypotheses are been tested in the course of this study;
H0: There is no significant effect of brand image on consumer buying behavior.

H1: There is significant effect of brand image on consumer buying behaviour.

H0: There is no significant effect of contest on consumer product.

H2: There is a significant effect of contest on consumer product.

3.2 Research Design

Research design is a systematic plan for collecting data in order to provide answers to specific
questions. It is a plan, structure and strategy of investigation which guides the collections and
analysis of data in a piece of research (Fagbohungbe, 2000).

The research design for this study was a survey method which entails administration of
questionnaires to uncover the effect of branding on consumer behaviour with reference to
Access Bank Plc

xxviii
3.3 Characteristics of the Study Population

The study will be centered on Access Bank Plc. which are over 100 staffs of the organisation,
as a study; the population of the study was made of employees of Access Bank company.
Using the following characteristics such as age, sex, educational and marital status as
variables.

3.4 Sampling Design and Procedures

The sampling technique employed by the researchers is random sampling method that cut
across all areas of Access Bank Company. A sample of 50 was chosen as the sample of the
study, and 50 questionnaires was administered to the sample drawn.

3.5 Description of Data Collection Instrument

Well-structured questionnaires will be used for the collection of data in this study. This will
be employed by the researcher in order to minimize the problems associated with the
collection of data.

3.5.1 Primary Data

The primary data will be collected with the aid of questionnaires. Questionnaires will be
given out to the sampled area (respondents) to generate both qualitative and quantitative data.
A five Point Likert rating scale will be used to measure all variables. The lowest rating of 1
will signify a low opinion by the respondents while a high rating of 5 will signify a high
rating by the respondent.

3.5.2 Secondary Data

This is the data that has already been used for previous studies or researches. However, in this
study, secondary data will include the review of available documents like, books of accounts,
reports and manuals. It will also include information collected from the public and annual
reports of other organisations, internet and other forms of documented data whose source
can be verified.

xxix
3.6 Method of Data Analysis

In analyzing the effect of pricing strategies on consumer buying behaviour with a focus
on Access Bank Plc. the study shall employ a simple tabular method of presentation,
descriptive analysis as well as Chi-square Test. The data for this paper work will be collected
by means of questionnaire administered to respondents in Access Bank Plc. Company.

3.7 Statistical Analysis and Procedure

The researcher adopted simple percentage method to analyses the data collected through the
use of questionnaire while Chi-square method was used the formulated hypothesis.

2
2 ∑(O−E)
x=
E

X2 = chi-square
∑ = summation
O = observed
E = expected frequency
X2 = Chi-square calculated value
X2t=Chi-square table value
N= number of categories.
Df= degree of freedom.
∞ =Level of significance

3.8 Limitations of Methodology

Research of its nature is bound to have some limitations; some of the respondents in the
organisation may not feel like disclosing their true identity, for security purpose. Inadequate
time is another constraint. There might not be enough time to carryout extensive research.
More also, gathering data pose problem to the researcher as a result of negative attitude of
respondents towards answering the designed questionnaire.

xxx
 CHAPTER FOUR
DATA ANALYSIS AND PRESENTATION
4.1 INTRODUCTION
This chapter deals with the critical analysis of the data gathered during the study of “the
impact of branding on consumer behavior” with reference to Access Bank Plc.

In accordance with the sample size computed in chapter three, 50 questionnaires were
distributed to staff and workers of Access Bank Plc., and all questionnaires were returned.

4.2 RESPONDENTS CHARACTERISTICS AND CLASSIFICATIONS

TABLE 4.2.1: SEX
Variables No of Response Percentage(%)
Male 30 60
Female 20 40
Total 50 100
Source: Field Survey, 2021
From the above table, 30 respondents representing (60%) were male, and 20 respondents
representing (40%) were female. Hence, majority of the respondents were male.

TABLE 4.2.2 AGE

Variables No of Response Percentage(%)
Below 20 11 22
20-30 32 64
31-40 5 10
41-50 1 2
51-60 0 0
61 % Above 1 2
Total 50 100
Source: Field Survey, 2021
From the above table, 11 respondents representing (22%) were below 20 years, 32 respondents
representing (64%) were between 20-30 years, 5 respondents representing (10%) were
between 31-40 years, 1 respondent representing (2%) were between 41-50 years, 0
respondents representing (0%) were between 51-60 years, and 1 respondentsrepresenting (2%)

xxxi
were between 61 years and above. Hence, majority of the respondents were between 20-30
years.

