THE EFFECT OF BRAND PREFERENCE ON SALES IN AN ENTERPRISE (A CASE OF NIGERIAN BOTTLING COMPANY AND SEVEN-UP BOTTTLING COMPANY)

ABSTRACT

This study was designed to analyze the effect of brand preference on sales in an enterprise, using the Nigerian Bottling company and Seven Up Bottling Company. The objective is to empirically determine or examine the effect of brand preference on sales of the company in Nigeria. Brand preference product characteristics, customer purchase decision, brand personality were the key decision (variables) focused on this research work and the depend variable.Tthe population of this study was Oredo loacal Government area. However the sample was purposively selected to be large enough for generalization to be made. The collected was analyzed using statistical packaging for social sciences (SPSS).Regression were run and result revealed that there is a significant relationship between brand preference and sales growth of the companies, product characteristics and sales, brand personality and sales, consumer purchase decision and sales. It is recommended that companies should adopt marketing policies that will improve their product characteristics. Managers of each company should adopt or apply optimal marketing mix that will increase and influence the purchase decision of consumers in order to boost sales. Managers of each company should use various marketing activities like, sales promotion, communication and other strategies in order to increase consumer loyalty.