Project Topic:

THE IMPACT OF BRANDING ON CONSUMERS’ BEHAVIOUR - A CASE STUDY OF DIAMOND BANK PLC

Project Information:

 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 66 ::   Attributes: Questionnaire, Data Analysis,Abstract  ::   5,629 people found this useful

Project Department:

BUSINESS ADMINISTRATION UNDERGRADUATE PROJECT TOPICS, RESEARCH WORKS AND MATERIALS

Project Body:

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

        The growing need to maintain a competitive edge and customer loyalty in the industry segment predetermine the significance to maintain unique and outstanding brand of services and product that commands consumer satisfaction and loyalty. The research seeks to investigate how Diamond Bank branding impacts on customers’ behavior.

        Diamond Bank Plc began as a private limited liability company in March, 21, 1991. (The Bank was incorporated in December 20, 1990). Ten years later in February 2001, it became a Universal Bank. In January, 2005 following a highly successful private placement share offer which substantially raised the banks equity base, Diamond Bank became a public limited company. In May, 2005, the Bank was listed on the Nigerian stock exchange. Moreover, in January, 2008, Diamond Bank Global Depositary receipts (GDC) was listed on London Stock Exchange, the first bank in Africa to record that fact.

Today, Diamond Bank is one of the leading banks in Nigeria – respected for its excellent service delivery, driven by innovation and operating on the most advanced banking technology platform in the market. Diamond Bank has over the years leverage on its underlying residence to grow its assets base and to successfully retain its key business relationship. And like a diamond, the Bank’s strength make it even more valued.

        In 2008, to ensure the Bank grows with the need of the customer, the Bank streamlined its operation into three district strategic business segments; retail banking, corporate banking and public sector.

        Diamond Bank continues to develop and to build on its live competences, by continually cutting from the rough, the Bank have improved on services and other banking facilities.

        However, like cutting from the rough gem to create a diamond of the finest quality the banks continuously builds on its brand. Hence, the nature of this research to investigate the impact of branding on customers’ behavior with a case study of Diamond Bank plc.  

 

1.2   STATEMENT OF THE PROBLEM

                Research in consumer behavior shows that we have a consumer driven society  where the ultimate motive of business products and service is to satisfy consumer expectation makes them happily and remain loyal to the brand. Therefore, a perfect understanding of consumer behavior is determining.

“ a.   The psychology of the consumers and how they make decisions between  depending on their needs and brand awareness

b.     how service or products providers make to implement the best branding strategy for their product a service (e.g culture, family, signs, media).

c.     The various stages a consumer gives through before purchasing a product or service.

d.     What factors determine consumer’s loyalty or repeat purchase of the brand” is crucial in meeting customer’s satisfaction and brand loyalty. Therefore, an attempt to reach out to the consumer effectively demands a suitable banding strategy since consumer buying decision making and loyalty is affected by various branding strategies. In an industry characterized by stuff competition an effective branding strategy is significant not only to attract customers but to create customer loyalty to the brand.

        Therefore, this research seeks to investigate the impact of branding on case study of Diamond Bank Plc.

1.3   OBJECTIVES OF THE STUDY

        1.     To determine the nature of branding and branding         strategies

        2.     To determine the nature of consumer behavior

        3.     to determine affective branding strategies that would      impact on consumer behavior

        4.     To investigate the impact of branding on consumer        behavior

        5.     To investigate the impact of branding on consumer        behavior in Diamond Bank Plc.

1.4   RESEARCH QUESTION

        1.     What is branding?

        2.     What is consumer behavior?

        3.     What is the nature of branding strategies?

        4.     What extent does branding impacts in consumer    behavior. 

1.5   SIGNIFICANCE OF THE STUDY

        1.     To provide a detail analysis on the nature of consumer   behavior

        2.     TO provide detail analysis in the nature of branding and         branding strategy

        3.     To provide detail appraisal on the impact of branding in         consumer behavior

        4.     To serve a reference point of information in branding      consumers’ behavior and of the various branding      strategies.

1.6   STATEMENT OF HYPOTHESIS

1.     H0       Branding is not given significant attention in Diamond Bank Plc.

        H1       Branding is given significant attention in Diamond Bank Plc

2.     H0    The impact of branding on consumers’ behavior in Diamond Bank Plc is low

        H1    The impact of branding on consumers’ behavior in Diamond Bank Plc is high

3.     H0    Customers’ loyalty to brand in Diamond Bank Plc is low

        H1    Customers’ loyalty to brand in Diamond Bank Plc is high

1.7   SCOPE OF THE STUDY

The study focuses on the impact of branding on consumers’ behavior with a case study of Diamond Bank Plc.

