BRANDING AND COMPETITIVE EDGE AMONG BREAD BAKERS IN IDAH METROPOLIS.
Abstract
This research work investigated the branding and competitive edge among bread bakers in Idah Metropolis. The specific objectives of the study were to determine the degree to which brand equity can affect competitive edge in Idah Metropolis; determine the effect of brand image on competitive edge in Idah Metropolis; and ascertain the effect that brand name can make on competitive edge in Idah Metropolis. The study adopted a descriptive survey research design. The population size was unknown while the sample size was 150. The study adopted the primary and secondary sources of data while the questionnaire was the instrument of data collection. The validity and reliability of the research instrument were ascertained. Multiple regression statistics was used to test the formulated hypotheses at 5% level of significance. The finding showed that there is a significant effect of the three variables on competitive edge among bread bakers in Idah metropolis. The study recommended that Bakery businesses should embrace the practice of product branding because the advantages outweigh any drawbacks. The Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) should regularly run programmes to educate bakers and other SMEs on the importance of product branding.
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.