Branding Strategies and Sales Volume of Nestle Products: A Nigeria University Experience

Ebenezer Oluwadamilare Balogun; Opeyemi Babawale

doi:10.18096/TMP.2025.02.02

Authors

Ebenezer Oluwadamilare Balogun University of Ilorin https://orcid.org/0000-0003-0419-188X
Opeyemi Emmanuel Babawale University of Ilorin https://orcid.org/0009-0006-8782-3043

DOI:

https://doi.org/10.18096/TMP.2025.02.02

Keywords:

Branding strategies, sales volume, brand awareness, brand loyalties, customer patronage

Abstract

Building a strong brand is no longer an easy endeavor, it demands strategic prowess. Hence, branding strategies and sales volume of nestle products in Nigeria university was investigated. Specifically, it examined brand awareness and loyalty on customer patronage, and purchase decision respectively. Descriptive survey was adopted using questionnaire to examine a sample of 342 students who are customers of Nestle products. The obtained data was analyzed using SPSS. The study revealed that brand awareness and loyalty significantly affect customer patronage and purchase decision respectively with R2 of 59.1%, and 70.1, both p-values<0.000. It concluded that branding strategy is significant to sales volume. It recommended that managers showed focus on brand strategies to boost sales volume. This implies that investing in brand awareness and loyalty is a strategic imperative that converts above 59% of branding efforts directly into sales revenue.

Author Biographies

Ebenezer Oluwadamilare Balogun, University of Ilorin

Researcher

Opeyemi Emmanuel Babawale, University of Ilorin

Department of Business Administration, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria

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