- The Complete Research Material is averagely 52 pages long and it is in Ms Word Format, it has 1-5 Chapters.
- Major Attributes are Abstract, All Chapters, Figures, Appendix, References.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦6,000
Get the complete project »
![Download Code Ready Instant Download Active](https://codemint.net/assets/home/instantdownloadMain.png)
CHAPTER ONE
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 affective 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
1. H0 Branding is not given significant attention in Diamond Bank Plc.
H1 Branding is given significant attention in Diamond Bank Plc
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
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
DEFINITION OF 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).
DEFINITION OF 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).
You either get what you want or your money back. T&C Apply
![](https://codemint.net/assets/public/img/100-money-back-guarantee.png)
You can find more project topics easily, just search
-
SIMILAR BUSINESS ADMINISTRATION FINAL YEAR PROJECT RESEARCH TOPICS
-
1. THE EFFECT OF STRATEGIC MANAGEMENT ON ORGANIZATIONS PERFORMANCE (A STUDY OF KRISORAL GROUP OF COMPANIES LIMITED ONITSHA)
» ABSTRACT The topic of this project is “the effect of strategic management on organization’s performance”, with a particular referenc...Continue Reading »Item Type & Format: Project Material - Ms Word | 111 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
2. THE PROCEDURES AND WAYS OF PAYMENT OF PENSION AND GRATITUITY TO RETIRE CIVIL SERVANT IN ENUGU STATE
» CHAPTER ONE INTRODUCTION 1.1 Background to the Study The administration of pension scheme is not a contemporary phenomenal or practice. Memorably, it ...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
3. EFFECT OF GOVERNMENT HEALTH POLICIES ON TH PERFORMANCES OF HEALTH MANAGERS
» CHAPTER ONE INTRODUCTION Health Services in Nigeria have evolved via a number of historical developments including succession of policies and plans of...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
4. WORKPLACE DISCRIMINATION AND TALENT RETENTION IN UNIVERSITIES IN OGUN STATE, NIGERIA
» CHAPTER ONE INTRODUCTION 1.1 Background to the Study Globally, retaining talented employees is challenging to organisations in the face of hyper compe...Continue Reading »Item Type & Format: Project Material - Ms Word | 200 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
5. THE EFFECT OF BUSINESS CREDIT AVAILABILITY ON SMALL AND MEDIUM SCALE ENTERPRISES
» CHAPTER I 1.0 INTRODUCTION For both developing and developed countries, small and medium scale firms play important roles in the process of industrial...Continue Reading »Item Type & Format: Project Material - Ms Word | 69 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
6. THE ROLE OF LEADERSHIP IN ORGANISATION DEVELOPMENT (A CASE STUDY OF FIRST BANK PLC, OZORO)
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY Few years ago believe hold that leader were born made prior to the 1930s. It is widely known that...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
7. THE FACTORS THAT INFLUENCE–A CASETHESTUDY CHOICEOF OF MAKOLA COMMUNITY
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND Banking and other financial institutions in Ghana play a critical role in building the economy through the pro...Continue Reading »Item Type & Format: Project Material - Ms Word | 68 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
8. THE APPLICATION OF LINEAR PROGRAMMING IN PROFIT MAXIMIZATION (A CASE STUDY OF CRUNCHES FRIED CHICKEN AKA ROAD)
» CHAPTER ONE INTRODUCTION 1.1. BACKGROUND OF THE STUDY 2. Linear programming (LP) can be defined as a mathematical technique for determining the best a...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
9. THE IMPACT OF TALENT MANAGEMENT ON EMPLOYEE PERFORMANCE IN BARAU DIKKO TEACHING HOSPITAL, KADUNA
» THE IMPACT OF TALENT MANAGEMENT ON THE PERFORMANCE OF EMPLOYEES IN BARAU DIKKO TEACHING HOSPITAL, KADUNA...Continue Reading »Item Type & Format: Project Material - Ms Word | 116 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT
-
10. THE IMPACT OF GOVERNMENT INVOLVEMENT ON THE DEVELOPMENT OF SMALL AND MEDIUM SCALE ENTERPRISES IN NIGERIA (A CASE STUDY OF SOME SELECTED COMPANIES IN U...
» CHAPTER ONE 1.1 INTRODUCTION The government of any independent country has the constitutional power to formulate policies and make laws for the good o...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages |
Instant Download | Chapter 1-5 | BUSINESS ADMINISTRATION DEPARTMENT