Re-Branding: Implication, Benefits and Effects on Buying Decision Using Selected FMCG in Lagos State, Nigeria

Oladipo Gbemi Olaore () and O.L. Kuye ()

Academic Journal of Economic Studies, 2019, vol. 5, issue 3, 12-19

Abstract: This study investigates re-branding: implication, benefits and effects on buying decision using selected FMCG in Lagos state. Consumers of selected FMCG companies in Lagos state were the selected respondents in Lagos state. Interest in the study was to determine rebranding activity and strategy on product repositioning only with less consideration of other branding elements, product physical appearance with less concern for consumer acceptability, product image and physical appearance with no commensurate effort on salesmen activity and operations and of market share and customer retention. Survey design was adopted in this for this study, stratified and simple random sampling was adopted in selecting 216 respondents used for this study. The questionnaire used was structured questionnaire to collect date used for this study. The result from the analysis indicated that there’s a relationship between Rebranding activity and product strategic positioning. (Rebranding and improvement and product physical appearance R= 319, R2=0.102, Adjusted R2=0.098 F-statistics= 24.475, p-value= 0.000) and (Rebranding activity and strategy and product image and physical appearance with no commensurate effort on salesmen activity and operations). The result shows that there is a relationship between rebranding activity and strategy and organization performance in terms of market share and customer retention.

Keywords: Branding strategy; buying decision; marketing; products repositioning strategy; re-branding (search for similar items in EconPapers)
JEL-codes: M3 M30 M31 M37 (search for similar items in EconPapers)
Date: 2019
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