EFFECT OF PRODUCT BRANDING ON CONSUMER BRAND PREFERENCE (A STUDY OF UNILEVER NIGERIA PLC, LAGOS)

This study examined the effect of product branding on consumer brand preference using Unilever Nigeria Plc, Lagos State. The objectives of this study include; to determine the influence of product colour on consumer brand preference, to examine the influence of product size on consumer brand preference and to examine the influence of product logo on consumer brand preference. The study employed survey design and convenience sampling, a non-probability sampling technique was used to draw (200) among the customers of Unilever Nigeria Plc. A well-constructed questionnaire, which was adjudged valid and reliable, was used for collection of data from the respondents. The data obtained through the administration of the questionnaires was analyzed using descriptive and inferential statistics. Descriptive statistics was used to analyzed the demographic variables while simple linear regression was used to test the hypothesis. The study concluded that colour is one of the central elements of the product’s packaging and plays a significant role not only in the brand perception in the customers but also, in influencing the purchasing behaviour. It is also concluded that Size of the billboard explains the how large and small the size of billboard in the form of height and width. The researcher recommended that organization should be continuously observed the size of the billboard whether big or small with a view to influencing their choices and well as building a strong and positive brand preference.