TABLE 4.2.3: MARITAL STATUS

Variables No of Response Percentage(%)
Single 34 68
Married 13 26
Divorced 1 2
Others 2 4
Total 50 100
Source: Field Survey, 2021
From the above table, 34 respondents representing (68%) single, 13 respondents representing
(26%) were married, 1 respondent representing (2%) were divorced, 2 respondents
representing (4%) were others. Hence, majority of the respondents were single.

TABLE 4.2.4: EDUCATIONAL QUALIFICATION

Variables No of Response Percentage(%)
SSCE 14 28
NCE/ND 24 48
HND/ND 9 18
MA/MSC 3 6
Total 50 100
Source: Field Survey, 2021
From the above table, 14 respondents representing (28%) were SSCE holder, 24 respondents
representing (48%) were NCE/ND holder, 9 respondents representing (18%) were HND/ND
holder, and 3 respondents representing (6%) were MA/MSC holder. Hence, majority of the
respondents were NCE/ND holder.

xxxii
TABLE 4.2.5: YEARS IN ORGANIZATION
Variables No of Response Percentage(%)
Less than 1 20 40
1-5 22 44
6-10 5 10
11-15 1 2
16 & above 2 4
Total 50 100
Source: Field Survey, 2021
From the above table, 20 respondents representing (40%) were less than 1 year, 22
respondents representing (44%) were between 1-5 years, 5 respondents representing (10%)
were between 6-10 years, 1 respondent representing (2%) were between 11-15 years, and 2
respondents representing (4%) were 16 years and above. Hence, majority of the respondents
were between 1-5 years.

4.3 PRESENTATION AND ANALYSIS OF DATA ACCORDING TO RESEARCH

QUESTIONS
TABLE 4.3.1: I often receive bonuses every day.

Variables No of Response Percentage (%)

SA 39 78
A 9 18
U 0 0
D 0 0
SD 2 4
Total 50 100
Source: Field Survey, 2021
From the above table, 39 respondents representing (78%) strongly agree, 9 respondents
representing (18%) agree. 0 respondents representing (0%) undecided, 0 respondents
representing (0%) disagree, and 2 respondents representing (4%) strongly disagree. Hence,
majority of the respondents strongly agree on the above statement.

xxxiii
TABLE 4.3.2: I often receive free bonus every weekend.
Variables No of Response Percentage (%)
SA 22 44
A 22 44
U 2 4
D 2 4
SD 2 4
Total 50 100
Source: Field Survey, 2021
From the above table, 22 respondents representing (44%) strongly agree, 22 respondents
representing (44%) agree, 2 respondents representing (4%) undecided, 2 respondents
representing (4%) disagree, and 2 respondents representing (4%) strongly disagree on the
above statement

TABLE 4.3.3:The conditions and terms of the packages are attractive.

Variables No of Response Percentage (%)
SA 16 32
A 25 50
U 6 12
D 2 4
SD 1 2
Total 50 100
Source: Field Survey, 2021
From the above table, 16 respondents representing (32%) strongly agree, 25 respondents
representing (50%) agree, 6 respondents representing (12%) undecided, 2 respondents
representing (4) disagree, and 1 respondent representing (2%) strongly disagree. Hence,
majority of the respondents strongly agree on the above statement.

xxxiv
TABLE 4.3.4: There is Lack of re-branding know-how.
Variables No of Response Percentage (%)
SA 22 44
A 20 40
U 4 8
D 2 4
SD 2 4
Total 50 100
Source: Field Survey, 2021
From the above table, 22 respondents representing (44%) strongly agree, 20 respondents
representing (40%) agree, 4 respondents representing (8%) undecided, 2 respondents
representing (4%) disagree, and 2 respondents representing (4%) strongly disagree. Hence,
majority of the respondents strongly agreed on the above statement.

TABLE 4.3.5:Overall, I am satisfied with the promotional packages offer.

Variables No of Response Percentage (%)
SA 17 34
A 22 44
U 6 12
D 3 6
SD 2 4
Total 50 100
Source: Field Survey, 2021
From the above table, 17 respondents representing (34%) strongly agree, 22 respondents
representing (44%) agree, 6 respondents representing (12%) undecided, 3 respondents
representing (6%) disagree, and 2 respondents representing (4%) strongly disagree. Hence,
majority of the respondents strongly agreed on the above statement.

TABLE 4.3.6:I will remain on the product because of the promotional packages.

xxxv
 Variables No of Response Percentage (%)
SA 24 48
A 26 52
U 0 0
D 0 0
SD 0 0
Total 50 100
Source: Field Survey, 2021
From the above table, 24 respondents representing (46%) strongly agree, 52 respondents
representing (52%) agree, 0 respondents representing (0%) undecided, 0 respondents
representing (0%) disagree, and 0 respondents representing (0%) strongly disagree. Hence,
majority of the respondents strongly agreed on the above statement.

