Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC

Solomon Abba Boman; Tijjani Bashir Musa; Agbo Onu; Ismail Tijjani Idris

doi:doi:10.11648/j.ijber.20190803.14

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Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris

Published in International Journal of Business and Economics Research (Volume 8, Issue 3)

Received: 16 April 2019 Accepted: 3 June 2019 Published: 17 June 2019

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Abstract

The rapid growth of fast moving consumer goods market in Nigeria has brought competition, making firms to focus on the performance of distributors or loose to competitors. In order for fast moving consumer goods companies such as Flour Mills of Nigeria PLC to grow and ensure profitability, product distribution become critical. The objective of this study is to assess the effect of brand equity on the performance of distributors in Flour Mills of Nigeria PLC focusing on the north central region of Nigeria. The study is a survey research, data were collected using self-administered questionnaire, and the formulated hypotheses tested using multiple regressions with the help of SPSS IBM 23. The findings of the study revealed that the level of performance of distributors in Flour Mills of Nigeria PLC is greatly influenced by factors such as Product’s brand acceptance and product perceive quality which increases market share of the company. The study concluded that the positive effect of brand equity on performance of distributors in Flour Mills of Nigeria PLC is very high. And therefore recommended that creating intensive awareness about the Company activities will improve the Performance of distributors, requisite quality measures such as date of manufacture, expiry date, basic instruction on how to use the product and the production ingredients or contents that make up the product will create confidence in the mind of customers. Also, measures such as quantity and quality increase, effective distribution channels and affordability will increase customer’s satisfaction.

Published in	International Journal of Business and Economics Research (Volume 8, Issue 3)
DOI	10.11648/j.ijber.20190803.14
Page(s)	108-117
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Brand Equity, Performance, Distributors, Flour Mill of Nigeria

References

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APA Style

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris. (2019). Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. International Journal of Business and Economics Research, 8(3), 108-117. https://doi.org/10.11648/j.ijber.20190803.14

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ACS Style

Solomon Abba Boman; Tijjani Bashir Musa; Agbo Onu; Ismail Tijjani Idris. Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. Int. J. Bus. Econ. Res. 2019, 8(3), 108-117. doi: 10.11648/j.ijber.20190803.14

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AMA Style

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris. Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. Int J Bus Econ Res. 2019;8(3):108-117. doi: 10.11648/j.ijber.20190803.14

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@article{10.11648/j.ijber.20190803.14,
  author = {Solomon Abba Boman and Tijjani Bashir Musa and Agbo Onu and Ismail Tijjani Idris},
  title = {Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC},
  journal = {International Journal of Business and Economics Research},
  volume = {8},
  number = {3},
  pages = {108-117},
  doi = {10.11648/j.ijber.20190803.14},
  url = {https://doi.org/10.11648/j.ijber.20190803.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20190803.14},
  abstract = {The rapid growth of fast moving consumer goods market in Nigeria has brought competition, making firms to focus on the performance of distributors or loose to competitors. In order for fast moving consumer goods companies such as Flour Mills of Nigeria PLC to grow and ensure profitability, product distribution become critical. The objective of this study is to assess the effect of brand equity on the performance of distributors in Flour Mills of Nigeria PLC focusing on the north central region of Nigeria. The study is a survey research, data were collected using self-administered questionnaire, and the formulated hypotheses tested using multiple regressions with the help of SPSS IBM 23. The findings of the study revealed that the level of performance of distributors in Flour Mills of Nigeria PLC is greatly influenced by factors such as Product’s brand acceptance and product perceive quality which increases market share of the company. The study concluded that the positive effect of brand equity on performance of distributors in Flour Mills of Nigeria PLC is very high. And therefore recommended that creating intensive awareness about the Company activities will improve the Performance of distributors, requisite quality measures such as date of manufacture, expiry date, basic instruction on how to use the product and the production ingredients or contents that make up the product will create confidence in the mind of customers. Also, measures such as quantity and quality increase, effective distribution channels and affordability will increase customer’s satisfaction.},
 year = {2019}
}

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TY  - JOUR
T1  - Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC
AU  - Solomon Abba Boman
AU  - Tijjani Bashir Musa
AU  - Agbo Onu
AU  - Ismail Tijjani Idris
Y1  - 2019/06/17
PY  - 2019
N1  - https://doi.org/10.11648/j.ijber.20190803.14
DO  - 10.11648/j.ijber.20190803.14
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 108
EP  - 117
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20190803.14
AB  - The rapid growth of fast moving consumer goods market in Nigeria has brought competition, making firms to focus on the performance of distributors or loose to competitors. In order for fast moving consumer goods companies such as Flour Mills of Nigeria PLC to grow and ensure profitability, product distribution become critical. The objective of this study is to assess the effect of brand equity on the performance of distributors in Flour Mills of Nigeria PLC focusing on the north central region of Nigeria. The study is a survey research, data were collected using self-administered questionnaire, and the formulated hypotheses tested using multiple regressions with the help of SPSS IBM 23. The findings of the study revealed that the level of performance of distributors in Flour Mills of Nigeria PLC is greatly influenced by factors such as Product’s brand acceptance and product perceive quality which increases market share of the company. The study concluded that the positive effect of brand equity on performance of distributors in Flour Mills of Nigeria PLC is very high. And therefore recommended that creating intensive awareness about the Company activities will improve the Performance of distributors, requisite quality measures such as date of manufacture, expiry date, basic instruction on how to use the product and the production ingredients or contents that make up the product will create confidence in the mind of customers. Also, measures such as quantity and quality increase, effective distribution channels and affordability will increase customer’s satisfaction.
VL  - 8
IS  - 3
ER  -

