ABSTRACT
This research study is on the effect of franchising on brand equity in the soft drink industry in Lagos metropolis. The study used both primary and secondary sources of data collection. Statistical tools such as frequency distribution, tables, percentages, and chi-square (x2) were used in the analysis of data and test of hypotheses.
The findings in the test of hypotheses show the following:
That there is significant relationship between franchising and brand equity in the soft drinks industry.
That product development and effective brand management through franchising is profitable for firms in a depressed economy.
That organizational resource determines effective franchising on brand equity.
The researcher made the following recommendations based on conclusion.
That organizations (soft drink industry) should invest in human resource training and development especially in their sales force for the realization of the benefits of franchising on brand equity, that since brand equity is rated high in the study, organization should constantly review it to sustain the benefits deliverable from its existence, that organizational resources need to be invested in franchising activities through licensing, direct investment and joint ventures in other to achieve increased sales volume of their products.
| Project details | Contents |
|---|---|
| Number of Pages | 109 pages |
| Chapter one | Introduction |
| Chapter two | Literature review |
| Chapter three | methodology |
| Chapter four | Data analysis |
| Chapter five | Summary,discussion & recommendations |
| Reference | Reference |
| Questionnaire | Questionnaire |
| Appendix | Appendix |
| Chapter summary | 1 to 5 chapters |
| Available document | PDF and MS-word format |
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