Thesis and Dissertations

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INFLUENCE OF BRANDING ON CONSUMER PURCHASE DECISION OF AIRTEL NIGERIA IN KEFFI METROPOLIS
(Business Administration Department, Nasarawa State University, Keffi, 2019-12-01) Abdullahi, Musa Adamu
This study titled “Influence of Branding on Consumer Purchase Decision of Airtel Nigeria in Keffi” examined how branding strategies influence consumer purchase decision of Airtel products and services. This survey research sample 399 respondents drawn to represent the entire population of Keffi with the aid of seventeen item structured questionnaire designed to gather data for the study. Data presentation and analysis showed that quality of network, promotion/special offers, data packages/internet bundles, tariff, and retail visibility (banners, posters, boards) are key branding strategies Airtel used to influence consumer purchase decision in Keffi. The findings of this study revealed that there exist a significant relationship between branding strategies and consumer purchase decision. The study concluded that brands are powerful assets that must be carefully developed and accomplished, and branding as a marketing tool is vital to the survival of every organization. The study therefore recommends that to have a strong competing edge in the telecommunications market, Airtel service provider should be primarily concerned with delivering effective service quality, brand reputation and customer value in order to gain purchase of their products and sustainable loyalty.