Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC

Solomon Abba Boman; Tijjani Bashir Musa; Agbo Onu; Ismail Tijjani Idris

doi:doi:10.11648/j.ijber.20190803.14

| Peer-Reviewed

Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris

Published in International Journal of Business and Economics Research (Volume 8, Issue 3)

Received: 16 April 2019 Accepted: 3 June 2019 Published: 17 June 2019

Views: Downloads:

Download PDF

Share This Article

Twitter
Linked In
Facebook

Abstract

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.

Published in	International Journal of Business and Economics Research (Volume 8, Issue 3)
DOI	10.11648/j.ijber.20190803.14
Page(s)	108-117
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2019. Published by Science Publishing Group

Keywords

Brand Equity, Performance, Distributors, Flour Mill of Nigeria

References

[1]	Ali, I. M (2014) Corporate Brand Equity and Firm Performance in The Pharmaceutical Industry in Kenya’ MSc Dissertation, School of Business, University of Nairobi, Kenya.
[2]	Aaker, D. A., V. Kumar, R. P. Leone, dan George S. Day. (2013) Marketing Research. International Student Version. 11th Edition. John Wiley & Son, Singapore.
[3]	Kotler, P and Keller K. L. (2006) Marketing Management, 12th Ed. New Jersey, Prentice Hall.
[4]	Orji M. G, Akhimien E, Solomon A. B, Patience U. I (2016). “Assessing Brand Equity and Customer Satisfaction as Tools for Profit Optimization in Nigeria,” Science Journal of Business and Management. Vol 4, no.5, pp 165-171.
[5]	Jubrin, F. (2014). “Effect of Brand Equity and Customer Satisfaction on the Performance of Nigerian Bottling Company Limited. Unpublished MBA thesis; Department of business Administration, Ahmadu Bello University Zaria, Nigeria
[6]	Michel L. J,. (1995), Perfomance Measurement And Performance Management, International Journal Of Production, Vol. 41, No. 1-3.
[7]	Wholey J. S., (1996), Formative And Summative Evaluation: Related Issues In Performance Measurement, American Journal Of Evaluation, Vol. 17, No. 2.
[8]	Kane, J S., (1996) The conceptualisation and representation of total performance effectiveness, Human Resource Management Review, 12 (8) 123-145
[9]	Brumback, G. B., (2003). Blending The “We/Me” In Performance Management. International Journal Of Team Performance Management, 7 (8), 167-73.
[10]	Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Global Edition ed.). Essex CM20 2JE: Pearson.
[11]	Omar, O. E., (1999). Retail Marketing. Harlow: Pearson Education, Inc. publishing, Prentice Hall.
[12]	Rosenbloom, B., (2004). Multichannel Marketing: Mindset And Program Development. Business Horizons, 50 (7) 385-394.
[13]	Baldauf, A., Cravens K. S. And Binder G., (2003). “Performance Consequences Of Brand Equity Management: Evidence From Organizations In The Value Chain,” Journal Of Product & Brand Management, 12 (4): 220-236.
[14]	Washburn, J.
[15]	H. and Plank, R. E. (2002), “Measuring Brand Equity: an Evaluation of a Consumer- Based Brand Equity Scale,” Journal of Marketing Theory and Practice. Vol.10, no.1, pp 46-61.
[16]	Marketing Science Institute. (1999). Current research priorities. Retrieved http://www.msi.org/about/1999researchpriorities
[17]	Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, Vol. 38, No. 3, pp. 102-120
[18]	Keller, A. (2004). Conceptual insights and research priorities. Journal of Retailing, pp 331-342.
[19]	Egan John (2008). Relationship Marketing: Exploring Relational Strategies in Marketing. Financial Times Prentice Hall.
[20]	Ball, D. and Coelho P. S. and Mache ́s, A. (2004). The role of communication and trust in explaining customer loyalty: An extension to the ECSI model. European Journal of Marketing, 38 (9/10), 1272- 1293.
[21]	Kincaid, J. (2003). Customer Relationship Management: getting it right. London: Prentice Hall Professional.
[22]	Schweizer, B. (2008). An Examination of Factors Leading to Abating Customer Loyalty Towards Magazine Subscriptions, Berlin: GRIN Verlag.
[23]	Clow, M. (2010). Integrated Marketing Communications. Pearson Education, Inc. publishing, Prentice Hall.
[24]	Johnson, M. D. & Ettlie, J. E. (2004), “Technology, customization, and reliability”, Journal of Quality Management, Vol 6. No  (2): pp 193-210.
[25]	Zeithaml, Valarie A. (1988). “Consumer Perceptions of Price, Quality and Value: A Means- End Model and Synthesis of Evidence,” Journal of Marketing Research. Vol. 52, no. 3, pp 2-22.
[26]	Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28 (1), 168-174.
[27]	Dabholkar, P. A., Shepherd, C. D. & Thorpe, D. I. (2000), “A comprehensive framework for service quality: An investigation of  critical conceptual and measurement issues through a longitudinal study”, Journal of Retailing, Vol 76. No (2). Pp 139-173.
[28]	Keller, Kevin Lane (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Second Edition, Upper Saddle River, NY: Prentice Hall. U. K.
[29]	Ringim, K. J. (2012) Perception, Awareness and Understanding of Muslim Account holder in Conventional bank toward Islamic Banking Products. Being Msc Thesis submitted to Kolej University Insaniah Malaysia.
[30]	Yamane, (1967). Statistics: An Introductory Analysis, 2nd Edition, New York: Harper and Row.
[31]	Isreal. G. (1992) “Sampling techniques” Retrieved from http.lledis.ifas edu/pdfiles/pd/pd006.pdf
[32]	Atif. B. & Malik. F. M (2014) “Impact of brand equity & brand awareness on customer’s satisfaction’ International journal of modern management & foresight, vole 1, no.10, pp 112-132.
[33]	Bijuna, C. M and Sequeira, A. H. (2016).“The impact of customer-based brand equity on the operational performance of FMCG companies in India’IIMB Management Review, vol 28, PP13–19.
[34]	Sudarmo S, Sucherly. E, Nury. E, Umi. K (2017) Brand equity and competitive advantage based market strategy and Marketing mix strategy to improve marketing performance In the bottled water business’ South East Asia Journal of Contemporary Business, Economics and Law, Vol. 12/2 J
[35]	Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76 (2), 193-218.

