Effect of Brand Equity on Performance of Distributors in Flour Mills of Nigeria Plc

Abstract

The fast-Moving Consumer Goods sector such as Flour Mills of Nigeria PLC is a key contributor of the Nigeria economy. This sector of Nigeria economy provides products that are daily consumed by each and every strata of the society irrespective of social class, income group, age group. Based on the several reviewed literatures used this method in the Nigeria context to ascertain how this brand equity attributes (perceive product quality, brand awareness, brand loyalty, brand association) effect on the performance of distributors in Flour Mills of Nigeria PLC. Thus, to consider whether the type, strength and magnitude of possible effect between components of brand equity and distributors performance indicators such as public image perception, quality perception, customer satisfaction, employee satisfaction, brand positioning strategies, economic value of a product, skills levels, innovations in products and new value streams can lead to meaningful managerial implications. Since, there is a noticed gap and dearth of studies that focused on the effect of brand equity on the performance of distributors of Nigerian food and beverages companies such as Flour Mills of Nigeria PLC, this study fill that gap.Probability sampling technique is used in this study. The probability sampling give each item in the population an equal chance of being selected as sample object. Furthermore, sample representative in the probability sampling technique have a guarantee of equal and independent representation of data being chosen. The study found an important role of brand association, brand image and brand awareness to intensify the impact of brand equity on performance of distributors in flour mills Plc. The study recommends that