PRODUCT BRANDING AND CUSTOMER PATRONAGE OF PEAK MILK IN UYO METROPOLIS, AKWA IBOM STATE

Customer patronage is an intangible connections between a customer and the company as customer patronage of peak milk products are affected by some issues being improper product packaging, unidentifiable brand name and finally, non-well designed product logo. This research work is centered on the impact of product branding and customer’s patronage of peak milk in Uyo metropolis, Akwa Ibom State. The objectives of the study were to: examine the impact of product packaging, brand Name and product logo on customer patronage of peak milk in Uyo metropolis. the theoretical framework for this research work was the Brand Relationship Theory and the Theory of reasoned actions as the descriptive and survey method was used for this study with a population of 1,393,000 while the sample size was 400 as Primary and secondary sources of data were employed in the study, from the findings of the study, It was revealed among others that product packaging of peak milk increases customers request for peak leading to a positive significant relationship between product packaging and customer’s patronage of peak milk in Uyo metropolis, it was also revealed that brand name and product Logo of peak milk has a positive significant effect on customers’ patronage in Uyo metropolis, Akwa Ibom state. based on the findings it was recommended among others that manufacturers of peak milk brands should pay more attention to their packaging design process, also that manufacturers of Peak milk brands should improve their design on the brand name by ensuring that products come in various brand sizes, brand names and attractive graphics are conspicuously displayed to attract consumers and Finally, the study recommends that it is imperative for manufacturers of Peak milk brands to make their brand logo standard.