Factors Influencing Brand Equity and Consumer Preferences for Bread Products in Anambra State
Keywords:
Brand Equity, Consumer Preferences, Bread Products, Brand Image, Quality, Price, PackagingAbstract
This study investigates the factors influencing brand equity and consumer preferences for bread products in Anambra State, Nigeria. Utilizing a quantitative research approach, we conducted a cross-sectional survey among 400 consumers, employing structured questionnaires to gather data on brand image, quality, price, packaging, advertising and promotion, distribution channels, and customer loyalty programs. Consumer preferences, was measured through a Likert-scale analysis. Data analysis was performed using multiple regression analysis to determine the relationship between the independent variables and consumer preferences. Additionally, descriptive statistics were utilized to provide demographic insights into the sample population. The results indicate that brand image and quality significantly influence consumer preferences (p < 0.05), while packaging and advertising and promotion have moderate effects. Price and distribution channels showed weaker correlations, and customer loyalty programs did not demonstrate a statistically significant impact. Findings suggest that enhancing brand image and product quality is crucial for increasing consumer preference for bread products in Anambra State. This study contributes to the understanding of brand equity in the Nigerian bread market and offers actionable insights for marketers and manufacturers aiming to optimize their branding strategies.
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