Brand Equity And Consumer Buying Behaviour In Nigerian Bottling Company, Abuja Municipal Area Council, Abuja Nigeria

Abstract he study examined the effect of brand equity on consumer buying behaviour in Nigerian bottling company in Abuja Municipal Area Council, Abuja Nigeria. The research design adopted for this study was survey research design; while structured questionnaire was designed using Likert scale. Population for the study comprised of 384 consumers of Nigerian Bottling company beverages in AMAC, Abuja. The statistical tool used in data analysis is multiple regression. The study revealed that brand awareness, brand associations and perceived quality have positive and significant effect on consumer buying behaviour of Nigerian Bottling company beverages in AMAC, Abuja, Nigeria, except for brand loyalty which has negative but significant effect on consumer buying behaviour with Nigerian Bottling company in AMAC, Abuja, Nigeria. Based on these findings, the study recommends thus the Management of Nigerian Bottling company in AMAC, Abuja, Nigeria should integrate modern techniques of advertisement in order to continue to remind the existing and potential consumers of its products as well as their promises to always deliver value; Nigerian Bottling company in AMAC, Abuja, Nigeria should continue to engage in programmes such as raffle draw, health related benefits of its product and any other programmes that will keep both existing and potential consumers nearer to the company most especially against the competitors product; Nigerian Bottling company in AMAC, Abuja, Nigeria should be consistent in value delivery without any form of compromise so as to continue to win the loyalty of their esteemed customers; Nigerian Bottling company in AMAC, Abuja, Nigeria should be creative and innovative in developing and designing qualitative products that will meet the continuous change in customers taste while setting prices from customer perception.