BRAND REPOSITIONING STRATEGIES AND CONSUMER PATRONAGE OF BREAD BRAND IN ONITSHA, ANAMBRA STATE
Keywords:
Brand repositioning strategies, consumer patronage, brand awareness, category extension, Bread brandAbstract
The study examined the brand repositioning strategies and consumer patronage of bread brand in Onitsha, Anambra state. The specific objective were to; Determine the effect of brand awareness on consumer patronage of bread brand in Onitsha, Anambra state; Examine the effect of category extension on consumer patronage of bread brand in Onitsha, Anambra state. This study employed a descriptive survey design as its research methodology. This means that the questionnaire was used to acquire the answers of the target respondents who were selected from the study region. The researcher used an infinite population, Study data were analyzed using correlation analysis techniques. The 0.05 threshold of significance was used to test the study hypotheses. Statistical Package for Social Sciences (SPSS) was used to help with the analysis. The study fond that Brand awareness has significant effect on consumer patronage of bread brand in Onitsha, Anambra state; Category extension has significant effect on consumer patronage of bread brand in Onitsha, Anambra state. The study recommends to Use targeted advertising, including social media, influencer marketing, and programmatic advertising, to reach specific consumer segments and increase brand awareness. Conduct market research and product testing to understand consumer preferences and identify opportunities for category extension
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