THE INCIDENCE OF BRAND LOYALTY AMONG YOUNG CONSUMERS OF BISCUIT IN ENUGU

📄 Project Abstract

In developing a marketing strategy for biscuit, the manufacturer has to confront the branding decision. Branding is a major issue in product strategy and has become a potential marketing tool. An increasing number of products are sold on self-service basis, and branding must perform many of these sales tasks. In the past, most products went unbranded. Producers and middlemen sold their goods out of barrels, bins, and cases, without any supplier's identity. The earliest sign of branding were in the efforts of medieval guilds to require crafts people to put trade marks on their products to protect themselves and consumers against inferior quality. Today, branding is such a strong force that hardly anything goes unbranded. A powerful name is said to have consumer franchise. (Adirika, E. 0, Ebue, B. C, and Nnolim, D. A, 2001:184). Moreover, a realization of the fact that branding as a marketing tool affects other product management decisions, confronts one with the fact that its impact on ...