An Empirical Study of the Impact of Branding on Consumer Choice for Regulated Bottled Water in Southeast, Nigeria

Abstract

Branding is one of the most intriguing marketing strategies used for the purpose of winning or over comingcompetition; its efficacy is not in doubt. This research work is therefore an investigation into the impact ofbranding on consumer choice for bottled water, with special focus on the contributory roles of its variouselements in impacting consumer behavior. It was discovered among other things, that of all the elements ofbranding, company-of-make and packaging play a greater role than brand name and brand mark, in terms ofinfluencing consumer choice for bottled water. It was against this backdrop that this research work proposed twomodels namely; Review of Consumer Buying Behavior Process 1 and 2. It equally recommended among otherthings that firms should focus more attention on the company name and packaging but should also integratebrand name and brand mark as supportive elements in fashioning an effective branding strategy for beatingcompetition. More emphasis should equally be laid on institutional rather than brand advertising.

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