CHAPTER ONE
INTRODUCTION
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.
NOT THE TOPIC YOU ARE LOOKING FOR?
Once payment is made, kindly send us your project topic, email address and payment name to +234 810 144 4147
Once payment is confirmed, Project materials will be sent to your email
food shoppers suffered different challenges during the coronavirus pandemic, such as limited public transportation, food stock-outs (i.e. exhausted inventories), and reduced hours at supermarkets and grocery stores.
The production and supply of goods were at the minimum level as staff observed the stay-at-home policy, and businesses were also shut down due to safety measures enacted to contain the spread of the virus
The findings of this study will be of immense usefulness to governments, organizations, and private business owners as it reveals the huge role and importance of the Internet to their various lines of operation.
The findings of this study will be beneficial to SME operators as it examines the impact of social media on small and medium businesses.
The study will be significant to service providers and the general public. This study will also serve as reference material to researchers and students.
This research will assist marketers in implementing their ads in a manner that promotes a constructive outlook about their company's product and service.
The findings of this research work will undoubtedly provide the much needed information to government organizations, ministry communication, brand influencers , individuals and academia.
This research work focused on the impact of COVID 19 on traders’ sales volume.
This study will educate small business owners and young entrepreneurs on the massive benefits of e-marketing.
This study will be helpful to the Nigerian service sector in fully understanding the marketing communication mix and how it can be effective in reaching out to their various customers or clients.
Message Us on WhatsApp »
