ENHANCING BRAND REPUTATION AND CONSUMER PATRONAGE IN THEFAST MOVING CONSUMER GOODS INDUSTRY IN NIGERIA

Abstract

Emerging markets have been known to be plagued with issues of adulterated, fake and
corrupted goods and services, causing negative impact on consumer trust in patronage
decisions. This study investigated strategies for enhancing brand reputation and consumer
trust in uncertain economic conditions. The study focused on the relationships between
branding strategies and customer patronage based on a study of customers in the fast-moving
consumers goods (FMCG) in selected areas in Lagos state. This study adopted a quantitative
research approach through survey method with a sample of 400 respondents selected using
purposive and convenience sampling techniques. The primary data was collected through
survey instrument and analysis was done through statistical tools such as frequency counts,
simple percentages, mean, standard deviation and Pearson correlation for testing the
hypotheses. The results revealed that brand reputation is based on corporate and product
branding strategies which influence customer patronage based on increased consumer trust.
It was indicated that corporate branding strategy has significant influence of 80.7% on
customer patronage. Also, product branding strategy was found to have the most significant
influence of 82.3% on customer patronage. Finally, there is a significant relationship
between corporate branding and product branding in driving customer patronage by 79.0%.
This study recommended that business leaders, executives and management in FMCG
markets in Nigeria should consistently enhance and develop their branding strategies such as
quality seal, strong trademarks and customer-centric communications in a way that can be
easily recognized in the market.