Accessing Sales Performance Through Brand Architecture in the Nigerian Brewery Sector

Abstract

The study focused on brand architecture and sales performance of the Nigerian Brewery sector. The population size was 300 out of which a sample size of 171 was realized using Cochran’s sample size at 5% error tolerance and 95% level of confidence. Instruments used for data collection were primarily questionnaire. Out of 171 copies of the questionnaire that were distributed, 155 copies were returned while 16 were not returned. The descriptive survey research design was adopted for the study. The hypotheses were tested using Pearson Product Moment Correlation Coefficient and Simple Linear Regression Statistical tools. The findings indicate that parent brand significantly affect sales performance (r = 0.864; t = 33.536; p < 0.05). That there is a significant effect between endorsed brand and sales performance (r = 0. 812, p < .05). Lastly, umbrella brand significantly influences sales performance (r = 0.883; t = 36.848; p < 0.05). The study concluded that brand architecture enables customers to distinguish between different products and services and recognize what they perceive satisfy their needs the most. The study recommended that brand managers need to anticipate that sales performance is for a parent brand is reinforced when customers trust a brand. It should be understood that when customers have an unfavorable association with the parent brand and its dimensions, their attachment with the parent brand is negatively strengthened, they will spread to the loyalty can be reflected in repetitive purchase and higher sales position.