TABLE 4.3.7: I have the intentions to switch to other similar products

Variables No of Response Percentage (%)
SA 34 68
A 16 32
U 0 0
D 0 0
SD 0 0
Total 50 100
Source: Field Survey, 2021
From the above table, 34 respondents representing (68%) strongly agree, 16 respondents
representing (20%) agree, 0 respondents representing (0%) undecided, 0 respondents
representing (0%) disagree, and 0 respondents representing (0%) strongly disagree. Hence,
majority of the respondents strongly agreed on the above statement.

TABLE 4.3.8: I always enjoy and have fun on the promo.

Variables No of Response Percentage (%)

xxxvi
 SA 21 42
A 20 40
U 1 2
D 5 10
SD 3 6
Total 50 100
Source: Field Survey, 2021
From the above table, 21 respondents representing (42%) strongly agree, 20 respondents
representing (40%) agree, 1 respondent representing (2%) undecided, 5 respondents
representing (10%) disagree, and 3 respondents representing (6%) strongly disagree. Hence,
majority of the respondents strongly agreed on the above statement.

TABLE 4.2.9. The level of customer patronage is high.

Variables No of Response Percentage (%)
SA 26 52
A 15 30
U 4 8
D 3 6
SD 2 4
Total 50 100
Source: Field Survey, 2021
From the above table, 26 respondents representing (52%) strongly agree, 16 respondents
representing (30%) agree, 4 respondents representing (8%) undecided, 3 respondents
representing (6%) disagree, and 2 respondents representing (4%) strongly disagree. Hence,
majority of the respondents strongly agreed on the above statement.

xxxvii
TABLE 4.3.10:The organisation enjoys high Return of Investment
No of Response Percentage (%)
Variables
SA 12 24
A 18 36
U 15 30
D 2 4
SD 3 6
Total 50 100
Source: Field Survey, 2021
From the above table, 12 respondents representing (24%) strongly agree, 18 respondents
representing (26%) agree, 15 respondents representing (30%) undecided, 2 respondents
representing (4%) disagree, and 3 respondents representing (6%) strongly disagree. Hence,
majority of the respondents strongly agreed on the above statement.

4.4 TEST OF HYPOTHESES

Hypothesis 1
H0: There is no significant effect of brand image on consumer buying behavior.

H1: There is significant effect of brand image on consumer buying behaviour.

Usingtable 4.3.1:I often receive bonuses everyday.

Variables No of Response Percentage (%)

SA 39 78
A 9 18
U 0 0
D 0 0
SD 2 4
Total 50 100

xxxviii
 2 2
VARIABLE O E O-E (O−E) (O−E)
E
SA 39 10 29 841 84.1
A 9 10 -1 1 0.1
U 0 10 -10 100 10
D 0 10 -10 100 10
SD 2 10 -8 64 6.4
Total 50 110.6
50
E(Expected Frequency) = = 10
5
2
X Calculated = 110.6
Degree of Freedom = (r-1)(c-1) = (5-1)(2-1)
DF = 4
At 5% level of significance
2
X t (0.05) = 9.488

DECISION RULE
Since the calculated value is higher than the table value (i.e, x 2 calculated > x 2 tabulated),
reject H0which states that there is no significant effect of brand image on consumer buying
behaviour and accept Hi suggesting that there is significant effect of brand image on
consumer buying behaviour.

Hypothesis 2
H0: There is no significant effect of contest on consumer product.

H2: There is a significant effect of contest on consumer product.

Usingtable 4.3.1:The organisation enjoys high Return of Investment.

xxxix
 Variables No of Response Percentage (%)
SA 12 24
A 18 36
U 15 30
D 2 4
SD 3 6
Total 50 100

2 2
VARIABLE O E O-E (O−E) (O−E)
E
SA 12 10 2 4 0.4
A 18 10 8 64 6.4
U 15 10 5 25 2.5
D 2 10 -8 64 6.4
SD 3 10 -7 49 4.9
Total 50 20.6

50
E(Expected Frequency) = = 10
5
2
X Calculated = 20.6
Degree of Freedom = (r-1)(c-1) = (5-1)(2-1)
DF = 4
At 5% level of significance
2
X t (0.05) = 9.488

