Brand Image and Consumer Taste Preference of Bottled Water Manufacturing Firms in Port Harcourt

Abstract:

The study investigated the relationship between Brand image and Consumer taste preference of Bottled water manufacturing firms in Port Harcourt, Rivers State. The study drawing from its oprationalized framework answered three (3) research questions and three (3) nullified hypotheses. The population of the study consisted of 110 registered bottled water producers gotten from Water Producers Association of Nigeria (WAPAN), Rivers State Chapter. The sample size of 86 was derived through Krejcie and Morgan sampling technique. The questionnaire was structured in a five (5) point likert scale. The data collected through primary and secondary data sources were analyzed using descriptive and inferential statistics. Spearman rank-order correlation coefficient was used to test the hypotheses formulated. The result of the findings showed a significant relationship between Brand image and Consumer taste preference, using Brand trust, Brand association and Brand graphics. The study concluded that Brand Image (brand trust, brand association, and brand graphics) relates significantly with consumer taste preference. The study recommended that: Bottled water manufacturing firms should produce qualitative brands; Bottled water manufacturing firms should create a positive image of their brands by producing products that will stand the taste of time and Bottled water manufacturing firms should use eye catching graphics to design their brand. This will help differentiate the firm’s brand from competitors’ brands.