Effect of Brand Equity on the Performance of Distributors in Flour Mills of Nigeria PLC

Abstract

The rapid growth of fast moving consumer goods market in Nigeria has brought competition, making firms to focus on the performance of distributors or loose to competitors. In order for fast moving consumer goods companies such as Flour Mills of Nigeria PLC to grow and ensure profitability, product distribution become critical. The objective of this study is to assess the effect of brand equity on the performance of distributors in Flour Mills of Nigeria PLC focusing on the north central region of Nigeria. The study is a survey research, data were collected using self-administered questionnaire, and the formulated hypotheses tested using multiple regressions with the help of SPSS IBM 23. The findings of the study revealed that the level of performance of distributors in Flour Mills of Nigeria PLC is greatly influenced by factors such as Product's brand acceptance and product perceive quality which increases market share of the company. The study concluded that the positive effect of brand equity on performance of distributors in Flour Mills of Nigeria PLC is very high. And therefore recommended that creating intensive awareness about the Company activities will improve the Performance of distributors, requisite quality measures such as date of manufacture, expiry date, basic instruction on how to use the product and the production ingredients or contents that make up the product will create confidence in the mind of customers. Also, measures such as quantity and quality increase, effective distribution channels and affordability will increase customer's satisfaction.

Determinants of Perceived Product Quality and its Impact on Distributor’s Performance: The Moderating Role of Brand Likeability

“…Consumers associate product reliability, brand image, product price, and the distributor store as the indicators to determine the goods' quality and subsequently develop brand association and loyalty determine that both the quality and good experience contribute to gaining the customer's satisfaction which further decides and influences the buying behavior of the user. Boman et al (2019) however, insist on brand awareness which must precede the brand association. The study suggests that brand awareness indicates the proactive role of a firm's marketing and distributors which helps in building the consumer's set of associations.…”

“…Furthermore, the study explains the role of the producer firm in the process of investing for the improvement of its goods and services, the firm should also connect those investments to the brand-specific economic value generations. The study finds that the investment decisions if come after some minor flaws or correction purpose to obliterate the previous experience and offer a new improved experience then the economic value generation must be based on the changes in market response (Nuweihed & Trendel, 2023;Ghanadiof, 2021;Boman et al, 2019). Mensah et al (2022) determines that the perceived quality has a mediation effect to help the customer for making a subjective judgment relating to the brand's goods overall quality.…”

“…The processes by which brand likeability moderates the association between perceived product quality and distributor performance are unknown. This oversight inhibits distributors' ability to use brand likeability to boost perceived quality (Boman et al 2019) . Product quality judgments, brand likeability, and distributor performance may vary by industry, although current research generally does not.…”