1.8   DEFINITION OF TERMS

 DEFINITION OF BRANDING

Branding is a specific or unique idea, any image or any specific name of any product or service with which the consumers can connect very easily. Branding thus, become a process of using that unique idea,  name to make your product distinct from others. It helps to identify one’s product or services. Thus, in the minds of consumers a brand becomes a promise that promise which will fulfill the needs of the consumers. Kotler P (1999).

DEFINITION OF CONSUMER BEHAVIOUR

 Consumer behavior is a branch of marketing which deals with the various stages a consumer goes through before purchasing products or services. It deals with how commercial and social information sources influence of culture, sub-cultures, social class, membership and reference groups on buying behavior. How buying decision extend beyond the individual to the family and the household, the roles of motivation, perception, learning, personality and attitudes in shaping consumer behavior and the importance of statistical factors in buying. Senguptha J. S. (2011).

Get the complete project »


Instant Share On Social Media:


Can't find what you are looking for?
Call (+234) 07030248044.

OTHER SIMILAR BUSINESS ADMINISTRATION PROJECTS AND MATERIALS

A CRITICAL STUDY ON THE EFFECTS OF JOB STRESS ON THE PERFORMANCE OF BANKERS IN NIGERIA (A CASE STUDY OF UNION BANK, CALABAR)

 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 80 ::   Attributes: Questionnaire, Data Analysis,Abstract  ::   11611 engagements

ABSTRACT The study investigated and evaluated job stress and its effects on job performance among members of staff at Union Bank. The study sought to find out how work-related stress could affect the...Continue reading »

A STUDY ON THE IMPACT OF EMPLOYEE GRIEVANCES AND THE PERFORMANCE OF AN ORGANIZATION (A CASE STUDY OF NIGERIA BOTTLING COMPANY, LAGOS STATE)

 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 80 ::   Attributes: Questionnaire, Data Analysis,Abstract  ::   9188 engagements

ABSTRACT Maintaining good employee-employer relationship is one criteria for an organization to succeed. If employees are not happy with management and their fellow colleagues at workplace, organizat...Continue reading »

AN APPRAISAL OF MATERIAL MANAGEMENT CONCEPT AS A STRATEGY FOR ACHIEVING HIGHER PRODUCTIVITY IN NIGERIAN BOTTLING COMPANY

 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 78 ::   Attributes: Questionnaire, Data Analysis,Abstract

CHAPTER ONE INTRODUCTION 1.1 Background of the Study The Need for Appraisal of Material Management Concepts as a strategy for achieving higher productivity and to make up with the growing complexi...Continue reading »

ANALYZING PERFORMANCE APPRAISAL TECHNIQUES IN UNION BANK NIG PLC

 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 71 ::   Attributes: Questionnaire, Data Analysis,Abstract

CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY In any evaluation of the condition necessary for the growth and survival of an organization, the role of performance appraisal is a strategic f...Continue reading »

ASSESSING BOOK-KEEPING PRACTICES OF SMALL AND MEDIUM SCALE ENTERPRISES IN OGOJA LOCAL GOVERNMENT AREA

 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 67 ::   Attributes: Questionnaire, Data Analysis,Abstract  ::   5629 engagements

ABSTRACT Nigeria’s economy is characterized by a large number of micro enterprises, and in between lie small and medium enterprises (SMEs). The unique feature of most SMEs is that, they can be e...Continue reading »

ASSESSING THE EFFECT OF MATERIAL HANDLING ON THE PROFITABILITY OF A MANUFACTURING COMPANY

 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 74 ::   Attributes: Questionnaire, Data Analysis,Abstract  ::   8205 engagements

CHAPTER ONE 1.1. Background of the Study Material Management, as practiced in business today, can be defined as “a confederacy of traditional material activities bound by a common idea. The id...Continue reading »

What are looking for today?

WHAT OUR CUSTOMERS ARE SAYING:
  • 1. Ibhadam Adam H from Bayero University, Kano said "Projectclue are really good and I have enjoyed their services.".
    Rating: Very Good
  • 2. HUMPHREY from TARABA STATE UNIVERSITY said " I had a wonderful experience using ProjectClue, they delivered not only on time, but the content had good qualty. I recommend ProjectClue for any project research work.".
    Rating: Good
  • 3. Asad from Kardan said "useful information, thank you.".
    Rating: Very Good
  • 4. Mwanasinjale Bruno Y. from Catholic University College Of Mbeya (CUCoM) said "Conglatulation to all supporters of the project clue. For what your doing has great impact to the society".
    Rating: Excellent
  • 5. Agaji Gabriel from Federal University of Agriculture Makurdi said "Projectclue is the best for free research topics and material. Kudos to you guy.".
    Rating: Very Good
  • 6. Abiola Adesanya from University Of Lagos Nigeria said "The best portal for undergraduate research projects and free project topics in Nigeria. Kudos to you guys! Project Clue".
    Rating: Very Good