Strategic Product Positioning and Customer Patronage of Brewery Organizations in Enugu State, Nigeria

Abstract

The study investigated the effect of product positioning strategies on customer patronage of brewery organizations in Enugu State Nigeria. The specific objectives of the study were to investigate the effect of feature-based positioning; price-based positioning, cultural symbol positioning and competitive positioning on customer patronage of brewery organizations in Enugu State, Nigeria.  The study adopted a cross sectional survey research design. The population comprises management and staff of brewery organizations in Enugu State and the population size was unknown while the sample size was 384. Primary source of data was used while the instrument of data collection was structured questionnaire. The validity of the instrument was tested using expert opinion while the reliability of the research instrument was tested using Cronbach Alpha coefficient. The study used quota sampling technique in reaching the respondents. Multiple regression statistical analysis method was used to test the formulated hypotheses at 5% level of significance. The findings revealed that feature-based positioning; price-based positioning, cultural symbol positioning and competitive positioning have significant and positive effect on customer patronage of brewery organizations in Enugu State, Nigeria. It was concluded that the positioning strategies understudy have significant effect on customer patronage of brewery organizations in Enugu State. The study recommended that brewery organizations should ensure improved usage of the studied product positioning strategies for enhanced customer patronage of their market offerings in Enugu State. The findings of the study have many implications to the policy holders, stakeholders, marketers, consumers, brewery organizations, and future researchers.