Review of Distributors, Retailers and Customers’ Assessment of Lion Brand Portland cement Over Other Competing Portland Cement Brands

International Journal of Research and Innovation in Social Science (IJRISS) | Volume IV, Issue XII, December 2020 | ISSN 2454–6186

Review of Distributors, Retailers and Customers’ Assessment of Lion Brand Portland cement Over Other Competing Portland Cement Brands

Richard Jimin Agema, Ochanya Blessing Adegbe, Philip Dewua
Department of Business Management, Faculty of Management Science, Benue State University Makurdi,. Nigeria.

Abstract:-The main objective of this paper is to present a review of distributors, retailers’and customers assessment of lion brand Portland cement product over other competing Portland cement brands in Nigeria. The researchers adapt mix research methodology. Therefore, the research methods adapted for the study is survey, historical, descriptive, analytical and empirical methods. The sample population designed for the study was 44 distributors, retailers, and 44customers of the company’s product. A cluster sampling method is adapted for the study. Distributors, retailers, and customers were asked to assess the product over other competing cement brands like Dangote cement, Ashakacem, and Rock imported cement. Results of the survey conducted revealed that: distributors, retailers, and customers rated Lion Brand Portland Cement product over other competing brands as rather poor. Similarly, Consumers and Customers also rated Lion Brand Portland Cement over other competing brands as rather poor. The poor rating was in terms of low-capacity utilization that couldn’t meet Consumers and Customers demand for the product. The poor rating was also associated with poor packaging, poor customer services and scarcity of the product at depots and retail outlets due to constant plant shutdown and low capacity utilisation. The study recommends that, the company should improve on low-capacity utilization to meet consumers demand for the product. In addition, company should improve on product packaging i.e. the underweight of the package product and encourage good Customer Service delivery at plants and depots to improve product positioning and sales.

Key words: Distributors, Retailers, Customers, assessment, Lion Brand Portland cement, Benue Cement Company Plc.

Introduction

This study is a review on assessment of Lion Brand Portland Cement brand of Benue Cement company Plc, by Distributors, Retailers, and Customers over other competing cement brands in Nigeria. The purpose of the study is to provide empirical evidence of the Company’s product brand in terms of performance of the company’s product in the cement market in Nigeria. The value to businesses of owning strong brands is incontestable. Brands that keep their promise according to Clifton and Simmons (2003) is to attract loyal buyers, who will return to them at regular intervals. The benefit to the brand owner is that forecasting cash flows becomes easier, and it becomes possible to

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