INFLUENCE OF BRANDING ON CONSUMER PURCHASING BEHAVIOUR AT CROWN BAKAERY BAUCHI

Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This research work examines the influence of branding on consumer purchasing behavior with respect to the Bread industry in Bauchi metropolis. In conducting this research work, the three aspects of brand equity, notably brand awareness, perceived quality, and brand image were all addressed. In this research work, questionnaires were distributed to solicit for responses from a randomly selected people for the analysis. The findings from the analysis showed that most of the people were highly preferred Bread produced from Crown Bakery Bauchi to that of other brands produced Bread. Having known that most people preferred Crown Bakery products to that of other Bread companies, the producers of such company should join hands and liaise with the consumers in order to have better control of the quality of products that they produce. Notwithstanding this, more emphasis should be placed on other marketing strategies such as rewarding customer loyalty with the view to enhancing the sustainability of the Crown Bakery Company Bauchi.