BRAND IDENTITY AND CONSUMER CHOICE OF BOTTLED WATER MANUFACTURING FIRMA IN PORT HARCOURT

Abstract

It is common for companies to use strategies of branding in order to communicate their identity and their value to potential consumers and stakeholders. To this end; this study examined the relationship between brand identity and consumer choice of bottled water manufacturing firms in Port Harcourt. The study drawing from its objectives tested three (3) hypotheses. The population of the study consists of 110 registered bottled water producers gotten from Water Producers Association of Nigeria (WAPAN) Rivers State Chapter. The sample size of 86 was derived through Krejcie and Morgan sampling technique. The data were analyzed through descriptive statistics and inferential statistics. The hypotheses formulated were tested through the spearman rank order correlation co-efficient with the aid Statistical Package for Social Sciences (SPSS) version 21.0The result of the findings showed a significant relationship between brand identity and consumer choice of bottled water.The study therefore concluded that; Brand identity plays a vital role in ensuring that the product stands out among competitive products. The study recommends that; Bottled water manufacturing firms should produce qualitative brands; they should create a positive image of their brands by producing products that will stand the taste of time and also they should use eye catching graphics to design their brands.