Abstract:
Branding is mostly regarded as being very crucial and indispensable in the identification of a company’s product from those of the competitors, especially when one considered the several functions it performed on consumers’ decision and satisfaction. This study however examined the influence of brand image of Amstel malta on consumers’ buying decision- in some tertiary institutions in south east Nigeria. The objectives of the study include: Ascertain the relationship between branding and consumer patronage. Ascertain the factors of branding that are likely to influence consumers’ choice of Amstel Malt drink. Ascertain if there is any significant variation in the taste of Amstel malt drinks. Determine if there is any other factor considered in consumers’ preference for Amstel malt drink. This study was anchored on three theories; Hierarchy of Effects Theory, Theory of Reasoned Action and Self Concept Theory. The research adopted survey design, and made use of primary data collected through the use of questionnaire. The sample size used for this study is three hundred and thirty-nine (339) respondents, which consisted of the staff of some of the existing tertiary institutions in South East of Nigeria. The tertiary institutions are Michael Okpara University of Agriculture, Umudike, Alvan Ikoku Federal College of Education Owerri, Godfrey Okoye University, Enugu and Madona University Okija, Anambra State. The academic and non-academic staff of these schools formed the population of study because it is believed that they can afford Amstel Malt drink. The population was purposively chosen. This include the Academic staff numbered (1,219) and Non-academic staff (1620) making it a total of (2839), which is our population of study gotten from the registry of each school. The Bowley Proportional Sampling technique (1926) was used in determining the copies of questionnaire to be allocated to each of the faculties, in this stage. The study found out that branding had a significant influence on consumer’s choice of malt drinks. There was a significant variation in the packaging. There was a significant relationship between price and consumer’s preference for a brand of malt drink. It was recommended that Malt Manufacturing Companies should embark on research that will enable the company to identify gap that exist between consumers’ needs and their product, and also should periodically improve on product quality/taste, in which several quality control measures should be taken to maintain product quality.
