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
JoST. 2018. 9(2): 12-20.
Accepted for Publication, August 28, 2018