BRAND POSITIONING STRATEGIES AND CUSTOMER REFERRAL OF SELECTED PHARMACEUTICAL FIRMS IN MASAKA TOWN, NASARAWA STATE NORTH CENTRAL OF NIGERIA.

Abstract

The study investigate brand positioning strategies and customer referral of selected pharmaceutical firms in Masaka Town, Nasarawa State North Central of Nigeria. The study adopted research quantitative approach, explanatory type and survey method. The study population comprises twenty five (25) respondents of the selected pharmaceutical firms, non-probability sampling technique through 4-point Likert- scale questionnaire was employed and, the study also espoused descriptive statistics and Pearson correlation coefficient. The result from the study indicated that brand perceived quality strategy has positive impact on customer referral, brand price strategy has positive impact on customer referral, brand availability strategy has positive impact on customer referral and brand packaging strategy has positive impact on customer referral. The study concluded that brand positioning strategies impacted positively on customer referral. The study recommended that, Managers of pharmaceutical firms should employ more brand positioning strategies and also pharmaceutical firms should position its brands in the mind of prospective customers to increase its sale volume and market share