Cite This Article

Plain Text BibTeX RIS

APA Style

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris. (2019). Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. International Journal of Business and Economics Research, 8(3), 108-117. https://doi.org/10.11648/j.ijber.20190803.14

Copy | Download

ACS Style

Solomon Abba Boman; Tijjani Bashir Musa; Agbo Onu; Ismail Tijjani Idris. Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. Int. J. Bus. Econ. Res. 2019, 8(3), 108-117. doi: 10.11648/j.ijber.20190803.14

Copy | Download

AMA Style

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris. Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. Int J Bus Econ Res. 2019;8(3):108-117. doi: 10.11648/j.ijber.20190803.14

Copy | Download

@article{10.11648/j.ijber.20190803.14,
  author = {Solomon Abba Boman and Tijjani Bashir Musa and Agbo Onu and Ismail Tijjani Idris},
  title = {Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC},
  journal = {International Journal of Business and Economics Research},
  volume = {8},
  number = {3},
  pages = {108-117},
  doi = {10.11648/j.ijber.20190803.14},
  url = {https://doi.org/10.11648/j.ijber.20190803.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20190803.14},
  abstract = {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.},
 year = {2019}
}

Copy | Download

TY  - JOUR
T1  - Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC
AU  - Solomon Abba Boman
AU  - Tijjani Bashir Musa
AU  - Agbo Onu
AU  - Ismail Tijjani Idris
Y1  - 2019/06/17
PY  - 2019
N1  - https://doi.org/10.11648/j.ijber.20190803.14
DO  - 10.11648/j.ijber.20190803.14
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 108
EP  - 117
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20190803.14
AB  - 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.
VL  - 8
IS  - 3
ER  -

Copy | Download

Author Information

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

Download PDF

Sections

Plain Text BibTeX RIS

APA Style

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris. (2019). Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. International Journal of Business and Economics Research, 8(3), 108-117. https://doi.org/10.11648/j.ijber.20190803.14

Copy | Download

ACS Style

Solomon Abba Boman; Tijjani Bashir Musa; Agbo Onu; Ismail Tijjani Idris. Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. Int. J. Bus. Econ. Res. 2019, 8(3), 108-117. doi: 10.11648/j.ijber.20190803.14

Copy | Download

AMA Style

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris. Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. Int J Bus Econ Res. 2019;8(3):108-117. doi: 10.11648/j.ijber.20190803.14

Copy | Download

@article{10.11648/j.ijber.20190803.14,
  author = {Solomon Abba Boman and Tijjani Bashir Musa and Agbo Onu and Ismail Tijjani Idris},
  title = {Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC},
  journal = {International Journal of Business and Economics Research},
  volume = {8},
  number = {3},
  pages = {108-117},
  doi = {10.11648/j.ijber.20190803.14},
  url = {https://doi.org/10.11648/j.ijber.20190803.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20190803.14},
  abstract = {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.},
 year = {2019}
}

Copy | Download

TY  - JOUR
T1  - Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC
AU  - Solomon Abba Boman
AU  - Tijjani Bashir Musa
AU  - Agbo Onu
AU  - Ismail Tijjani Idris
Y1  - 2019/06/17
PY  - 2019
N1  - https://doi.org/10.11648/j.ijber.20190803.14
DO  - 10.11648/j.ijber.20190803.14
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 108
EP  - 117
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20190803.14
AB  - 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.
VL  - 8
IS  - 3
ER  -

Copy | Download