AKPANABIA, ESTHER N . Department of Marketing, Ignatius Ajuru, University of Education, Port Harcourt, Nigeria.
AKPANABIA, N SISU K H . Department of Management Imo State University Owerri, Nigeria.
This study focused on brand differentiation and positioning for maximum competitive advantage in Dangote noodles. In line with the above, the researcher formulated four research objectives, four research questions and four research hypotheses. Survey research design was used and questionnaire served as the instrument of data collection. The population of the study covers the entire distributors of Dangote Noodles in Owerri, from where 330 distributors were sampled. Though out of 140 questionnaire distributed, only 323 were properly filled, returned and used. The data collected were analyzed using regression statistics through SPSS package. The findings revealed that there is relationship between higher brand quality of an organization and its sales growth, there is relationship between new brand innovation of an organization and its customer satisfaction, there is relationship between the product design of an organization and its sales growth, and there is relationship between unique brand features of an organization and its customer satisfaction. Based on the findings, the researcher recommends that business organizations should intensify efforts and encourage brand differentiation so as to achieve high sales, high profitability, and customer identification of the product.
Keywords: Brand Differentiation, Firm Performance, Customer Identification, Business Organizations.
International Journal of Business and Common Market Studies Vol.13 No. 1&2
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