Relationship Between Consumer Behaviour And Branding in Selected Family Businesses in Lagos State.

Ajibowu, Kehinde Oluwatosin (2020) Relationship Between Consumer Behaviour And Branding in Selected Family Businesses in Lagos State. Masters thesis, Griffith College..

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Abstract

Consumers are burdened with large quantity of products and brands in the present Nigerian business environment, as result, family businesses are now saddled with the commitment of paying more attention to both consumer behaviour and the brand of their products or services, since branding can significantly increase their market share. This study was aimed at investigative the relationship between branding and consumer behaviour in family businesses. In order to accomplish this aim, the study employed descriptive survey research design which involves the collection of primary data. The primary data were sourced through the administration of online questionnaire to managers of family businesses in Lagos State, and were further analysed using descriptive and inferential statistical method. The study revealed that a significant relationship (p = 0.001) exists between advertisement as a strategy of branding and consumer behaviour in Lagos State; there is a significant relationship (p = 0.03) between brand image of family business and consumer behaviour in Lagos State. Furthermore, brand association of family business in Lagos State significantly (p = 0.014) influence consumer behaviour, while the relationship between brand equity of family business and consumer behaviour in Lagos State was found to be insignificant (p = 0.565). Implying that the investment on the adoption of branding strategies such as advertisement, brand image and brand association by managers of family business may be worthwhile in Lagos State. While on the other hand, in order to enhance brand equity managers of family business in Lagos State need to focus on how to maintain high quality of product and services. The study recommended that future studies should expand the scope of research to regional and national scale, while taking advantage of a lager sample size in order to increase informed decision-making by family business managers.

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