Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC
International Journal of Business and Economics Research
Volume 8, Issue 3, June 2019, Pages: 108-117
Received: Apr. 16, 2019;
Accepted: Jun. 3, 2019;
Published: Jun. 17, 2019
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Solomon Abba Boman, Department of Management Studies, Ahmadu Bello University, Zaria, Nigeria
Tijjani Bashir Musa, Department of Finance, Ahmadu Bello University, Zaria, Nigeria
Agbo Onu, Department of Marketing, Ahmadu Bello University, Zaria, Nigeria
Ismail Tijjani Idris, Department of Finance, Ahmadu Bello University, Zaria, Nigeria
The rapid growth of fast moving consumer goods market in Nigeria has brought competition, making firms to focus on the performance of distributors or loose to competitors. In order for fast moving consumer goods companies such as Flour Mills of Nigeria PLC to grow and ensure profitability, product distribution become critical. The objective of this study is to assess the effect of brand equity on the performance of distributors in Flour Mills of Nigeria PLC focusing on the north central region of Nigeria. The study is a survey research, data were collected using self-administered questionnaire, and the formulated hypotheses tested using multiple regressions with the help of SPSS IBM 23. The findings of the study revealed that the level of performance of distributors in Flour Mills of Nigeria PLC is greatly influenced by factors such as Product’s brand acceptance and product perceive quality which increases market share of the company. The study concluded that the positive effect of brand equity on performance of distributors in Flour Mills of Nigeria PLC is very high. And therefore recommended that creating intensive awareness about the Company activities will improve the Performance of distributors, requisite quality measures such as date of manufacture, expiry date, basic instruction on how to use the product and the production ingredients or contents that make up the product will create confidence in the mind of customers. Also, measures such as quantity and quality increase, effective distribution channels and affordability will increase customer’s satisfaction.
Solomon Abba Boman,
Tijjani Bashir Musa,
Ismail Tijjani Idris,
Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC, International Journal of Business and Economics Research.
Vol. 8, No. 3,
2019, pp. 108-117.
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