Effect of brand extension strategy on customers’ preference of Coca – Cola products in University of Calabar

  • Ezekiel Maurice Sunday
  • Joshua Kajang
  • Arikpo Nneoyi Nnana
  • Martin George Eni
Keywords: Brand extension strategy, Customer preference, Perceived quality, Perceived fit, Customer familiarity

Abstract

This study on the effect of brand extension strategy on customers‘ preference of Coca –Cola products in University of Calabar focused on determining the effect of the elements of brand extension strategy such as perceived quality, perceived fit and customer familiarity on customers‘ preference of Coca – Cola products.The study adopted a survey research design which enabled the administration of structured questionnaire on the 246 respondents within the University of Calabar community who constituted the sample size of this study and were using a purposive non probability sampling technique. The responses obtained through the questionnaire were subjected to statistical analysis using regression analysis, which in turn revealed that extended perceived quality, extended perceived fit as well as customer familiarity all have an effect on customer preference for Coca- Cola products in University of Calabar. Based on the
above result, it was concluded that when an organization effectively adopts and implements a branding strategy with special focus on perceived quality, perceived fit and customer familiarity, such a firm is bound to enjoy the preference of its products by consumers because once the view of the customer towards the above considered elements of the branding strategy are favourable, it therefore implies that the customer would, to a large extent, extend such favourable response to the extended products of such an organization. Hence, it was further recommended that Coca- Cola should always ensure that the quality of their drinks remain a paramount consideration within the organization by ensuring that quality test and measures are put in place to help spot deficiencies in the production process. Because once the customer perceives a drink to be of quality, it has been proven that such a customer would always attribute such perceived quality to other variants of the brand.

Key words: Brand extension strategy, Customer preference, Perceived quality, Perceived fit, Customer familiarity

Published
2021-06-04
Section
Articles

Journal Identifiers


eISSN: 2734-3316
print ISSN: 1597-9482