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VOL. 9, ISSUE 4 (2023)
Product branding and consumer buying behaviorial patterns: Evidence from information and communication technology companies in Nigeria
Authors
Jakpa Grace Ufuoma
Abstract
In contemporary organization, one of the most
valuable assets in era of competitiveness is product/service branding. Branding
plays either positive/negative role on sales or image of organizations’
products, hence it is considered to affect consumers’ buying behavioural
patterns. In this study, we assessed the relationship between product branding
and consumer buying behavioural patterns among information and communication
technology companies in South-South, Nigeria. The survey research design was
used and sample of 500 respondents were obtained via the purposive sampling
technique. Data obtained were analyzed using descriptive (mean, standard
deviation, minimum and maximum values, and Pearson correlation) and inferential
(multiple regression) statistical techniques. Result showed that product branding
significantly and positively influence consumers’ buying behavioural pattern. The
study recommended that management of telecommunication companies should adopt
product branding as a top priority in pursuant of customers’ buying behaviour
so as to increase customers’ retention, organizational profitability and
sustainability.
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Pages:7-10
How to cite this article:
Jakpa Grace Ufuoma "Product branding and consumer buying behaviorial patterns: Evidence from information and communication technology companies in Nigeria". International Journal of Commerce and Management Research, Vol 9, Issue 4, 2023, Pages 7-10
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