An Examination of the Relationship Between Branding and Consumer Buying Behavior of Mosquito Repellants in the Kumasi Metropolis of Ghana

Abstract

This study examined the influence of branding on consumer purchasing behaviour with an emphasis on mosquito repellents in the Kumasi Metropolis of Ghana. This was necessitated by the fact that, in-spite of the superfluity of literature on branding and consumer purchasing behaviour, there are limited studies on mosquito repellents despite its growing demand. The study in addressing this gap significantly contributes to academic knowledge on branding and consumer purchasing behaviour. The study adopted a descriptive survey as the research design. Both primary and secondary sources were used in the gathering of data. The study employed a purposive sampling method for the selection of 210 respondents in the administration of the questionnaire. Data were then analyzed using Statistical Package for Social Sciences (SPSS) and Microsoft Excel. Correlation matrix, Cronbach Alpha, Mean and Standard Deviation were used in the analysis of the quantitative data and the testing of hypotheses. The study revealed that majority of the respondents based their purchasing decision on brand name although some respondents acknowledged that purchasing behaviour was also influenced by brand elements such as design, slogan, shape and logo. The study, by extension, discovered that there was a strong positive relationship between brand elements and consumer purchasing behaviour. Also, most of the respondents indicated that they purchase mosquito brands because of the assurances of quality. Based on the findings, the study recommends the need not only for market practitioners to concentrate on the brand name as a way of influencing consumers’ purchase decision but also undertake measures to develop the other brand elements such as design, slogan, shape and logo. Also, due to the competitive nature of the market, top management should continue the pivotal role they are playing in making their brand stand out from those of competition.