IZEBHOKHAE Uwagahau Osazuwa
&
OSEYOMON Ehi Patrick
Department of Marketing,
Faculty of Management Sciences,
University of Benin
Abstract
Branding strategies are important tools to any marketing organization as they communicate the intent of the marketing organization to the consumers as well as create positive consumer purchase behaviour of the consumers to the offerings of the marketing organization. This paper investigates types of branding strategies as they affect how consumers purchase market offerings. Various types of branding strategies and the factors that influence consumer behaviour were also examined in this paper. The research design employed for this study is the survey research design. This study used stratified random sampling, a probability sampling approach that can be used when conducting research that involves survey research design. 374 respondents were drawn as the sample size. The study concluded that there is no denying that the goal of branding strategies utilized by marketers is to positively influence consumer purchase behaviour. The study recommends that when developing a marketing strategy for fast moving consumer goods, branding ought to take centre stage over product-related methods.
Keywords: Brand, Customer, Strategy, Purchase, Organisation
