ANALYTICAL INVESTIGATION OF THE BRAND IMAGE DIMENSION OF BRANDING ON CUSTOMERS’ PERCEPTION BITTERS BEVERAGE SUB-SECTOR OF THE BEVERAGE INDUSTRY.

Abstract

The study empirically investigated the brand image dimension of branding on customers’

perception of the bitters beverage sub-sector. The study population entails the consumers of

branded alcoholic bitters beverages in Lagos State; 389 were retrieved out of 400 copies of the

questionnaire administered, using convenience sampling to select the appropriate locations

within the study area and purposive sampling to select respondents whom instruments were

administered to based on the researcher judgment. Data collected were analysed using simple

percentages, frequency distributions, mean and standard deviation, while stepwise multiple

regression was used for analysis. The findings reveal that functional attributes (β = 0.723, t =

18.022, p < .05) and the Logo of my choice(β = 0.803, t = 14.336, p < .05) are positively

significant among the predictors of customers’ perception of brand image dimension of

branding. Based on this, certain characteristics of functional attributes and benefits of the brand

come to mind promptly when consumers are faced with a choice among bitters products. Thus,

the marketers should create a desirable identity and image of the product in the minds of

consumers which associates with the brand for retention, sustainability and to lure new

prospects.