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Author Information

Solomon Abba Boman

Department of Management Studies, Ahmadu Bello University, Zaria, Nigeria
Tijjani Bashir Musa

Department of Finance, Ahmadu Bello University, Zaria, Nigeria
Agbo Onu

Department of Marketing, Ahmadu Bello University, Zaria, Nigeria
Ismail Tijjani Idris

Department of Finance, Ahmadu Bello University, Zaria, Nigeria

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APA Style

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris. (2019). Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. International Journal of Business and Economics Research, 8(3), 108-117. https://doi.org/10.11648/j.ijber.20190803.14

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ACS Style

Solomon Abba Boman; Tijjani Bashir Musa; Agbo Onu; Ismail Tijjani Idris. Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. Int. J. Bus. Econ. Res. 2019, 8(3), 108-117. doi: 10.11648/j.ijber.20190803.14

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AMA Style

Solomon Abba Boman, Tijjani Bashir Musa, Agbo Onu, Ismail Tijjani Idris. Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC. Int J Bus Econ Res. 2019;8(3):108-117. doi: 10.11648/j.ijber.20190803.14

Copy | Download

@article{10.11648/j.ijber.20190803.14,
  author = {Solomon Abba Boman and Tijjani Bashir Musa and Agbo Onu and Ismail Tijjani Idris},
  title = {Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC},
  journal = {International Journal of Business and Economics Research},
  volume = {8},
  number = {3},
  pages = {108-117},
  doi = {10.11648/j.ijber.20190803.14},
  url = {https://doi.org/10.11648/j.ijber.20190803.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20190803.14},
  abstract = {The rapid growth of fast moving consumer goods market in Nigeria has brought competition, making firms to focus on the performance of distributors or loose to competitors. In order for fast moving consumer goods companies such as Flour Mills of Nigeria PLC to grow and ensure profitability, product distribution become critical. The objective of this study is to assess the effect of brand equity on the performance of distributors in Flour Mills of Nigeria PLC focusing on the north central region of Nigeria. The study is a survey research, data were collected using self-administered questionnaire, and the formulated hypotheses tested using multiple regressions with the help of SPSS IBM 23. The findings of the study revealed that the level of performance of distributors in Flour Mills of Nigeria PLC is greatly influenced by factors such as Product’s brand acceptance and product perceive quality which increases market share of the company. The study concluded that the positive effect of brand equity on performance of distributors in Flour Mills of Nigeria PLC is very high. And therefore recommended that creating intensive awareness about the Company activities will improve the Performance of distributors, requisite quality measures such as date of manufacture, expiry date, basic instruction on how to use the product and the production ingredients or contents that make up the product will create confidence in the mind of customers. Also, measures such as quantity and quality increase, effective distribution channels and affordability will increase customer’s satisfaction.},
 year = {2019}
}

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TY  - JOUR
T1  - Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC
AU  - Solomon Abba Boman
AU  - Tijjani Bashir Musa
AU  - Agbo Onu
AU  - Ismail Tijjani Idris
Y1  - 2019/06/17
PY  - 2019
N1  - https://doi.org/10.11648/j.ijber.20190803.14
DO  - 10.11648/j.ijber.20190803.14
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 108
EP  - 117
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20190803.14
AB  - The rapid growth of fast moving consumer goods market in Nigeria has brought competition, making firms to focus on the performance of distributors or loose to competitors. In order for fast moving consumer goods companies such as Flour Mills of Nigeria PLC to grow and ensure profitability, product distribution become critical. The objective of this study is to assess the effect of brand equity on the performance of distributors in Flour Mills of Nigeria PLC focusing on the north central region of Nigeria. The study is a survey research, data were collected using self-administered questionnaire, and the formulated hypotheses tested using multiple regressions with the help of SPSS IBM 23. The findings of the study revealed that the level of performance of distributors in Flour Mills of Nigeria PLC is greatly influenced by factors such as Product’s brand acceptance and product perceive quality which increases market share of the company. The study concluded that the positive effect of brand equity on performance of distributors in Flour Mills of Nigeria PLC is very high. And therefore recommended that creating intensive awareness about the Company activities will improve the Performance of distributors, requisite quality measures such as date of manufacture, expiry date, basic instruction on how to use the product and the production ingredients or contents that make up the product will create confidence in the mind of customers. Also, measures such as quantity and quality increase, effective distribution channels and affordability will increase customer’s satisfaction.
VL  - 8
IS  - 3
ER  -

Copy | Download