DECISION RULE
Since the calculated value is higher than the table value (i.e, x 2 calculated > x 2 tabulated),
reject H0which states that there is no significant effect of contest on consumer product and
accept Hi suggesting that there is significant effect of contest on consumer product.

xl
 CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 SUMMARY OF FINDINGS
This study on the “The impact of branding on consumer behavior” has been able to give an in depth
analysis usefulness of Branding so as to increase consumer satisfaction and needs on the service.
Summaryof the findings is hereby presented below.

i. Branding is a veritable tool for positively influencing consumer choice and its
influence is stronger than service quality.
ii. All elements of branding do not have equal effect on consumer choice for banks.
iii. Company-of-make and packaging play a greater role while brand name and mark play
a supportive role.
iv. Packaging, with all its attendant elements plays a great role in determining consumer
choices for banks.
v. Patronage complex which is a function of consumer perception bias, could be
manipulated

5.2 CONCLUSION
Based on the findings from the study, the purpose of the paper was to create a deeper
consideration about the influence of brand name consumer choice of service in Access bank
Plc. In order to comply with this a questionnaire administered survey was conducted among
50 respondents and data revealed that brand name has strong influence on purchase decision.
From the study it is clear that well-known brand service is very famous among the people
because consumers trust the brand name. This also indicates that people often purchase well-
known brand services since they are aware of the brand performance or perhaps they have a
good past experience about the branded bank. This makes customer’s become loyal with the
specific brand. Brand offers superior quality of the service up to the customer’s expectation
and satisfaction.
Furthermore, people are much attached to the branded services, as majority of the people
purchase the branded services with the belief that brands show their status and life style in the

xli
society. The study shows that how manufacturing brands companies become successful by
getting close to the customers and designing their services according to the customers’ needs
and choice.

5.3 RECOMMENDATIONS
In the aftermath of the research findings, the following recommendations are hereunder
proffered;

i. Brand name should play the lead role among the service related strategies in fashioning
out a marketing strategy for banks.
ii. Firms employing the tool of branding should lay more emphasis on company-of-make
and packaging in devising a branding strategy.
iii. A firm’s branding strategy should be an integration of all the elements with none
isolated but each playing a complementary role to others.
iv. Firms should manipulate the possibility of consumption complex in getting customers
to choose their brand through proper perception management and by the
instrumentality of branding.
v. Positioning and repositioning of services should be carried on with branding as the
leading strategy.
vi. Efficient distribution strategy is a supportive function to branding; therefore firms must
ensure that their distribution network is effective and efficient.
vii. In as much as branding had been confirmed to be an important choice influencing
factor, excessive brand extension strategy should be avoided to forestall boring
consumers and de-marketing them.
viii. In carrying out promotion for banks brands, firms should concentrate more on
institutional or corporate advertising rather than service advertising. Again, social
cause promotion should be of particular note to the firms.

5.4 LIMITATIONS

xlii
 This research work was limited to the use of journals only. It did not take into
consideration textbooks and other sources of data to get a better result.

Another limitation was time constraint and financial and time constraint which delayed
the completion of this project work.

5.5 SUGGESTIONS FOR FURTHER STUDIES

For further study of this research topic, I suggest that the researcher should put into
considerate on the following:

 The researcher should try as much as possible to avoid time constraint. He/she
should start early in gathering information needed from all relevant sources such as
journals, textbook, internet, e.t.c. to aid his/her research.
 Avoid financial constraint that might limit the source of information and materials
needed such as journals, as well as transportation and incurable expenses toward
achieving quality research work. The researcher should source for financial
assistance as early as possible before embarking upon the project.
 The researcher should visit the organization that will be used as case study to
administer the questionnaire so as to get the best result regarding this topic.
 Lastly, respondents should be educated on the importance of conducting research,
so as to proffer a suitable response to the questions in the questionnaire.

