Select Currency
Translate this page

THE IMPACT OF BRANDING ON CONSUMERS’ BEHAVIOUR - A CASE STUDY OF DIAMOND BANK PLC

Format: MS WORD  |  Chapter: 1-5  |  Pages: 66  |  2031 Users found this project useful  |  Price NGN3,000

  DOWNLOAD THE FULL PROJECT

CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

The growing need to maintain a competitive edge and customer loyalty in the industry segment predetermine the significance to maintain unique and outstanding brand of services and product that commands consumer satisfaction and loyalty. The research seeks to investigate how Diamond Bank branding impacts on customers’ behavior. Diamond Bank Plc began as a private limited liability company in March, 21, 1991. (The Bank was incorporated in December 20, 1990). Ten years later in February 2001, it became a Universal Bank. In January, 2005 following a highly successful private placement share offer which substantially raised the banks equity base, Diamond Bank became a public limited company. 

In May, 2005, the Bank was listed on the Nigerian stock exchange. Moreover, in January, 2008, Diamond Bank Global Depositary receipts (GDC) was listed on London Stock Exchange, the first bank in Africa to record that fact. Today, Diamond Bank is one of the leading banks in Nigeria – respected for its excellent service delivery, driven by innovation and operating on the most advanced banking technology platform in the market. Diamond Bank has over the years leverage on its underlying residence to grow its assets base and to successfully retain its key business relationship. And like a diamond, the Bank’s strength make it even more valued.

In 2008, to ensure the Bank grows with the need of the customer, the Bank streamlined its operation into three district strategic business segments; retail banking, corporate banking and public sector. Diamond Bank continues to develop and to build on its live competences, by continually cutting from the rough, the Bank have improved on services and other banking facilities. However, like cutting from the rough gem to create a diamond of the finest quality the banks continuously builds on its brand. Hence, the nature of this research to investigate the impact of branding on customers’ behavior with a case study of Diamond Bank plc.

1.2   STATEMENT OF THE PROBLEM

Research in consumer behavior shows that we have a consumer driven society  where the ultimate motive of business products and service is to satisfy consumer expectation makes them happily and remain loyal to the brand. Therefore, a perfect understanding of consumer behavior is determining.

a.  The psychology of the consumers and how they make decisions between  depending on their needs and brand awareness 

b.  How service or products providers make to implement the best branding strategy for their product a service (e.g culture, family, signs, media).
c.  The various stages a consumer gives through before purchasing a product or service.
d.  What factors determine consumer’s loyalty or repeat purchase of the brand” is crucial in meeting customer’s satisfaction and brand loyalty.
Therefore, an attempt to reach out to the consumer effectively demands a suitable banding strategy since consumer buying decision making and loyalty is affected by various branding strategies. In an industry characterized by stuff competition an effective branding strategy is significant not only to attract customers but to create customer loyalty to the brand.         Therefore, this research seeks to investigate the impact of branding on case study of Diamond Bank Plc.
1.3   OBJECTIVES OF THE STUDY        
1.     To determine the nature of branding and branding strategies        
2.     To determine the nature of consumer behavior        
3.     To determine effective branding strategies that would impact on consumer behavior        
4.     To investigate the impact of branding on consumer behavior        
5.     To investigate the impact of branding on consumer behavior in Diamond Bank Plc.
1.4   RESEARCH QUESTION        
1.     What is branding?        
2.     What is consumer behavior?        
3.     What is the nature of branding strategies?        
 4.    What extent does branding impacts in consumer    behavior.             
1.5   SIGNIFICANCE OF THE STUDY        
1.     To provide a detail analysis on the nature of consumer   behavior        
2.     TO provide detail analysis in the nature of branding and branding strategy        
3.     To provide detail appraisal on the impact of branding in consumer behavior        
4.     To serve a reference point of information in branding  consumers’ behavior and of the various branding   strategies.

1.6   STATEMENT OF HYPOTHESIS
HYPOTHESIS 1.    
H0       Branding is not given significant attention in Diamond Bank Plc.        
H1       Branding is given significant attention in Diamond Bank Plc
HYPOTHESIS 2.    
H0    The impact of branding on consumers’ behavior in Diamond Bank Plc is low        
H1    The impact of branding on consumers’ behavior in Diamond Bank Plc is high
HYPOTHESIS 3.    
H0    Customers’ loyalty to brand in Diamond Bank Plc is low        
H1    Customers’ loyalty to brand in Diamond Bank Plc is high
1.7   SCOPE OF THE STUDY                
The study focuses on the impact of branding on consumers’ behavior with a case study of Diamond Bank Plc.

