BRANDING AND CUSTOMER PERCEPTION IN PURCHASING DECISION (A CASE STUDY OF ALIBERT NIGERIA)

ABSTRACT
It is generally believed that consumers use perceived attributes in the decision-making process. The impact of customer perception, branding product attributes and it linkage with purchasing decision becomes very paramount in purchasing management and decision theory. As a result, this study investigates the relationship between branding expenditure and customer perception in purchasing decision using Alibert Nigeria Limited as a case study within the period of ten years (2005 – 2014). Primary and secondary sources are used in the data collection. Structured questionnaire, oral interview, relevant textbooks and on line publications are used to generate information and data under the constraints of inadequate time and finance. Statistical software known as Statistical Packages for the Social Sciences (SPSS) version was used for the data analysis. The findings confirmed that there is positive linkage of the brand and customer perceived product attributes in purchasing decision. The result also indicates that consumer perception of the product attributes of a specific brand is statistically significant to purchasing decision. The study concludes that purchasing decision (or consumer purchases) depends on the consumer perception and level of branding, all other things being equal. In the light of this, the study recommends that there is need for Nigerian companies to pay more attention to brand management in order to be relevant in today’s global marketing competition.
Keywords: Branding, Customer, Decision, Significant, SPSS, Perception