Effects of Product Positioning on Consumer Buying Habit (A Study of 7up Bottling Company)

Abstract

This study examined the effect of product positioning on consumer buying habits with a focus on 7Up Bottling Company in Nigeria. In an increasingly competitive beverage market, effective product positioning plays a crucial role in influencing consumer perception and purchase decisions. The study specifically investigated the extent to which brand image and product differentiation influence consumer purchasing behaviour. The study employed a descriptive survey design, and data were collected using structured questionnaires administered to 384 respondents in the Federal Polytechnic Ilaro community. Data was analysed using multiple regression in SPSS Version 27. Findings revealed that both brand image and product differentiation have significant positive effects on consumer buying habits, with brand image emerging as a stronger predictor. The model explained 51.5% of the variance in consumer buying behaviour (R2 = 0.515), emphasising the importance of brand identity and product uniqueness in driving customer preference and loyalty. The study concludes that a strong and consistent brand image, coupled with effective product differentiation, enhances consumer trust, repeat patronage, and brand loyalty. It is recommended that 7Up Bottling Company strengthen its brand communication strategies and invest in innovative product differentiation through eco- friendly packaging, creative marketing, and product innovation to sustain a competitive advantage in the soft drink industry.

Keywords

References