xliii
 BIBLIOGRAPHY

Aaker, A. (1991). Managing Brand Equity, Capitalyzing on the value of the brand. database
Marketing Institute.
Blackwell, R. D., (2001). "Consumer behavior 9th." South-Western Thomas Learning.
Mason, OH.
Bulle F. A. &Çengel Ö. (2020) The effect of brand name on consumer buying behavior:
empirical study on somali students in Istanbul, International Journal of Research and
Scientific Innovation (IJRSI). 8(8). 65-68.
Bulle, F. A &Çengel, D. Ö (2020). The Effect of Brand Name on Consumer Buying
Behavior: Empirical Study on Somali Students in Istanbul. International Journal of
Research and Scientific Innovation (IJRSI) 7(8), 65 -75
Chovanováa H H , Korshunov A I, Babčanová D (2015) Impact of Brand on Consumer
Behavior. Procedia Economics and Finance 34 (1) 615 – 621,
Engel, J.. (2006). "Consumer behavior 10th Edition." Thomson South-Western. Mason. USA.
Hislop, M. (2001). An Overview of Branding and Brand Measurement for Online Marketers.
Dynamic Logic's Branding, 101 (23), 1-22.
Holt, D. B., 2015. Brands and Branding. Cultural Strategy Group. [online]Available
onhttp://testconso.typepad.com/files/brands-and-brandingcsg2.pdf
Keller, K. L. (1993). "Conceptualizing, measuring, and managing customer-based brand
equity." the Journal of Marketing: 1- 22
Kotler, Wong, Saunders, Armstrong. (2005). Principles of Marketing. financial times prentice
hall.
Muhammad A, Madiha N, & Mehwish S (2017), Impact of Branding on Consumer Buying
Behavior: An Evidence of Footwear Industry of Punjab, Pakistan. International
Journal of Academic Research in Business and Social Sciences. 7(7). 592-608
Muhammad A., Madiha N., Mehwish S. (2017) Impact of branding on consumer buying
behavior: an evidence of footwear industry of Punjab, Pakistan. International Journal
of Academic Research in Business and Social Sciences. 7(7). 89-99

xliv
Nair L. D &Jeevandas M.S (2020). Impact of Branding In Consumer Buying Behaviour and
Influence of Advertisement on Branding. International Journal of Advanced Science
and Technology . 29(7). 4460-4465
Rawat, A(2020) Impact of branding on consumer buying behavior in the clothing industry: an
indian perspective. International Journal of Mechanical and Production, 10(3), 12204-
12214
Riaz, H. A. (2015), Impact of brand image on consumer buying behavior in clothing sector: a
comparative study between males and females of central punjab (lahore) And Southern
Punjab. Chapter of Arabian Journal of Business and Management Review. 4(9); 24-35.
Solomon, M.R. Bamossy, G. Askegaard, S. & Hogg, M.K. (2010). “Consumer behavior: a
European perspective.” 4th Edition. Essex: Pearson Education Limited
Thangamani (2019) Impact of Branding on Consumer Behaviour. International Journal of
Management , 6(3), 74-79.

xlv
 APPENDIX I
(COVER LETTER)

DEPARTMENT OF MARKETING

FACULTY OF MANAGEMENT SCIENCE

OSUN STATE COLLEGE OF TECHNOLOGY

ESA OKE
.
Dear Respondents,

QUESTIONNAIRE ADMINISTRATION

The researcher is a final year NATIONAL DIPLOMA Student in the marketing department, SMBS
of the above-mentioned institution and is hereby conducting a study on “THE IMPACT OF
BRANDING ON CONSUMER BEHAVIOR” A STUDY OF ACCESS BANK PLC. In partial
fulfillment of the requirement for the award of National Diploma in Marketing.

It will be very appreciated if you could please complete the attended questionnaire.

Your cooperation in carrying out this exercise and the response provided shall be kept confidential
and used priory for the academic purpose.

Thanks for your anticipated cooperation.

Yours,

Karasi W. A.
(Matric N0: 2022410018)
Researcher

xlvi
 APPENDIX II

QUESTIONAIRE

SECTION A
1. Gender: Male ( ) Female ( )
2. Age: 18-20 ( ) 21-30 ( ) 31-40 ( ) 41-50 ( ) 51-60 ( )
61& above ( )
3. Marital Status: Single ( ) Married ( ) Divorced ( ) Others ( )
4. Educational qualification: SSCE ( ) NCE/ND ( )
HND/BSC ( ) MA/MSC ( )
5. Years in Organization: Less than 1 ( ) 1-5 ( ) 6-10 ( ) 11-15 ( ) 16 &above
( )

SECTION B- SOCIO-ECONIMIC DATA

Kindly respond to the questions raised by ticking [√] the boxes that best reflects correct answers

SA = Strongly Agree, A = Agree, U= Undecided, D= Disagree, SD = Strongly Disagree.

S/N Focus Statement SA A U D SD

1 I often receive bonuses everyday
2 I often receive free bonus every weekend
3 The conditions and terms of the packages are attractive
4 There is Lack of re-branding know-how
5 Overall, I am satisfied with the promotional packages offer
6 I will remain on the product because of the promotional
packages
7 I have the intentions to switch to other similar products.
8. I always enjoy and have fun on the promo
9. The level of customer patronage is high
10. The organisation enjoys high Return of Investment

xlvii
xlviii