Product Positioning as a Marketing Strategy for Brand Awareness of Pharmaceutical Firms in Kwara State
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Date
2022-06
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Abstract
The study examines the effect of Product Positioning as a Marketing Strategy for Brand Awareness of
pharmaceutical firms in Kwara State of Nigeria. The study adopted a cross sectional survey design, involving
the use of structured questionnaire as research instruments. The population comprises of the 283 employees
regarded as line managers working in the manufacturing pharmaceutical firms in Kwara State. The study
further employed convenience sampling techniques to arrive at a sample of 169 respondents. The study
adopted the use of structural equation model (SEM) to analyse the data. The study found that product
positioning has effect on marketing strategy and therefore should be given the required effort to assist in the
brand awareness of pharmaceutical products of firms in Kwara State. Based on research findings, the study
revealed that there is a significant relationship between product positioning and brand awareness, hence as a
marketing strategy affects the performance of pharmaceutical firms in Kwara State, the study recommends
that pharmaceutical firms or companies should improve on the brand awareness on their products through
proper positioning.