IMPORTANCE OF BRANDING STRATEGY ON CONSUMER BUYING PATTERN (A CASE STUDY OF CADBURY NIGERIA PLC IBADAN OYO STATE.)

This study investigates the importance of branding strategy on consumer buying pattern, using Cadbury Nigeria Plc in Ibadan, Oyo State as a case study. Branding has become a critical tool for organizations to differentiate their products, attract customers, and build loyalty in a highly competitive market. The study focuses on how branding elements such as packaging, brand name, logo, colour, quality, and promotional strategies influence consumer perceptions and purchase decisions. A total population of 79 consumers was identified, from which a sample size of 66 respondents was selected using simple random sampling technique. Primary data were collected through structured questionnaires and analysed using descriptive and inferential statistical methods. The findings reveal that branding strategy has a significant positive impact on consumer buying patterns, influencing product awareness, brand preference, and repeat purchases. Packaging and promotional activities were found to be the most influential factors in shaping consumer decisions. The study also demonstrates a positive correlation between branding strategy and consumer loyalty, suggesting that organizations that implement effective branding can achieve sustainable competitive advantage and enhanced market performance. The research concludes that branding strategies are essential for influencing consumer behaviour and recommends that Cadbury Nigeria Plc should continuously innovate in packaging, strengthen promotional campaigns, and maintain high product quality to meet evolving consumer expectations. The study contributes to the existing literature by providing empirical evidence on the relationship between branding strategy and consumer buying behaviour in the Nigerian fast-moving consumer goods (FMCG) sector.