1.8   DEFINITION OF TERMS

BRANDING: Branding is a specific or unique idea, any image or any specific name of any product or service with which the consumers can connect very easily. Branding thus, become a process of using that unique idea,  name to make your product distinct from others. It helps to identify one’s product or services. Thus, in the minds of consumers a brand becomes a promise that promise which will fulfill the needs of the consumers. Kotler P (1999).

CONSUMER BEHAVIOUR:  Consumer behavior is a branch of marketing which deals with the various stages a consumer goes through before purchasing products or services. It deals with how commercial and social information sources influence of culture, sub-cultures, social class, membership and reference groups on buying behavior. How buying decision extend beyond the individual to the family and the household, the roles of motivation, perception, learning, personality and attitudes in shaping consumer behavior and the importance of statistical factors in buying. Senguptha J. S. (2011).

  DOWNLOAD THE FULL PROJECT

THE IMPACT OF BRANDING ON CONSUMERS’ BEHAVIOUR - A CASE STUDY OF DIAMOND BANK PLC

Not The Topic You Are Looking For?



For Quick Help Chat with Us Now!

+234 814 010 7220

+233 55 385 5526


HOW TO GET THE COMPLETE PROJECT ON THE IMPACT OF BRANDING ON CONSUMERS’ BEHAVIOUR - A CASE STUDY OF DIAMOND BANK PLC INSTANTLY

  • Click on the Download Button above.
  • Select any option to get the complete project immediately.
  • Chat with Our Instant Help Desk on +234 814 010 7220 for further assistance.
  • All projects on our website are well researched by professionals with high level of professionalism.

Here's what our amazing customers are saying

Ibrahim Muhammad Muhammad
Usmanu danfodiyo university, sokoto
It's a site that give researcher student's to gain access work,easier,affordable and understandable. I appreciate the iproject master teams for making my project work fast and available .I will surely,recommend this site to my friends.thanks a lot..!
Excellent
MATTHEW NGBEDE
Ahmadu Bello University
I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!
Excellent
Emmanuel Essential
Kogi state University
I actually took the risk,you know first time stuff But i was suprised i received as requested. I love you guys 🌟 🌟 🌟 🌟
Very Good
Samuel From Ajayi Crowther University
You guys just made life easier for students. Thanks alot iprojectmaster.com
Excellent
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Azeez Abiodun
Moshood Abiola polytechnic
I actually googled and saw about iproject master, copied the number and contacted them through WhatsApp to ask for the availability of the material and to my luck they have it. So there was a delay with the project due to the covid19 pandemic. I was really scared before making the payment cause I’ve been scammed twice, they attended so well to me and that made me trust the process and made the payment and provided them with proof, I got my material in less than 10minutes
Very Good
Merry From BSU
I am now a graduate because of iprojectmaster.com, God Bless you guys for me.
Excellent
Musa From Ahmadu Bello University
Thank you iprojectmaster for saving my life, please keep it up and may God continue to bless you people.
Excellent
Peace From Unilag
I cried not knowing how to go about my project but the day i searched online and saw iprojectmaster, i called and got my full project in less than 15minutes, i was shocked!
Excellent
JONNAH EHIS
Ajayi Crowther University, Oyo
I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!
Excellent

FREQUENTLY ASKED QUESTIONS

How do I get this complete project on THE IMPACT OF BRANDING ON CONSUMERS’ BEHAVIOUR - A CASE STUDY OF DIAMOND BANK PLC?

Simply click on the Download button above and follow the procedure stated.

I have a fresh topic that is not on your website. How do I go about it?

How fast can I get this complete project on THE IMPACT OF BRANDING ON CONSUMERS’ BEHAVIOUR - A CASE STUDY OF DIAMOND BANK PLC?

Within 15 minutes if you want this exact project topic without adjustment

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

What if I want to change the case study for THE IMPACT OF BRANDING ON CONSUMERS’ BEHAVIOUR - A CASE STUDY OF DIAMOND BANK PLC, What do i do?

Chat with Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

How will I get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 814 010 7220

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!