Effects of Brand Image on Consumer Patronage (a Case Study of 7up Bottling Company Ilorin, Kwara State)

The study examined the effect of branding on consumer patronage (A study of 7up bottling company in Ilorin, Kwara State). The specific objectives were to examine the effect of socioeconomic characteristics on consumer choice on patronage; effect of brand image on consumer patronage on products; effect of product brand on consumer behavior and evaluate how confidence in product brand affects consumer patronage. The study adopted descriptive survey research design and simple random sampling technique. A population of 1,100,000 consumers/customers of 7up bottling company in Ilorin, Kwara State were used for the study. Taro yamane formula were used determine a sample of 400 from the population. However, 365 questionnaires were recouped form the respondents which form the sample size of the study. Primary data sourced from distribution of questionnaire to staff and consumers of 7up bottling company in Ilorin, Kwara State. A test-re-test were conducted to ensure validity and reliability of the data. The data were presented using 5 point Likert scale and tested using regression model (SPSS). The descriptive result shows that, most of the respondents 57.5% and 55.6% strongly agreed that brand reputation and brand value creation affects consumer preference in 7up bottling company products. The empirical result revealed that brand image has positive and significant effect on consumer preference of products. Product brand has significant effect on consumer behavior. And confidence in product brand has positive and significant effect on consumer. The study recommended that there need for the management of 7up Company to segment their market offerings. This will help the organization to create an outstanding image to the organization which will enable all class of the target market to prefer the product more than that of the competitors. It is also examines the multifaceted effects of brand image on consumer patronage, specifically within the context of 7UP Bottling Company in Ilorin, Kwara State, Nigeria. In the intensely competitive Nigeria beverage industry, a robust and positive brand image is paramount for attracting and retaining consumers. This research seeks to elucidate how various components of brand image including brand reputation, perceived product quality, brand identity, and the associations consumers hold with the brand influence the purchasing decisions and loyalty of consumers toward 7UP products within the Ilorin metropolis.