The Effects of Branding in the Marketing of Locally Manufactured Products in Ghana- A Case of Chocho Industrires Limited
Journal Title: International Journal of Sales & Marketing Management Research and Development (IJSMMRD) - Year 2017, Vol 7, Issue 4
Abstract
Most companies and customers unfortunately, do not see the value or part, branding plays in enhancing not only the value of the product but also the image of the company. In view of this, the new competition is not between what companies produce in their factories, but between what they add to their factory output in the form of packaging, services, advertising, branding, consumer advice, final delivery arrangements, warehousing and other things that people value. It is against this background that the researcher seeks to identify the effects of branding in the marketing of locally manufactured products in Ghana, with specific reference to Chocho Industries Limited. The objectives of the study were: · To identify the impact of branding on the corporate image of Chocho Industry Limited. · To identify how local manufacturing firms (Chocho Industries Limited) can effectively use branding to market its products. · To evaluate how branding influences the purchasing decision of a customer. · To examine the benefits of branding on both manufacturer and consumers of locally manufactured products. The researcher made use of non-probability or purposive sampling technique with specific reference to convenient sampling or accidental sampling method. Two different types of research instruments were used on a sample size of 1000 respondents, of which, 980 responded to the questionnaires as well as the interview. Thus, questionnaires and interviews were used to obtain information from the respondents. The data was analyzed using SPSS as a statistical tool. The findings of the study revealed that of Chocho Industries Limited depends much on branding, backed by advertising to create awareness of the company to the public. Branding has helped the company that yielded tremendous positive effects on the company’s corporate image, sales and profit levels. It was recommended that Chocho Industries Limited improves its brand continually to motivate the customers in their choice of products.
Authors and Affiliations
Armah-Bempong Eric, Kofi Owiredu Ghorman
Keywords
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