PAPER TITLE :VALUE-BASED BRAND, CUSTOMER PATRONAGE AND FIRM COMPETITIVENESS

JOURNAL Of SUSTAINABLE TECHNOLOGY | VOLUME 9 NUMBER 2 2018

Paper Details

  • Author(s) : ADEBISI, S.A.*; OHIANI, A.S. and OYEDELE, A.A.
  • Abstract:

Competition has really made business environment unpredictable for producers to
actually understand how customers behave in the market-place, and the value they consider as
appealing in a product, particularly household products that are consumed on daily basis. Therefore,
this paper examined the influence of value-based brand strategy and customer patronage on firm
competiveness in the sales of toothpaste in Lagos State, Nigeria. Cluster survey method was
employed to select customers that patronize shopping malls in Ikeja, Lagos Mainland, Apapa,
Amuwo Odofin, and Surulere Local Government Areas respectively. A purposive sampling technique
was adopted to distribute 384 copies of questionnaire each to the customers that patronize Ikeja
City mall, Maryland Mall, Adeniran Ogunsanya Mall, Apapa Mall, and Festival Mall at Festac Town
in Lagos State. Out of the 384 copies of questionnaire distributed, 284 copies representing 73.96%
were validly filled and returned. Multiple regression analysis was employed to analyze the three
hypotheses and the results of the study showed that they were all statistically significant at 5%
level. Based on the findings of this research, the study concluded that value-based brand strategy
and customer patronage can significantly enhance firm competitiveness in the sales of toothpaste.
Therefore, it was recommended that there should be a constant improvement on a product quality,
and marketing managers/experts should continuously monitor factors that customers consider as
appealing values at a given point, and as well deal with them appropriately.
Keywords: Value-based brand strategy, customer patronage, firm competitiveness, and brand equity